Explain how relevant is the concept of “Atithi Devo Bhava” (Guest is our God) with respect to tourism.
“Athithi Devo Bhava" is the Sanskrit word taken from the Hindu scriptures and which became "part of the code of conduct" for the Hindu society. "AditiDevoBhava" means "guest is our god". India attracts millions of tourists each year. As an attempt to improve the number of tourists travelling to India, the Tourism Department of India implemented the Atithi Devo Bhava campaign with the theme of Incredible India. This program brings the responsibility to the people about the maintenance of our culture, heritage, and hospitality. The entire campaign of Atithi Devo Bhava includes sensitization, screening, training, orientation, certification, and feedback. The main aim of this program is to educate the taxi drivers, guides, police and other people who directly interact with the tourists of how the foreign tourist should be treated in India.
As per Indian culture, every guest should be similar to God. No difference should be made based on the guest's country, colour, sex etc. There were many advertisement campaigns by the government, in which the Indian Government is trying to communicate the same to all stakeholders. The campaign will provide training and orientation to all stakeholders. The major issue influencing tourism in India is related to the problem of safety. The motto of Aditi Devo Bhava will help to overcome this problem. When people are educated about how to treat the foreigners and strict imposition of law will also reduce the violence's against the tourists who are facing the problem of safety and security.