Uttar Pradesh Tourism and culture Minister Jaiveer Singh said rural tourism is not just about tourism but it is a movement to reclaim dignity, income, and identity for our villages.
” This is how Uttar Pradesh becomes not only the heart of India but its living, breathing soul,” he claimed while adding that UP should be the capital of rural tourism.
This was expressed by the minister here on Thursday during a day long rural tourism conclave.
The event witnessed participation from various stakeholders, with Tourism and Culture Minister Jaiveer Singh presiding as Chief Guest. Senior officials, policy experts, farm stay operators, and innovators from across the country joined the conclave to chart the roadmap for a vibrant village-led tourism economy.
In a key highlight, more than 40 farm stay and homestay owners were felicitated for redefining hospitality in rural Uttar Pradesh, setting new benchmarks in experiential tourism.
Addressing the gathering, Minister Jaiveer Singh remarked, “India’s stories of gods, values, and culture begin in villages. From Lord Ram to Krishna, the soul of Bharat lies in its soil.” Emphasizing that tourism must go beyond monuments, he noted that “tourists today seek the warmth of rural kitchens, the simplicity of village life, and the joy of authentic hospitality.”
He added that under the vision of Prime Minister Narendra Modi and Chief Minister Yogi Adityanath, rural tourism is central to Viksit Bharat @2047 and will fuel empowerment, entrepreneurship, and environmental consciousness across villages.
Principal Secretary Tourism Mukesh Kumar Meshram called rural tourism “India’s soft power” and stated that 234 villages have been earmarked as tourism hubs with financial support, incentives, and on-ground facilitation. “Today’s children, raised in concrete jungles, are fascinated by cows, wells, and rangolis. Rural tourism is our chance to reconnect the next generation to our cultural roots,” he said.
Principal Secretary, Horticulture, B L Meena showcased high-impact projects such as silk farming supported by Israeli tech, and success stories of integrated farming that are being merged with tourism to generate dual income for villagers.
Special Secretary Tourism Eesha Priya gave a detailed roadmap. “Tourism is no longer about sightseeing, it’s about soul-seeing. We have trained 285 rural youth, engaged 18 NGOs, and rolled out benefits like 25 percent subsidy and stamp duty exemptions. From pickles to pottery, every household has the potential to become a tourism unit.”
A vibrant mix of expert sessions gave the conclave an actionable edge. Shri Krishna Chaudhary spoke on natural farming. Pandurang Taware, India’s pioneer of agri-tourism, inspired operators with global case studies. Pankaj Arora, GM of Nivesh Sarathi, led the investment-focused session. Annadani Malligavad, known as “Lake Man of India,” delivered an insightful session on community-led tourism and environmental rejuvenation.