In a bid to promote Pahalgam as a winter tourism destination, LoudBeetle Events Pvt Ltd in association with J&K Tourism and Ahad Hotels and Resorts organized the Kashmir Snow Festival – 2014. The two-day event started on Feb 25 and comprised of 12 events including sports competitions, art exhibition and performances held for the first time in Kashmir. The event featured the first Snowball(Sheen Jung) championship in North India, the first of its kind Fire Dance show by British and Russian artists, and the first display of sky lantern show. Other events include skiing, sledging, and snow sliding competitions.