Uttar Pradesh Charts Path to Become India’s Rural Tourism Capital at Conclave 2025
Uttar Pradesh Charts Path to Become India’s Rural Tourism Capital at Conclave 2025
Lucknow, India: In a decisive step towards positioning Uttar Pradesh as the country’s next hub for rural tourism, the Department of Tourism hosted the Rural Tourism Conclave 2025 at Indira Gandhi Pratishthan, Lucknow.
The event brought together a wide spectrum of stakeholders, with Tourism and Culture Minister Jaiveer Singh gracing the occasion as Chief Guest. Senior government officials, industry experts, farmstay operators, and tourism innovators participated to chart a roadmap for a thriving village-driven tourism ecosystem. A key highlight of the conclave was the felicitation of more than 40 farmstay and homestay entrepreneurs, who have redefined rural hospitality and set new standards for immersive travel experiences in Uttar Pradesh.
Distinguished attendees included MLC Dharmendra Singh, Padma Shri-awardee farmer Ram Sharan Verma, Cooperative Registrar Yogesh Kumar, Director of Eco Tourism Prakhar Mishra, and sustainability advocate Annadani Malligavad.
“India’s Story Begins in Villages,” says Minister Jaiveer Singh: Addressing the gathering, Minister Singh said, “India’s stories of gods, values, and culture begin in villages. From Lord Ram to Krishna, the soul of Bharat lies in its soil.” Emphasising that tourism must go beyond monuments, he noted that “tourists today seek the warmth of rural kitchens, the simplicity of village life, and the joy of authentic hospitality.”
Highlighting the vision of Prime Minister Narendra Modi and Chief Minister Yogi Adityanath, Singh underlined that rural tourism is a central pillar of Viksit Bharat @2047 and would drive empowerment, entrepreneurship, and ecological responsibility in villages across the state.
234 Villages Identified; 750+ Homestays Underway, Mukesh Kumar Meshram, Principal Secretary Tourism, described rural tourism as “India’s soft power”, announcing that 234 villages had already been selected as rural tourism hubs. These villages will receive financial aid, policy incentives, and on-ground support. “Today’s children, raised in concrete jungles, are fascinated by cows, wells, and rangolis. Rural tourism is our chance to reconnect the next generation to our cultural roots,” he said.
B. L. Meena, Principal Secretary Horticulture, highlighted integrated farming projects, including silk farming aided by Israeli technology, demonstrating how agriculture and tourism together can generate dual livelihoods for villagers.
Eesha Priya, Special Secretary Tourism, presented a detailed action plan: “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.”
Sessions Focus on Investment and Sustainability
The conclave featured engaging sessions with actionable insights. Shri Krishna Chaudhary spoke on natural farming, while Pandurang Taware, India’s pioneer in agri-tourism, inspired participants with global success stories. Pankaj Arora, GM of Nivesh Sarathi, led a session on investment opportunities, and Annadani Malligavad, popularly known as the “Lake Man of India”, shed light on community-led tourism and ecological restoration.
Rural Tourism as a Movement
In his closing remarks, Minister Singh noted, “This is more than tourism. It is a movement to restore dignity, income, and identity to our villages. Through rural tourism, Uttar Pradesh will not only remain India’s heart but emerge as its living, breathing soul.”
Familiarisation (FAM) Trip to Showcase Rural Experiences
As a continuation of the conclave, the Tourism Department has planned a special familiarisation (FAM) trip to spotlight the state’s rural tourism potential. The journey will begin with a traditional welcome and darshan at Chandrika Devi Mandir, followed by interactions with self-help groups, women artisans, and local entrepreneurs. Participants will then experience farmstay hospitality at ChandraKanta, Ikigai, and Midori farms, engaging with hosts, sampling local refreshments, and exploring village life firsthand.
The trip will culminate at Grow Farmstay in Barabanki, where visitors will meet Padma Shri-awardee Ram Sharan Verma, enjoy a traditional rural lunch, and tour the farm. By showcasing regional cuisine, crafts, and community-led initiatives, the FAM trip aims to build a bridge between culture, commerce, and community-positioning rural tourism as a key driver of inclusive growth, women’s empowerment, and cultural revival in Uttar Pradesh.
