ASPEE AGRIBUSINESS MANAGEMENT INSTITUTE NAVSARI AGRICULTURE UNIVERSITY NAVSARI

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MASTER SEMINAR

AGRI-TOURISM

INCOME GENERATING ACTIVITY FOR FARMERS

ASPEE AGRIBUSINESS MANAGEMENT INSTITUTE

NAVSARI AGRICULTURE UNIVERSITY

NAVSARI

MASTER SEMINAR

AGRI-TOURISM

INCOME GENERATING ACTIVITY FOR FARMERS

SEMINAR ADVISOR- SUBMITTED BY-

Prof. Bhavesh Chaudhari Vaibhav Mohod

REG.NO:-04-0920-2011

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ASPEE AGRIBUSINESS MANAGEMENT INSTITUTE

NAVSARI AGRICULTURE UNIVERSITY

NAVSARI

DECLARATION

I hereby declare that the seminar report which I am submitting for the completion of master seminar is an original piece of work carried out by me under the guidance and supervision of Prof. Bhavesh Chaudhari. The information has been collected from genuine and authentic sources. The work has been submitted in partial fulfillment of the requirement of MBA course in Agri. Business Management.

Place: Navsari.

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ASPEE AGRIBUSINESS MANAGEMENT INSTITUTE

NAVSARI AGRICULTURE UNIVERSITY

NAVSARI

CERTIFICATE

This is to certify that the seminar entitled “Agri-Tourism Income Generating Activity for Farmer” is the bonafide research work carried out by Mr. Vaibhav Mohod student of M.B.A.(AgriBusiness) during the year 2011-2012.

Place: Navsari

Date: 31.05.2012

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INDEX

Sr.no. Particulars Page no.

1. Introduction 6

2. What is Agri Tourism 73. History 74. Advantages 85. Scope 86. Basic Principle 107. Factors 118. Opportunities 12

9.Role of agricultural institute in promotion of Agri Tourism

13

10. Market mix strategy 13

11. Location for Agri Tourism center 15

12. Agri Tourism Activity 1613. Issus for promotion 17

14.State wise financial assistance to promotion of Agri Tourism project in India

19

15. State wise selected Agri Tourism 20

16.State wise number of sites and amount sanctioned for promotion

21

17. SWOT Analysis 22

18. Agri Tourism centers in India 23

19. Case study of Baramati Agri Tourism Tourism center, Baramati(Maharashtra)

23

20. Conclusion 29

21. Refrences 29

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OBJECTIVE

To Study the importance of Agri-Tourism development in India.

To identify the problems of the Agri-Tourism.

To study case about Baramati Agri-Tourism tourism Centre.

INTRODUCTION

Agriculture is the backbone of Indian Economy. Around 85 percent of the population is directly or indirectly dependent on Agriculture and almost 26 percent of India's GDP comes from Agriculture. 90 million farmers are dwelling in 6.25 lack villages producing more than 200 MT of food grains feeding the country. More than a profession or a business, agriculture is India's culture. Hence, adding additional income generating activities to existing agriculture would certainly increase contribution of agriculture in the national GDP. Serious efforts need to be made in this direction and Agro - Tourism is one such activity.

Tourism is termed as an instrument for employment generation, poverty alleviation and sustainable human development. During 2009-2010, direct employment created by tourism was 20.5 million. Besides, tourism also promotes national integration, international understanding and supports local handicrafts and cultural activities. During 2009, the number of foreign tourists that visited India was 30.41 lacks. India's share in world tour market is just 0.38 percent. With this meager share, foreign exchange earned is Rs.14,475 Cr. Turnover in domestic tourism is much more than this. To promote domestic tourism, thrust areas identified by Government of India are development of infrastructure, product development and diversification, development of eco-adventure sports, cultural presentations, providing inexpensive accommodation, streamlining facilitation procedures at airports, human resource

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development, creating awareness and public participation and facilitation of private sector participation. In this process, important stakeholders are State and Central department of tourism, Indian Institute of Tourism and Travel Management, Tourism Development Corporations, foreign embassies, Travel Agents Association of India (TAAI), Indian Association of Tour Operators (IATO), Tourists, Transport Operators Association, Indian convention promotion bureau and Pacific Asia Travel Association (PATA).

Promotion of Agri - Tourism involves some more important stakeholders namely Ministry of Agriculture and line departments at state and central governments and farmers. Promotion of Agri-Tourism needs conceptual convergence with Rural Tourism, Eco-Tourism, Health Tourism, Adventure Tourism and culinary adventures.

