Rajasthan has always been a symbol of India’s warm embrace towards its explorers and perfect exemplification of the age-old dictum, ‘Atithi Devo Bhav,’ meaning the guest is godlike. Being at the forefront of Indian tourism, Rajasthan tourism like all other industries has been struck hard due to the global pandemic of COVID-19. Strangled means and struggling to survive, the local travel and tourism service providers, hospitality industry, and the indigenous artists of the state are hit the most by the ongoing lockdown and curb on international and domestic travel.
In these testing times, ADTOI, Rajasthan Chapter, and Rajasthan Studio, an artist-driven platform for immersive art experiences joined hands for a hope-inciting video showcasing the unparalleled enthusiasm of the people. The video showcases the dignitary members of ADTOI Rajasthan Chapter, Mahinder Singh, Chairman, Virendra Singh Shekhawat, General Secretary, Syed Wali Khaled, Joint Secretary, and many others.
The video beautifully weaves the stunning visuals of Rajasthan’s landscapes, forts and palaces, and the vast cultural attractions with the heartening dance by the ADTOI dignitaries on the tunes of the state’s favourite folk song for tourists. This viral video depicts the grit of the tourism industry as a whole for a better tomorrow and how it has its arms wide open to welcome its “atithi” again. While the COVID-19 will change the face of tourism in the near future, this video is a powerful reminder that the essence of tourism in India will remain the same.
The video is like a souvenir for the better times ahead for our hospitality industry, reinforcing India’s age-old adage, ‘Atithi Devo Bhav.’