Question

The 'Atithi Devo Bhavah' campaign was launched in which one of the following years ?

• A. 2002
• B. 2008
• C. 2014
• D. 2018

Hint:

'Incredible India' (2002) is for marketing; 'Atithi Devo Bhavah' (2008) is for sensitization.

Answer 1

The Correct Option is B

Concept: 'Atithi Devo Bhavah' (The Guest is God) is a social awareness campaign aimed at providing the social stakeholders (taxi drivers, tour guides, police, etc.) with training and sensitization regarding the importance of tourism and the treatment of foreign tourists.

Step 1: Understanding the Campaign Objective.
While 'Incredible India' focuses on external marketing to attract tourists, 'Atithi Devo Bhavah' focuses on the internal atmosphere. It aims to instill a sense of pride and responsibility in citizens to ensure a safe and welcoming experience for travelers.

Step 2: Timeline of the Launch.
The campaign was officially launched by the Ministry of Tourism in 2008. It was famously fronted by actor Aamir Khan as the brand ambassador to ensure the message reached the masses across the country.

Step 3: Strategic Impact.
The campaign addressed issues like harassment of tourists and hygiene at monuments, attempting to change the behavioral landscape of Indian tourism.