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Chapter 9 – A welcoming, safe, clean and hygienic destination
9.1.
Launch of “Atithi Devo Bhava” – A Social Awareness Campaign
9.1.1. Need for large scale behavioural change
It is the endeavour of the Policy that India is seen, felt, and experienced as a warm,
welcoming, safe, secure and easy to explore tourist destination.
The success of a
tourist destination lies in how welcoming it is to its visitors and the focus will be to
eliminate hustling, cheating, harassment by touts etc. There is a need for large scale
behavioural change both in the residents and visitors to achieve the objective.
9.1.2. National Campaign for Social Awareness and Behavioral Change
A national campaign to create social awareness and
behavioural change will be
launched under the brand “Atithi devo bhava”. It
shall be launched in the print,
television, radio, online and outdoor media to sensitize
stakeholders and general
public about the need for
good behavior towards tourists,
ensuring cleanliness,
hygiene and safety and acting responsibly.
9.2.
Tourist Information Centers at the Destinations
The tourists shall be welcomed at main points of arrival by air, rail or road at various
destinations. Tourist information centres will be set up at all such important locations
under the overall management of Destination Management Organizations. These
centres will provide information
about the destination,
facilitate and guide the
tourists.
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