Answer: The Sanskrit phrase “Atithi Devo Bhava” means the guest is the form of God.
At present, the Government of India is using this proverb to promote Indian tourism. In the year 2003, "Atithi Devo Bhava" was started to be used under Incredible India so that people from different countries come to India for tourism.
Effect of Atithi Devo Bhava Campaign
Following are the effects of Atithi Devo Bhava Campaign:
Famous actor Aamir Khan was appointed as its trademark ambassador.
Due to this campaign, there has been a 40% increase in Indian tourism year after year.
Today, through this campaign of “Atithi Devo Bhava”, we are able to teach our coming generation the lesson of keeping the spirit of generosity towards the guests.
What is the meaning of the Sanskrit phrase “Atithi Devo Bhava”?
The meaning of the Sanskrit phrase “Atithi Devo Bhava” is the guest is the form of God. It is an integral part of the culture of our country. Today all countries appreciate this idea and are making it a part of their respective culture.
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