Rural tourism initiatives are not only giving city dwellers a taste of life in India’s hinterland, they are also providing villagers alternate sources of income and improving their economic status. However, the key to boosting rural tourism lies in improving rural infrastructure, writes Dr. Mir Sofique.
IINDIA is a land of diversity. To the world it is also known as a “Land of Villages”. Its 29 states and seven union territories offer a wide variety of culture, traditions, cuisines, languages, costumes, beliefs, gods, goddesses and monuments that attract domestic as well as international tourists. India’s journey of rural tourism began with a hope of eradicating poverty for those living in the villages and also to showcase the unique lifestyle, art, craft, culture, heritage, etc., to the domestic and international travellers who want to experience ‘the real India’. Rural tourism helps in income generation and raising the living standards of the local population. In a country like India where approximately 70% of its population lives in villages, the concept of rural tourism certainly holds a lot of significance.
FICCI (Federation of Indian Chambers of Commerce and Industry) was one of the first to take the initiative to explore rural India in collaboration with the Union Ministry of Tourism & Culture. In September 2001, it organised an International Conference and Exhibition on Rural Tourism in India jointly with the Udaipur Chambers of Commerce and Industry in Udaipur (Rajasthan). It was at this workshop, the basic concept of rural tourism was envisaged with benefits accruing to local community through entrepreneurial opportunities, income generation, employment opportunities, conservation and development of rural arts and crafts, investment for infrastructure development and preservation of the environment and heritage. States like Rajasthan, Kerala and Maharashtra were the early movers in adopting the concept of developing and promoting rural tourism and have today grown into a ‘replicable growth model’ for other states to follow.
To begin with, the Ministry of Tourism identified a few villages which besides having natural beauty, and authentic charm had the core competency in handlooms and handicrafts. It has undertaken many projects for the improvement of rural tourism sites of various states and this has benefited locals in a big way.
There are a fair number of home stay facilities that have come up across the country as a part of the initiatives to boost rural tourism. Staying in homes of villagers, tourists can learn various activities like milking cows, ploughing the field, harvesting rice, plucking tea leaves, cooking, fishing, bird watching, clay modeling, making local handicrafts, etc.,or they can simply chill out in the serene surroundings. During the stay, visitors get to interact with the local communities, learn about their life styles, customs and traditions and indulge in local cuisine.
Interacting with the urban tourists has helped the rural folk in their social, cultural and educational growth. Rural activities have got a boost and their economic status has improved as they have been able to sell some of the locally manufactured products. Villagers have understood the importance of sanitation, preserving their natural habitat, biodiversity, monuments and also their unique skills which have been passed down from one generation to another. The focus on promoting rural tourism has also led to improving infrastructure of the villages and making them more accessible to visitors. Some states where rural tourism has evolved in the last decade are:
Hodka village in Gujarat– The village is believed to have been set up by the ‘Halepotra’ clan from Sindh who were cattle herders in search of pastures. The Meghwals, traditional leather craft and embroidery craftspersons, from further north, have also settled in Hodka over time. Here one can discover the Great Rann of Kutch and live with its communities in Hodka’s village resort, the Shaam-e-Sarhad (Sunset at the Border). It is owned and operated by the Village Tourism Committee of Hodka village. A rural yet incredible experience is certain at this resort with its majestic natural surroundings and warm hospitality from locals who feed you heartily, share their culture and showcase their craft.
Naggar village in Himachal Pradesh – Just 22 km from the popular tourist destination Manali, Naggar is situated at a height of 5750 ft from sea level and gives a mesmerising view of the mountains. In the 17th century, Naggar was the capital of Kullu under Raja Jagat Singh. The Naggar Castle, Nicholas Roerich Art Gallery and Museum, Gowri Shankar Temple, Dagpo Shedrupling Monastery are some of its famous attractions.
