The Ministry of Tourism, Government of India, together with UT Administration of Ladakh organised a special three-day event ‘Ladakh: New Start, New Goals’ to promote tourism in the region starting from August 25th , 2021 . The event was organised with the support of Adventure Tour Operators Association of India (ATOAI) and was managed by Ashok Events. It saw tour operators representing all the leading travel and tourism trade associations who participated in discussions, B2B meetings and FAM trips to promote the region as an adventure tourism hub. The Union Tourism Minister Shri. G Krishna Reddy addressed the delegates virtually in the event on August 26th,2021. The event was attended by the Lt. Governor of UT of Ladakh, Shri. Radha Krishna Mathur as Chief Guest, the Secretary ,Tourism, Shri. Arvind Singh ( Virtually ) ; Director General Tourism & C&MD ITDC, Shri.G. Kamala Vardhana Rao; Additional Director General, Rupinder Brar ; Director Tourism, BB Dash and senior officials. There were various panel discussions and workshops organised as part of the event.