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Tourism Ministry launches new ‘Atithi Devo Bhava’ TVCs starring Aamir Khan

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NEW DELHI: A new series of television commercials (TVCs) on the theme of ‘Atithi Devo Bhava’ with actor Aamir Khan were launched here by the Tourism Minister Mahesh Sharma.

A brochure titled “India - the Land of Yoga” was also launched at the function organized in New Delhi.

The four films made on the theme of “Atithi Devo Bhava” spread awareness about ways to extend hospitality to tourists visiting India by adopting an honest and helpful attitude, as well as maintaining cleanliness and hygiene. 

Khan is the brand ambassador for these films, which have been directed by adman Prasoon Joshi. 

Joshi said, “‘Atithi Devo Bhava’ is the core of our culture and we must promote is as our USP for the purpose of tourism.” 

The four films launched today will be telecast on various television channels to spread the message across the country. The films also aim to educating people about the importance of tourism and touristic values. 

While launching the brochure “India- the Land of Yoga”, Dr Sharma said that the celebration of International Yoga Day is a matter of pride for India and many countries of the world are supporting us in this endeavour. The brochure on Yoga includes details of Yoga destinations, which will help to promote Yoga as a tourism product.

Dr Sharma thanked Khan and Joshi for making these films and helping in boosting the image of tourism in India. He said that security, hospitality and cleanliness are the main strengths of tourism in India and the Ministry is working on a mission mode to achieve these objectives. 

The Minister also said that the Indian Government has launched a Helpline 1363 or 1800-111-363 to help the foreign tourists and guide them on their arrival in India. The helpline will be available in 12 foreign languages within a month to facilitate the foreign tourists. Currently, the Helpline is available in Hindi and English. 

The Minister also announced the setting up of a National Medical and Wellness Tourism Board to boost medical tourism in India. “The Board will help to bring together and showcase on an international platform the various streams of medicine available in India including Ayurveda, Yoga, naturopathy, Unani and low cost allopathic treatments,” Dr Sharma added.

In another important step to promote tourism, Dr Sharma announced four new theme based circuits under the Swadesh Darshan scheme that will be developed in the next year. These four circuits are Wildlife Circuit, Spiritual Circuit, Desert Circuit and Ramayana Circuit. These four circuits will be in addition to the five circuits already being developed by the Ministry of Tourism.

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