Gujarat is the 6th largest state in India, located in the western part of India with a coastline of 1,600 km (longest in India). It is a popular tourist destination in the country and was visited by 19.5 million domestic tourists (9th Rank in the India) and 210 thousand international tourists (11th Rank in India) in 2020. Amitabh Bachchan is currently the brand ambassador of Gujarat Tourism. The ‘Khushboo Gujarat Ki' campaign by celebrity Amitabh Bachchan has increased tourism in Gujarat by 14 per cent per annum, twice that of national growth rate.