INTRODUCTION

Agriculture has always been the backbone of the Indian economy, supporting the livelihoods of millions of people
and contributing significantly to food security and rural development. According to the Government of India,
agriculture and allied sectors contributed about 18% of India's Gross Value Added (GVA) in recent years and continue
to provide employment to around 46% of the country's workforce. Despite its importance, Indian agriculture faces
serious challenges such as fragmented landholdings, increasing production costs, climate change, declining
profitability, price fluctuations, and rural unemployment. These challenges have highlighted the need for alternative
and sustainable sources of income for farming communities.

Agritourism is a form of niche and rural tourism that integrates agricultural production, processing, and hospitality to
draw visitors to farms, ranches, and agricultural businesses — entertaining and educating guests while generating
supplementary cash income for the farm owner. Typical activities include farm stays, on-farm sales, outdoor
recreation, agritainment, educational tourism, and accommodation, generally considered a low-investment, low-risk
rural enterprise that fuels rural economies through a multiplier effect (Indian Chamber of Commerce, 2026).

Globally, the agritourism market was valued at USD 42.46 billion in 2019 and is projected to reach USD 62.98 billion
by 2027, growing at a CAGR of 13.4% between 2021 and 2027 (World Economic Forum, cited in Puria et al., 2024). A
related but more narrowly defined global 'agro-tourism market' estimate places 2024 value at USD 8.10 billion, rising
to USD 15.78 billion by 2030 (CAGR 11.9%). Separately, the broader global agro-rural tourism market (Future Market
Insights) was estimated at USD 102.5 billion in 2025, projected to reach USD 173.4 billion by 2035 at a CAGR of 5.4%
— the variance across these estimates mainly reflects differing scope definitions of what counts as 'agritourism' versus
broader 'rural tourism'.

India's agritourism market is forecast to grow at a considerably faster CAGR of 17.9% between 2023 and 2028 (ICC,
2026) — nearly 1.5 to 2 times the global average — driven by India's vast rural and agricultural base. Approximately
69% of India's population lives in rural areas, with 62% dependent on agriculture for sustenance, giving the country an
enormous, largely untapped foundation for agritourism development (ICC, 2026).

India's broader tourism sector generated approximately 70.04 million direct and indirect jobs (12.66% of total
employment) in FY 2021-22, rising to 76.17 million jobs in FY 2022-23. The sector contributed over ₹19.13 trillion to
GDP in 2023 — about 10% above 2019 levels. India's rank on the World Economic Forum's Travel & Tourism
Development Index improved to 39th out of 119 countries in 2024, up from 51st in 2021 (Puria et al., 2024).

This report examines agritourism opportunities and challenges at two levels — India as a whole, and Uttar Pradesh
(UP) as a focused case study — drawing on industry market-research reports, peer-reviewed academic literature, an
industry association's policy blueprint (Indian Chamber of Commerce, 2026), and official government policy
documents.

What is Agri-Tourisam
❖ Agriculture tourism is the holiday's concept of visiting a working farm or any Agricultural, Horticultural or
Agribusiness operations for the purpose of Enjoyment, Education or Active involvement in the activities of the
farm operations.
❖ A novel concept of developing farms into vacation ventures with hospitality facilities helping the farms to
generate additional revenue is known as Agri Tourism.
❖ Agri-Tourism and Agro Tourism both are similar to each other.

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Scope of Agritourism
Agritourism has enormous potential to promote sustainable agriculture, rural development, and farmers' income
diversification in India. It provides an alternative source of income to farmers while offering tourists an opportunity
to experience rural life, agriculture, local culture, and nature. With increasing demand for eco-tourism and
experiential tourism, the scope of agritourism is expanding rapidly, particularly in agriculturally rich states such as
Uttar Pradesh.

Major Scope of Agritourism

1. Additional Source of Income for Farmers

Agritourism enables farmers to earn extra income through farm stays, guided farm visits, recreational
activities, and the sale of agricultural products.
2. Employment Generation
It creates employment opportunities for rural youth, women, local artisans, guides, drivers, and hospitality
workers, thereby reducing rural unemployment.
3. Promotion of Rural Entrepreneurship
Farmers can establish businesses such as homestays, organic farms, nurseries, food processing units,
handicraft centres, and agri-based recreational facilities.
4. Direct Marketing of Farm Products
Agritourism provides a platform for farmers to sell fresh fruits, vegetables, dairy products, honey, handicrafts,
and processed food directly to consumers without intermediaries.
5. Conservation of Rural Culture and Heritage
It helps preserve traditional farming practices, local festivals, folk music, handicrafts, indigenous knowledge,
and rural cuisine by presenting them to visitors.
6. Eco-tourism and Environmental Conservation
Agritourism encourages organic farming, biodiversity conservation, rainwater harvesting, waste management,
and sustainable use of natural resources.
7. Educational and Research Opportunities
Schools, colleges, agricultural universities, and researchers can use agritourism centres for practical learning,
field visits, and awareness programmes on agriculture and rural development.
8. Health and Wellness Tourism
Increasing health awareness has created demand for organic food, herbal gardens, yoga, Ayurveda, and
pollution-free environments, which are important components of agritourism.
9. Rural Infrastructure Development
The growth of agritourism encourages improvements in roads, transportation, sanitation, internet
connectivity, accommodation, and other basic facilities in rural areas.
10. Immense Potential in Uttar Pradesh
Uttar Pradesh has excellent opportunities for agritourism because of its rich agricultural resources, mango
orchards, sugarcane cultivation, dairy farming, and famous tourist destinations such as Agra, Ayodhya,
Varanasi, Mathura, and Lucknow. Integrating agriculture with tourism can significantly improve farmers'
income and strengthen the rural economy

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Objectives of the Study
The present study has been undertaken with the following objectives:

❖ To understand the concept, scope, and importance of agritourism in the context of sustainable agriculture and
rural development.
❖ To examine the current status and growth of agritourism in India, with special reference to Uttar Pradesh.
❖ To identify the major opportunities of agritourism for increasing farmers' income, generating rural
employment, promoting entrepreneurship, and conserving rural culture.
❖ To analyze the key challenges affecting the development of agritourism in India and Uttar Pradesh, including
infrastructure, marketing, finance, and policy-related issues.
❖ To study the role of government policies, schemes, and institutional support in promoting agritourism.
❖ To evaluate successful agritourism models and best practices, particularly the Maharashtra model, for their
applicability in Uttar Pradesh.
❖ To suggest suitable strategies and recommendations for the sustainable development and promotion of
agritourism in Uttar Pradesh.

Concept of Agritourism
Agritourism is a form of rural tourism that combines agriculture and tourism to provide economic, educational, social,
and environmental benefits. It allows tourists to visit farms and villages to experience agricultural activities, traditional
lifestyles, local culture, organic farming, livestock management, and rural hospitality. At the same time, it enables
farmers to earn additional income by offering tourism-related services such as farm stays, guided farm tours, direct
sale of farm products, traditional food, recreational activities, and educational visits.

Agritourism is now recognized as an important agribusiness diversification strategy because it reduces farmers'
dependence on crop income while strengthening rural entrepreneurship and sustainable development. Research
published in 2026 defines agritourism as a modern business model integrating agriculture and tourism to generate
additional revenue, create employment, and conserve rural heritage. It also reports that agritourism can increase
farmers' income by 25–60% while promoting entrepreneurship and environmental sustainability.

India possesses significant potential for agritourism because of its rich agricultural diversity, cultural heritage, and
increasing demand for experiential tourism. The Indian agritourism market was valued at approximately USD 1.18
billion in 2024 and is expected to reach nearly USD 4.91 billion by 2033, growing at a Compound Annual Growth Rate
(CAGR) of 17.9%. This growth reflects the increasing popularity of farm-based tourism among domestic and
international visitors.

