Director Tourism Kashmir, Mahmood Ahmad Shah, today said that the Department is mulling to organize road shows in Thailand in August to promote Kashmir as a prime destination among the citizens from Southeast Asian countries.He said we need to rich heritage, culture, arts and crafts besides natural beauty of the Valley to tap the South Asian market for high end tourists.The Director was speaking at a FAM tour arranged by the Kashmir Vision Tour & Travels, which is hosting Thai tour operators. He said that such FAM tours will help promote Kashmir in a big way.It was said that the purpose of FAM tour for Thai tour operators is to show them Valley’s unparalleled beauty in addition to local culture, art and craft.On the occasion, the Director Tourism also interacted with the Thai tour operators and apprised them about tourism products and services available in Kashmir.The gathering was informed that owing to the continuous tourism promotional campaigns by tour operators during winter months, Kashmir is witnessing a good tourist flow from Thailand who have been mesmerized by natural landscape here.This year, several Thai groups have visited Kashmir, so far, for sightseeing, golf, bird watching, photography besides rich culture, heritage, and arts and crafts. Besides, Thai Ambassador also visited Kashmir recently and Thai High Commission is also scheduled to visit here on May 12. Currently, a group of 27 leading tour operators from Thailand are on a FAM tour to promote Kashmir tourism products among their nationals.