TOURISM IN INDIA

Tourism has become one of the major sectors of Indian economy

In developing countries like India, tourism has become one of the major sectors of the
economy, contributing to a large proportion of the National Income and generating huge
employment opportunities.
The tourism industry has become the fastest growing service industry in the country with
great potentials for its further expansion and diversification.
Present Situation and Features of Tourism in India
Today tourism is the largest service industry in India, with a contribution of 6.23% to the
national GDP and providing 8.78% of the total employment. India witnesses more than 5
million annual foreign tourist arrivals and 562 million domestic tourism visits.
The tourism industry in India generated about US$100 billion in 2010 and that is
expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.
The Ministry of Tourism is the nodal agency for the development and promotion of
tourism in India and maintains the "Incredible India" campaign.
Tourist Attractions in India:
India is a country known for its lavish treatment to all visitors, no matter where they
come from. Its visitor-friendly traditions, varied life styles and cultural heritage and
colourful fairs and festivals held abiding attractions for the tourists.
Agriculture is backbone of Indian Economy.
Agriculture is backbone of Indian Economy. 75 percent of the population is directly or
indirectly dependent on Agriculture
Whereas 21 percent of GDP comes from Agriculture.
110 million farmers are dwelling in 6.25 lakh villages producing more than 200MT of
food grains feeding the country.
Agriculture and Tourism
Agriculture is largest economic sector and plays a significant role in the overall socio-
economic development of India.
Innovative Income generating activity for Enterprising Farmers Agriculture is backbone
of Indian economy. This sectors contribution towards GDP is decreasing and farmers are
finding it difficult to carry the agricultural activities without an additional income.
Whereas tourism is termed as an instrument for employment generation, poverty
alleviation and development, Agri-Tourism brings in together the declining and booming
sector.
What is Agri-Tourism ?
Agri-tourism is all about unravelling various facets of village life.
This includes opening up farms to tourists from cities and abroad, and letting them spend
some time in the lap of nature.
Apart from telling them about the various crops and how they are sown and harvested,
agri-tourism exposes tourists to authentic food, handicraft, dress, culture, music and
language.
Tourists get to indulge in rural activities such as
bullock-cart rides,
milking cows and goats,
picking farm-fresh fruits and vegetable.
The activities may vary from village to village, as a country as diverse as India has so
many different experiences to offer.
Agri-tourism activities can help generate more jobs in rural areas, and thus reduce large-
scale migration from villages to cities.
Two-thirds of Indias population lives in villages, and agriculture is their mainstay.
But unfortunately, unlike IT, agriculture is facing under-investment. So here is a chance
to marry the benefits of agriculture with those of tourism.
Definition of Agri-Tourism ?
Agri-tourism, as it is defined most broadly, involves any agriculturally based operation or
activity that brings visitors to a farm or ranch.
Agri-tourism has different definitions in different parts of the world, and sometimes
refers specifically to farm stays, as in Italy.
Why Agri-tourism?

Environment friendly concept
Natural experience
Help maintains the natural landscape of the local region
Access to unprocessed natural agri produce
Sustains local cultures
Direct market for the handicrafts
Objective of promoting Agri-tourism

To introduce farmers and interested entrepreneurs with the concept of Agri-tourism as an
additional revenue generating option along with their regular business.
To attract national & international tourists to the peri-urban and rural areas thus
increasing the income generation potential
A solution to-
Rural unemployment
Low and seasonal income of farmers
Lack of rural accommodation

Significance of Agri-tourism

An opportunity for city-dwellers to visit The rural life of India.
Introduction to village life with first-hand experience on the farm.
Chance for urban children to taste fresh farm products.

