Creating Awareness of Tourism Friendly Culture in India

India, although a lucrative tourist destination is unable to attract international tourists in large numbers. An effort is made in this paper to find out ways and means of developing tourism friendly culture. Through research, it is found that the job is not of only Government or semi-Government institutions; but of all the citizens, who are either aware or unaware of importance of tourism and who either come or do not come in contact with tourists. Author also used the 7S framework to understand nuts and bolts of creation of tourist friendly experience. One important conclusion of research was the reduction in importance of information to be provided by Government run agencies. With emergence of social platforms sharing information and smart-phones coupled with apps, the variable is now less important.