Showcasing Incredible India Through Swachh Bharat Abhiyan: Swachh Smarak, Swachh Pakwan And Swachh Paryatan

Abstract

India is a nation renowned for its rich and storied history, boasting one of the world's oldest and most advanced civilizations. Its diverse landscape features perennial rivers, undulating terrain, verdant mountains, evergreen rainforests, and stunning beaches in Goa, as well as the breathtaking backwaters of Kerala and the snow-capped paradise of North India. Cleanliness is crucial for travellers when selecting a destination as it greatly affects their experience and perception of the place. In order to enhance the reputation of popular tourist destinations in India as clean and secure places, a range of measures have been implemented. One of the key initiatives taken by the Indian government to enhance cleanliness in the country is the Swachh Bharat Abhiyan campaign. Swachh Bharat Abhiyan is really a magical tool if used efficiently; it will change the image of India on the world map and will positively increase the number of tourists visiting the country. Swachh Bharat Abhiyan also helps in achieving the motto of ‘Incredible India’ and ‘Atithi Devo Bhava’ programmes. Thus in this present paper, the researchers focus on the importance of Clean India Campaign for promoting Indian Tourism and also explore the various initiatives under Swachh Bharat Abhiyan: Swachh Bharat – Swachh Smarak, Swachh Bharat – Swachh Pakwan and Swachh Bharat – Swachh Paryatan as the backdrop of Incredible India.