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The Minister for Tourism, Ms Renuka Chowdhury, at the launch of a new initiative `Atithi Devo Bhavah' in the Capital on Wednesday. — Ramesh Sharma

New Delhi , Jan. 19

IN an effort to sensitise the people about the tourism sector, the Ministry of Tourism on Wednesday launched `Atithi devo bhava' (ADB), an initiative aimed to provide the inbound tourist a sense of being welcomed to the country.

"An initiative of this type has been taken for the first time since Independence. This is a very ambitious scheme through which we will try and change the way people look at tourism," the Minister for Tourism, Ms Renuka Chowdhury, said at the launch of the initiative.

The `Atithi devo bhava' slogan was chosen, as "every one understands it," she said.

The campaign will provide training and orientation to taxi drivers, guides, immigration officers, tourist police, and other personnel directly interacting with the tourists. The training programme will be conducted at two levels and by experts. Officials said that they hoped to train at least 26,000 people between April and March 2006.

The campaign will be rolled out in a phased manner over a three-year period. In the first phase, Delhi, Mumbai, Jaipur, Goa, Aurangabad would be covered. The campaign will cover restaurants, shops, service stations and other sectors involved with the hospitality sector, the Minister said.

"We hope to make the ADB certification a status symbol," the Minister said, and added that the certificate given under the ADB initiative will be valid for six months after which it would have to be renewed.

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