See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/342233874

Rural Tourism in India: An Industry Assessment

Article · June 2020

CITATION READS

1 1,242

1 author:

Ridhi Sharma
Government MAM PG college, jammu, India
7 PUBLICATIONS 104 CITATIONS

SEE PROFILE

All content following this page was uploaded by Ridhi Sharma on 17 June 2020.

The user has requested enhancement of the downloaded file.

Article can be accessed online at http://www.publishingindia.com

POTENTIAL OF RURAL TOURISM IN INDIA -

A SYNOPTIC VIEW

Ridhi Sharma*

Abstract Potential of Rural Tourism in India - A Synoptic View

India is a multi-destination country with a variety of tourist attractions and facilities. Traditionally known largely for its historical and
cultural dimensions, tourism today is highlighted for its immense business opportunities. The recognition of rural tourism as an alternative
to mainstream is a recent concept. The basic concept of rural tourism was envisaged with benefit accruing to local community through
entrepreneurial opportunities, income generation, employment opportunities, investment for infrastructure development and preservation of
the environment and heritage. In India, rural tourism in its true form is relatively new. The potential for rural tourism to be a major force
in rural economic development is yet to be realized to the fullest extent. Therefore, with a view to underscore a clear potential of rural
tourism in India, the present study has made an attempt to highlight the industrial potential for rural tourism and articulates a spectrum for
conceptualizing rural tourism in India. The study mainly focuses on challenges and opportunities to rural tourism in India and future prospects
for its sustainable development.
Keywords: Rural Tourism, Indian Economy

to provide good experience to the tourist and (c) to maintain

INTRODUCTION the quality of environment. In 2004 The Union Ministry of
Tourism in collaboration with United Nations Development
Tourism is currently the fastest growing sector of the Indian
Programme (UNDP) launched an endogenous tourism
economy. It is a major contributor to foreign exchange
project to promote rural tourism in India. According to the
earnings, provides employment to millions, acts as a vehicle
project plan UNDP will help areas of capacity building,
for infrastructure development and is one of the largest and
involvement of NGOs, local communities and artisans
fastest growing industries in the world. Tourism, thus, can
to build strong community- private and public sector
go a long way in changing the fortunes of the country which
partnership (Financial Express 2004).
is always reeling under the problem of unemployment and
fiscal deficit. Foreign tourism along with domestic tourism Rural tourism refers to any kind of tourism that designs the
may contribute to India in its mission of becoming a rural life, art, culture and traditions in rural areas, thereby
developed country by 2020 (Bhardwaj and Singh, 2010). benefitting the local people economically and socially. The
beauty of rural tourism depends upon seasons and local
Recognizing the importance of the tourism industry in India,
festivals and also on preservation of culture, traditions and
the Government of India has taken many policy measures
heritage etc. As per Gannon (1994), ‘Rural Tourism’ covers
such as Tourism Policy 1982, Tourism Plan of Action 1992
“a range of activities provided by farmers and rural people to
and Tourism Policy 1997. Through these policies, the
attract tourists to their area in order to generate extra income
government called for effective coordination of public and
for their business.” Any form of tourism that showcases
private participation to achieve synergy in the development
the rural life, art, culture and heritage at rural locations,
of tourism. These plans identified for taking advantage of the
thereby benefiting the local community economically and
emerging markets. Business tourism, health tourism, pilgrim
socially as well as enabling interaction between the tourists
tourism, adventure tourism, and rural tourism are some of
and the locals for a more enriching tourism experience can
the new products devised for changing demand.
be termed as rural tourism. Rural tourism is essentially an
Rural tourism has been identified as one of the priority areas activity which takes place in the countryside. In fact rural
for development of Indian tourism. The ninth (Five - year tourism is a multi- faceted activity and may include agri-
plan) has identified the basic objectives of rural tourism, tourism, sports tourism, cultural tourism, eco-tourism,
that is to (a) improve the quality of life of rural people, (b) heritage tourism, pilgrim tourism and adventure tourism. It