AGRI-TOURISM IN INDIA
Agri-tourism is a form of niche tourism that is considered a growth industry in many
parts of the world, including Australia, Canada, the United States and the Philippines.
Other terms associated with agri-tourism are "agritainment", "value added products",
"farm direct marketing" and "sustainable agriculture"
Farm Stay:
Well you must now be bored of visiting the hill stations and staying in the first class Ac
hotel room.
And you might be looking for the change this time.
And to offer you the holidays with the difference,
Agri-tourism is definitely a good option.
What more than Farm Stay?
To get that very special experience of the rural ambiance and to enjoy the rural life,
Indian tourism provides you the opportunity to stay right away in the farms houses along
with the other villagers and experience the difference.
Witness the unique lifestyle of the villagers.
Learn about their age old traditions and culture, which they resume till date.
Converse with them and feel how warm hearted and simple they are.
Along with them spend time playing the pleasing rural games such as taash (cards) and
kho kho.
There are interesting bull fight and wrestling matches held on various occasions in the
village.
On the tour to the village what attracts you the most is the colorful costumes of the
villages. Womens are seen wearing the ghagra choli (Skirt and top) or the sarees. While
men are donned up in the traditional kurtas and turbans. Both men and women are usually
seen wearing the various jewelry items.
Venturing into the agricultural farms
Roam into the vast spreaded acres of agricultural lands along with the group of villagers
who can provide you the better insight of the village. As you roam into the fields, feel the
smell of the India soil, which gives you the real flavor of India.
Enchant with the farmers working hard in the fields.
Take the view of the bulls ploughing the fields.
The wells, other water bodies, mountains and forests are the added attraction for the
tourists.
Animal Rides
Apart from all this, holidays on farms provides you the complete entertainment.
Ride on the bullock carts along with the villager's into the agricultural fields.
See them carrying fodder for animals into the buggies.
You can even take the camel ride to explore the village and the surrounding areas.
Cow Milking
Cow milking is real exciting activity, which can't be escaped.
Practice the art of cow milking from the villagers.
Feed the cows with the fodder and chapatis. See how the rural womens cook food on the
chulas made of mud.
Taste the authentic rural cuisine and drink fresh milk of cow.
Rural art and craft
Villages are expert in making the handicrafts, it is something which is passed on from
their one generation to the other.
You can carry some of the items back to the home as the momentum.
Village fairs and festivals
You can also participate in the village seasonal harvest fair and festivals. Onam, Baishaki
and Pongal are some of the village most famous harvest festivals.
Then you can enjoy the traditional dance and music performed by the villagers on such
occasions.
You are advised to respect the local tradition and please do not take out the photographs
without permission as the villagers are quite conserve and orthodox.

AGRI-TOURISM OPPORTUNITIES IN INDIA

1. INDIAN TOURISM INDUSTRY IS GROWING @10.1% -
The World Tourism
organization has estimated that the tourism industry is growing at the rate of 4% a year and that
by the year 2010 there will be more than one billion tourists visiting various parts of the world.
But the Indian tourism industry is growing at the rate of 10% which is 2 times more that the
growth rate at global level. By introducing Agri-Tourism concept, not only present growth rate is
sustained but also this value addition contributes to further growth.

2. INDIA HAS ENTERED AMONGST THE TOP 10 TOURIST DESTINATIONS LIST
(Conde
Nast Travellor A leading European Travel Magazine) - India is already established as one of
the top tourist destination in the world. Value addition by introducing novel products like Agri-
tourism would only strengthen the competitiveness of Indian tourism industry in global market.

3. INDIA HAS DIVERSE CULTURE AND GEOGRAPHY
India has diverse culture and
geography which provides ample and unlimited scope for the growth of this business. India has
diverse Agro-climatic conditions, diverse crops, people, culture, deserts, mountains, coastal
systems and islands which provides scope for promotion of all season, multilocation tourism
products.

4. INCREASING NUMBER OF TOURISTS PREFERRING NON-URBAN TOURIST
Increasing
number of tourists preferring non-urban tourist spots (financial express). Hence, there is scope
for promotion of non-urban tourist spots in interior villages by establishing Agri-tourism centres.
But, adequate facilities and publicity are must to promote such centres.

5. GOVERNMENT INITIATIVES AND POLICIES IN XTH FIVE YEAR PLAN
Government
initiatives and policies in xth five year plan allocation has been increased from 525 crore to 2900
crores. Increased financial allocation reaffirms the government commitment. The increased
financial allocation by six times could be used for capacity building of service providers,
creation of infrastructure and publicity.


BENEFITS: A GLIMPSE OF AGRI-TOURISM CENTER IN

Malegaon: India - 25% increase in Farmers income in just one year, 2005.
Italy: Gallo Rosso - 233% growth form 1999 to 2007.
U.S. Farms: $955 million additional income in just one year 2004.

SOME SUCCESSFUL ENTERTAINMENT FARMING ENTERPRISES
AND TECHNIQUES IN AGRI TOURISM: INTERNATIONAL
EXPERIENCES.
Agri-tourism is a viable income generating activities in many developed
counties which would provide lead to promote the same with modifications suiting to our
conditions. Some of the successful running models of Agri Tourism are:

Wineries with Friday happy hours.
Arts & Crafts Demonstrations.
Farm Store : Exhibition of farm equipments
Roadside Stand selling fresh farm products and craft items
Processing of farm products and sale
Demonstration of Agri-activities
Sheep Shearing.
Wool Processing.
Fee fishing / hunting.
Farm Vacations.
Bed and Breakfast
Farm Tours.
Horseback Riding.
Cross-country skiing.

