Travellers turn to rural tourism to explore the slow and sustainable life

A getaway to a remote part of Uttarakhand proved to be a perspective-changing experience for Paridhi Kumar, a marketing consultant from Bangalore In need of a break from work burnout, Paridhi chose to ditch fancy hotels at tourist destinations for a blend of nature and local culture. “It was the best decision I could have made," she reflects, adding, "I immersed myself in the slow rhythm of the village life with radio tunes playing softly in the background as people went about their chores. Watching something simple as kids playing outside instead of being glued to screens was a nostalgic throwback." With popular destinations becoming more crowded, travellers are now increasingly drawn to rural and sustainable tourism that offer a deeper, more enriching travel experience.

A sustainable grassroots travel experience
A growing interest in community-driven experiences has led travel organisers to offer tours that immerse visitors in the local life. Manisha Pande, co-founder and managing director of a travel company, highlights that these flexible itineraries allow travellers to live in community homestays and explore untold stories and culture of the region. "Our sustainable tourism model focuses on diverting tourists from crowded hotspots to offbeat locations, offering authentic experiences like farming, bird watching, and local cooking," she explains. Local walks, cooking classes with indigenous groups, and festival visits are part of these experiences. Vishal Bali, who organises tours in Rajasthan, explains that the state’s varied regions — like Aravalli, Shekhawati and Thar — feature unique customs. "Travellers often miss these details while visiting tourist destinations. Our goal is to bring them to the grassroots level for an authentic experience while adding an extra layer of intrigue," adds Vishal.

Breaking myths and misconceptions
Travelling in the rural parts of the country isn’t devoid of myths and misconceptions. While it is important to travel responsibly, Malika Virdi, founder & CEO of a community-led tourism initiative, explains that there is a deep disconnect between urban and rural lives. “What people fail to see is that rural India has changed. People are aware and a lot of urban travellers are surprised to witness that. People in rural India have a smaller ecological footprint and a genuine relationship with nature. Therefore, they are far ahead when it comes to living responsibly. This can be a lesson for the travellers to learn to slow down and become less consumptive,” she explains.

Cost of a rural experience Rs 1200-5000 (excluding travel)

Places to visit
Pochampally, Telangana
Khijadiya Village, Gujarat
Sarodhadadar Village, Chhattisgarh
Menar Village, Rajasthan
Kurauana, Uttar Pradesh
Raghurajpur Village, Odisha
Pembarthy Village, Telangana
Hampi Village, Karnataka
Cotigao Village, Goa
Diveagar, Maharashtra
(Source: Rural Tourism, Ministry of Tourism India)


$198.3 billion
Expected market size of rural tourism globally by 2033 (Source: Future Market Insights)