* Lecturer, International Centre for Cross Cultural Research & H.R.M, University of Jammu, Jammu&Kashmir, India.
Email: [email protected]
2 International Journal of Travel and Tourism Volume 9, Issue 1 & 2, 2016

is an experience oriented and location specific tourism and Ikat style weaving in Pochampally, metal mirrors and
solely depends upon natural environment. It begins with Vaastu Vidya in Aranmula, the Chanderi weave in Pranpur,
community initiative and arrangement, celebrating local embroidery in Hodka etc.
culture, entrenched local scenery. Rural tourism will benefit
In fact in India there are different tourism destinations in
the local community through entrepreneurial opportunities,
different stages of the product life cycle. For example,
income generation, employment opportunities, conservation
a region like Goa and a city like Shimla have reached
and development of rural arts and crafts, investment
a maturity level. They no more require promotion and
for infrastructure development and preservation of the
have exhausted their carrying capacity (infrastructural,
environment and heritage (Mishra, 2001). The rich diversity
environmental or social impacts). Right now their problem
and variety that India has in terms of different cultures,
is of retaining their image, checking the decline to sustain.
the different customs and traditions, the colorful festivals,
On the contrary the regions like Konkan, Vidarbha and
folks, arts and handicrafts as well as the performing arts
Marathwada in Maharashtra are struggling hard to promote
and historical heritage make many rural areas in India as
its attractions in rural areas and develop its tourism products
potential rural tourism sites.
(Rajkumar and Shinde 2008). The same is the case with
In India, rural tourism in its true form is relatively new. many rural parts of India, even after having enough potential
The potential for rural tourism to be a major force in rural to attract both domestic and foreign tourists, profiling and
economic development is yet to be realized to the fullest attracting tourists becomes a major issue. Also there are
extent. The development of a strong platform around the problems of the local bodies, who are either not aware about
concept of rural tourism is definitely useful for a country the developmental role of tourism or are constrained by their
like India, where almost 74% of the population resides in own politics or lack of funds. Most rural tourism businesses
its 7 million villages. Therefore, with a view to underscore of all kinds invest relatively little in marketing and related
a clear potential of rural tourism in India, the present study training (Lane, 1991). But to be sustainable as businesses,
has made an attempt to highlight the industrial potential for and in turn to sustain their communities and cultural
rural tourism and articulates a spectrum for conceptualizing landscapes, rural tourism operators have much to gain from
rural tourism. The main aim of the study is to measure the improving marketing practice (Organization for Economic
potential of rural tourism in India. The specific objectives of Co-operation and Development, 1994). While marketing a
the study are: rural tourism destination (region, village or leisure spots)
1. To highlight different types of rural tourism in India. there is need of strategic approach.
2. To study the impact of rural tourism.
3. To identify the challenges and opportunities for rural THE IMPACT OF RURAL TOURISM
tourism.
Rural tourism has many potential benefits like foreign
4. To identify the essential elements for development of exchange, employment, higher government revenues and
rural tourism. the transformation of agriculture into a modern service
industry. But at the same time it can also cause harm to many
RURAL TOURISM IN INDIA indigenous societies. The impact of rural tourism in India
can be studied under following heads:
The globally recognized “Incredible India” brand of tourism
industry, has also a sub- brand called “Explore Rural India”.
In 2002 a national tourism policy was introduced with rural The Economic Impact
tourism identified as a focus area to generate employment
and promote sustainable livelihoods. As a part of the Rural tourism has proved to be an important source of job
National Tourism Policy 2002, the Ministry of Tourism is opportunity particularly for the economically underdeveloped
developing and promoting rural tourism sites which have people of rural communities. Local residents with few
core competency in art, craft, culture, heritage, handloom, skills can readily work as food servers, retail clerks, and
etc. In association with UNDP (United Nations Development hospitality workers. Furthermore, rural tourism can also
Programme), The Tourism Ministry of India has launched a offer business opportunities to local inhabitants. Thus it can
major rural tourism project, covering the whole country. In play an important role in poverty alleviation. Weaver (1986)
this project fifty villages have been chosen where access and notes that rural tourism results in enhanced employment
basic infrastructure like accommodation, food and guides opportunities, increased income potential for local residents,
would be provided to promote rural tourism. The villages diversification of the local economic base, and additional
were chosen on the basis of craft or traditional skills such as tax revenues for rural areas. However, it should be kept in
the Patachitra painting and Gotipura dance in Raghurajpura, mind that although rural tourism is economically beneficial
for India, it is a two-edged sword which may damage many
Potential of Rural Tourism in India - A Synoptic View 3