Three Important Factors Contributing to the Success of Agritourism

The success of agritourism depends on the effective integration of farmers, villages, and agriculture. These three
components together create authentic rural experiences that attract tourists and ensure sustainable development.

1. Farmer

Farmers are the backbone of agritourism. Their hospitality, farming knowledge, and willingness to interact with visitors
play a crucial role in creating memorable experiences. By sharing traditional farming practices and local culture,
farmers not only improve tourist satisfaction but also generate additional income and promote rural entrepreneurship.

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2. Village

Villages provide the natural and cultural environment required for agritourism. Scenic landscapes, traditional houses,
local festivals, folk arts, handicrafts, and peaceful surroundings attract tourists seeking an escape from urban life. A
clean, safe, and welcoming village atmosphere significantly enhances the success of agritourism.

3. Agriculture

Agriculture is the core attraction of agritourism. Different crops, orchards, livestock, irrigation methods, organic
farming, and seasonal agricultural activities offer unique learning and recreational experiences. Farm-based activities
such as fruit picking, crop harvesting, dairy farming, and tractor rides increase tourist participation and create value-
added income for farmers.

HISTORY OF AGROTOURISM
Agro tourism has been around for a lot longer than anyone might think. In the simple history of agro tourism, our
group summarized that development of the history itself related to human development along with the world
technologies. Agro tourism also known as agro tourism, and the history of it was discussed by the expert from
University of Tennessee Extension Publication by considering it as Agritainment. Agritainment (agro tourism and
entertainment farming enterprises), created in 1800s, when families visited farming relatives in order to escape from
the city and experience the farming. Mostly they don‟t really took the holiday as a part of the agro tourism because
their main focus is to release tension and get some rest during that time.

Visiting other country become more popular with the widespread use of the automobile in 1920s. The used of car and
vehicle make them easier to move and to explore the other place that required them to do some journey. That make
the agro tourism become more popular and it increases not only the agro tourism industry but also the economy of
the country because of many people have their own transportation. Rural recreation gained interest again in the 1930s
and 1940s by folks that seeking an escape from the stresses of the Great Depression of World War ll.

These demands for rural recreation lead to widespread interest in horseback riding, farm petting five zoos and farm
nostalgia during 1960s and 1970s. Farm vacations, bed and breakfasts, and commercial farm tours were popular in
the 1980s and 1990s.

AGRI TOURISM IN INDIA

Emergence of Tourism as an Industry in India:

Leisure travel was associated with the Industrial Revolution in the United Kingdom. It gave an opportunity to new
middle class emerging due to industrial revolution to travel for leisure. The first official travel company „Cox and
Kings‟ was established in the year 1758. Tourism was identified as a revenue generating sector in western countries.
In India the scenario was totally different. Since her independence in 1947, Indian policy makers had traditionally
neglected tourism industry as it was considered to be a luxury segment benefiting only few. As then, the Indian
economy depended a lot on agriculture, the government policies had always aimed to develop agriculture and other
allied areas. Tourism was always viewed as an industry serving the elite instead of being accepted as a means to
provide employment with good “multiplier effect”. In 1955, the first Planning Commission of India had placed
tourism industry 269th in its priority list. As a result in 1950‟s the number of International tourists visiting India was
just around 15000. Tourism was considered as an easy way to correct foreign exchange shortage. Consequently
hotel rooms, food and beverage, handicrafts and many other services in most of the tourist destinations in India had
traditionally been overpriced.

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Although in 2000, Global tourism industry represented one of the largest industries in the world with revenue of
$595 billion and the number of tourist arrivals globally as high as 698 million; India‟s share in global tourism
remained low.

The Union Budget granted the tourism industry much needed “Infrastructure – Status.” As a result of boosting rural
development from tourism point of view and encouragement of tourism infrastructure development in rural areas
by state governments, Agri- Tourism Development Corporation was established on 16th May 2004 in Maharashtra.
“Its aim is to promote Agro Tourism to help rural youth to earn good respectable living in the village and on the farm
itself. First ever International Agri-Tourism day was celebrated on 16th May, 2008 in Pune. The „Tenth Five Year
Plan‟ opened up following opportunities for agrotourism in India.

Principles to be followed in Agri Tourism

To see: - Birds, animals, farms and nature are the few things which Agri- tourism couldoffer to the visitors to see.
Apart from these, culture, dress, festivals and rural games could create enough interest among forest in Agri-
tourism.

To do: - Participating in agricultural operations and swimming, camel riding, buffalo riding, bullock cart riding,
cooking and participating in the rural games are the few activities to quote in which tourist can take part and enjoy.

To buy: -Hand-made crafts, farm gate fresh agriculture products, dress materials, processed foods are the few items
which tourist can buy a memory of a place.

Agritourism in India - Market overview

Agritourism in India has emerged as one of the fastest-growing sectors of rural tourism and agribusiness. It has
evolved from a niche rural activity into a sustainable business model that integrates agriculture, tourism, rural
entrepreneurship, and environmental conservation. Rapid urbanization, changing consumer preferences, increasing
disposable income, and the growing demand for authentic rural experiences have significantly accelerated the
development of agritourism across the country. Besides providing additional income to farmers, agritourism
promotes employment generation, rural entrepreneurship, biodiversity conservation, preservation of local culture,
and sustainable rural development.

India possesses tremendous potential for agritourism due to its 15 agro-climatic zones, diverse farming systems, rich
biodiversity, traditional agricultural practices, and cultural diversity. Agriculture continues to support nearly 46% of
India's workforce, while India's tourism industry is witnessing continuous growth with increasing domestic and
international tourist arrivals. The combination of these two sectors provides excellent opportunities for expanding
agritourism as an important rural enterprise.

Recent market studies indicate that India is among the fastest-growing agritourism markets in the world. According
to the IMARC Group, the Indian agritourism market was valued at approximately USD 1,177.9 million in 2024 and is
projected to grow at a Compound Annual Growth Rate (CAGR) of 17.9%, reaching nearly USD 3,164 million by 2030.
This rapid growth is primarily driven by increasing demand for farm stays, eco-tourism, organic farming experiences,
educational tourism, and weekend rural tourism.

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 India Agritourism Market Size (USD Million) 2024-2030
3500

3000

2500

2000

1500

1000

500

0
2024 2025 2026 2027 2028 2029 20230

Market Size (USD Million)

Source: IMARC Group. India Agritourism Market Report, 2025 (Market estimates and forecast, 2024–2030)

The above graph illustrates the projected growth of the Indian agritourism market during the period 2024–2030. The
market size is expected to increase from USD 1,177.9 million in 2024 to approximately USD 3,164.0 million by 2030,
reflecting a Compound Annual Growth Rate (CAGR) of 17.9%. This consistent upward trend indicates the growing
importance of agritourism as a sustainable rural enterprise. The expansion is mainly driven by increasing demand for
experiential tourism, farm stays, eco-tourism, digital booking platforms, and supportive government initiatives. The
projected growth highlights significant opportunities for enhancing farmers' income, generating rural employment,
and promoting sustainable rural development in India.

Economic Contribution of India's Tourism Sector

The tourism sector is one of the fastest-growing service industries in India and plays a vital role in promoting
economic growth, employment generation, regional development, and foreign exchange earnings. The sector has
strong linkages with transportation, hospitality, agriculture, handicrafts, retail, food processing, and other allied
industries, thereby creating a significant multiplier effect on the Indian economy. The steady growth of domestic and
international tourism has also enhanced investment opportunities and improved infrastructure across the country.

According to the Ministry of Tourism, the tourism sector contributes 5.22% to India's Gross Domestic Product (GDP)
and supports approximately 84.63 million jobs, representing 13.34% of the country's total employment. In addition,
tourism generated ₹2.93 lakh crore in Foreign Exchange Earnings (FEE) during 2024, highlighting its importance as a
major source of foreign revenue. The continuous rise in domestic tourist visits has further strengthened the tourism
industry and created new opportunities for rural tourism and agritourism.

