Shivraj Singh Chouhan Greets Nation on World Tourism Day
Synopsis
On World Tourism Day, 27 September 2026, Union Agriculture Minister Shivraj Singh Chouhan greeted citizens and called on every Indian to pledge preservation of cultural heritage sites while embracing the ancient ethos of 'Atithi Devo Bhava.'
Key Takeaways
Union Agriculture Minister Shivraj Singh Chouhan posted World Tourism Day greetings on 27 September 2026 .
He invoked the principle Atithi Devo Bhava — treating guests as divine — a value central to India's national tourism identity.
The Government of India has run an 'Atithi Devo Bhava' awareness campaign since 2009 to improve hospitality standards.
Chouhan called on Indians to take a pledge to protect, clean, and beautify cultural heritage sites and monuments.
The message frames tourism as a civic responsibility of residents, not only an economic or recreational activity.
Every year on 27 September, the world pauses to celebrate what travel does for the human spirit — and Union Agriculture Minister Shivraj Singh Chouhan used World Tourism Day 2026 to remind Indians of the deeper covenant between a traveller and a host nation.
In a post on X, Chouhan extended warm greetings to all citizens and travel enthusiasts, writing: 'Tourism brings not only incomparable joy but also immense knowledge and experience.' He invoked the ancient Sanskrit principle Atithi Devo Bhava — 'the guest is god' — urging Indians to connect with the country's rich culture, heritage, and values, and to 'fill their lives with the colours of positivity.'
'Atithi Devo Bhava' — a pledge older than the campaign
The phrase Atithi Devo Bhava is drawn from Hindu scripture and has anchored Indian hospitality philosophy for centuries. The Government of India formalised it as a national tourism awareness campaign as far back as 2009, training frontline workers — guides, taxi drivers, hotel staff — to embody its spirit toward visiting guests. Chouhan's invocation on World Tourism Day places that ethos squarely at the centre of India's self-image as a destination.
A call to preserve, not just visit
The minister's message went beyond celebratory wishes. He called on every Indian to take a pledge on #WorldTourismDay — to protect the country's cultural heritage and monuments and to keep them 'clean and beautiful.' The dual ask — preservation alongside promotion — mirrors the broader national push to marry heritage tourism with cleanliness drives at sites of historical significance.
Indian ministers routinely mark World Tourism Day with similar appeals, but the framing here is notably civic: tourism as a responsibility of residents, not merely a revenue stream. Domestic tourists, heritage site custodians, and local communities are the implicit audience — the people whose daily choices determine whether a monument thrives or decays.
With India's heritage circuit drawing growing numbers of both domestic and international visitors, the reminder to treat cultural sites as shared assets rather than disposable backdrops lands with real weight.
Point of View
A tension that heritage administrators are increasingly vocal about. Whether such annual messages translate into measurable policy action at ground level remains the real test.
NationPress
27 Sept 2026
Frequently Asked Questions
What is World Tourism Day and when is it celebrated?
World Tourism Day is an annual observance held on 27 September each year to highlight the social, cultural, and economic value of tourism globally.
What does 'Atithi Devo Bhava' mean?
'Atithi Devo Bhava' is a Sanskrit phrase meaning 'the guest is god.' It reflects the traditional Indian ethos of treating visitors with the highest respect and has been used as the theme of a Government of India tourism hospitality campaign since 2009 .
What did Shivraj Singh Chouhan say on World Tourism Day 2026?
Chouhan greeted citizens and tourism enthusiasts, urged Indians to connect with the country's rich culture and heritage through the spirit of Atithi Devo Bhava , and called for a pledge to preserve, clean, and beautify cultural heritage sites.
Why do Indian ministers emphasise heritage preservation on World Tourism Day?
India's extensive network of heritage sites is a core driver of both domestic and international tourism. Annual appeals for preservation reflect concern that growing visitor numbers can damage monuments if not paired with active conservation efforts.
What is Shivraj Singh Chouhan's current role in the Union government?
Shivraj Singh Chouhan currently serves as Union Minister of Agriculture and Farmers Welfare and Rural Development . He is a senior BJP leader and former four-term Chief Minister of Madhya Pradesh.
