Kerala’s hospitality – ‘Atithi Devo Bhavah’
A visitor to India is treated on the basis of the mythological concept of ‘Atithi Devo Bhavah—Guest is God. This concept represents India’s age old hospitality. The hospitality of Indians is very well known. They are friendly and kind towards visitors and welcome them irrespective of language, traditions or religion. In Kerala, most of the families live as a joint family – with cousins and relatives. They will be more than happy to welcome newer members.
An initiative by the Ministry of Tourism, Government of India was started to maintain good relations with tourists and visitors to the country. It is a nation-wide campaign that aims at sensitising key stakeholders towards tourists, through a process of training and orientation. It is meant to boost tourismin India, which in turn would bolster India’s economic growth.
Apart from travel agents and hotel owners, it is also aimed at those dealing with tourists directly and indirectly, such as taxi drivers, tourist guides, operators, immigration officers and the police.
The programme is based on a verse in the Taittiriya Upanishad that goes, “Matru devo bhava, Pitru devo bhava, Acharya devo bhava, Atithi devo bhava”, meaning ‘One should worship mother, father, teacher and guests as God.’
The government’s seven-point Atithi Devo Bhavah Programme involves training and orientation for those liaising with tourists. As motivation, they also give away awards for the best worker in each segment.
