Uttar Pradesh took a major step towards positioning itself as India’s hub for rural tourism with the Rural Tourism Conclave 2025, organised by the Department of Tourism at Indira Gandhi Pratishthan in Lucknow. The day-long event brought together policymakers, farmstay operators, innovators, and sustainability champions to chart a roadmap for centralising village-led tourism to India’s cultural and economic revival.
Tourism and Culture Minister Jaiveer Singh presided as the chief guest, joined by MLC Dharmendra Singh, Padma Shri awardee farmer Ram Sharan Verma, Cooperative Registrar Yogesh Kumar, Director of Eco Tourism Prakhar Mishra, and environmentalist Annadani Malligavad. One of the highlights was the felicitation of over 40 homestay and farmstay owners, recognised for redefining rural hospitality and creating immersive experiences for visitors.
Addressing the gathering, Minister Singh stressed that the roots of Indian civilisation lie in its villages. “India’s stories of gods, values, and culture begin in villages. From Lord Ram to Krishna, the soul of Bharat lies in its soil,” he said, adding that tourism must extend beyond monuments to embrace authentic hospitality, rural kitchens, and the everyday rhythm of village life.
He emphasised that rural tourism is integral to Viksit Bharat @2047 under the vision of Prime Minister Narendra Modi and Chief Minister Yogi Adityanath and will drive empowerment, entrepreneurship, and environmental sustainability. Calling it a bridge between India’s past and future, Singh said rural tourism can reconnect urban travellers with the simplicity of life many crave in a fast-paced world.
Principal Secretary Tourism Mukesh Kumar Meshram described rural tourism as India’s “soft power” and announced that 234 villages have been identified as tourism hubs, with incentives, subsidies, and on-ground support to strengthen them. He noted that over 750 homestays are already in the pipeline. Principal Secretary Horticulture, B. L. Meena highlighted silk farming and integrated agriculture projects linked with tourism to create dual income streams for villagers. Special Secretary Tourism Eesha Priya added that 285 rural youth have been trained, 18 NGOs engaged, and incentives such as a 25% subsidy and stamp duty exemptions rolled out. “Tourism is no longer about sightseeing, it’s about soul-seeing. From pickles to pottery, every household can become a tourism unit,” she said.
The conclave featured a series of sessions that connected policy with practice. From natural farming models to investment opportunities and case studies of global agri-tourism, speakers including Pandurang Taware, Shri Krishna Chaudhary, Pankaj Arora, and Annadani Malligavad shared insights on building sustainable and profitable ecosystems around rural tourism.
In his closing remarks, Minister Singh underlined that rural tourism is more than a trend—it is a movement to reclaim dignity and opportunity for villages. “This is not just about tourism. This is how Uttar Pradesh becomes not only the heart of India but its living, breathing soul,” he said.
UP Tourism announced a FAM Trip to showcase on-ground experiences as a follow-up to the conclave. The journey will include a traditional welcome at Chandrika Devi Mandir, interactions with women artisans and self-help groups, and immersive farmstay visits at ChandraKanta, Ikigai, and Midori farms. It will conclude at Grow Farmstay in Barabanki with a traditional lunch and an interaction with Padma Shri awardee Shri Ram Sharan Verma.
By spotlighting local cuisine, crafts, and community-led initiatives, the conclave and its follow-up trip seek to prove that rural tourism is not only about travel but also about cultural revival, inclusive growth, and sustainable futures for India’s villages.
