Lucknow witnessed a significant step toward positioning itself as the rural tourism capital of India with the successful organization of the Rural Tourism Conclave 2025 at Indira Gandhi Pratishthan. The event was spearheaded by the Department of Tourism, Government of Uttar Pradesh, and brought together policymakers, senior officials, farm stay operators, and innovators from across the country to shape the roadmap for a vibrant, village-driven tourism economy.
Celebration of Rural Hospitality
A major highlight of the conclave was the felicitation of more than 40 farm stay and homestay owners who have redefined rural hospitality in Uttar Pradesh. Their work is enabling tourists to experience authentic village life, thereby paving the way for richer and more immersive tourism models.
Prominent dignitaries, including Minister of Tourism and Culture Mr. Jaiveer Singh, MLC Mr. Dharmendra Singh, Padma Shri awardee farmer Mr. Ram Sharan Verma, Cooperative Registrar Mr. Yogesh Kumar, Director of Eco Tourism Mr. Prakhar Mishra, and sustainability advocate Mr. Annadani Malligavad, graced the occasion.
Villages as the Soul of India
Chief Guest Mr. Jaiveer Singh underlined the essence of villages in India’s cultural and spiritual history, stating, “India’s stories of gods, values, and traditions begin in villages. From Lord Ram to Lord Krishna, the soul of Bharat lies in its soil.” He further emphasized that tourism is no longer confined to monuments but extends to simple and authentic experiences such as rural kitchens, traditional crafts, and warm hospitality.
Mr. Singh reiterated that rural tourism will play a crucial role in Viksit Bharat @2047, in alignment with the vision of Prime Minister Narendra Modi and Chief Minister Yogi Adityanath.
Rural Tourism as India’s Soft Power
Principal Secretary Tourism Mr. Mukesh Kumar Meshram announced that 234 villages have been identified as tourism hubs with both financial support and facilitation. Calling rural tourism “India’s soft power,” he remarked that today’s urban-raised children are fascinated by traditional rural elements like cows, rangolis, and wells, making village tourism an opportunity to reconnect with cultural roots.
Principal Secretary Horticulture Mr. B.L. Meena presented projects such as silk farming supported by Israeli technology and integrated farming models that are being merged with tourism to generate dual income streams and employment opportunities for villagers.
From Sightseeing to Soul-Seeing
Special Secretary Tourism Ms. Eesha Priya stressed the evolving nature of tourism: “Tourism is no longer about sightseeing, it is about soul-seeing.” She highlighted that 285 rural youth have been trained, 18 NGOs engaged, and schemes offering 25 percent subsidies and stamp duty exemptions have been rolled out. She further added that every household, whether through pottery, pickles, or handicrafts, can emerge as a potential tourism unit.
A Movement Beyond Tourism
In his concluding remarks, Mr. Jaiveer Singh emphasized, “This is not just about tourism. This is a movement to reclaim dignity, income, and identity for our villages. This is how Uttar Pradesh becomes not only the heart of India but its living, breathing soul.”
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