With the travel and tourism industry in India expected to grow at 8.2 percent between 2010 and 2019, it's time the government paid attention 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,” the report says.   

It says that agri-tourism has potential to generate employment, reduce dependence on agriculture as primary source of employment, provide for an alternate to the primary income as well as alternate 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 report adds that the biggest challenge would be to generate interest in the domestic tourist about the agri-tourism. This requires an all-round effort from the government, tour operators, media and farmers.

Read the report.