With the travel and tourism industry in India expected to grow at 8.2 percent between 2010 and 2019, it is time some attention is paid to agri-tourism, says a report released by ASSOCHAM and Yes bank.

“With India predominantly an agrarian society and rural India struggling to keep pace with the breakneck development, agri based tourism is an opportunity that can facilitate the economic growth of rural India. Tourism has always been potent tool for employment generation and with the hospitality engrained in Indians, Agri-tourism can be an elixir for rural India,” says the report that was released on Thursday.

According to the report, this alternative form of tourism has many benefits. It has potential to generate employment, reduce dependence on agriculture as primary source of employment, can generate alternative to the primary income, provide alternative market for local produce and empower women. 

There are many challenges though. “There is lack of clarity for demand for Agri-tourism and also lack of knowledge and skill sets required for providing good hospitality to the tourist.”

The biggest challenge would be to generate interest in the domestic tourist about the agri-tourism. This requires an all round effort from government, tour operators, media and farmers.