Mumbai: Actor, producer, director Aamir Khan has been appointed as the brand ambassador for Atithi Devo Bhava Campaign for the Union Ministry of Tourism.

The decision was taken between the Union Tourism and Culture Minister Ambika Soni and Khan.

Khan will promote the Tourism Ministry’s efforts both for domestic and foreign tourists through ad-campaigns in print and electronic media to increase social awareness about the needs of the domestic and foreign tourists specially women tourists.

Khan said he would not charge anything from the Ministry of Tourism for such campaigns.

Soni said, "The mass appeal of the noted actor will further boost Tourism Ministry’s efforts to make people aware about the safety and security of tourists, hygiene, sanitation, and vandalizing historical monuments. Our ministry’s efforts will be to have an idea exchange with Khan on how to sensitize people against harassment of tourists particularly women tourists."

"The tourism sector has vast potential both for employment generation and better income. Safe guarding of our rich cultural heritage while promoting tourism is an important issue and the association of Khan will definitely bring desired results," she added.