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Table- Economic Contribution of India's Tourism Sector

Economic Indicator Latest Value

Contribution to GDP 5.22 % (2023-2024)
Employment Generated 84.63 Million Jobs
Share in Total Employment 13.34 % (2024)
Foreign Exchange Earning (2024) ₹2.93 Lakh Crore
Domestic Touriest Visits (2024) 2948 Million
Source: Ministry of Tourism, Government of India (2024).

Year-wise Domestic Tourist Visits in India (2019–2025)

Domestic Tourist Visits in India (2019–2025) in (Million)

5000

4500 4287

4000

3500
2948
3000
2510
2500 2321

2000 1731

1500

1000 678
610
500

0
2019 2020 2021 2022 2023 2024 2025

Source: Ministry of Tourism, Government of India.

The above graph illustrates the trend in Domestic Tourist Visits (DTVs) in India during the period 2019–2025. Domestic
tourist visits declined sharply from 2,321 million in 2019 to 610 million in 2020 due to the COVID-19 pandemic.
However, the tourism sector recovered steadily after the pandemic, with tourist visits increasing to 4,286.9 million in
2025. This continuous upward trend reflects the positive impact of government initiatives, improved tourism
infrastructure, better connectivity, and rising demand for domestic travel. The sustained growth of domestic tourism
provides significant opportunities for the expansion of rural tourism and agritourism, thereby contributing to
employment generation and sustainable rural development.

Foreign Tourist Arrivals (FTA) in India

Foreign Tourist Arrivals (FTAs) are an important indicator of the growth of India's tourism sector. They
contribute significantly to foreign exchange earnings, employment generation, and overall economic
development. After the COVID-19 pandemic, India witnessed a steady recovery in international tourism.
Foreign Tourist Arrivals increased from 1.53 million in 2021 to 9.95 million in 2024, while the latest Tourism
Data Dashboard reports 9.15 million arrivals in 2025. The increasing number of foreign tourists creates new

7
opportunities for sustainable tourism, rural tourism, and agritourism in India.
12

10

0
2021 2022 2023 2024 2025

Foreign Tourist Arrivals (Million)

Source: Ministry of Tourism, Government of India; Tourism Data Dashboard.

The graph shows a strong recovery in foreign tourist arrivals after the COVID-19 pandemic. FTAs increased
significantly between 2021 and 2024, indicating the revival of India's tourism sector. This growth enhances
foreign exchange earnings and creates greater opportunities for agritourism and rural economic
development.

Foreign Exchange Earnings (FEEs) from Tourism

Foreign Exchange Earnings (FEEs) from tourism represent the foreign currency earned by India through spending by
international tourists on accommodation, transportation, food, shopping, and other tourism-related services. FEEs
are an important indicator of the tourism sector's contribution to the national economy. After the COVID-19
pandemic, India witnessed a strong recovery in tourism earnings. Foreign Exchange Earnings increased from ₹63,978
crore in 2021 to ₹2,93,033 crore in 2024, reflecting the revival of international tourism, improved connectivity, and
government initiatives to promote India as a global tourism destination.

350000
293033
300000
266045
250000

200000 169917

150000
95738
100000
63978
50000

0
2020 2021 2022 2023 2024

Foreign Exchange Earnings (₹ Crore)

Source: Press Information Bureau (PIB), Ministry of Tourism, Government of India (2025)

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The graph shows a significant increase in Foreign Exchange Earnings from tourism after the COVID-19 pandemic.
FEEs increased from ₹63,978 crore in 2021 to ₹2,93,033 crore in 2024, indicating a strong recovery in international
tourism. The continuous growth in tourism earnings highlights the increasing economic contribution of the tourism
sector and provides greater opportunities for sustainable tourism and agritourism development in India.

State-wise Foreign Tourist Visits (FTVs) in India (2024)

Foreign Tourist Visits (FTVs) are an important indicator of a country's tourism performance and international
attractiveness. In India, foreign tourists contribute significantly to foreign exchange earnings, employment
generation, and regional economic development. According to the India Tourism Data Compendium 2025,
Maharashtra received the highest number of foreign tourist visits in 2024 with 3.71 million visitors (17.60%),
followed by West Bengal (14.84%). Uttar Pradesh ranked third, attracting 2.36 million foreign tourists (11.24%),
reflecting its strong position in India's tourism sector. The increasing inflow of international tourists highlights the
potential to integrate agritourism with cultural, heritage, spiritual, and rural tourism experiences.

Share of Top 10 States/UTs of India in Number of Foreign Tourist Visits (FTVs)

[Link]. State/UT FTVs 2024 (P) Share (%)

1 Maharashtra 37,05,170 17.60

2 West Bengal 31,24,462 14.84

3 Uttar Pradesh 23,64,996 11.24

4 Gujarat 22,74,477 10.81

5 Rajasthan 20,72,407 9.85

6 Delhi 19,99,410 9.50

7 Tamil Nadu 11,61,302 5.52

8 Kerala 7,38,374 3.51

9 Bihar 7,36,720 3.50

10 Karnataka 4,85,204 2.31

Total (Top 10 States/UTs) 1,86,62,522 88.68

Grand Total (All States/UTs) 2,10,50,037 100.00

Source: India Tourism Data Compendium 2025, Ministry of Tourism, Government of India; State/UT-wise data on Foreign Tourist Visits (FTVs) as
furnished by State/UT Tourism Departments.

The graph shows that Maharashtra recorded the highest foreign tourist visits in 2024, followed by West Bengal and
Uttar Pradesh. Uttar Pradesh's third position demonstrates its strong international tourism appeal due to destinations
such as Agra, Varanasi, Ayodhya, and Prayagraj. This growing tourist inflow provides significant opportunities for
developing agritourism by combining agriculture with rural, cultural, and heritage tourism, thereby generating
additional income and employment in rural areas.

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Foreign Tourist Arrivals (FTAs) from Top 10 Source Countries

Foreign Tourist Arrivals (FTAs) from major source countries reflect India's growing popularity as an international
tourist destination. Tourists from these countries contribute significantly to foreign exchange earnings, employment
generation, and the overall growth of the tourism sector. According to the Ministry of Tourism, the United States,
Bangladesh, the United Kingdom, Australia, and Canada have consistently remained among the leading source
countries for foreign tourist arrivals in India during the last five years. The recovery in international travel after the
COVID-19 pandemic has resulted in a substantial increase in tourist arrivals from these countries.

During the Last Five Years (2020–2024)

[Link]. Country 2020 2021 2022 2023 2024

1 United States 3,94,092 4,29,860 14,03,399 16,91,498 18,04,586

2 Bangladesh 5,49,273 2,40,554 12,77,557 21,19,826 17,50,165

3 United Kingdom 2,91,874 1,64,143 6,41,051 9,20,591 10,22,587

4 Australia 86,758 33,864 3,76,898 4,56,167 5,18,205

5 Canada 1,22,868 80,437 2,89,259 3,85,938 4,76,273

6 Malaysia 69,897 6,628 1,26,192 2,62,458 3,07,526

7 Sri Lanka 68,646 25,989 1,83,459 2,80,327 2,81,827

8 Germany 72,558 33,772 1,41,425 2,23,575 2,56,348

9 France 74,243 30,374 1,20,282 1,88,981 2,06,855

10 Singapore 33,747 13,407 1,32,668 1,83,772 2,05,383

Other Countries 9,80,810 4,68,086 17,45,277 28,07,795 31,21,967

Total FTAs 27,44,766 15,27,114 64,37,467 95,20,928 99,51,722

Source: Bureau of Immigration Ministry of Tourism, Press Information Bureau (PIB).

