"Amitabh Bachchan will be the first choice of the ministry for the job," a Tourism Ministry source said, adding actors Akshay Kumar, Deepika Padukone and Priyanka Chopra are among those under consideration.
Describing the veteran actor as a "non-controversial" figure, he noted that Mr Bachchan was the key face for promotion of tourism in Gujarat which has seen an "upsurge" after he was appointed last year.
Mr Khan, whose comments on perceived intolerance in the country late last year had invited flak from BJP, ceased to be the mascot for the campaign as the contract for it expired.
Mr Khan today said he respected the government's decision to "discontinue" with his services while making it clear that he never charged anything for the 'Atithi Devo Bhava' campaign.
"It is the prerogative of the government to decide whether they need a brand ambassador for any campaign, and if so, who that ambassador should be," he said in a statement.