Raison village in Himachal Pradesh – This town located at a distance of about 16 km from the famous town of Kullu is actually a small cluster of villages on the banks of the Beas River. It is famous for camping sites and as the starting point for white-water rafting
Pochampally in Andhra Pradesh – Pochampalli which is 50 km from Hyderabad, is the largest centre for Ikkat, the intricate tie-and-dye craft. Gurukul learning of Ikkat is of special interest to the visitors.
Nepura in Nalanda district, Bihar – Nepura village is 12 km from Rajgir on the Buddhist circuit in Bihar which has renowned Jain and Buddhist sites. It is in the vicinity of the ancient Nalanda University.
Karaikudi in Sivaganga district, Tamil Nadu – Karaikudi village is known for its fabulous mansions, temples and craftsmanship. Besides, there are many places of interest to see around in the radius of 20 km of the village.
Lachen in North District, Sikkim – At an altitude of 8500 ft Lachen is alluring in its simplicity. The village comprises of less than 200 houses, earlier inhabited only during winters by their owners who spend their summers on the alpine pastures bordering Tibet tending to their yaks. Lachen is the starting point for some of the most interesting treks in North Sikkim as well as the gateway to the holy Guru Dongmar and TsoLhamu lakes.
Pipili in Puri district, Orissa – Pipli is famous for applique lamps. These colourful handmade lamps made by the locals add a zing to wherever you hang them. One can visit the village to see how these lamps are made.
Chitrakote, Bastar district, Chhattisgarh – Chitrakote is situated 38 km from Jagdalpur, the district headquarters of Bastar district in Chhattisgarh, 340 km from the state capital Raipur. Here, the Indravati River takes a plunge of 100 feet to create a mighty waterfall.
Beloon Eco Village, Burdwan district, West Bengal – This village is 175 kms from Kolkata. Rural life of Beloon Eco Village is unique and a village tour is enough to rejuvenate ones senses. A walk by the Shibai River, rafting in a nearby lake, watching dolphins in Kalyanpur Ghat, plucking fresh vegetables from the farm and bird watching are activities tourists enjoy here. They can stay in traditional mud houses, eat delicious home-cooked Bengali cuisine prepared from freshly picked vegetables and fresh catch of fish. Visitors can also volunteer in conserving the local wildlife and rehabilitating them in nearby forests.
Dariapur village,Burdwan district, West Bengal – The village is famous for Dokra metal craft. The locals here are very poor and their income depends on the sale of handicrafts made by the local craftsmen.
Ballavpur Danga, Birbhum district, West Bengal – This village is three km from Santiniketan, the celebrated home of Nobel laureates Rabindranath Tagore and Amartya Sen. Here visitors can learn the traditions and culture of the Santhaladivasi tribal community. Attractive designs adorn the walls and floors of their homes, with colours made from red earth and cowdung. At night, it is a treat to watch the tribals dance around the campfire to the rhythmic beats of the madal, their traditional musical instrument and listen to adivasi myths and history in the form of songs and stories.
Amar Kutir, Birbhum district, West Bengal – During India‘s freedom struggle, this place was a refuge for revolutionaries. It is now a cooperative unit that produces leather goods, kantha work saris, bamboo crafts and batik prints at affordable prices. Its leather-craft unit employs mostly women.
Conclusion
Rural tourism is gaining importance in India and playing a vital role in bridging the gap between rural and urban India. City dwellers get a feel of the real India by living with villagers in their homes. It can also help in marketing the resources of rural India to domestic and foreign tourists. A lot of effort has gone in promoting rural tourism in the last decade but there is a lot more that remains to be done to improve the living conditions of the villager dwellers. For rural tourism to become a big draw, the state government and the Centre will have to invest substantially in developing good infrastructure like roads, transport, water, communication and most important, build toilets and improve sanitation. The development of these basic amenities is the key to boost rural tourism and make it a success story.
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Dr. Mir Sofique
The writer is Associate Professor,Department of Tourism Management, University of Burdwan, West Bengal.[/column]
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