The graph shows that the United States was the largest source of foreign tourists to India in 2024, followed by
Bangladesh and the United Kingdom. Countries such as Australia, Canada, Malaysia, Sri Lanka, Germany, France, and
Singapore also contributed significantly to international tourist arrivals. The increasing number of visitors from these
countries reflects India's growing global appeal and highlights the tourism sector's contribution to foreign exchange
earnings, employment generation, and the development of sustainable tourism, including agritourism.

.Farm Stay in India- State wise Snapshot

According to NIDHI+ data compiled by the Indian Chamber of Commerce (2026), India has a total of 1,087 registered
farm stays across states, indicating rising farmer interest in agritourism as an income-diversification strategy. The
following table compares registered farm-stay counts against each state's overall domestic and foreign tourist visits in
2022 (Ministry of Tourism, [Link]).

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 Domestic Tourist Visits, 2022 Foreign Tourist Visits, 2022
State No. of Farm Stays
(Million) (Million)

Gujarat 135.81 1.78 184

Karnataka 182.41 0.13 17

Maharashtra 111.30 1.51 637

West Bengal 84.54 1.04 11

Punjab 26.08 0.33 45

Kerala 18.86 0.35 21

Odisha 7.86 0.02 1

Source: Ministry of Tourism, Government of India ([Link]); NIDHI+ data, as compiled in ICC (2026).

Leading Agritourisim States in India

(by Registered Farm Stays)
Odisha 1
West Bengal 11
Krnataka 17
Kerala 21
Punjab 45
Guajrat 184
Maharasaht 637
0 100 200 300 400 500 600 700

Number of Registered Farm Stays

Source: NIDHI+ / Ministry of Tourism data, as compiled in ICC's 'Farming for the Future' report (2026). Presented as a ranked
chart in place of a geographic map.

The graph shows that Maharashtra has the highest number of registered farm stays (637), making it the leading
agritourism state in India. Gujarat ranks second with 184 farm stays, while Punjab, Kerala, Karnataka, and West
Bengal have comparatively fewer registered units. The variation indicates that states with stronger tourism
infrastructure and supportive policies have achieved greater success in promoting farm stays. This suggests that
states such as Uttar Pradesh can significantly expand agritourism by developing farm-stay infrastructure and
encouraging farmer participation.

Government Initiatives and State-wise Agritourism Policies in India

The Government of India recognizes agritourism as an effective approach for promoting rural development,
generating employment, and increasing farmers' income. Although there is no separate national policy exclusively
for agritourism, several initiatives of the Ministry of Tourism and other government agencies support rural tourism,
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farm stays, infrastructure development, skill development, and community participation. These initiatives help
improve rural livelihoods while promoting sustainable tourism across the country.

Central Government Schemes

Scheme Launched Key Focus

Prioritisation of rural destinations; identifies agritourism as one of six

National Strategy and Roadmap for
8 December 2021 niche rural-tourism experiences (alongside art & culture, ecotourism,
Development of Rural Tourism
wildlife, tribal tourism, homestays).

National Strategy for Promotion of Strengthens support systems for rural homestays; recommends
5 May 2022
Rural Homestays licensing exemptions, subsidies, and a national homestay portal.

Promotes green/eco-tourism practices; anchors the 'Travel for LiFE'

National Strategy for Sustainable
Ministry of Tourism programme encouraging sustainable tourism practices among
Tourism
businesses and tourists.

Central-sector scheme funding sustainable, responsible tourism

Revised scheme; 57
destination development, including rural-circuit projects (e.g., ₹32.20
Swadesh Darshan 2.0 destinations
crore sanctioned for a Rural Tourism Cluster at Gunji, Uttarakhand,
selected
2022-23).

Supports Rural Haats/Marts, Farmer Producer Organisations, Rural

NABARD Rural Enterprise Support Ongoing Business Incubation Centres, and Agri-Clinics & Agri-Business Centres —
infrastructure directly usable for agritourism-linked micro-enterprises.

Ministry of Food Supports small-scale agro-processing (jaggery, pickles, spices, dairy)

PM Formalisation of Micro Food
Processing that can be converted into visitor experiences when linked with farm
Processing Enterprises (PMFME)
Industries tourism.

Source: Ministry of Tourism, GoI (PIB press releases, 2021–2026); NABARD; Ministry of Food Processing Industries.

State-wise Agritourism Policy Comparison

In addition to central government initiatives, several Indian states have introduced tourism and agritourism policies
to promote farm stays, rural tourism, and farmer entrepreneurship. These policies provide financial assistance,
infrastructure support, homestay promotion, skill development, and marketing incentives. The experiences of these
states serve as useful models for expanding agritourism in other parts of India, including Uttar Pradesh.

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State-wise Agritourism Policy Comparison

State Policy / Scheme Key Provision

First state with a dedicated agritourism policy; farmers can set up centres
Agri Tourism Policy 2020; ATDC
Maharashtra without commercial land conversion; up to 50% infrastructure subsidy for
(est. 2004)
registered centres; loans for agritourism startups.

Capital subsidy, electricity-duty exemption, stamp-duty reimbursement;

Gujarat Gujarat Tourism Policy 2021-25 15–25% financial benefit of eligible capital investment across
accommodation types.

Farmhouse owner as both host and guide; cleanliness/hygiene standards

Punjab Punjab Farm Tourism Scheme
set by Punjab Tourism for farmhouse stays.

5% p.a. interest subsidy on term loans (up to ₹25 lakh, 5 years) specifically
Karnataka Tourism Policy 2020-
Karnataka for Agri Tourism, Cultural, Heritage and Safety/Hygiene Tourism Projects;
26
KVGB funds up to 75% of project cost at 12.5% interest.

Permits up to 5% of farmland to be used for tourism; tourism already

Kerala 'Green Farms Kerala' initiative
contributes ~10% of state GDP and 23.5% of employment.

Incentives and concessions for registered homestays; owner training in

West Bengal Home Stay Tourism Policy 2022
skill-building and capacity-building.

Incentives for new/expanding tourism units: land allotment, capital

Odisha Odisha Tourism Policy 2022-27 investment subsidy, interest subsidy, stamp-duty exemption,
employment-cost subsidy, training subsidy.

'Har Gaon Ki Kahani' + Home Promotes remote-village storytelling and folklore tourism combined with
Himachal Pradesh
Stay Scheme homestay development.

Industry status for tourism; dedicated Bed & Breakfast/Homestay

Uttar Pradesh UP Tourism Policy 2022 Scheme; capital investment subsidies (10–15%) for hotels, resorts, budget
hotels, and wellness centres — extendable to farm-stay accommodation.

Source: Compiled by author from ICC (2026), Puria et al. (2024), and respective state tourism policy documents.

Role of Agricultural Institutions in Promoting Agritourism in India

Agricultural institutions play a vital role in the development and promotion of agritourism in India by providing
research, training, extension services, technology transfer, entrepreneurship development, and capacity building.
They act as a bridge between farmers, government agencies, tourism stakeholders, and research organizations.
Through technical guidance and skill development, these institutions help farmers diversify their income by
integrating agriculture with tourism. Their support is essential for improving farm productivity, hospitality standards,
marketing, and sustainable rural development.

13
Major Roles of Agricultural Institutions

Institution Major Role in Agritourism

ICAR (Indian Council of Agricultural Research, innovation, technology transfer, sustainable farming
Research) practices

Training, research, agritourism awareness, entrepreneurship

State Agricultural Universities (SAUs)
development

Farmer training, demonstrations, skill development, extension

Krishi Vigyan Kendras (KVKs)
services

Farmer Producer Organizations (FPOs) Collective marketing, value addition, farm tourism promotion

Self-Help Groups (SHGs) Homestays, local cuisine, handicrafts, women entrepreneurship

NABARD Financial assistance, rural entrepreneurship, capacity building

Ministry of Agriculture & Farmers Welfare Agricultural schemes, policy support, farmer welfare programmes

Rural tourism promotion, infrastructure development,

Ministry of Tourism
destination marketing

Key Outcomes of Institutional Support

• Enhances farmers' technical knowledge and managerial skills.
• Improves the quality of agritourism services.
• Promotes innovation and sustainable farming practices.
• Strengthens rural entrepreneurship and employment generation.
• Encourages women and youth participation.
• Increases farmers' income through value addition and direct marketing.
• Supports long-term rural economic development.

