CM Sukhu extends World Tourism Day greetings for Himachal Pradesh
Synopsis
On World Tourism Day 2026, Himachal Pradesh CM Sukhvinder Singh Sukhu welcomed visitors to the state, invoking the spirit of Atithi Devo Bhava and celebrating the state's mountains, deodar forests, and warm cultural hospitality.
Key Takeaways
CM Sukhvinder Singh Sukhu posted World Tourism Day greetings on 27 September 2026 .
He highlighted Himachal Pradesh's identity — snow-capped peaks, deodar forests, and scenic valleys.
The message invoked Atithi Devo Bhava ('the guest is God'), framing hospitality as a cultural value.
He referred to the state as Dev Bhoomi , underlining its spiritual and natural significance.
The greeting aligns with a broader pattern of Indian state governments using World Tourism Day for domestic and international tourism outreach.
On World Tourism Day, 27 September 2026, Himachal Pradesh Chief Minister Sukhvinder Singh Sukhu extended warm wishes to all, invoking the ancient principle of Atithi Devo Bhava — 'the guest is God' — to welcome visitors to what he called the sacred soil of Dev Bhoomi Himachal.
In his message, CM Sukhu painted a vivid picture of the state's identity: snow-capped peaks, deodar forests, and pristine valleys where, he wrote, 'the air carries serenity, the culture carries warmth, and the hospitality carries Himachal's unique signature.' Every visitor, he added, leaves carrying not just memories of the landscape but 'a few sweet moments' tucked away with them.
Dev Bhoomi's standing as a year-round draw
Himachal Pradesh has long positioned itself as one of India's premier mountain destinations, drawing travellers to iconic corridors from Shimla and Manali in the south to the high-altitude deserts of Lahaul-Spiti in the north. The state's tourism identity rests on a rare combination: Himalayan adventure, Buddhist and Hindu pilgrimage circuits, and a deeply rooted culture of hospitality that the CM's message deliberately placed front and centre.
World Tourism Day, observed globally on 27 September each year, is a moment many Indian state governments use to reaffirm their tourism pitch — and Himachal Pradesh has consistently been among the most vocal, weaving cultural pride into every such message.
Hospitality as identity, not just industry
What stands out in Sukhu's message is the deliberate reach beyond infrastructure and statistics. The reference to Atithi Devo Bhava — a phrase rooted in ancient Sanskrit scripture and famously adopted as a national tourism branding campaign — frames Himachal's welcome not as a policy offering but as a cultural inheritance. That distinction matters: it speaks to travellers seeking authenticity, not just altitude.
With the winter season approaching, the message lands at a pivotal moment for the state's hospitality sector. Whether the warm words translate into meaningful policy support — better connectivity, stronger tourism infrastructure, investment in homestay networks — will be the real test of Dev Bhoomi's ambitions on the world tourism map.
Point of View
He taps a tradition that resonates across domestic and diaspora audiences without requiring a budget announcement. For a hill state whose economy is deeply tied to tourist footfall, the messaging choice signals an intent to build brand equity alongside infrastructure. The real political and economic dividend will emerge when seasonal arrival data and any forthcoming infrastructure allocations are measured against the warmth of today's words.
NationPress
27 Sept 2026
Frequently Asked Questions
When is World Tourism Day celebrated?
World Tourism Day is observed every year on 27 September . It is a global event that highlights tourism's role in economic growth, cultural exchange, and sustainable development.
What did CM Sukhu say on World Tourism Day 2026?
CM Sukhvinder Singh Sukhu extended warm wishes on World Tourism Day, describing Himachal Pradesh's identity through its snowy peaks, deodar forests, and valleys, and welcomed visitors with the spirit of Atithi Devo Bhava .
What does Atithi Devo Bhava mean?
Atithi Devo Bhava is a Sanskrit phrase meaning 'the guest is God.' It is a traditional Indian hospitality value and has also been used as a national tourism promotion theme in India.
Why is Himachal Pradesh called Dev Bhoomi?
Himachal Pradesh is called Dev Bhoomi , meaning 'Land of Gods,' because of its large number of temples, spiritual sites, and its deep association with Hindu and Buddhist religious traditions.
What are the top tourist destinations in Himachal Pradesh?
Himachal Pradesh is home to popular destinations including Shimla, Manali, Dharamsala, Kasol , and the high-altitude terrain of Lahaul-Spiti , attracting both adventure travellers and pilgrims.
