The Ministry of Tourism has launched Swadesh Darshan Scheme in 2014-15 for integrated development of Theme-Based tourist Circuits in the country. Coastal Circuit which includes inter-alia beach destinations has been identified as one of thirteen thematic circuits for development under this scheme. The Ministry of Tourism promotes India as a holistic destination as part of its on-going activities by releasing advertising campaigns in various media under the Incredible India brand-line, through its website, production of publicity and promotional material and through promotional activities undertaken by the overseas India
Cleanliness and maintenance of beaches is the responsibility of the respective State Governments/ UT administrations. However, Ministry extends Central Financial Assistance under the Swadesh Darshan scheme for Beach Cleaning Equipment as one of the admissible components to promote cleanliness of beaches.
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