indigenous communities. The rural people have to depend programme for sustainable livelihood. The rural tourism
on the urban entrepreneur, so the benefit may not reach programme has undoubtedly helped the women artisans
them. Most of the facilities such as resorts, hotels and tour and the women community in and around the villages,
companies belong mainly to urban investors who take away thereby improving their livelihood. The women folk have
most of the profit. On the other hand, jobs in rural areas are been given training on cuisine preparation, hospitality
frequently low-paying, part-time and seasonal and often management, institution building and other craft forms, due
offer limited benefits. Moreover, local people sometimes to which their outlook has changed. Thus, through rural
are compelled to sell the local handicraft and farm produce tourism employment opportunities for the rural women in
products at lower price due to lack of competition. the tourism sector has been explored and provided, resulting
in their livelihood promotion.
The Environmental Impact
POTENTIAL OF RURAL TOURISM
Tourism revenues can be used for environmental IN INDIA: CHALLENGES AND
improvements such as village paving and traffic regulation
OPPORTUNITIES
schemes, sewage and litter disposal. This will result in
retaining existing population and businesses and attracting Despite the fact that India is an ideal home for rural tourism,
new enterprises and families. Moreover, rural people will there are many challenges that have been inhibiting its
learn how to develop healthy environment and to preserve growth. The growth in rural tourism has been plagued by
the natural habitats. On the other hand, tourism risks such as various issues such as information asymmetry, difficult
degrading natural resources in rural areas can have a profound booking and payment processes, non-availability of quality
impact on the environment. Some tourism activities may budget accommodations and quality issues. Tourists are
cause environmental pollution from unhygienic disposal forced to visit the few known tourist destinations, resulting
of human waste, discharge of sewerage effluent into water in carrying capacity issues and un- reasonably high tariffs at
sources, and littering. Moreover, rural tourism will disturb these destinations, while many others lay vacant. Therefore
natural ecology and over population will spoil the scenic to promote and facilitate rural tourism in India following
beauty. challenges are to be addressed and considered by the
government and other concerned authorities:
The Socio-Cultural Impact
Under -Developed Infrastructure
The income from tourism is much higher than what rural
people can earn from agriculture. For that tourism has been Mere natural beauty along with few other attractions
accepted willingly in many rural areas in spite of its negative has never been enough to attract large number of tourists
effects. Through rural tourism, education and health of the anywhere (Rousseau, 2001). India is a country of village
rural community will improve and rural people will be landscape, wildlife, community life, and natural heritage that
introduced to the modern culture. They will come out of may catch the attention of foreigners. But the country suffers
their traditional values and beliefs. They will develop a from underdeveloped infrastructure and lack of enough
cultural understanding through fairs and festivals. Moreover, facilities that are the prerequisites for the development of
rural tourism encourages conformity to an idle image of rural tourism in India. Most of the villages in the country
community which can result in growth of personal ties lack all-weather roads and electricity. Network of good
and community solidarity. Most significantly it will reduce roads connecting important tourist attractions, creation of
migration of rural urban areas. wayside amenities and facilities along major tourist roads,
strengthening of airports and air connectivity and setting up
Gender Sensitization of budget hotels are some of the areas warranting immediate
attention.
Integration of gender perspectives in the tourism industry
is also one of the most important aspects of rural tourism, Lack of Skilled Manpower
as it is the major employer of women and offers various
opportunities for independent income generating activities The human element, more than the excellence of the
for them. According to a study conducted by Ministry of attraction, plays a decisive role in promoting the popularity
Tourism (2007) it has been reported that gender sensitization of tourism sector. There is an acute shortage of skilled and
has been successful in most of the rural sites. The women professional manpower in tourism industry in India which, no
folk in the villages have been given necessary skill building doubt, impedes its progress here. Besides, the trained people
4 International Journal of Travel and Tourism Volume 9, Issue 1 & 2, 2016

