Travel is transformative, offering insights into diverse traditions and cultures, as the saying goes, “Travel teaches tradition.” India, renowned for its cultural heritage, historical monuments, and natural beauty, sees tourism as a vital economic driver, contributing significantly to GDP and employment.
Globally, tourism ranks among the top industries, accounting 11 percent to the global GDP.
U.S.-based market research firm Grand View Research estimates that agritourism to grow at a CAGR of 11.4% from 2022 to 2030. In India, the sector contributed 6.9% to GDP, 5.8% to total exports, and employed 8.8% of the population in 2019.
A rising trend in the travel industry is rural tourism, particularly agri-tourism, which offers visitors a firsthand experience of rural life on farmlands. From experiencing local cuisine to participating in farming activities, agri tourism provides travellers with a rejuvenating retreat in the lap of nature.
Uttar Pradesh, with its vast expanse of rural landscapes and agricultural heritage, holds immense potential for rural agro-tourism. The state boasts the highest number of villages in the country, each offering a unique glimpse into rural life and agricultural practices. Agro-rural tourism, a subset of rural tourism, promotes rural culture as tourist attractions, highlighting agricultural practices and farm-related activities as key experiences for visitors.
Pandurang Taware, known as the “Father of Agritourism,” exemplifies the impact of this industry. His efforts in Maharashtra’s Baramati district revitalized rural economies while promoting sustainable tourism. Following his success, Uttar Pradesh Tourism Department partnered with him to enhance rural infrastructure, aiming to expand authentic agro-tourism experiences through improved homestays.
Agritourism is on the rise, with Uttar Pradesh’s Tourism Department seizing the opportunity to promote local culture while boosting tourism and employment. The UP Tourism department, has identified 229 villages for rural and agro-tourism development, aiming to enhance the tourism experience while promoting local arts, crafts, and employment. Under the leadership of the tourism department, select villages are being transformed into rural tourism hubs, showcasing local culture and offering immersive experiences. With internet connectivity and free WiFi available, these hubs promise a seamless experience for visitors.
The UP Tourism Department has collaborated with various rural homestay providers, providing distinctive farm stay experiences infused with local culture and cuisine. My mom’s rural homestay in Basti, only 70 kilometers from Ayodhya, and Gulmohar, an eco-village project in Udaipurva, Banda district, showcase significant progress in rural homestay amenities. Additionally, the Tourism Department will provide subsidies to facilitate the establishment of village and farm stays.
The agri-tourism initiative aims to cater primarily to vacationers from major cities like Varanasi, Chunar, Mirzapur, Sonebhadra, and Robertsganj, with potential to attract visitors from Bhadohi, Ghazipur, Azamgarh, and Prayagraj. It presents an enticing option for residents in the vicinity of Varanasi seeking a peaceful and pollution-free environment for day trips or weekend retreats.
Domestic and international tourists can explore the cultural and heritage trail around Varanasi by experiencing various cultural heritage sites, artistic endeavors, and handicrafts. For instance, they can discover the black pottery of Azamgarh Nizamabad, immerse in the musical traditions of Hariharpur village, and witness the production of silk sarees in Mubarakpur.
Kakori and Malihabad near Lucknow can be prime examples of its potential to draw tourists and drive economic prosperity within local communities where one can visit the famous Mahilabadi Dussheri mango orchards, Guava orchards, Kakori’s Chikankari units and relish the Kakori kebabs.
In an order to boost Agro Tourism in Uttar Pradesh, numerous farmers have diversified into agriculture and emerged as torchbearers for agri-tourism. Notably, individuals like RamSharan Verma from Barabanki and Utkrisht Pandey from Pratapgarh have made significant contributions to community farming. Utkrisht Pandey, for instance, not only engages in Sandalwood and Turmeric farming but also provides basic amenities for agri-tourism on his farms.
Historically, pilgrimage and rural tourism have been interlinked and complement each other in generating employment and developing peripheral infrastructure.
The Ministry of Tourism’s initiatives like ‘Dekho Apna Desh’ and Swadesh Darshan Scheme, encourage exploration of the nation’s hidden gems and aim to create a more balanced tourism ecosystem to enhance rural tourism as a driver for socio-economic development in rural India. By integrating tourism with local products and services under the One District One Product (ODOP) initiative, the scheme aims to create employment opportunities and empower women in rural areas.
Uttar Pradesh unveils a wealth of rustic charms and authentic experiences for travellers. With its vast rural landscapes and rich agricultural heritage, Uttar Pradesh holds immense potential to emerge as a leading destination for agro-rural tourism. The Uttar Pradesh Tourism Department, working with local communities and stakeholders, has developed rural tourism hubs and improved rural infrastructure. Through initiatives like agri-tourism and integrating tourism with local products, Uttar Pradesh aims to boost tourism, employment, and preserve cultural heritage. Rural agro-tourism is set to significantly contribute to the socio-economic growth of rural India while providing travelers with authentic rural experiences.