AGRI TOURISM CONCLAVE: CONCEPT NOTE
Camping.
Bad weather - like desert, snow fields, heavy rainfall also attract Agri-tourists
Picnic Grounds.
A shady spot for visitors to rest like a big banyan tree
Educational Tours for school children, officers and progressive farmers
Farm Schools to teach a particular skill
Outdoor Schools which are mobile in nature teaching agriculture
Herb Walks.
Workshops on interesting, emerging agriculture topics
Festivals with wide publicity and sponsorship
Cooking Demos to satisfy housewives.
Pick-Your-own Pumpkin Patch.
Rent an apple tree.
Moonlight activities.
Pageants.
Speakers who can attract Agro-tourist narrating Agricultural experiences.
Regional Themes like tribal coffee of Kerala, Andaman spices etc
Crop Art.
Pizza Farm.
Historical Recreations like highlighting a oldest farm etc.
Log Buildings.
Antique Villages.
Collection of old farm Machinery.
Miniature Village.
Farm Theme Playground for Children.
Fantasyland.
Gift Shop.
Antiques.
Crafts.
Crafts Demonstrations.
Food Sales.
Lunch Counter.
Cold Drinks.
Restaurant.
Theme (apple town, etc.)

SOME OF THE IMPORTANT ADVANTAGES OF AGRI TOURISM ARE

1. It brings major primary sector agriculture closer to major service sector tourism.
This convergence is expected to create win-win situation for both the sectors.
2. Tourism sector has potential to enlarge.
3. Agriculture sector has the capacity to absorb expansion in tourism Sector.

SCOPE OF AGRI TOURISM

Agri-Tourism has great scope in the present context for the following reasons:

1. AN INEXPENSIVE GATEWAY
The cost of food, accommodation, recreation and
travel is least in Agri-Tourism. This widens the tourist base. Present concept of travel and
tourism is limited to urban and rich class which constitutes only a small portion of the
population. However, the concept of Agri-Tourism takes travel and tourism to the larger
population, widening the scope of tourism due to its cost effectiveness.

2. CURIOSITY ABOUT THE FARMING INDUSTRY AND LIFE STYLE
The urban
population having roots in villages always have had the curiosity to learn about sources of food,
plants, animals, raw materials like wood, handicrafts, languages, culture, tradition, dresses and
rural lifestyle. Agri-Tourism which revolves around farmers, villages and agriculture has the
capacity to satisfy the curiosity of this segment of population.

3. STRONG DEMAND FOR WHOLESOME FAMILY ORIENTED RECREATIONAL
ACTIVITIES -
Villages provide recreational opportunities to all age groups i.e. children young,
middle and old age, male, female, in total to the whole family at a cheaper cost. Rural games,
festivals, food, dress and the nature provides variety of entertainment to the entire family.

4. HEALTH CONSCIOUSNESS OF URBAN POPULATION AND FINDING SOLACE
WITH NATURE FRIENDLY MEANS
Modern lifestyle has made life stressful and
average life span has come down. Hence, people are in constant search of pro-nature means to
make life more peaceful. Ayurveda which is a pro-nature medical approach has roots in villages.
Indigenous medical knowledge of villagers is respected. Organic foods are in greater demand in
urban areas and foreign countries. In total, health conscious urban population is looking towards
pronature villages for solutions.

5. DESIRE FOR PEACE AND TRANQUILITY
Modern life is a product of diversified
thinking and diversified activities. Every individual attempts to work more, in different
directions to earn more money to enjoy modern comforts. Hence, peace is always out of his
system. Tourism is a means for searching peaceful location. Peace and tranquility are inbuilt in
Agri-Tourism as it is away from urban areas and close to nature.

6. INTEREST IN NATURAL ENVIRONMENT
Busy urban population is leaning towards
nature. Because, natural environment is always far away from busy life. Birds, animals, crops,
mountains, water bodies, villages provide totally different atmosphere to urban population in
which they can forget their busy urban life.

7. DISILLUSIONMENT WITH OVER CROWDED RESORTS AND CITIES
In resorts
and cities, overcrowded peace seekers disturb each others peace. Hence, peace is beyond cities
and resorts. Even though efforts are made to create village atmosphere in the sub urban areas
through resorts, farm houses, it looks like a distant replica of the original.

8. NOSTALGIA FOR THEIR ROOTS ON THE FARM
Cities are growing at the cost of
villages. Villagers are migrating to cities in search of jobs and to seek the comforts of modern
life. Hence, yesterdays villagers are todays urbanites. Deep in the heart of urbanites lies the
love and respect for their ancestors and villages. Hence, visit to villages satisfies their desire.
This is also expressed through the hatred of urbanites to flat culture and love for farmhouses
located in the outskirts of cities. Any opportunity to visit villages and spend time with family is
dream of any urbanite. But, minimum decent facilities are always problem. Agri-Tourism
attempts to overcome this problem.