in hospitality management are not interested to go to rural tourism is lost completely. Also the continuing terrorist’s
area to work. Hence, the rural people who will be appointed activities of militants in many other parts of India are also
are required to be trained for discharging their duties. They man-made national disasters. Kashmir is a singular example
should have enough knowledge about the village landscape of such a region. Such disaster can be managed by adopting
and should be able to generate interest in the mind of tourist national level strategies to restore tourist industry and heal
to visit the site. It should be remembered that the success the wounds of the local people depending upon it. More than
of rural tourism largely depends on the quality of service the funds, active participation of the local people is needed.
provided to the tourist. So, to develop the manpower, the
Government and the tourism industry needs to make the Taxation
best use of local youths by training them to explore the huge
untapped opportunities. Travel and tourism in India is a high-taxed industry, which
makes India expensive as a tourist destination. This is
Lack of Safety and Security affecting the growth of the industry as India is losing out to
other low-cost destinations. Inbound tourism is the one most
Safety and security of the tourists are major concerns to affected. Various taxes are levied across the entire industry
develop any kind of tourism in any country. Foreign tourists right from tour operators, transporters, airline industry
consider our country as a nation with deteriorating social to hotels and these include service tax, luxury tax, tax on
and political turmoil, government instability and insecurity transportation, tax on aviation turbine fuel (airline industry),
of life, safety and security of tourist especially women and various taxes on transportation. In addition, these tax
tourists. Moreover, when tourists come to India to enjoy its rates tend to vary across different states in the country.
natural beauty, they are afraid of cheating and harassment
at the airport, hijacking on the spots, and the disturbance of Opportunities to Rural Tourism
the beggars. All these events impede tourists’ interest and
enthusiasm to explore the rural area of India. India is fortunate to have a series of rural tourism products.
Also the promotion and aggressive marketing measures
Lack of Communication Skills undertaken by the government is expected to aid influx of
tourists. The industry would also benefit from introduction
Due to lack of proper education, most of the people living in of new forms of tourism and development of niche
the rural areas lack proper communication skills. They are segments. Opportunities also exist in ecotourism, adventure
not in a position to communicate with the foreign tourists. tourism, and cruise tourism. With increasing environment
This works as an impediment in promoting tourism in the awareness and consciousness among tourists and given
rural areas. efforts undertaken by the government and private players,
the rural tourism segment is expected to record handsome
Lack of Local Involvement/Participation growth in the coming years.
In fact one of the success stories of rural tourism is the Hodka
Local participation is inevitable to flourish rural tourism in village in Gujarat. In this village, a village tourism committee
India. But in practice most of the rural people do not have owns and operates the Shaam-e-Sarhad (“Sunset at the
much understanding of tourism. They are seldom involved Border”) Village Resort. The accommodations are simple.
in decision making, planning and implementing policies. Tourists can stay in tents or traditional mud huts, known
Moreover, they are misguided by outside investors who as “bhungas”. Among the attractions: specially organized
hope to take most of the economic benefits from rural areas. workshops in embroidery and leather work; interactions with
Therefore, local people become confused about what kind of other artisan communities; wildlife including flamingos,
tourism they want to establish in their own area. pelicans, foxes and leopards; and nearby archaeological
sites of the Indus valley civilization. In January 2008, there
National Disasters and Terrorism was even a pashu mela - a cattle fair. All this activity were
organized, packaged and sold.
Major natural or man-made disasters are termed as national
disasters when they extensively cover a number of regions Also far away from Hodka, in the northeastern state of
or states of the country. At one stroke they snatch the Meghalaya, is Mawlynnong. Neither the UNDP nor the
livelihood of people depending on tourism. The recent government of India has been involved with the ecotourism
destruction brought about by floods in Uttrakhand region effort’s success in this village. Rather, a community effort
and tsunami seismic sea waves over large areas of our has made it the poster child of rural tourism in India. In
coastal regions has been a national disaster. Whenever the 2003, Discover India (a magazine published by Media
very existence of sea beaches has been washed away, beach Transasia along with the Union Ministry of Tourism)
Potential of Rural Tourism in India - A Synoptic View 5

