~ Atithi Devo Bhavah~

It is a Sanskrit verse taken from the Hindu scriptures  that has profound significance in India and Hinduism. “Atithi Devo Bhavah” is part of the verse mentioned in the Taittiriya Upanishad, Shikshavalli :

Matru Devo Bhavah ;

Pitru Devo Bhavah ; 

Acharya Devo Bhavah ; 

Atithi Devo Bhavah...

The literal translation of the verse is ‘Mother, father, Teacher and Guest should be served and honored as Gods.’ 

 

Atithi Devo Bhavah is the ancient line and has become part of codes of conduct of hindu society. The host-guest relationship in India is truly one of the most revered relationships. No distinction should be made based on the guests’s caste, colour or creed and he/she should be showered with all love, care and affection. 

“Tithi” in Sanskrit and  even in Hindi language means  date. “A-tithi” means who does not have any date. In olden times, there were no fast modes of communication as compared to today and thus ,if anyone wants to visit or meet his near and dear ones, there were no ways he could communicate his arrival. So he used to pay visit without any information and therefore in course of time guest used to be called “athithi” one who does not have any fixed time of arrival.  “Devo” in Sanskrit means God-like and “bhavah” means to understand.

The diversity in culture and the rituals of welcoming guests mark an exceptional identity of this country. That is why millions of tourists attracts towards india.

As an attempt to improve number of tourist travelling to India and social awareness for good behaviour towards tourists, the Tourism Department Of India , the Ministry of Tourism, Government of India implemented "Atithi Devo Bhavah " as campaign in 2005 , it realised the importance of communication with the internal publics including the community to put across a positive sentiment for tourism and visiting tourists.

The campaign targets the general public, while focusing mainly on the stakeholders of the tourism industry. The campaign provides training and orientation to taxi drivers, guides, immigration officers, police and other personnel who interact directly with the tourist. 

This program brings responsibility to people about maintenance of our culture, heritage, hospitality and also epitomises the feeling of friendliness and kindness in people where everyone is welcome to share in beauty of country .

 The  major  point of Atithi Devo Bhavah Program:

• sensitisation programme : Here the tourism centers/industry will come to known the advantages or the benefits that they get from this program and their contribution towards the improvement of the tourism places.

• Training and Induction: Here they will teach about how the tourist should be treated and satisfy their expectations as they travel so far.

•  Motivation: This is to motivate the people to indulge in various programs.

• Certification: Certifications are issued based on the performance.

• Feedback: This program is based on the feedback from the foreign tourist this is very important to improve ourselves.

• General Awareness: Here the media program is undertaken to create the awareness among the people about how to treat the people from outside.

• Ownership: This program should be taken care by all the tourism industries.

 
we Indians are generally exceptionally hospitable and take great pride in this characteristic. Complements on the hospitality of your Indian counterpart are generally very appreciated and thus This tag line is truely depicting the real love and respect for the guests from us .

 

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