Marketing Mix Strategy for Agritourism in India

The marketing mix (4Ps) is an important framework for developing and promoting agritourism
destinations. It helps agritourism operators design attractive tourism products, determine appropriate
pricing, improve accessibility, and effectively promote their services. A well-planned marketing mix
enhances tourist satisfaction, increases farm income, and strengthens the long-term sustainability of
agritourism enterprises.

14
Marketing Mix Strategy (4Ps) for Agritourism
Marketing Mix Agritourism Strategy

Farm stays, orchard visits, dairy experiences, organic farming tours, village
Product
experiences, local cuisine, cultural festivals

Affordable pricing, seasonal packages, family discounts, student packages,

Price
group offers

Farms, villages, orchards, eco-tourism sites, religious tourism circuits, online

Place
booking platforms

Social media marketing, official tourism websites, travel agencies, influencer

Promotion
marketing, fairs and exhibitions, digital advertising

Explanation of 4Ps
1. Product
The agritourism product includes farm stays, crop harvesting experiences, fruit picking, dairy visits, organic farming
demonstrations, rural festivals, handicrafts, and traditional food experiences. These activities provide tourists with
authentic rural experiences while creating additional income for farmers.

2. Price
Pricing should be affordable and flexible to attract different categories of tourists. Seasonal discounts, family
packages, student concessions, and group offers can increase visitor participation and improve occupancy during off-
peak periods.

3. Place
Agritourism services should be located in easily accessible villages and farms with good road connectivity. Online
booking platforms, tourism websites, and collaboration with travel agencies improve accessibility and customer
convenience.

4. Promotion
Effective promotion is essential for increasing tourist awareness. Social media platforms, digital marketing, tourism
fairs, travel bloggers, official tourism portals, and collaborations with educational institutions help attract both
domestic and international visitors.

Opportunities of Agritourism in India

Agritourism offers significant opportunities for sustainable rural development by integrating agriculture with
tourism. India, being one of the largest agricultural economies in the world, possesses immense potential to develop
agritourism due to its diverse agro-climatic conditions, rich cultural heritage, traditional farming practices, and
increasing demand for experiential travel. Agritourism not only creates additional income opportunities for farmers
but also promotes rural employment, entrepreneurship, environmental conservation, and cultural preservation.
With supportive government initiatives, improved infrastructure, digital marketing, and growing domestic tourism,
agritourism has emerged as a promising sector for inclusive economic growth. It also contributes to achieving several
Sustainable Development Goals (SDGs), particularly those related to poverty reduction, decent work, sustainable
communities, and responsible tourism.
15
 Major Opportunities of Agritourism in India

[Link]. Opportunity Key Benefits

1 Income Diversification Additional income for farmers

2 Rural Employment Generation Creates local employment opportunities

3 Women Empowerment Encourages SHGs and women entrepreneurs

4 Youth Entrepreneurship Promotes rural startups and innovation

5 Direct Marketing of Farm Products Better price realization for farmers

6 Promotion of Organic Farming Increases demand for organic products

7 Rural Infrastructure Development Improves roads, sanitation and connectivity

8 Cultural Heritage Conservation Preserves local traditions and festivals

9 Eco-tourism Development Encourages sustainable tourism

10 Educational Tourism Provides experiential learning for students

11 Farm Stay Development Generates additional accommodation income

12 Promotion of local cuisine Promotes regional cuisine

13 Promotion of Rural Handicrafts Supports local artisans

14 Digital Marketing & Tourism Online booking and digital marketing

15 Sustainable Rural Development Improves overall village economy

Explanation of Major Opportunities of Agritourism in India

1. Income Diversification
Agritourism provides farmers with additional sources of income through farm stays, guided farm visits, recreational
activities, and direct sale of agricultural products. It reduces dependence on seasonal crop production.

2. Rural Employment Generation

Agritourism creates employment opportunities in hospitality, transport, food services, guiding, handicrafts, and
other tourism-related activities, improving rural livelihoods.

3. Women Empowerment
Women actively participate in agritourism by managing homestays, preparing traditional food, producing
handicrafts, and operating Self-Help Groups (SHGs), thereby increasing household income.

4. Youth Entrepreneurship
Agritourism encourages rural youth to establish farm resorts, adventure tourism, digital booking services, and agro-
based enterprises, reducing migration to urban areas.

16
5. Direct Marketing of Farm Products
Farmers can sell fresh fruits, vegetables, dairy products, organic produce, and processed foods directly to tourists,
ensuring better prices and reducing dependence on intermediaries.

6. Promotion of Organic Farming

The growing demand for healthy and organic food encourages farmers to adopt sustainable farming practices and
organic cultivation.

7. Rural Infrastructure Development

The development of agritourism promotes investment in roads, sanitation, electricity, internet connectivity, and
other rural infrastructure.

8. Cultural Heritage Preservation

Agritourism helps preserve traditional farming practices, local festivals, folk arts, handicrafts, and regional cuisine by
showcasing them to visitors.

9. Eco-tourism Development
Agritourism supports eco-friendly tourism by promoting biodiversity conservation, water management, and
sustainable use of natural resources.

10. Educational Tourism

Schools, colleges, and researchers visit farms to gain practical knowledge of agriculture, food production, and rural
development.

11. Farm Stay Development

Farm stays provide visitors with authentic rural experiences while generating additional accommodation income for
farmers.

12. Promotion of Local Cuisine

Traditional foods prepared from locally produced ingredients enhance tourists' experiences and create additional
business opportunities.

13. Promotion of Rural Handicrafts

Agritourism creates a market for locally produced handicrafts, handloom products, and traditional rural crafts.

14. Digital Marketing and Tourism

Online booking platforms, social media, and digital marketing help farmers attract domestic and international
tourists more effectively.

15. Sustainable Rural Development

Agritourism contributes to balanced rural development by generating income, creating employment, conserving
natural resources, and improving the overall quality of life.

Challenges of Agritourism in India

Despite its immense potential, agritourism in India faces several structural, financial, institutional, and operational
challenges that limit its large-scale development. Inadequate infrastructure, fragmented policy support, limited
access to finance, lack of skilled manpower, weak marketing, and seasonal demand continue to hinder the
sustainable growth of the sector. Addressing these challenges through effective government policies, improved
infrastructure, digital promotion, and community participation is essential for unlocking the full potential of
agritourism in India.

17
Major Challenges of Agritourism in India

[Link]. Challenge Impact

1 Infrastructure Deficits Poor tourist experience and low accessibility

2 Institutional Coordination Gaps Slow implementation of agritourism projects

3 Financial and Credit Constraints Limited investment by farmers

4 Limited Training and Entrepreneurial Skills Poor hospitality and service quality

5 Weak Communication and Digital Marketing Low tourist awareness and fewer bookings

6 Inconsistent and Fragmented Policy Support Unorganized sector development

7 Seasonality of Farming Activities Irregular tourist arrivals and unstable income

8 Small and Fragmented Land Holdings Limited expansion of agritourism units

9 Environmental Sustainability Issues Pressure on natural resources and biodiversity

10 Low Awareness among Farmers Limited adoption of agritourism practices

Explanation of Major Challenges

1. Infrastructure Deficits
Poor road connectivity, unreliable electricity supply, inadequate sanitation, drinking water, accommodation, and
internet facilities reduce the attractiveness of rural destinations and negatively affect the tourist experience.

2. Institutional Coordination Gaps

Agritourism requires coordination among the Departments of Agriculture, Tourism, Rural Development, and
Panchayati Raj. Weak coordination often delays project implementation and policy execution.

