"This is where we failed as Indians": Tourists' chanting Gayatri Mantra inside Azerbaijan museum sparks global travel etiquette debate

A video doing rounds on social media has once again sparked a conversation around responsible tourism and how Indians travel abroad. Shared by Debasmita Majumder (@blushing.debasmita), the video has been widely circulated on Instagram.

The clip shows a group of Indian tourists chanting Gayatri Mantra inside Baku's historic Ateshgah Fire Temple complex (now a protected museum). Since then, the reel has drawn criticism online over whether the behaviour was appropriate in Azerbaijan. The conversation has now turned into a broader discussion on travel etiquette, civic sense, and how individual actions can shape the global image of an entire nation.The viral video

The video shows a group of travellers chanting Gayatri Mantra continuously inside the museum in Azerbaijan. The people making the video can be heard laughing and talking in the background about the behaviour. The guide says, “It’s an unofficial gathering”.The caption written on the video reads,“A group of Indian tourists with Zero Civic sense started shouting religious verses inside this protected State Museum of Baku. In fact, things got so embarrassing during the incident that even the local tour guide decided to leave area and move on to the next location just to distance themselves from the chaos. But not before the guide turned to us, laughed and asked: “Aren’t they your people?”And in that exact moment standing there in total silence….you realise….”This is where we failed as Indians”A temple with Indian roots—but now a protected museumThe Ateshgah Fire Temple is situated on the outskirts of Baku and has historical links with India.

The temple was built during the 17th and 18th centuries and was used over centuries by Hindu, Sikh and Zoroastrian merchants travelling along ancient trade routes. One can see Sanskrit and Gurmukhi inscriptions inside the complex.Today, the place acts as the State Historical-Architectural Reserve and Museum under Azerbaijan's Ministry of Culture. It is managed as a protected museum rather than an active Hindu temple.

Visitors are expected to treat it like any other heritage museum and not as a temple.Why the video matters

Every year, millions of Indians travel to other countries for holidays, pilgrimages, and educational purposes. India's outbound tourism market continues to expand and that’s exactly why the video matters. Such irrational acts tarnish the image of an entire nation and just a handful of travellers. Most Indian tourists are respectful and appreciative of local cultures.

Yet, as travel experts often point out, it takes only a handful of mindless acts to create lasting stereotypes. Incidents like shouting loudly inside museums, ignoring lines or feeding wildlife despite warnings, frequently go viral because they stand out for their unbelievable behaviour. Sometimes, however, the strongest impression isn't created by a grand cultural performance but by something much simpler—waiting patiently in a queue, speaking softly, following local rules and thanking service staff, among others.It is important for every traveller to remember that they are all ambassadors of their nations. And travel is one of the strongest forms of cultural exchange. The Azerbaijan incident may eventually fade, but people remember.