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The Department of Tourism organized the Rural Tourism Conclave 2025 at Indira Gandhi Pratishthan, Lucknow to promote Uttar Pradesh as the potential rural tourism capital of India. The Tourism and Culture Minister, Jaiveer Singh was present for the event as the Chief Guest. Various stakeholders such as Senior officials, policy experts, farm stay operators, and innovators from across the country also joined the conclave to chart the roadmap for a vibrant village-led tourism economy.

One of the prime highlights of the event was over 40 farm stay and homestay owners were celebrated for reshaping the face of rural hospitality in Uttar Pradesh, paving the way for richer, more immersive tourism experiences. Adding to the occasion’s significance were notable figures such as MLC Dharmendra Singh, Padma Shri awardee farmer Ram Sharan Verma, Cooperative Registrar Yogesh Kumar, Director of Eco Tourism Prakhar Mishra, and sustainability champion Annadani Malligavad.
Minister Jaiveer Singh said that India’s story begins in villages. He also stressed on the important role villages played even in the stories of god, he 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.”

He emphasized that tourism is not just about monuments and mentioned that tourists have started to look for simplicity in travelling like the warmth of rural kitchens and the joy of authentic hospitality. He also mentioned in his speech that rural tourism will play a central role in Viksit Bharat @2047 under the guidance and vision of Prime Minister Narendra Modi and Chief Minister Yogi Adityanath.

234 Villages Identified, 750 Plus Homestays in Pipeline
234 villages have been identified as great tourism hubs along with financial support and on-ground facilitation according to Principal Secretary Tourism Mukesh Kumar Meshram. He also called rural tourism as ‘India’s soft power’ and remarked that “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”.

Principal Secretary, Horticulture, B L Meena showcased several high-impact projects, including silk farming supported by Israeli technology and integrated farming models, which are now being merged with tourism to create dual income streams and more work opportunities for villagers.
Highlighting the changing face of tourism, Special Secretary Tourism Eesha Priya said, “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.”
Singh mentioned in his concluding remarks, “This is not just about tourism. This 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.”