3. Financial and Credit Constraints

Many farmers face difficulties in accessing affordable credit for developing farm stays, recreational facilities, and
tourism infrastructure. High initial investment remains a major barrier.

4. Limited Training and Entrepreneurial Skills

Most farmers lack professional training in hospitality management, customer service, tourism operations, and
entrepreneurship, resulting in lower service quality and visitor satisfaction.

5. Weak Communication and Digital Marketing

Limited digital literacy and poor use of websites, online booking platforms, and social media reduce the visibility of
agritourism destinations and restrict tourist inflow.

6. Inconsistent and Fragmented Policy Support

Although a few states such as Maharashtra have dedicated agritourism policies, most states lack a comprehensive
policy framework, resulting in uneven development across the country.

18
7. Seasonality of Farming Activities
Agritourism is closely linked with crop cycles and harvesting seasons. Tourist arrivals fluctuate throughout the year,
making it difficult to maintain stable income and employment.

8. Small and Fragmented Land Holdings

The predominance of small and fragmented farms limits the development of large-scale agritourism infrastructure
and reduces the scope for expansion.

9. Environmental Sustainability Issues

Unplanned tourism may increase waste generation, water consumption, pollution, and pressure on natural
resources. Sustainable resource management is therefore essential.

10. Low Awareness among Farmers

Many farmers are unaware of agritourism opportunities, government schemes, digital marketing techniques, and
business management practices, limiting their participation in the sector.

Strategies to Overcome the Challenges

Challenge Suggested Strategy

Infrastructure deficits Improve rural roads, sanitation, internet, and tourism facilities

Institutional gaps Strengthen coordination among government departments

Financial constraints Provide easier credit, subsidies, and financial incentives

Skill gap Organize training in hospitality, tourism, and entrepreneurship

Promote digital marketing, branding, and online booking

Weak marketing
platforms

Policy issues Develop a dedicated national agritourism policy

Seasonality Diversify tourism activities throughout the year

Small land holdings Promote cooperative and cluster-based agritourism models

Environmental concerns Adopt eco-friendly and sustainable tourism practices

Low awareness Conduct awareness campaigns and extension programmes

19
Agritourism in Uttar Pradesh
Uttar Pradesh possesses immense potential for the development of agritourism due to its strong agricultural
economy, diverse agro-climatic conditions, rich cultural heritage, and rapidly growing tourism sector. As one of
India's leading agricultural states, Uttar Pradesh is a major producer of sugarcane, wheat, rice, potato, mango, milk,
vegetables, and horticultural crops. The state's fertile land, traditional farming practices, orchards, dairy farms, and
rural lifestyle provide an ideal environment for developing farm-based tourism experiences.

In addition to its agricultural strength, Uttar Pradesh is one of the country's most visited tourist destinations. Famous
attractions such as Agra (Taj Mahal), Ayodhya, Varanasi, Mathura–Vrindavan, Prayagraj, Sarnath, and Kushinagar
attract millions of domestic and international tourists every year. This large tourist base creates an excellent
opportunity to integrate agriculture with tourism by offering farm stays, orchard tourism, dairy tourism, organic
farming experiences, village tours, local cuisine, cultural festivals, handicrafts, and educational farm visits.

Agritourism has the potential to become an important tool for income diversification, rural employment generation,
women and youth entrepreneurship, direct marketing of agricultural products, and sustainable rural development. It
also helps preserve traditional farming practices, local culture, folk arts, and regional food traditions while providing
visitors with authentic rural experiences. By reducing farmers' dependence on crop income alone, agritourism can
improve livelihood security and strengthen the rural economy.

The Government of Uttar Pradesh has also taken significant steps to promote tourism through the Uttar Pradesh
Tourism Policy, infrastructure development, investment incentives, and improved connectivity. These initiatives
provide a favourable environment for the growth of agritourism by encouraging private investment in rural tourism
infrastructure and farm-based enterprises.

With its abundant agricultural resources, strong tourism network, favourable government support, and increasing
demand for experiential tourism, Uttar Pradesh has the potential to emerge as one of India's leading agritourism
destinations. A well-planned and sustainable agritourism model can enhance farmers' income, create rural
employment, promote local products, and contribute significantly to the state's inclusive economic and rural
development.

Tourism Profile of Uttar Pradesh

Uttar Pradesh is one of the most important tourism destinations in India due to its rich cultural heritage, historical
monuments, religious significance, and diverse tourism attractions. The state is home to several world-renowned
destinations, including the Taj Mahal (Agra), Shri Ram Janmabhoomi (Ayodhya), Kashi Vishwanath Temple (Varanasi),
Mathura–Vrindavan, Prayagraj, Sarnath, Kushinagar, and Lucknow, which attract millions of domestic and
international tourists every year.

According to the India Tourism Data Compendium 2025, Uttar Pradesh recorded approximately 646.8 million
Domestic Tourist Visits (DTVs) in 2024, accounting for 21.94% of the country's total domestic tourist visits, making it
the highest-ranked state in India. The state also recorded around 2.36 million Foreign Tourist Visits (FTVs) in 2024,
securing the third position among all Indian states. These figures highlight Uttar Pradesh's strong tourism base and
growing importance in the national tourism sector.
The tourism sector has received significant support through the Uttar Pradesh Tourism Policy 2022, along with major
infrastructure projects such as the Kashi Vishwanath Corridor, Ayodhya Ram Mandir Development, the Buddhist
Circuit, and the Braj Circuit. These initiatives have improved connectivity, tourist facilities, and investment
opportunities, leading to continuous growth in tourist arrivals.

20
From an agritourism perspective, Uttar Pradesh's strong tourism demand provides an excellent opportunity to
integrate agriculture with tourism. Farm stays, orchard tourism, dairy tourism, village experiences, organic farming,
local cuisine, handicrafts, and rural cultural festivals can be linked with existing tourism circuits to generate
additional income for farmers, create rural employment, and promote sustainable rural development.

Top 10 States by Domestic Tourist Visits (2024)

Rank State/UT Domestic Tourist Visits Share (%)

1 Uttar Pradesh 646,826,724 21.94

2 Tamil Nadu 293,080,080 9.94

3 Karnataka 284,168,796 9.64

4 Andhra Pradesh 254,715,859 8.64

5 Madhya Pradesh 134,114,795 4.55

6 Telangana 89,693,154 3.04

7 Rajasthan 86,190,238 2.92

8 Maharashtra 82,694,553 2.80

9 Gujarat 66,132,048 2.24

10 Chhattisgarh 58,224,229 1.97

Source: India Tourism Data Compendium 2025, Ministry of Tourism, Government of India.

Top 10 states by Dostmic Tourist Visits (2024)

Chhattisgarh
58,224,229
Gujarat
66,132,048
Maharashtra
82,694,553
Rajasthan
86,190,238
Telangana
89,693,154
Madhya Pradesh
134,114,795
Andhra Pradesh
254,715,859
Karnataka
284,168,796
Tamil Nadu
293,080,080
Uttar Pradesh
646,826,724
0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 700,000,000

Source: India Tourism Data Compendium 2025, Ministry of Tourism, Government of India.

21
The graph shows that Uttar Pradesh recorded the highest number of Domestic Tourist Visits (646.83 million) in 2024,
accounting for 21.94% of the total domestic tourist visits in India. It is followed by Tamil Nadu (293.08 million) and
Karnataka (284.17 million). The large gap between Uttar Pradesh and other states highlights its dominant position in
India's tourism sector.
The high volume of domestic tourists presents significant opportunities for the development of agritourism in Uttar
Pradesh. By integrating farm stays, orchard tourism, dairy tourism, rural experiences, local cuisine, and cultural
festivals with existing tourism circuits, the state can diversify farmers' income, create rural employment, and
promote sustainable rural development.

