If you think India is Delhi, Mumbai and the golden triangle, think again, a fifth of the total world’s population lives in India and two thirds of these live in villages. To see India’s beating heart, you will have to see the rural India. Nowadays, rural tourism is gaining importance as travelers are seeking authentic and grounded experiences. You can’t see the true essence of India, without a sneak out to the widespread rural fabric of India.
Why Rural Tourism Matters?
It’s a whisper in the wind, a story told in the quiet clatter of a small town café. Rural tourism matters because it’s a bridge between worlds, connecting city dwellers to the earth that they have long forgotten and breathing new life into the communities that time has left behind. It’s not just a trip; it’s a homecoming, a gentle reminder that some of the greatest treasures are not only found in skyscrapers, but in the simple beauty of the open fields and the lively spirit of the countryside.
The Challenges We Must Confront
The road connecting the quiet village to the tourism ready destination is riddled with roadblocks. The UNWTO research has identified three main challenges associated with realizing the potential for tourism for rural development.
- The ‘infrastructure gap’ in rural areas. Deficiencies in roads, ports, airports and other infrastructure that allows access to rural areas remain a challenge for most of the third world countries.
- Rural depopulation, seasonality and farming product competitiveness add to this challenge, increasing the instability of population and human resources.
- The lack of education and training, as well as the skill development, in addition to the capacity to attract and retain workforce talent.
Other challenges include limitations in accessing financial systems, restriction in the development of innovative tourism products in rural areas, managing the impacts of degradation of natural resources and limitations in data handling, digitalization and knowledge management.
Stories of Change: Villages that led the Way
From the vibrant mirror work villages of Hodka in Gujarat, to the pristine, living root bridges of Mawlynnong in Meghalaya, and the stark soul stirring landscape of Spiti valley, a quiet revolution is underway. It’s a journey not just to see, but to be a part of a culture where the one who builds the guesthouses also tends the fields, and the voices that welcome you are the very soul of the community.
Hodka Village, Gujarat: A Cultural Canvas of Community-Led Tourism:
In the sun drenched expanse of Gujarat’s Kutch, the village of Hodka is a testament to what happens when a community takes its destiny into its own hands. It’s here, amidst the Banni grasslands, that the Shaam-e- Sarhad Village Resort isn’t just a stay, but a promise kept by the villagers themselves. They have built it, they run it, and they share its earnings, ensuring that every visitor’s rupee helps keep their traditions alive. Especially the women of the Meghwal community transform threads into stories, and where ancient Bhungas- those circular mud cottages- offer more than just a bed; they offer a way of life that respects the earth. In Hodka, you don’t just see the culture; you become a part of it.
Mawlynnong, Meghalaya: Asia’s Cleanest Village and an Eco-Tourism Marvel
In the dewy embrace of Meghalaya’s hills, a village named Mawlynnong hums with a quiet, powerful grace. It’s known as ‘Asia’s cleanest village’, but that title only hints at it true heart. Here, cleanliness isn’t a chore; it’s a shared heritage, a practice where every villager helps to keep their home clean. They have banned plastic, use bamboo bins and compost their waste, a collective promise to the earth. And as a visitor, you don’t stay in a hotel, but in a community run home stay, often managed by a woman in their matrilineal society. It’s a place where you are not just invited to see a living root bridge but to understand the deep, sustainable bond between the land and its people.
The Spiti Ecosphere Initiative in India
In the remote, high-altitude desert of the Spiti Valley in Himachal Pradesh, India, Spiti Ecosphere is success story of resilience and community. Here the landscape is stark and beautiful, but it’s the warmth of this people that truly defines the journey. Its fair trade model empowers local families, especially women, and preserves their ancient Buddhist culture which is based on reversing the fragile ecosystem. They have excelled in every arena from their careful waste management to their efforts in protecting the rare snow leopard. Spiti’s people don’t just welcome visitors; they invite them to become a part of their ongoing commitment to a life that honors both their heritage and their breath taking cold desert home.
