New Delhi: To promote responsible tourism and enhance the experience for visitors across India, the Ministry of Tourism, Government of India, launched the ‘Paryatan Mitra & Paryatan Didi’ initiative on World Tourism Day. This national initiative, inspired by Prime Minister Narendra Modi’s vision of enabling tourism as a vehicle for social inclusion, employment, and economic growth, aims to train local communities as ambassadors and storytellers of their destinations.
The program has been piloted in six key tourist destinations—Orchha (Madhya Pradesh), Gandikota (Andhra Pradesh), Bodh Gaya (Bihar), Aizawl (Mizoram), Jodhpur (Rajasthan), and Sri Vijaya Puram (Andaman & Nicobar Islands). It aims to elevate the overall experience for tourists by having them interact with locals who have been trained to offer high standards of hospitality, cleanliness, safety, and sustainability.
The Paryatan Mitra & Paryatan Didi initiative focuses on individuals who frequently engage with tourists—cab drivers, auto drivers, railway and airport staff, hotel workers, restaurant employees, homestay owners, tour guides, police personnel, street vendors, shopkeepers, and students. These participants receive specialized training to promote tourism, as well as gain knowledge of the local culture, history, and hidden gems of their regions. This ensures that every interaction a tourist has contributes positively to their experience.
Driven by the principle of ‘Athithi Devo Bhava’ (Guest is God), the initiative is expected to create an army of tourism ambassadors who are well-versed in local stories, cultural significance, and lesser-known attractions of their destinations.
Empowering Women and Youth The program places special emphasis on empowering women and youth by training them to develop innovative tourism experiences, such as heritage walks, food tours, craft tours, and nature treks. The initiative envisions these individuals taking on roles such as homestay owners, cultural and natural guides, and adventure tourism operators, helping them secure sustainable employment in the tourism sector.
Training and Digital Literacy In addition to tourism-specific training, participants are receiving education in digital literacy and the use of digital tools to ensure their services are discoverable by tourists globally. Since the pilot of the program on August 15, 2024, approximately 3,000 individuals have been trained in the six pilot locations.
Impact and Future Plans The initiative has already sparked enthusiasm among locals, with many eager to participate in tourism training programs. The Ministry of Tourism plans to recognize certified Paryatan Mitra and Paryatan Didi members with a dedicated badge, assuring tourists of an exceptional experience when interacting with them.
To mark World Tourism Day 2024, the Ministry expanded the Paryatan Mitra and Paryatan Didi initiative to 50 additional tourist destinations across India, cementing the country’s commitment to promoting responsible tourism and leveraging local communities as key drivers of the tourism economy.