Agricultural Profile of Uttar Pradesh

Uttar Pradesh is one of India's most agriculturally advanced states and plays a crucial role in the country's food
security and rural economy. Agriculture is the primary source of livelihood for a large share of the state's population,
supported by fertile Indo-Gangetic alluvial plains, abundant water resources, and diverse agro-climatic zones. The
state has nine agro-climatic zones, enabling cultivation of a wide variety of food grains, cash crops, fruits, vegetables,
and horticultural crops throughout the year.
The state ranks among the leading producers of several agricultural commodities in India. Uttar Pradesh is the
largest producer of sugarcane, wheat, potato, milk, mango, peas, and food grains, while also being one of the
leading producers of rice, vegetables, and fruits. These agricultural strengths provide an excellent foundation for
agritourism by offering opportunities for farm stays, orchard tourism, dairy tourism, crop demonstrations, organic
farming experiences, and educational farm visits.
The state's agricultural diversity is further strengthened by its horticulture sector, which includes renowned fruit
belts such as Malihabad (mango) and major vegetable-growing regions. A strong dairy sector, extensive irrigation
network, food-processing infrastructure, cold storage facilities, regulated markets, and Farmer Producer
Organizations (FPOs) support agricultural growth and create opportunities for value-added agritourism activities.
By integrating agriculture with tourism, Uttar Pradesh can offer visitors authentic rural experiences such as crop
harvesting, fruit picking, dairy farm visits, traditional cuisine, village culture, and local handicrafts. This integration
can diversify farmers' income, generate rural employment, promote local products, and contribute to sustainable
rural development.

Agritourism Potential Regions in Uttar Pradesh

Uttar Pradesh possesses significant potential for agritourism due to its diverse agro-climatic regions, rich agricultural
resources, and strong tourism sector. The state has fertile alluvial plains, varied cropping patterns, and a well-
developed network of religious, cultural, and heritage destinations. Different regions specialize in different
agricultural activities, allowing the development of region-specific agritourism products such as farm stays, orchard
tourism, dairy tourism, eco-tourism, and village tourism. By integrating agriculture with tourism, Uttar Pradesh can
enhance farmers' income, generate rural employment, promote local products, and support sustainable rural
development.

Major Agritourism Potential Regions in Uttar Pradesh

Major Agricultural
Region Major Districts Tourism Attractions Agritourism Opportunities
Activities

Lakhimpur Kheri, Paddy, wheat,

Dudhwa National Eco-tourism, organic farming,
Terai Region Bahraich, Shravasti, sugarcane, aromatic
Park, Katarniya Ghat wildlife tourism, farm stays
Pilibhit rice

22
 Major Agricultural
Region Major Districts Tourism Attractions Agritourism Opportunities
Activities

Meerut,
Western Uttar Sugarcane, wheat, Rural villages, sugar Sugarcane farm tours, dairy
Muzaffarnagar,
Pradesh dairy mills tourism, village tourism
Baghpat, Saharanpur

Mathura, Vrindavan, Dairy, vegetables, Krishna Circuit, Taj Dairy tourism, heritage tourism,
Braj Region
Agra horticulture Mahal orchard visits

Lucknow, Barabanki, Mango, paddy, Mango orchard tourism, village

Awadh Region Ayodhya, Lucknow
Sitapur, Ayodhya vegetables tourism, farm stays

Eastern Uttar Varanasi, Prayagraj, Rice, vegetables, Kashi Vishwanath, Farm visits, cultural tourism,
Pradesh Ghazipur, Jaunpur banana Sangam, Sarnath river tourism

Bundelkhand Jhansi, Banda, Mahoba, Pulses, oilseeds, Organic farming, eco-tourism,

Chitrakoot, forts
Region Chitrakoot millets rural heritage tourism

Flowers, herbs, Floriculture tourism, agro-

Kannauj Region Kannauj Perfume industry
perfume crops processing tourism

Source: Government of Uttar Pradesh, Invest UP, Uttar Pradesh Tourism Policy 2022

Government Support for Promotion of Agritourism in Uttar Pradesh

Government support plays a vital role in the successful development of agritourism by providing policy guidance,
financial assistance, infrastructure, and institutional support. In Uttar Pradesh, several initiatives have been
introduced to promote tourism and rural development, creating favourable conditions for the growth of agritourism.
The Uttar Pradesh Tourism Policy 2022 is one of the first state tourism policies in India to explicitly recognize Agri
Tourism and Farm Stay as tourism products. The policy encourages the integration of agriculture with tourism
through farm stays, village tourism, horticulture, dairy farming, local cuisine, and cultural experiences.

In addition, the Government has proposed the development of 75 Model Themed Tourism Villages and rural tourism
clusters around major tourist destinations such as Agra, Ayodhya, Lucknow, Varanasi, and Prayagraj. Various central
government initiatives, including the Swadesh Darshan Scheme, PRASAD Scheme, National Strategy for Rural
Tourism, and the National Strategy for Promotion of Homestays, also support the development of rural and
agritourism destinations. These policies and programmes aim to improve infrastructure, attract private investment,
generate rural employment, preserve local culture, and promote sustainable tourism. As a result, Uttar Pradesh has
emerged as one of the most promising states for the development of agritourism in India.

23
Major Government Schemes Supporting Agritourism in Uttar Pradesh
Scheme/Policy Major Districts Benefited Relevance to Agritourism

Promotes Agri Tourism, Farm Stays, rural tourism,

Uttar Pradesh Tourism Policy
Entire Uttar Pradesh investment incentives and tourism infrastructure
2022
across the state.

75 Model Themed Tourism State-wide (villages selected Develops model tourism villages showcasing
Villages across different districts) agriculture, handicrafts, local cuisine and rural culture.

Agra, Mathura, Vrindavan,

Improves tourism circuits and infrastructure that can
Swadesh Darshan Scheme Varanasi, Kushinagar, Shravasti,
support nearby agritourism destinations.
Chitrakoot, Dudhwa region

Strengthens pilgrimage destinations, creating

Ayodhya, Varanasi, Mathura,
PRASAD Scheme opportunities to connect tourists with nearby farms
Prayagraj, Naimisharanya
and villages.

National Strategy for Rural Promotes community-based rural tourism, local

Applicable across all districts
Tourism entrepreneurship and sustainable tourism.

National Strategy for Encourages rural homestays and farm stays to increase
Applicable across all districts
Promotion of Homestays tourist accommodation.

NIDHI (National Integrated Varanasi, Pilibhit, Prayagraj,

Provides digital registration and visibility for homestays
Database of Hospitality Saharanpur, Hapur, Rae Bareli
and farm stays.
Industry) (registered units)

24
Opportunities of Agritourism in Uttar Pradesh

[Link]-selling to Existing Pilgrim and Heritage Tourist Flows

UP's huge existing religious and heritage tourist base (Varanasi, Mathura, Ayodhya, Agra) can be introduced to
nearby farm and rural experiences as add-on itineraries — requiring relatively low fresh marketing investment given
the pre-existing footfall (India's highest state-level domestic tourist arrivals).

2. ODOP Scheme Linkage

UP's own One District One Product programme — which originated in the state before national adoption — offers a
ready-made framework to package district-specific agri-produce experiences (mango, sugarcane/jaggery, dairy) for
visitors.

3. Mango, Sugarcane and Dairy-based Circuit Development

The Malihabad mango belt near Lucknow, one of India's largest concentrated horticultural zones, and UP's position
as India's largest sugarcane producer, offer distinctive, replicable circuit themes — orchard-visit and harvest-season
tourism, and jaggery (gur)-making demonstrations — that few other states can match at this scale.

4. Women's SHGs and FPOs as Agritourism Entrepreneurs

UP has an extensive network of women's Self-Help Groups and Farmer Producer Organisations that could be trained
and organised into agritourism micro-entrepreneurs, following the pattern demonstrated by Maharashtra's ATDC
model.

