Tourism is one of the largest and fastest growing industries in the world. In both developed and developing countries, it has become a viable means of raising the economic activity of the region. Although urban and mainstream travel destinations are the first preference of travel enthusiasts, the demand for offbeat places and rural tourism has also been increasing manifolds.

Rural Tourism provides an alternative source of livelihood and large scale employment in rural areas. Promotion of rural tourism is also recognised as an instrument for sustainable livelihoods of rural people. In India, almost 70% of the population resides in 7 million villages and primarily depend on agriculture. However, these villages have much to offer beyond agriculture. It has great potential for various segments of tourism like eco-tourism, adventure tourism, health tourism, farm tourism, nature-based tourism, cultural tourism, religious tourism etc.

In India, Rural tourism is still an emerging concept and if the idea is promoted and widely adopted, it can create a sustainable livelihood model for 70% of the population residing in villages. It can also lead to the generation of income for local communities. Such income can then be used towards the sustainability of traditional activities, the promotion and conservation of local arts and the prevention of rural-urban migration.

Owing to the fabulous scenic beauty and wide range of biodiversity the growth potential of rural tourism in India is enormous. However, the challenges like lack of infrastructure, connectivity, promotion of rural destinations, lack of human resources and basic amenities are some of the impediments that require further consideration and action.

Rural tourism can take centre stage in rural development through systematic planning and policy integration. In order to ensure sustainable growth, marketing and promotional campaigns are required to support the growth of this niche sector. The idea needs to grow in an organic manner in which central and state governments play the role of facilitator by encouraging locally-inspired initiative and action.

There is also a need to support the local communities in innovation, micro and small enterprise financing, business planning and standards. Due to lack of experience in management and operations, many rural inhabitants possess limited business skills and therefore coaching and mentoring can enable them to deliver profitable and quality tourism experiences.

Another complicating factor for rural tourism is the lack of infrastructure. Here, huge investment and planning is needed to develop the infrastructure and educating the locals about hygiene, cleanliness, and other related issues to convert homes into homestays for tourists to come and experience local lives is needed.

Further, in the rural scenario where any development work is to be undertaken, increasing the level of awareness and environmental consciousness is important as well. It can be achieved through training programs, community enhancement, etc. Skill development in tourism-related job roles such as guide, driver, cook, housekeeping and hospitality can help in creating employment opportunities for the local youth and benefit the local community economically and socially.