With a growing debt of over ₹1 lakh crore, Himachal is looking to revive its economy through innovative measures. Tourism, one of the key sectors of the State, contributes about 7 per cent to its total economy. Recently, Himachal launched a policy on homestays to enrich the existing tourism circuit, which has received mixed reviews from stakeholders. However, to address the current challenges, there is a need to link the tourism sector with other areas of society, such as education and agriculture.
Agritourism is a concept that fits perfectly for connecting education, agriculture, and tourism. Himachal needs to look beyond traditional tourism measures and explore ways to extend tourists’ stays sustainably.
Himachal can take the lead among Himalayan States by introducing a dedicated agritourism policy that promotes the holistic development of various sectors in the economy. Recently, the Goa government launched a special policy integrating agriculture with tourism. This policy focuses on farm diversification, including the cultivation of cash crops that appeal to tourists, while also ensuring remunerative returns for farmers. This approach offers Himachal an opportunity to think beyond its apple orchards, crop that is at the mercy of market forces.
Encourage students
In the education sector, visits to agricultural farms should be encouraged to help school and college students understand the origins of their food. At the same time, farmers will welcome the younger generation with nominal charges for farm visits. Maharashtra has previously adopted such models with success.
In the Kangra region of Himachal, tulip farming has recently attracted attention from visitors. Initiatives like these should be expanded to offer unique experiences to tourists, beyond traditional attractions like mall roads and snowfall. Integrating tulip farms or similar cash-crop farms into agritourism, along with encouraging farm stays of extended duration, is essential for better economic returns for hosts and an enriched experience for visitors.
Engaging local youth in storytelling about various unique farms could also strengthen the connection with visitors. Organising national-level crop fairs would serve as an important platform for knowledge-sharing among stakeholders. An integrated agritourism model, involving public-private partnerships (PPPs) with defined roles, would enrich the tourism experience with innovative cash crops. This model can be extended to other agricultural sectors.
Considering the heritage of Himalayan herbs, Himachal can take advantage of entering in the nutraceutical sector and visitors can be attracted for practical insights because the modern day consumer is looking for protective measures rather than curative measures.
Moreover, panchayat-level fairs celebrating local crops, especially during sowing or harvest seasons, could serve as another mechanism to connect farmers directly with consumers. These fairs would give farmers the opportunity to secure pre-orders, while also allowing consumers, both local and from urban centres, to appreciate the value of fresh, locally grown produce. Demonstrating agricultural products in urban spaces like city malls would further raise awareness of the value of fresh farm produce and increase demand. In each district’s agritourism model, farms can be developed to highlight the cultural heritage and agricultural activities of the region.
Going forward, the challenges related to destination social responsibility must be carefully addressed by all stakeholders. This requires capacity-building for visitors to ensure they respect local culture, destinations, and hosts. Simultaneously, the farming community must be sensitised to proper meet-and-greet norms to develop sustainable ties with tourists.
The writer is with Dr Rajendra Prasad Central Agricultural University, Pusa, Bihar. Views are personal