anointed it the cleanest village in Asia. It has retained its Future Prospects for Rural Tourism
charms. “Mawlynnong’s reputation for cleanliness has
even earned it a place on the state’s tourism map,” (BBC The launch of Incredible India campaign in the last decade
report). “Hundreds of visitors from all over India now visit resulted in a visible spurt in the flow of foreign tourists
the village throughout the year.” Mawlynnong also attracts into India and earnings there from. A 2011 forecast of the
tourists from around the world. World Travel and Tourism Council (WTTC) predicted that
In addition to this, India also holds immense potential in Foreign Tourists Arrivals (FTAs) will cross 11 million by
adventure and cruise tourism. India’s greatest adventure 2021 (approximately one percent of the global tourist
tourism assets are Himalayas and its mighty rivers. population). This is being boosted by the steady rise in visa
Development of adventure tourism can make India a round- on arrival tourist (T-VoAs) in the country. During the month
the-year tourist destination. Also with respect to festivals of February 2013 the number of visa on arrival (T-VoA)
in India, desert festival of Jaisalmer concentrating on tourists registered a growth of 54.6 percent.
camel rides and folk dance of the area, cattle fair festival The Tourism Ministry has played an important role in
of Pushkar; Dushera of Kulu and kite flying of Gujarat in projecting India a hotspot for tourism. Advertising campaigns
Ahmedabad are most popular among foreign tourists. such as the “Incredible India”, promoted India’s culture and
Further to add the State of Haryana has also made a pioneering tourist attractions in a fresh and memorable way projecting
effort in rural tourism. Its brochure has an opening with the India as an attractive tourist destination by showcasing
famous quote from poet Rabindranath Tagore on his brush different aspects of Indian culture and history like yoga,
with nature, it asked, “When was the last time you chased spirituality, etc. Also in 2009, plans were formulated to extend
chickens, roamed in the fields with pure wind on your face… the Incredible India campaign to the domestic tourism sector
found yourself jiggling up and down to the thrills of a bullock as well. As a result of the various lessons from the earlier
cart or a tractor ride?” “Rural tourism,” it added, “seeks to promotional activities, the new and revamped “Incredible
awaken the child in you …to experience the unforgettable India” campaign has been launched recently which made a
whiff of the countryside…to plant baby seeds…enjoy the paradigm shift in the strategy to promote Indian destinations
delights of organic food and experience many spontaneous abroad and within with two separate campaigns. While the
joys of nature that you may never have known before.” international campaign is called “Find what you seek”,
Haryana tourism began its foray into rural holidays in the domestic campaign is titled as “Go Beyond”. This is
association with a dozen or so farms around Delhi. They explicitly aimed at doubling the FTA in the next 5 years.
are located in the Faridabad, Gurgaon, Rohtak and Karnal According to World Travel and Tourism Council forecasts,
districts. One example, there is the Surjivan Farm, close to India will be a tourism hotspot from 2009 to 2018, having
the classic Golf resort, 50km from Delhi. Spread over fifty the highest 10-year growth potential.
acres, it has ethnic huts, a dormitory and even conference Also the healthy economic growth recorded in past
facility. There are day packages, overnight stays and group few years, especially in the services industry, has led to
tariffs. Activities include a choice of organic farming, herbal increase in business travel. Higher disposable income and
park excursions, orchards and vegetable gardens, a village affordability have increased domestic leisure travel in
safari, cattle feeding, cow milking, camel rides and bonfires. India. Foreign tourist arrivals in India have also grown. The
Golf and rock climbing can also be arranged. These efforts industry’s performance was hit in 2009 due to the global
as we can see are pure tourist ventures and more in keeping economic slowdown, terror attacks in Mumbai (November
with the life style change for the rich and happening people 2008) and H1N1 virus. However, the industry has shown
of the urban area with no role to be played by villagers and signs of recovery in the first half of 2010. This is a clear
no effort by the urban to understand and bring about a change indicator that the long-term prospects for the Indian travel
in the lives of the rural population. and tourism industry are bright. India is expected to witness
Also in southern part of India, Buddhist monuments, great increased tourist activity both in the business and leisure
mosques, archaeological sites and museums are found. segments in the coming years. International inbound traffic
The southern Tirupati zone is the gateway for the largest is expected to grow rapidly with increasing investment and
numbers of Hindu pilgrims worshipping in the temple trade activity. India has been identified as one of the fastest-
of Lord Venkateshwar in the Tirumala hills. The northern growing countries in terms of tourism demand.
Vishakapatnam zone is labelled for beach tourism, prehistoric
caves, hillocks, most ancient temples and for proximity to CONCLUSION
tribal life in the beautiful Araku valley. The Eastern Ghats,
rivers and the lake reservoirs have been made public for From the above discussion rural tourism can be defined as
experiencing the thrill of adventure games. the ‘country experience” which encompasses a wide range of
attractions and activities that take place in non-urban areas.
6 International Journal of Travel and Tourism Volume 9, Issue 1 & 2, 2016

