"Atithi Devo Bhavah Program" - A nation wide campaign that aims at sensitising key stakeholders towards tourists, through a process of training and orientation. The endeavour is to boost tourism in India, which in turn would act as a catalyst for India’s economic growth. To launch a national level initiative that works at many levels to address all the above issues.

Atithi Devo Bhava aims at creating awareness about the effects of tourism and sensitizing people about preservation of our rich heritage & culture, cleanliness and warm hospitality. It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.

One gets a glimpse of the customs and rituals in India as soon as one is welcomed in traditional Indian style. 'Atithi Devo Bhava' is what inspires the hospitality business in India, which is what reflects the most popular custom of India. 'Atithi Devo Bhava' means that guest is God and should be treated like a deity. This is what is expressed in welcoming a guest with a garland and putting vermilion on the forehead of the guest. There are a number of such customs that are part of Indian society. Even the Tourism Ministry, Government of India has launched the 'Atithi Devo Bhava' campaign to make people aware of India's rich cultural heritage and the philosophy of treating a tourist like God.