9. RURAL RECREATION
Villages provide variety of recreation to urbanites through
festivals and handicrafts. Villagers (farmers) lifestyle, dress, languages, culture / traditions which
always add value to the entertainment. Agricultural environment around farmers and the entire
production process could create curiosity among urban taught. Places of agricultural importance
like highest crop yielding farm, highest animal yielding farm, processing units, farms where
innovations tried add attraction to the tourists. Agricultural products like farm gate fresh market,
processed foods, organic food could lure the urban tourists. As result of this agri atmosphere in
the villages, there is scope to develop Agri Tourism products like agri-shopping, culinary
tourism, pick and own your tree / plot, bed and breakfast, pick and pay, bullock cart riding,
camel riding, boating, fishing, herbal walk, rural games and health (ayurvedic) tourism.

10. EDUCATIONAL VALUE OF AGRI-TOURISM
Agri-Tourism could create awareness
about rural life and knowledge about agriculture science among urban school children. It
provides a best alternative for school picnics which are urban based. It provides opportunity for
hands on experience for urban college students in agriculture. It is a means for providing training
to future farmers. It would be effectively used as educational and training tool to train agriculture
and line department officers. This provides unique opportunity for education through recreation
where learning is fun effective and easy. Seeing is believing, doing is learning. This experience
based concept is the USP of Agri- Tourism.

BASIC PRINCIPLES OF AGRI TOURISM

Agri - Tourism should ensure the following three basic principles.

1. HAVE SOMETHING FOR VISITORS TO SEE
Animals, birds, farms and nature are
few things which Agri-Tourism could offer to the tourist. Apart from these, culture, dress,
festivals and rural games could create enough interest among visitors in Agri-Tourism.

2. HAVE SOMETHING FOR VISITORS TO DO
Participating in agricultural operations,
swimming, bullock cart riding, camel riding, buffalo riding, cooking and participating in the
rural games are few activities to quote in which tourists can take part and enjoy.

3. HAVE SOMETHING FOR VISITORS TO BUY
Rural crafts, dress materials, farm gate
fresh agriculture products, processed foods are the few items which tourist can buy as memento
for remembrance.

THREE IMPORTANT FACTORS CONTRIBUTING TO THE SUCCESS
OF AGRI-TOURISM

1. FARMER
In majority of the cases, farmers are less educated, less exposed and innocent.
For a farmer, any outsider is a guest and is treated wholeheartedly without any commercial
motive. Treating guests is pleasure for the villagers than pain. The farmer entertains the guest
while entertaining himself in the process. He is not like an exploitative natured businessman
which itself facilitate a clean tourism atmosphere.

1. VILLAGE
Villages, located far from the city lack urban facilities, but are blessed with
natural resources. Investments are made by nature in the form of water bodies, fields, forest,
mountains, deserts and islands. The community structure is more homogenous and treating
guests is part of the culture rather than a professional activity leading to natural environment
required for such form of tourism.

2. AGRICULTURE
Rich resources in agriculture namely land, water and plants are unique
from place to place bringing diversity and creating curiosity. Each field is unique which adds to
the attraction of tourists. The way of cultivation and the products are great attraction to the urban
population. Indigenous knowledge of rural people is a wealth, which adds to the novelty and the
curiosity of urban population. Combination of farmer, village and agriculture creates a wonderful
situation which provides unlimited satisfaction to the tourist especially from urban areas.

PROMOTION OF AGRI-TOURISM
Tourism is termed as an instrument for employment generation, poverty alleviation and
sustainable human development.
During 1999-2000, direct employment created by tourism was 15.5 million. Besides,
tourism also promotes national integration, international understanding and supports local
handicrafts and cultural activities.
During 2000, the number of foreign tourists that visited India was 26.41 lakhs.
Indias share in world tour market is just 0.38 percent. With this meager share, foreign
exchange earned is Rs.14,475 crores.
Turnover in domestic tourism is much more than this.

ISSUES NEEDING ATTENTION FOR THE PROMOTION OF AGRI-
TOURISM

1. PUBLICITY
It is difficult to provide publicity to a remote Agri-tourism unit. Hence,
either collectively such Agri-tourism operators can provide publicity or organizations like ITDC,
State tourism development corporations, NGOs, press and tour operators can take up this
responsibility. Information technology can play very important role in promotion of Agri-
tourism. An interactive website containing all details about Agri-tourism locations and a toll free
24 hours help line can provide necessary information to Agri-tourists.

2. TRANSPORT
Reaching the remote Agri-tourism units is the greatest challenge due to
lack of approach roads and poor transportation facilities in rural areas. Tele connectivity is must
which is yet to reach villages. Government should play important role in creating these facilities
namely roads, transport and telecommunication to rural areas especially where Agri-tourism
units are established on priority basis. These efforts could be effective with private participation
in partnership mode.

