Prof K S Chandrasekar
Any form of Tourism that show-cases the rural life, art, culture and heritage at rural locations, thereby benefitting the local community economically and socially as well as enabling interaction between the tourists and the locals for a more enriching tourism experience can be termed as Rural Tourism. Rural Tourism is an activity which takes place in the countryside. India is a country of villages, which are the true repositories of Indian culture and heritage. Thus, the concept of rural tourism is now attracting the attention of the policy makers. It is multi-faceted and may entail Farm, Agriculture tourism, Cultural Tourism, Nature and ecotourism. A conscious effort is currently on in promoting Rural Tourism as an important means to achieve increasing income, employment and improving the quality of life in rural areas. The Rural Tourism in India is sought to be made vibrant by the schemes of the Ministry of Rural Development such as Pradhan Mantri Gram Sadak Yojana (PMGSY), Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) for employment, Pradhan Mantri Awaas Yojana – Gramin for rural housing, and the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) for self-employment opportunities which are being implemented by the Panchayati Raj Institutions with the technical support from the Govt. Departments. Under the Centrally sponsored PMGSY, all-weather roads are being constructed connecting villages having a population of more than 1000 to the main roads to increase rural connectivity.
With the increasing industrialization and urbanization, the rural areas are being transformed with the people getting educated and thereby acquiring awareness. The means of transport and communication have improved resulting in accessing even the remotest of locations. Thus, there is an imperative need to provide rural tourism not only for the sake of international tourists but also to sustain interest in the traditional arts and crafts and other folk forms that are fading away. Studies have revealed that an investment of Rs. 1 million in tourism provides direct employment to 104 people. Indirect employment is also generated in the form of revival of traditional arts and crafts, development of infrastructure in the villages such as roads and means of communication, schools, hospitals, hotels etc.In the state of Jammu and Kashmir the rural area covers 41,021.36 Sq.Kms and two-third of the population lives in the rural areas. The highest rural area is in Doda District followed by Baramulla district. Due to the increase of commercial activities in the urban towns and capital, there are lesser job opportunity in the rural areas leading to an urbanisation syndrome. This urbanisation trend has to be shifted towards rural tourism like ensuring awareness, increasing interest in heritage and culture, improved transport accessibility, and environmental consciousness. It is now a new style of tourism of visiting village, setting to experience and live a relax and healthy life style.
Most sought after tourist destinations are in Kashmir and pilgrimage tourism takes mostly in Jammu region. There is innate potential in developing the rural areas which can actually provide more employment for the local people. It can be seen that people from Jammu and Kashmir would prefer to work in their local areas. This rural tourism if developed by JKTDC can actually address the unemployment scenario in the rural areas. The Prime Minister’s Reconstruction Plan for Jammu and Kashmir has targeted villages. A time period like February to May could be tapped for the rural tourism which can attract more who are visiting some of the important places in and around Kashmir and Jammu. A cluster approach can be created for this. If a party is on pilgrimage to Katra, the team can be taken to some of the villages near by which boasts of credible livelihood and attractions. For instance, Basohli Paintings from the district of Kathua is fusion of Hindu mythology and folk art of the Local Hills. They create the portraits of local rulers, local traditions, environment and Devi series. A trip to Basohli from Jammu could make the tourists understand how it is made, live classes and the art form along with the Dogra lunch can be an option and by evening they can be taken back to Jammu. There is a need for Common market place which caters to the rural arts and handlooms, handicrafts that can be projected to the tourists which will automatically become a market place. Jammu Haat, which is already there is one solution but it should be in the transit for the tourists and the timing needs to be accordingly taken care of. ODOP (One District One Product) initated by the Prime Minister is an excellent initiative to portray rural products across to the tourists starting with Walnuts from Rajouri to Basmati from Jammu. The process, production and market place can be a tourist attraction as such. For those visiting for pilgrimage to Katra, the stop is Jammu and some of the rural pilgrimage spots like Baba Chamliyal, Bani, Baba Sidh Goria Shrine, Chichi Mata temple, Airwan temple etc.,. can be additional attraction. There needs to be a cluster transport for these temples and shrines also so that more of the tourists productively use their time. Since accommodation in these places is a difficulty, it would be better to have one day trip organised by JKTDC to these temples and shrines so that most of the people could opt. Some of the cuisines can be introduced including that of Kashmiri Kahwa, Kashmiri Halwa, Noon Chai and Wazwan during the trip at designated locations that will add flavour to the trip. With the express lane now going to be operational in Jammu region, on the roadsides, if there are such stops “JK Heritage spots” being created, it will add value to the tourists and attract them to all rural areas.
Similarly, the rural melas that happen in Jammu and Kashmir can be also a show piece for the tourists. The Jhiri Mela at Jhiri village, near Jammu, during late October/early November commemorates the sacrifice of Baba Jittoo, a farmer who fought against injustice. The fair also provides a platform for tourists to see the rural arts. Chaitre Chaudash held during March-April is associated with the Devak River (Gupta Ganga) flowing northwards. Same is the case with Purmandal mela which show cases the marriage between Lord Shiva and Goddess Parvati. These melas are not only religious and cultural events but also act as the important economic and social gatherings for the rural communities where if tourists throng, then it can provide livelihood for them. I am sure the Governments are very particular to promote the rural tourism in Jammu and Kashmir for the benefit of the tourists and for rural development. Mahatma Gandhi’s principle of “simple living and high thinking” is reflected in the developed rural areas through more tourists flow.
( The author is Vice Chancellor, Cluster University of Jammu)
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