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A pioneer initiative by Ministry of Tourism, Government of India that will help tap into the full potential of tourism
in India. Ministry of Tourism, Government of India has introduced Atithi Devo Bhavah Program- A nation
wide campaign that aims at sensitizing key stakeholders towards tourists, through a process of training and
orientation. The endeavor is to boost tourism in India, which in turn would act as a catalyst for Indias economic
growth. To launch a national level initiative that works at many levels to address all the above issues.
Atithi Devo Bhavah aims at creating awareness about the effects of tourism and sensitizing people about
preservation of our rich heritage & culture, cleanliness and warm hospitality.
The entire concept is designed to complement the Incredible India Campaign.
4.3 SWOT analysis:
Indias geographical location, of deserts, forests, mountain and beaches.
Diversity of culture i.e A blend of various civilization and their radiations.
Such diversity helps in selling areas of tourism like culture tourism, food tourism, herbal tourism,
eco tourism, wildlife tourism and adventure tourism
A wealth of archaeological sites and historical monuments.
Lack of adequate infrastructure, For eg-The airlines in India are inefficient and do not provide basic
facilities at the Airport.
The road condition in India is very bad, India has the highest fatal road accidents in the world.
Proper marketing of Indian tourism is not done in abroad
There are many places where the image of India is one of poverty, superstition and diseases
Allowing entry of more multinational companies in to the country giving us a Global perspective.
Growth of domestic tourism, the advantage here is that domestic and international tourism can be
segregated easily owing to the difference in the period of holidays.
Significance in the area of tourism is moving to diversity of all sorts.
Improved conditions of road could attract more people.
Political turbulence or civil communication taking place in neighboring countries that affect the
image of entire India.
Aggressive strategies adopted by other countries like Australia, Singapore and Canada in
promoting tourism.
Appointing International/reputed consultants who would study the national and state wildlife infrastructure
and to identify destinations of tourist interest and bottlenecks. which would result in promoting tourism.

Involvement of the private sector in tourism related projects in the states to give fillip to this sector. Such
projects include wildlife tourist resorts, amusement parks
and jungle safaris.

Apart from promoting the recognized tourist destinations, promotion should also be aimed at national parks
and sanctuaries.

Overcoming travel hurdles, improving infrastructure, a wider choice of accommodation, hotels and rest
houses, better maintenance of wildlife parks and monuments, and reasonable entry fees, and more
connectivity will increase wildlife tourism.

Instead of promoting the state as an individual in India, efforts should be taken to promote India as a whole,
just like Australia, Malaysia etc. have been doing. Suitable amendments to be made in the various forest
Proper security arrangements especially from wild animals should be undertaken in order to make the
various tourist travelers feel more secure, safe and comfortable.
Improvements should be encouraged in terms of infrastructure developments.

Wildlife tourism should be developed at the central and state levels by the government. With rising income levels
the demand for better infrastructure and efficient service can do wonders to this industry. The case study of Sanjay
Gandhi National Park highlights the expectations of the tourists which should be met by the promoters i.e. the
government who are the major stake holders. Since the government may not be able to meet all the expectations of
the Wildlife tourists private wild life tour operators should be encouraged in a regulated manner.
A proper streamlined method for attracting wildlife tourists should be undertaken.
Travel agents who are the real partners should be encouraged to use their resources more efficiently. This strategy
should be developed in India so that that the entire nation can evolve as a major tourist destination.
However it is up to every one of us to realize that we can contribute in our own small way to keep India, clean and
green and attractive to the tourist. This can be achieved by avoiding spitting on roads and in railway stations,
respecting our guests (tourists),planting trees, conserving our Bio-diversity, preserving our age-old monuments and
by keeping our natural resources and environment free from any kind of pollution which itself would attract tourists.