3. ACCOMMODATION
Safe and clean accommodation is must in Agri-tourism. Urban
and foreign tourists look for these minimum facilities. Orienting Agri tour operators on one hand
and providing incentive to such efforts on other hand is necessary. Regular clean water supply
and neat toilets are important. At the same time, it is necessary to limit modern facilities in which
Agri-tourist is not interested.

4. NETWORKING
Networking public and private stakeholders at national and state level to
assist the Agri-tourism operator at remote place is necessary. This network can get policy
support, infrastructure and publicity to Agri-tourism units.

5. CAPACITY BUILDING OF FARMERS
Farmer need to be oriented on maintenance of
facilities, hospitality and public relation which he is not aware

6. SAFETY OF TOURISTS
Agri-tourism units are located in remote areas which lack
roads, medical facilities, telecommunication and sometimes threat from theft and wild animals.
Hence, support of local population is must besides facilities for emergency medical care.

7. PUBLIC - PRIVATE PARTNERSHIP
Agripreneurs, farmers organizations,
cooperatives, NGOs and agribusiness companies can take up these ventureswith the help of
farmers and government agencies tour operators. Transporters and hospitality industry would
also benefit in the process.

ISSUES NEEDING ATTENTION FOR THE PROMOTION OF AGRI-
TOURISM
Promotion of Agri Tourism involves some more important stakeholders namely
Ministry of Agriculture and line departments at State and Central Governments and
farmers.
Promotion of Agri-Tourism needs conceptual convergence with Rural Tourism, Eco-
Tourism, Health Tourism, Adventure Tourism and culinary adventures.
Hence, adding additional income generating activities to existing agriculture would
certainly increase contribution of agriculture in the national GDP. Serious efforts need to
be made in this direction and Agri Tourism is one such activity.

MARKET MIX STRATEGY
The proposed market mix strategy for the promotion of Agri-tourism concept is as
follows:

1. PRODUCT
The product in Agri-tourism is seeing, believing and ultimately experiencing.
This experience is unique and unmatched. The experience of climbing a tree, buffalo riding in
the pond and enjoying the sugarcane juice in the field itself are unique and none of the million
dollar tourist centres can create and offer such experiences.

2. PRICE -
a. Customer segment pricing Domestic and foreign tourist could be priced
differently as the capacity to pay is different. For a bullock cart riding, a foreign tourist
can pay one dollar where as a domestic tourist can pay only one fourth.

b. Location pricing Pricing in Agri-tourism depends upon location and
importance. Agri-tourism which just offers agriculture and rural life as an attraction can
charge normal pricing. Whereas Agri-tourism spots which are very close to established
tourism centres like temple towns, hill stations, around big cities can go far little bit
higher charging due to added value. As the pricing in established tourism places are high,
it works out to be cheaper for tourist to stay and enjoy in Agri-tourism spots.

c. Time pricing Agri-tourism units can charge higher in peak season i.e.
November to January and change less during rest of the period. During rural festivals or
at the time of important events Agri-tourism units can charge more, even though it is
during off season.

3. PLACE
The place where tourists are accommodated also influences the pricing. If the
tourists are accommodated in villages itself with the farmer, the charging can be less whereas
accommodation in farms cost high. Because, exclusively for tourist purpose infrastructure is
created in farm whereas existing facilities are used in farmers house in village.

4. PROMOTION
Promotion of Agri-tourism and strategic alliance can takes place at three
levels:

a. Alliance with airlines, tour operators and foreign embassies This alliance
brings foreign tourists and upper middle class urban tourists into Agri-tourism fold. It
may not be possible for individual farmers to take up this task. Government can assist the
Agri-tourism units through promotion and co-ordination activities through central and
state tourism departments.
b. Alliance with hotel industry Large number of domestic tourists can be
attracted through alliance with hotel industry. The hotel industry can be used to promote
the Agri-tourism concept.

c. Promotion by Agri-tourism units Basically the promotion takes place
through mouth to mouth and local publicity given by Agri-tourism units. As the
absorption capacity of each unit is very less, direct marketing with little aggressive mode
is enough for an Agri-tourism unit to survive. They can go for combined publicity on cost
sharing basis and also publics the Agri-tourism potential in other part of thecountry. But,
promotion of this group approach needs initial government interventions.

5. POLICIES
Some of the policy initiatives of urban government would surely help
promotion of Agri-tourism. They are:

a. Building brand identity Incredible India.
b. Rs.60 crore budget for promoting brand.
c. Xth five year plan budget increased from Rs. 525 to 2900 crores.
d. An allocation of Rs.50 lakhs per village for village tourism has been proposed
e. The states are encouraging private public partnership in tourism sector.

