Aamir Khan to return as ambassador of tourism

Bollywood superstar Aamir Khan will once again reunite with Rang De Basanti director Rakyesh Omprakash Mehra to spread the message of Athithi Devo Bhava.

Bollywood superstar Aamir Khan will once again reunite with Rang De Basanti director Rakyesh Omprakash Mehra to spread the message of Athithi Devo Bhava.

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Four new commercials are being made for the Tourism Ministry, featuring the actor who once again is seen appealing
to the public to stop defacing monuments and be cordial to tourists.

The aim of the commercials is to take further the 'Incredible India' campaign and are part of the 'Atithi Devo
Bhava' initiative aimed at enlightening the public about being tourist friendly.

"The newly made four ad films are different from Aamir's early films made by the same director for the ministry. Aamir is donning the role of a sutradhar (narrator) in these films," said the official.

The tourism industry is passing through a critical phase with a decline in foreign tourist arrival this year due
to various reasons including economic slowdown, swine flu and travel advisories issued by many countries.

While a total of 45.41 lakh foreigners visited the country during January to November this year, the number was
48.51 lakh in January-November 2008.

Incidentally, the much awaited Aamir Khan starrer feature film Three Idiots is also expected to release this
month and the ministry is hoping to cash in on the hype surrounding the film.