Unchecked commercialisation, disregard for local customs much to blame
Shrey Awasthi
Himachal Pradesh is not just another hill destination but Devbhoomi, the sacred land of gods and deities. Every mountain peak, every temple and every valley here has been protected by deities for centuries. For the people of Himachal, faith is not folklore but lived reality.
While tourists are welcomed with open hearts under the ancient principle of ‘Atithi Devo Bhava’, it is equally important that visitors respect the traditions and sanctity of this divine land.
Unfortunately, in recent years, reckless behaviour, unchecked commercialisation and disregard for local customs have shaken this balance. Natural disasters that have repeatedly struck Himachal are not viewed by locals as mere “climate events”, but as divine warnings.
When deities warned
• Kullu-Manali floods (2023): Bridges and homes were swept away by the Beas. Local ‘gurs’ (oracles) had already warned that the Manali deity was displeased due to unregulated construction and disrespect to the sacred river. Yet tourists continued to treat the riverbank as a party zone.
• Mandi cloudbursts: Home to ancient shrines, Mandi has seen repeated tragedies. Villagers believe the deities are angered by the commercialisation of fairs and festivals where spiritual devotion has been replaced with entertainment stalls and noise.
• Pong Dam & Indora floods: Year after year, floods wreak havoc in Indora and surrounding areas. Locals recall age-old warnings that tampering with the Beas without divine rituals would invite calamity. Today, thousands are displaced each monsoon.
• Kinnaur landslides (2021): Dozens lost their lives when mountains collapsed. Residents pointed to a simple truth: in a land where every mountain is considered a deity, blasting tunnels and building roads without rituals is not just environmental negligence but arrogance before the Gods.
These tragedies are more than statistics. They are reminders that when we ignore Devbhoomi’s spiritual code, both man and nature rebel.
Tourism shouldn’t become reckless recreation
If Himachal is truly Devbhoomi, then its governance must reflect it. Tourism cannot be allowed to become reckless recreation. It must be guided by respect, responsibility and regulation.
• Temple etiquette boards: Every temple and sacred site should have multilingual boards explaining local customs, what behaviour is forbidden and why. This will educate visitors before they enter.
• Cultural orientation for tourists: Just as we promote eco-tourism, Himachal must promote Dev Sanskar Tourism where visitors are made aware that they are walking into a land of gods, not a picnic ground.
• Strict environmental laws: Unregulated construction along riverbanks and blasting of hills must be brought under stricter checks. No project in Devbhoomi should begin without local deity rituals and proper environmental clearance.
• Sacred zone protection: Certain valleys and shrines must be declared “sacred ecological zones”, where no commercial activity can take place.
• Government-led campaign: The state must launch a campaign — “Respect Devbhoomi, Protect Devbhoomi” — that combines spirituality with environment, making it both a moral and policy-driven responsibility.
Delivering a political message must
Leaders must recognise that Himachal’s identity is not in malls, clubs or concrete hotels but in temples, fairs and faith. Any government that fails to safeguard this spiritual heritage fails its people. Respecting the will of the deities is respecting the will of the people.
This is not about religion alone but culture, ecology and survival. If tourists treat Devbhoomi as a playground, and if governments treat mountains as business plots, Himachal will keep paying the price through floods, landslides and destruction.
The time has come for a united political and social movement: tourism with devotion, development with responsibility and governance with reverence.
Let us remind every visitor: You may come to Himachal as a tourist, but if you leave as a pilgrim, you will take not just memories but also blessings.