6. POSITIONING
Ultimately Agri-tourism concept has to be positioned in the minds of
tourists as Come, pluck a fruit, smell a flower, run in the fields, lie on the hay and be lost in
rural India.


ATDC, AGRI-TOURISM DEVELOPMENT CORPORATION, INDIA

ATDC : Founded in 2005 by Pandurang Taware, entrepreneur and descendant of a
farming community, Agri-tourism Development Corporation (ATDC) is a company that
facilitates agricultural tourism in the Indian state of Maharashtra. With a stagnating
Indian agricultural industry, farmers across Maharashtra are looking at agri-tourism as a
means of diversifying business opportunities and securing a viable livelihood.
Following a phase of research and an initial pilot programme in the village of Baramati in
2005, ATDC now has 500 trained farmers and 152 agri-tourism locations across the state
of Maharashtra. Since the inception of the programme, farmers across the state have
experienced a 25% growth in their income.
ATDC has established close networking links with Maharashtra state and has been
instrumental in securing a preferential loan policy for agri-tourism farmers from the Pune
District Cooperative Bank.
Furthermore, it pools the farmers' marketing activities and organises an award
programme for its agri-tourism centres.
With agriculture becoming a more strenuous and less profitable sector for the majority of
the Indian population, Agri-tourism Development Corporation has developed a concept
that is leading the way towards sustainable livelihoods for many farmers and their
families.

AGRI TOURISM: INNOVATIVE SUPPLEMENTARY INCOME
GENERATING ACTIVITY FOR ENTERPRISING FARMERS

Agriculture is the backbone of Indian Economy. Around 85 percent of the population is
directly or indirectly dependent on Agriculture and almost 26 percent of Indias GDP comes
from Agriculture. 90 million farmers are dwelling in 6.25 lac villages producing more than 200
MT of food grains feeding the country. More than a profession or a business, agriculture is
Indias culture. Hence, adding additional income generating activities to existing agriculture
would certainly increase contribution of agriculture in the national GDP. Serious efforts need to
be made in this direction and Agri Tourism is one such activity.

Tourism is termed as an instrument for employment generation, poverty alleviation and
sustainable human development. During 1999-2000, direct employment created by tourism was
15.5 million. Besides, tourism also promotes national integration, international understanding
and supports local handicrafts and cultural activities. During 2000, the number of foreign tourists
that visited India was 26.41 lac. Indias share in world tour market is just 0.38 percent. With this
meager share, foreign exchange earned is Rs.14,475 crores. Turnover in domestic tourism is
much more than this. To promote domestic tourism, thrust areas identified by Government of
India are development of infrastructure, product development and diversification, development
of eco-adventure sports, cultural presentations, providing inexpensive accommodation,
streamlining facilitation procedures at airports, human resource development, creating awareness
and public participation and facilitation of private sector participation. In this process, important
stakeholders are State and Central department of tourism, Indian Institute of Tourism and Travel
Management, Tourism Development Corporations, foreign embassies, Travel Agents
Association of India (TAAI), Indian Association of Tour Operators (IATO), Tourists, Transport
Operators Association, Indian convention promotion bureau and Pacific Asia Travel Association
(PATA).

Promotion of Agri Tourism involves some more important stakeholders namely
Ministry of Agriculture and line departments at state and central governments and farmers.
Promotion of Agri-Tourism needs conceptual convergence with Rural Tourism, Eco-Tourism,
Health Tourism, Adventure Tourism and culinary adventures.

ROLE OF AGRICULTURE INSTITUTES IN PROMOTION OF AGRI-
TOURISM
Around 1000 agriculture teaching, training, research and marketing organizations
are there in the country. Each institute is equipped with technically trained manpower,
infrastructure for lodging, boarding, fields and other necessary facilities which could be used for
promotion of Agri-tourism concept. Urban, foreign tourist could be attracted, accommodated and
exposed to agricultural situations on payment basis. This helps in efficient use of existing
manpower, infrastructure on one side and generating the income to the institute. This approach is
possible by just utilizing the facilities of the existing institutes in Agri-tourism. The same facility
could be used for further promotion of the concept by building the capacity of the farmers,
agripreneurs in Agri-tourism. Thus, these centres could serve as nodal centres for promotion of
Agri-tourism concept. All the state agricultural universities, animal husbandry universities,
fisheries universities, ICAR organizations, Krishi Vignan Kendra, state, district level farmers
training centres, demonstration farms and seed production farms could be brought under this
concept. This would bring down economic burden of the government, efficient utilization of
resources and promotion of Agri-tourism concepts.

