Aamir Khan in Incredible India campaign

Aamir Khan is in the news again, this time for educating people about looking after the country's image, through television advertisements.

The tourism ministry has appointed Khan as the brand ambassador of Incredible India's 'Atithi Devo Bhava' campaign. Aamir is sporting a new look in the ads that are being aired in which he is seen at a marketing complex and in another, near a monument asking people not to vandalise heritage properties.

The ministry devised the ad campaigns to educate and sensitise people about tourists and heritage sites in the country.

The purpose behind the campaign is to showcase India's rich heritage and culture along with the message, atithi devo bhava that stands of a guest is a god.

"I was pleased to see that tourism is finally getting attention of government," says Khan on his appointment as brand ambassador.

Khan rues the neglect and vandalism of our heritage properties. He says, "A cursory look at the India's tourist places is enough for anyone to figure out that tourism has never been a top agenda for governments in India. While almost every other country understands the importance of tourism, India hasn't realised the full potential even after 61 years of independence.

He says, "In my visits to European countries and US, and even Thailand, it was pleasing to see how they take care of the tourists and various tourist places. Every important place has a tourist information center ready to help visitors with information, maps and other resources. Tourist sites are well maintained. Convenience and security of tourists is thought of."

"If we can address a few more critical issues of visitor safety, maintenance of tourist places, sufficient infrastructure, I have no doubt India will emerge as one of the top tourist destination in the world," Khan added.

Khan clarified that while serving the mission of the tourism ministry he was not taking any fee for this campaign for Incredible India as "it as part of my social responsibility."

Ambika Soni, union minister for tourism and culture conveyed her happiness with Amir Khan backing the tourism promotion, which would further boost the ministry's efforts to make people becoming aware of the safety and security of tourists, hygiene, sanitation and the acts of vandalism at historical monuments.