The most important purpose of rural tourism is economic sustainable economic development and positive social
and social development of the rural areas. Rural India has change.
much to offer beyond agriculture. It has a great potentiality
for different growing segments of tourism like eco-tourism, REFERENCES
cultural tourism, religious tourism, adventure tourism etc.
However development of rural tourism in India is still at its Bhardwaj, S. S., & Singh, A. (2010). Periscope on the per-
infant stage. There are various constraints for the growth of formance of Punjab tourism development corporation and
rural tourism in India. These includes inadequate quantity Haryana tourism corporation. International Journal of
and quality of facilities and services, limited availability of Computing and Business Research, 1(1).
tourism related information, restrictive land use policies; Evaluation study of Rural Tourism Scheme. (2007).
failure to adopt and implement sustainable development and Mott Mcdonald, M.R division, Ministry of Tourism,
management etc. Therefore the central and state governments Government of India.
should recognize importance of rural tourism at priority and
Gannon, A. (1994). Rural tourism as a factor in rural com-
help in creating healthy competitive business environment.
munity economic development for economies in transi-
Efforts should be made to develop the human resources,
tion. Journal of Sustainable Tourism, 2(1&2), 51-60.
create adequate facilities and suitable infrastructure like
accommodation, roads, airport facilities, rail facilities, local Lane, B. (1991). Sustainable tourism, a new culture for the
transport, communication links and other essential amenities. Interpreter. Interpretation Journal, Vol. 49.
There is an urgent need for understanding basics of tourism, Mishra, R. (2001). Business Line, New Delhi.
development of personality and communication skills Rajkumar & Shinde. (2008). Tourism in India - Challenges
particularly in English and Hindi; need for basic computer Ahead, IIMK.
knowledge; successful imparting of tourism education in
Rousseau, M. R. (2001). Tourism and Bangladesh. Observer
the curriculum; more of local community participation and
Magazine, pp. 3-4.
direct involvement.
Weaver, G. (1986). Tourism development: A potential for eco-
With a proper marketing plan rural tourism could bring lots nomic growth. New Dimensions in Rural Policy: Building
of benefit to our society. It could be a sustainable revenue Upon our Heritage. Subcommittee on Agriculture and
generating project for rural development. It can help inflow Transportation of the Joint Economic Committee, U.S.
to resources from urban to the rural economy. Rural tourism Congress, pp. 440-444.
will emerged as an important instrument for sustainable
www.undp.org/.../undp/.../ministry-of-rural-develop-
human development including poverty alleviation,
ment -and-undp- www.tourism.gov.in. http://indiatour-
employment generation, environmental regeneration and
ismonline.blogspot.in/ http://www.discoveralex.com/
development of remote areas and advancement of women
GeneralDepart_EN/Description.asp http://www.incredi-
and other disadvantaged groups in the country apart from
bleindia.org/index.php/travel/eco-tourism
promoting social integration and international understanding.
The government should promote rural tourism to ensure World Development Indicators. (World Bank). http://data.
worldbank.org/

View publication stats