NETWORK OF STAKEHOLDERS IN PROMOTION OF AGRI-TOURISM

PACKAGES
Children & Parents Summer Camps - 2 nights and 3 days' at Various Agri-tourism
Centres in Maharashtra.
Camping Dates : May 4th; 11th; 18th; 25th 2014 (recent camp)
Maximum 50 children per camp
Age group: 9 to 12 yrs- Rs- 4000/-Per child
Age group:13 to 17 years- Rs 5000/- per head
Parents:Parents- Rs 6000/- per head
Package includes
Two way Journey by Luxury coach.
Stay for 3 days/2 nights on quadruple sharing basis
All meals, (early morning tea/coffee/milk ; breakfast & tea; lunch; evening snacks;
dinner) pure veg only.
Local sight seeing.
Daily activity in the agriculture farm.
1. Animal Feeding;
2. Guided Crop /Vegetables / Fruits farms visits and tours
3. Watching domestic animals and How to care for cattle
4. U-Pick Operations
5. Harvest festivals
6. Rural Festivals/ Jatra
7. Farmers' markets at the village and taluka place
8. Taluka Milk Collection centers Village fairs.
9. Roadside produce stands
10. Milking the Cow
11. Religious Temples Visits
12. Agricultural education programs: how to grow sugar cane, grapes, pomegranate,
guava, watermelon, tomato, other vegetables.
13. Evening Entertainment Programs, Rural folk dance, music, campfire
& lot of fun filled games.

Rural games to be played
1. Bullock card and tractor Rides
2. Vittidandu
3. Gotya
4. Surparanbhya
5. Kabaddi
6. Langadi
7. Kho - Kho
8. Bullock Ploughing
9. Lagore & Gallori.

CASE STUDY: TERI & MTDC PRESENTS AGRI-TOURISM PAVILION
Organized by: The Energy & Resources Institute

Objectives Of Krishi-Dhan

Create awareness on
Options for diversification of agri business
Options for additional income
Sunrise sectors
Introduction of futuristic business opportunities to youth and young entrepreneurs.
Involve cross sectoral stake holders.
Emphasize on traditional wisdom and integration of contemporary technologies.
Encourage interstate participation of farmers, industries and researchers.
Showcase success stories.

Agri-Tourism Map Of Maharashtra

Tourism policy for Government of Maharashtra
In the 5 year action plan agricultural tourism and wine tourism will be promoted.
Good brand marketing is needed to attract the tourists.
90+ tourism centers in Maharashtra.


Visitor Profile

National and international tourists.
Government officials
State tourism departments
Farmers
Interested entrepreneurs
Businessmen
Bureaucrats
Corporates
Technocrats and many more.

Highlights of the pavilion
Table-top artificial set-up of a Rural Indian scenario will include-
House of the farmer
Natural locations
Model Farm house
Model Field
Model statues
Pavilion will be designed with an ethnic theme.

ATTRACTIONS OF AGRI-TOURISM CENTERS
Bullock cart rides
Wine tasting
Participation in farm activities
Fruit picking
Experience of village life
Agri market area
Star gazing areas

Expected out come

Agri-tourism Centers are a new tourist attraction.
Learning experience for farmers while interacting with National and international agri-tourism
centers
Young generation and entrepreneurs may find the new business concept attractive
Opportunities for collaboration with international and national Agri-tourism centers.

AGRI-TOURISM: AN INNOVATIVE SUPPLEMENTARY INCOME
GENERATING ACTIVITY FOR ENTERPRISING FARMERS
SOME AGRI-TOURISM SUCCESS STORIES:
1. Success Story of Shri Chandrashekhar Bhadsavale
Shri Chandrashekhar Bhadsavale lives in a village called Neral, famous as an entry point
to Matheran hill station, in Raigad district of Maharashtra. He is a technocrat, who returned from
USA and turned farmer, just because his freedom-fighter father wished so. It has beenmore than
25 years since he took to farming and in the process he has given a new dimension to agriculture
in terms of agro-tourism.
Tourists are informed about various agricultural activities along with agricultural
implements and shown different farming practices like harvesting and processing. A tour can be
organized for visitors to nearby tourist and religious places.
Shri Bhadsavale has implemented innovative ideas like buffalo ride in water, which has
become quite popular amongst foreign tourists and college students! He provides them food
which is made of from locally available vegetables and thus providing them regional flavour.

If interested, fresh vegetables, locally made handicraft and handloom items as well as
food items are sold to these visitors as momento to cherish the memories of time they spent on
his farm.