Lika, Croatia: The Wild Heart of Hospitality
In the wild and rugged heart of Croatia, the Lika region is a place where nature holds sway. It’s a region that hasn’t been polished and packaged for tourists; it’s still gloriously untamed. The air here feels pristine, filled with the scent of pine and the sound of the Gacka River. Here locals enthusiastically invite you into their homes and the food they will offer won’t be from any menu- it will be the food they eat themselves. You can have the delightful cheese and the cured meats they had been preparing for generations. It is an honest to goodness escape. One can spend the days hiking through forests that feel ancient or get a thrill from seeing bears up close in their sanctuary. The people of Croatia are genuinely kind and proud of their land too. Lika is a beautiful reminder that sometimes the best vacations are the ones that let you slow down.
What Rural Tourism Can Offer?
Rural tourism isn’t just about travel- it’s about creating jobs, markets and identity. Through this the villages embark on their own destiny, as much needed jobs are created. This influx of visitors opens up new markets for local artisans and farmers, giving them a platform to sell their crafts and produce directly to the visitors. Most importantly, it gives a community a renewed sense of identity and pride. When people come from all over to celebrate your culture, admire your architecture and learn your stories, it instills a profound sense of pride and encourages everyone to preserve the unique heritage that makes their village special. It’s a beautiful cycle where a community welcomes the world, and in doing so, finds renewed purpose and a stronger sense of self.
The Ripple Effects: Good or Bad
It’s a strange mix of hope and worry, isn’t it? When a place starts to share its culture with the world, a whole new kind of energy rushes in. Suddenly, old traditions aren’t just for the locals anymore; they’re something the world wants to see, to learn from. We all have seen it—the way a small village can get a new lease on life. The artisans who used to struggle now have a market for their incredible work, their brand is their heritage, and the money they earn stays right there in the community. That’s a huge deal. It’s not just about a few extra bucks; it’s about a community getting its confidence back. When a festival that was fading away suddenly gets a revival because people want to experience it, you see the generations coming together, the elders teaching the young ones, and a shared pride filling the air. This isn’t just about economic numbers; it’s about the soul of a place getting a boost. And when that new energy also sparks a move toward things like organic farming or protecting a beautiful natural spot, you feel like maybe, just maybe, this whole thing is a win-win.
But then, the other side of the coin starts to glint, and you can’t ignore it. That very same energy that breathes life into a culture can also suck the life right out of it. There’s a fine line between sharing a sacred tradition and selling it off piece by piece. When a ritual or a craft becomes just another photo-op for a busload of tourists, you feel a little piece of its magic fade away. It’s like seeing a beautiful, wild animal suddenly trapped in a cage. And what about the sheer weight of all those people? A village that’s perfect for a hundred people suddenly has to deal with thousands. Where does the water come from? Where does the trash go? The very beauty that drew them there starts to fray at the edges, worn down by the constant foot traffic. And the worst part is the dependency. When a community starts to rely entirely on the flow of tourists, what happens when that flow stops? One bad season, one global event, and suddenly, the safety net is gone. The same forces that brought prosperity can just as easily leave a community hanging out to dry. It’s a tightrope walk, and I’m not sure anyone has the perfect map yet. We have to be thoughtful about it, or the very thing we’re trying to save could be the first thing we lose.
The Road Ahead
Rural tourism is so much more than just a different place to visit. It’s a real deal escape from the frantic pace of our everyday lives, a chance to swap crowded streets for open fields. For us, the traveler, it’s an invitation to experience life in a new way – to taste food that was grown just down the road, to learn a traditional craft from an artisan who’s been doing it their whole life. It’s a way to feel like you are not a spectator, but an actual part of a place’s story, even if just for a little while.
But it’s a two way street. By choosing rural tourism, we are giving directly back to these small towns and villages. Our visits help create jobs, support local businesses, and give people a reason to stay in their community instead of moving to the city for work. It helps in preserving their culture, traditions and the very landscapes that make them so special. It’s a powerful and gentle way of traveling that benefits everyone.
At White Turtle, we believe rural tourism isn’t just a product; it’s a process of empowerment. Let’s keep walking this path, one village at a time.
By- Jahnavi Pandey