A 'shobha yatra' was flagged off from Asia chowk to the main bus stand here by Public Health Engineering Minister Sham Lal Choudhary and ministers of state Priya Sethi and Ajay Nanda.
Billboards, welcoming the visitors en route to the hill shrine, dotted the town, located 42 km from Jammu.
The state tourism department has also planned a series of religious, cultural, sports and folk events during the festival in collaboration with the Mata Vaishno Devi Shrine Board, various NGOs and other private parties.
Praising the efforts of the tourism department, he said the government wants people to explore various tourist destinations in the state.
MoS for tourism Priya Sethi said, "We do not want the tourist arrivals to restrict to Katra alone. We want them to go around and enjoy their stay for a few days."
Tahir Sajad Bhat, senior superintendent of police (Reasi), said latest electronic gadgets are being used for surveillance while a traffic management plan has been chalked out and implemented to ensure smooth movement of traffic.
Hans Raj, an office-bearer of hotel association, said the hotel owners have announced a 50 per cent discount in the bookings as a goodwill gesture on the eve of the festival.
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