2. Mauli Krishi Paryatan Kendra, Morachi Chincholi
ChincholiMorachi, by name itself means a village of tamarind trees & town of Peacocks. On
the path of 21st century, its getting very rare in cities to enjoy the freedom of fresh air and
pollution free day.
Chincholi Morachi is the place where you can discover all your old days and make your
children to experience the pollution free life for weekends.Yes, Chincholi is the heaven of
greenery and the place where National bird, Peacock resides.
Contact Person: Mr. Janardan Dnyaneshwar Thopate. 09960663530 and 09822689173

3. Jai Malhar Krushi Pariyatan Kendra Morachi Chincholi
Activities at Mayur baug include bullock cart rides, tractor rides, horse rides, and camel
rides. Visitors can also go for a village sightseeing tour (Sivaar Pheri) to get a better
understanding of the rural way of life.
Visitors could meet villagers and have a better understanding of the working of a Gram
Panchayat, Take a look at the local village school, interact with school children there talk to
children and get to know their quality of life; understand their expectation from urban friends.
All activities are in an environment that is pollution and noise free, and have a generally
salubrious and health-promoting environment. There are 10 lettable rooms with attached
bathrooms.

4. Rutu Farm Agri-tourism Centre, Pasarni, Wai
Rutu Farm Agri-tourism Holiday Home offers a one-of-a-kind experience in an idyllic setting
at the foot hills of Panchgani, just 4 km from Wai .
On Wai Dhom Dam Boat Club road just 1.5 hours drive from Pune. Here at Rutu Farm
Agri-tourism Holiday Homes, you can discover the beautiful and religious rural life of India.
Agri-tourism involves visiting a rural farm. You can enjoy bullock cart ride, tractor ride,
Surparambhya, to name just a few. Here we provide opportunity for urban people to get back to
the roots.

5. Vedi Farm, Solshi, Koregaon, Satara
Activities
Working Farm & Study Farm Activities
Traditional Rural games like Kabbadi, Kho Kho, Kusti, Gilli-Danda, Surparambya,
Gotya
Bullock-cart ride, zopala
Emu, Parrot, Rabbit farm
NaturalWater Park, Water Fall

6. Phaltan Agri-tourism Center Phaltan, Satara
Specialty Crops / Activities
Organic Farming
Water storage tank shetale (10 crore litre water )
Fisheries Tilapia , Prawns ( Sweet water)
Flowers Garden
Indian Vegetables farm
Swimming in the well
Bullock Cart, Tractor Rides,

7. Sunil Bhosle, Jogwadi village in the
Baramati taluk of Pune
For Sunil Bhosle, a farmer in the Jogwadi village in the Baramati taluk of Pune district, a
13 acre piece of land tilled by his entire family round the year meant an annual income of Rs
60,000-75,000.
This was before he was exposed to the benefits of agri-tourism six months ago. Bhosle,
with the help of the Agri-Tourism Development Corporation (ATDC), opened his farms to
tourists, charging each Rs 300-350. ($6-7)

INDIAN AGRI-TOURISM INDUSTRY CHALLENGES AND STRATEGIES

Many Indian farmers are currently involved in or are considering the use of agri-tourism
as a means of diversifying their farm operations.
How they will accomplish when this is a challenge.?
The full growth potential for agri-tourism can only be achieved if strategies to address
their challenges are developed and implemented.

The following sections identify these overriding challenges and recommend strategies to
address them.
Agri-tourism Industry Recognition.
Supportive Agri-tourism Policies and Regulations.
Supportive Agri-tourism Financing.
Effective Training Programs.
Liability and Risk Management Programs.
Product and Service Quality Control.
Strategic Partnership Development.
Marketing Programs.
Conflict Management Programs

CONCLUSION

Maximizing livelihood benefits needs a good understanding of what people most need
and want (their livelihood priorities) and of the complex ways in which tourism options
affect livelihoods (direct and indirect livelihood impacts).
Therefore it requires a considerable role for local people in decision-making.
This can be done either by devolving tourism rights to community level, and helping
communities with participatory planning; or
by ensuring that government planning processes are participatory and responsive to local
needs; or
by ensuring, through government incentives, that planning by private entrepreneurs is
responsive to local needs.
Thus, Careful planning and design, based on an understanding of local livelihoods, can
greatly enhance the positive impacts of tourism.


REFERENCES

Maharashtra Tourism Development Corporaton
www.agri-tourismworld.com
Agri-tourism Development Corporation. Website: www.agri-tourism.in
www.incredibleindia.org
www.tourism.gov.in
www.indiastat.com
Few Links from where the data is collected:
http://www.travelbizmonitor.com/ArticleDetails.aspx?aid=2654&sid=18&sname=Covers
tory
http://www.tourismfutures.com.au/Publications/2009Presentations/Porcaro%20Pauline%
20PP.pdf
http://www.ers.usda.gov/AmberWaves/February08/Findings/Agri-tourism.htm

Photographs are collected from:

http://www.mapsofindia.com
Website of Sidhigiri Museum, Kolhapur.
Maharashtra Tourism Development Corporaton.