The Director of Tourism, G.N. Itoo, said that Kashmir has been receiving good response from Bollywood filmmakers and regional entertainment houses for shooting song sequences and commercial ads. He said Kashmir is a natural backdrop for the filmmakers and the tourism department has been making it easy for them to get permissions for shooting. Kashmir has witnessed a steady increase in tourist footfalls due to the continuous snowfall since the onset of winter. Celebrities who recently visited Kashmir include singers Jubin Nautiyal, Guru Randhawa and Salman Ali, former actress and model Sana Khan, music composer Salim Merchant, TV host and anchor Aditya Narayan, business tycoon Anil Ambani, most of whom visited Gulmarg.