The four films, made on the theme of Atithi Devo Bhava, will spread awareness about ways to extend hospitality to tourists visiting India by adopting an honest and helpful attitude, as well as maintaining cleanliness and hygiene.

Veteran actor Aamir Khan is the brand ambassador for these impressive films and these films have been directed by the eminent ad maker Prasoon Joshi. These four films will be telecasted on various television channels to spread the message of Atithi Devo Bhava across the country.

Other announcements:
• Launched a brochure titled India- The Land of Yoga, that gives details of Yoga destinations and will help to promote Yoga as a tourism product.
• Setting up of a National Medical and Wellness Tourism Board to boost medical tourism. The Board will help to bring together the various streams of medicine available in India including Ayurveda, Yoga, naturopathy, Unani and low cost allopathic treatments.
• Development of four new tourist circuits on the themes of Wildlife, Spiritual, Desert and Ramayana under the Swadesh Darshan scheme. These four circuits will be in addition to the five circuits already being developed by the Union Ministry of Tourism.