Transforming rural tourism: A journey through culture, cuisine and sustainability

Rural tourism in India has seen a transformative shift over recent years, blending sustainable practices with immersive cultural experiences. Haritika Organisation, in partnership with the Madhya Pradesh Tourism Board, has emerged as a frontrunner in this sector. By promoting homestays and local cultural heritage, the initiative is not only promoting tourism but also empowering rural communities economically and socially. Manoj Nayak, Team Leader at Haritika Organisation, provided a detailed overview of their journey, challenges and aspirations.

Initiating rural tourism
The rural tourism project began in 2021 under the supervision of the Madhya Pradesh Tourism Board, which enlisted Haritika Organisation as a partner support agency. The initiative aimed to promote rural tourism by leveraging local resources and traditions. It started modestly with six homestays in select villages, showcasing rural India's untapped potential as a travel destination.
The concept was simple yet innovative, which was to provide tourists with authentic experiences rooted in the traditions and lifestyles of rural India. The initial success of these six homestays led to rapid expansion. 

“Initially, we developed six homestays, and due to their success, we expanded to 16 more. As of today, we have a total of 22 homestays operational,” Nayak quoted. These homestays are seamlessly integrated into the digital marketplace, listed on major travel platforms. This digital accessibility ensures a steady flow of visitors, enhancing the visibility of rural destinations.

Homestays at Orchha 
Nayak shared fascinating insights about the homestays in Bagan village and the surrounding areas. “We have built two homestays, Sheetla Green Homestay - what makes it special is the way it is naturally preserved. The entire place feels like a wall, surrounded by a variety of plants, including papaya and guava, which thrive there,” he explained.

Moving on, the team leader spoke about the homestay in Ladpura called Madhav Hill homestays, where Bundelkhandi paintings add a unique cultural touch, creating an inviting atmosphere for guests. “The Bundelkhandi paintings are beautifully done, and we even have a selfie point where visitors are encouraged to take photos and learn about the artwork.”

Sheetla Green homestay, Bagan

He also highlighted Rekha and Kamala's homestay, where sustainability and self-sufficiency are prioritised. “Here, they have installed steel lights and grow everything organically; no chemical fertilisers are used. You’ll find papayas, guavas, mangoes, and jamun on the property. There’s no need to bring anything from outside,” he said.

Moreover, the homestay offers pure, locally-produced products such as cow ghee and milk, which guests rave about. “It’s rare to find this level of authenticity. Some tourists even prefer to leave their five-star hotels, like the Orchha, to experience the genuine homestay vibe."

Training and capacity building
Central to the project’s success is the training provided to homestay caretakers. These individuals were enrolled in professional development programmes at IHM Bhopal. “They have received training from IHM Bhopal in hospitality management, record-keeping and guest interaction. From documenting visitor details to providing authentic experiences, they are well-prepared,” shared the team leader.

This structured approach has ensured consistent and high-quality experience for tourists while equipping locals with employable skills. The initiative's emphasis on professional training not only benefits the homestay owners but also enhances the overall appeal of rural tourism as a credible and sustainable venture.

Economic benefits
The economic impact of the initiative has been substantial. While the homestay owners are reaping the benefits, other villagers are also experiencing positive effects from the project. “We’ve hosted more than 3,000 tourists, generating substantial revenue for homestay owners and benefiting the wider community. For instance, cultural performances like Bundeli music and traditional meals not only attract tourists but also provide additional income to locals,” Nayak said. 

Farms vie at Homestays

The project has also resulted in a remarkable increase in land values. Previously, an acre of agricultural land in these regions was valued at around Rs 5 lakh. With the influx of tourists, the same land now commands prices upwards of Rs 20 lakh. This fourfold increase reflects the economic potential that rural tourism holds for communities. The benefits extend beyond direct monetary gains. Tourists often engage with local artisans, musicians and farmers, creating a demand for Bundeli music performances, traditional culinary services and local produce.
 
Cultural preservation through tourism
One of the most compelling aspects of the project is its focus on cultural preservation. Each homestay is designed to reflect the region's unique Bundeli heritage, with traditional paintings, furnishings and decor. These elements not only enhance the aesthetic appeal of the properties but also serve as a medium for cultural education.

Tourists are treated to authentic Bundeli cuisine prepared using organic, locally sourced ingredients. Dishes like khichdi, sabzi and kheer are served, providing a taste of rural India. Visitors can also witness farming practices, including vegetable cultivation and livestock rearing, gaining insights into the agrarian lifestyle.

Bundeli Folk music group at Rekha and Kamala's homestay, Niwadi

Many families from urban areas and even international tourists visit these homestays specifically to introduce their children to rural life. The idea is to offer them with a unique first-hand experience. These activities create supplemental income streams for local performers and artisans, further embedding tourism as a pillar of rural development.

Empowering women through tourism
Another notable feature of the initiative is its focus on empowering women. Haritika Organisation has partnered with the Madhya Pradesh Tourism Board to implement a project aimed at creating safe and inclusive spaces for women tourists.

“Through a project aimed at creating safe tourism spaces for women, we’ve trained women in reception management and as e-rickshaw drivers. This initiative fosters an environment where women, even at night, can feel safe exploring the area,” Nayak shared. By increasing women's visibility in public spaces, the initiative promotes a sense of safety and inclusivity for tourists.

A model of sustainable tourism
Haritika’s approach to rural tourism is deeply rooted in sustainability. The homestays use organic farming practices, avoiding chemical fertilisers and pesticides. Guests are served farm-to-table meals, ensuring freshness and health while promoting local agriculture. The initiative also addresses environmental concerns by encouraging the use of bicycles for local transportation and organising eco-friendly activities such as nature walks and picnics. These efforts not only reduce the carbon footprint of tourism but also instill environmental consciousness among visitors.

Challenges and future 
Despite its successes, rural tourism remains a relatively niche segment, with limited awareness among mainstream travellers. Haritika aims to address this through targetted marketing campaigns and strategic partnerships. Listing the homestays on prominent travel platforms is part of this strategy, but the organisation also focuses on word-of-mouth promotion, leveraging satisfied visitors to attract new guests.

Looking ahead, the organisation envisions a steady increase in tourist footfall and economic benefits for the communities involved. With rural tourism gaining traction, the project is poised to expand further, offering even more immersive experiences to travellers while boosting local economies.

Bundeli paintings on the walls of Madhav Hill view homestay, Laadpura

Haritika Organisation’s rural tourism initiative is a shining example of how tourism can drive sustainable development. By blending cultural preservation with economic empowerment, the project has transformed the lives of rural communities while offering tourists a unique and authentic experience.

As Nayak aptly summarised, “This initiative benefits not just the homestay owners but also the entire community. It promotes our Bundeli culture and provides economic opportunities, ensuring that the essence of rural India is celebrated and preserved.”