5. Homestay/B&B Scheme Uptake

The existing Bed & Breakfast/Homestay Scheme under UP Tourism Policy 2022 can be actively extended into farm-
household registrations in rural districts, supported by the policy's existing capital-investment subsidy structure (10–
15%).

[Link] Drought-Resilience Tourism

Bundelkhand's dryland farming and water-conservation practices, if packaged for visitors alongside NABARD-
supported watershed programmes, could support rural livelihoods in one of UP's most economically distressed
regions while raising awareness of sustainable dryland agriculture.

Farm-to-Table Tourism
Fresh farm produce, local cuisine and organic food experiences.

7. Educational Agritourism
School, college and agricultural university visits, farmer training and demonstration farms.

8. Digital Marketing and Online Booking

Social media, NIDHI registration and online booking platforms can increase tourist reach.

9. Employment Generation
Direct and indirect employment for rural youth through guiding, hospitality, transport and handicrafts.

Challenges in Agritourism in Uttarpradesh

[Link] Rural Infrastructure

Many rural areas of Uttar Pradesh still lack quality roads, public transport, sanitation facilities, drinking water,

25
electricity, and tourist accommodation. Poor infrastructure reduces tourist satisfaction and limits the growth of
agritourism.

2. Lack of Awareness
Most farmers are unaware of the business opportunities offered by agritourism. Similarly, many tourists are not
familiar with farm stays and rural tourism experiences available in the state.

3. Lack of Skilled Manpower

Agritourism requires hospitality, communication, customer service, digital marketing, and tourism management
skills. Most farmers possess agricultural knowledge but lack professional tourism management skills.

4. Financial Constraints
Developing farm stays and tourism infrastructure requires significant investment. Small and marginal farmers often
face difficulties in obtaining institutional finance and investing in tourism-related facilities.

5. Weak Marketing and Branding

Agritourism destinations in Uttar Pradesh have limited online presence and promotional activities. Poor branding
and digital marketing reduce tourist awareness and visitor inflow.

6. Policy Implementation Gaps

Although the Uttar Pradesh Tourism Policy 2022 provides support for agritourism, effective implementation at the
district level remains limited. Better coordination among tourism, agriculture, and rural development departments is
required.

7. Seasonal Nature of Agriculture

Agritourism activities depend on crop seasons and weather conditions. Therefore, tourist arrivals and farmers'
income often fluctuate throughout the year.

8. Environmental and Sustainability Issues

Increasing tourist activities may lead to waste generation, excessive water use, and environmental degradation if
sustainable tourism practices are not properly followed.

9. Limited Digital Connectivity

Many rural areas have poor internet connectivity and lack online booking systems, making it difficult for tourists to
obtain information and book farm stays.

10. Quality and Safety Standards

Several rural tourism units do not meet standard requirements related to accommodation, hygiene, food safety,
emergency services, and visitor safety, affecting the overall visitor experience.

26
SWOT Analysis of Agritourism in Uttar Pradesh

STRENGTHS WEAKNESSES

● Largest domestic tourist destination in India ● Inadequate rural infrastructure, including

with over 646.8 million domestic tourist visits roads, sanitation, signage, and
(2024). accommodation facilities.
● Strong agricultural base with sugarcane, ● Limited awareness among farmers about
wheat, rice, potato, mango, dairy, and agritourism opportunities and government
horticulture. schemes.
● Rich religious, cultural, and heritage tourism ● Lack of trained manpower in hospitality,
destinations such as Agra, Ayodhya, Varanasi, digital marketing, and tourism management.
Mathura, and Prayagraj. ● Weak branding, online visibility, and digital
● Supportive Uttar Pradesh Tourism Policy booking facilities in rural areas.
2022, including Farm Stay and Agri Tourism
provisions.
OPPORTUNITIES THREATS

● Development of farm stays, orchard tourism, ● Climate change and extreme weather
dairy tourism, organic farming, and village affecting agricultural activities.
experiences. ● Competition from well-established
● Integration with ODOP, local cuisine, agritourism states such as Maharashtra and
handicrafts, and cultural tourism. Gujarat.
● Increasing demand for eco-tourism, ● Environmental degradation due to unplanned
experiential tourism, and weekend rural tourism development.
tourism. ● Migration of rural youth and shortage of
● Government incentives, digital tourism skilled human resources in villages.
platforms, and private investment can
accelerate growth.

Recommendations for Promoting Agritourism in Uttar Pradesh

[Link] Rural Infrastructure
The Government should improve rural roads, transportation, drinking water, sanitation, electricity, internet
connectivity, and tourist accommodation facilities in villages to enhance the overall visitor experience.

2. Develop Farm Stays and Homestays

More certified farm stays and rural homestays should be established by providing financial assistance, technical
guidance, and simplified registration procedures under the Uttar Pradesh Tourism Policy 2022.

[Link] Agritourism Clusters

Agritourism destinations should be developed around major tourism hubs such as Agra, Ayodhya, Varanasi,
Prayagraj, Mathura, and Lucknow by connecting nearby villages, orchards, dairy farms, and cultural attractions.

[Link] Building and Skill Development

27
Regular training programmes should be organized for farmers, SHGs, FPOs, and rural youth in hospitality
management, customer service, digital marketing, food safety, and business management.
[Link] Digital Marketing and Branding
A dedicated "Uttar Pradesh Agritourism Portal" should be developed with online booking facilities, digital maps, and
multilingual information. Social media campaigns and promotional events should also be organized to increase
awareness.

[Link] Agritourism with ODOP

The One District One Product (ODOP) initiative should be integrated with agritourism by promoting local handicrafts,
traditional cuisine, GI-tagged products, and agro-processing activities.

[Link] Public–Private Partnerships (PPP)

Private investors, tourism operators, NGOs, and local communities should collaborate with the Government to
develop quality agritourism infrastructure and tourism services.

[Link] Sustainable Tourism Practices

Farm stays and agritourism centres should adopt renewable energy, rainwater harvesting, organic farming, waste
management, and water conservation practices to ensure sustainable development.

[Link] a Dedicated Agritourism Cell

A dedicated Agritourism Cell should be established by the Government of Uttar Pradesh to coordinate activities
among the Departments of Tourism, Agriculture, Horticulture, Animal Husbandry, Rural Development, and NABARD
for effective implementation and monitoring.

10. Increase Awareness and Community Participation

Awareness campaigns, farmer exposure visits, agritourism fairs, and educational programmes should be organized to
encourage participation by farmers, local communities, educational institutions, and tourists.

Conclusion

Agritourism has emerged as an effective approach for promoting sustainable agriculture, rural development, and
tourism in India. It provides farmers with an additional source of income, generates rural employment, preserves
local culture, and encourages sustainable use of natural resources. Although India does not yet have a dedicated
National Agritourism Policy, initiatives such as the National Strategy for Rural Tourism, Swadesh Darshan, and
PRASAD have created a supportive environment for its growth. The successful agritourism model of Maharashtra
demonstrates the importance of policy support, infrastructure, and effective marketing.
Uttar Pradesh has immense potential for agritourism because of its rich agricultural resources, diverse cultural
heritage, and high tourist arrivals. The state recorded around 64.9 crore domestic tourist visits in 2024, the highest in
India, creating significant opportunities for farm stays, orchard tourism, dairy tourism, and village experiences. The
Uttar Pradesh Tourism Policy 2022, along with the proposed 75 Model Themed Tourism Villages, provides a strong
foundation for the development of agritourism.
However, challenges such as inadequate rural infrastructure, limited awareness, lack of skilled manpower, and weak
marketing need to be addressed. With effective policy implementation, improved infrastructure, digital promotion,
and active participation of farmers, FPOs, SHGs, and private stakeholders, Uttar Pradesh has the potential to become
a leading agritourism destination in India, contributing to higher farmer income, rural employment, and sustainable
rural development.

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