Uttar Pradesh has set the stage to make its villages central to India’s tourism future with the Rural Tourism Conclave 2025, held at Indira Gandhi Pratishthan in Lucknow. Organised by the Department of Tourism, the event marked a bold step in showcasing rural hospitality as the heart of cultural revival and sustainable growth.
Tourism and Culture Minister Jaiveer Singh led the conclave alongside policymakers, entrepreneurs, farmers, and innovators. More than 40 homestay and farmstay owners were felicitated for transforming village life into authentic travel experiences. From welcoming guests into their homes to creating immersive farm-to-table meals, these rural hosts were celebrated as the new ambassadors of Indian hospitality.
Speaking at the gathering, Singh reminded attendees that the roots of India’s civilisation lie in its villages. He stressed that rural tourism is not just about sightseeing but about experiencing the soul of India through its kitchens, crafts, and communities. He linked the initiative to the vision of Viksit Bharat, emphasising empowerment, entrepreneurship, and sustainability as key outcomes.
The government also announced ambitious plans to turn 234 villages into tourism hubs. Principal Secretary Tourism Mukesh Kumar Meshram revealed that over 750 homestays are already in the pipeline and that subsidies, training, and on-ground support are being extended to encourage participation. Horticulture projects tied with tourism, including silk farming, are expected to provide dual income streams for villagers. Special Secretary Tourism Eesha Priya added that rural youth are being trained and NGOs engaged to ensure that every household can benefit from the tourism ecosystem.
The conclave brought together experts who showcased models of natural farming, agri-tourism, and community-driven projects. Discussions focused on how local traditions, crafts, and agriculture can be positioned as powerful tourism assets that attract visitors while sustaining rural livelihoods.
In his closing remarks, Minister Singh said rural tourism is not just a trend but a movement to restore dignity and opportunity in villages. He called it the bridge between India’s past and future, and the pathway for Uttar Pradesh to become not only the cultural heart of India but also its living soul.
To bring these plans to life, UP Tourism announced a FAM trip that will take participants across traditional temples, artisan workshops, and farmstays. The journey will include village welcomes, interactions with women-led self-help groups, and meals made from local produce, ending with a cultural feast at a farmstay in Barabanki.
By placing villages at the centre of tourism, Uttar Pradesh is rewriting the narrative of travel. It is no longer just about visiting monuments but about immersing in the everyday rhythms of rural life, where culture, cuisine, and community blend to create unforgettable journeys.
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