What is Agri-Tourisam

Agriculture tourism is the holiday’s concept of visiting a working farm or any Agricultural, Horticultural or Agribusiness operations for the purpose of Enjoyment, Education or Active involvement in the activities of the farm operations.

A novel concept of developing farms into vacation ventures with hospitality facilities helping the farms to generate additional revenue is known as Agri Tourism.

Agri- Tourism and Agro Tourism both are similar to each other.

HISTORY OF AGRO TOURISM

Origin:- USA - According to the Utah State University Cooperative Extension, visiting family and friends' fields grew in popularity in the 1920s, after the invention of the automobile.

In the 1930s and 1940s country recreation was seen as a way to get away from the stress brought on by the Great Depression and World War II.

As of 2010, an increased interest in food production and organic practices brings travelers out to till the soil.

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Some of the important advantages of Agro - Tourism

It brings major primary sector agriculture closer to major service sector tourism. This convergence is expected to create win-win situation for both the sectors.

Tourism sector has potential to enlarge.

Agriculture sector has the capacity to absorb expansion in tourism Sector.

To generate additional revenue.

Create employment opportunities and empowerment of local people.

Scope of Agro-TourismAgro-Tourism has great scope in the present context for the following reasons:

1. An inexpensive gateway - The cost of food, accommodation, recreation and travel is least in Agro-Tourism. This widens the tourist base. Present concept of travel and tourism is limited to urban and rich class which constitutes only a small portion of the population. However, the concept of Agro-Tourism takes travel and tourism to the larger population, widening the scope of tourism due to its cost effectiveness.

2. Curiosity about the farming industry and life style - The urban population having roots in villages always have had the curiosity to learn about sources of food, plants, animals, raw materials like wood, handicrafts, languages, culture, tradition, dresses and rural lifestyle. Agro-Tourism which revolves around farmers, villages and agriculture has the capacity to satisfy the curiosity of this segment of population.

3. Strong demand for wholesome family oriented recreational activities- Villages provide recreational opportunities to all age groups i.e. children young, middle and old age, male, female, in total to the whole family at a cheaper cost. Rural games, festivals, food, dress and the nature provides variety of entertainment to the entire family.

4. Health consciousness of urban population and finding solace with nature friendly means - Modern lifestyle has made life stressful and

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average life span has come down. Hence, people are in constant search of pro-nature means to make life more peaceful. Ayurveda which is a pro-nature medical approach has roots in villages. Indigenous medical knowledge of villagers is respected. Organic foods are in greater demand in urban areas and foreign countries. In total, health conscious urban population is looking towards pro-nature villages for solutions

5. Desire for peace and tranquility - Modern life is a product of diversified thinking and diversified activities. Every individual attempts to work more, in different directions to earn more money to enjoy modern comforts. Hence, peace is always out of his system. Tourism is a means for searching peaceful location. Peace and tranquility are inbuilt in Agro-Tourism as it is away from urban areas and close to nature.

6. Interest in natural environment - Busy urban population is leaning towards nature. Because, natural environment is always away from busy life. Birds, animals, crops, mountains, water bodies, villages provide totally different atmosphere to urban population in which they can forget their busy urban life.

7. Disillusionment with overcrowded resorts and cities - In resorts and cities, overcrowded peace seekers disturb each other’s peace. Hence, peace is beyond cities and resorts. Even though efforts are made to create village atmosphere in the sub urban areas through resorts, farm houses, it looks like a distant replica of the original.

8. Nostalgia for their roots on the farm - Cities are growing at the cost of villages Villagers are migrating to cities in search of jobs and to seek the comforts of modern life. Hence, yesterday's villagers are today's urbanites. Deep in the heart of urbanites lies the love and respect for their ancestors and villages. Hence, visit to villages satisfies their desire. This is also expressed through the hatred of urbanites to flat culture and love for farmhouses. Located in the outskirts of cities. Any opportunity to visit villages and spend time with family is dream of any urbanite. But, minimum decent facilities are always problem. Agri-Tourism attempts to overcome this problem.

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9. Rural recreation - Villages provide variety of recreation to urbanites through festivals and handicrafts. Villagers (farmers) lifestyle, dress, languages, culture / traditions which always add value to the entertainment. Agricultural environment around farmers and the entire production process could create curiosity among urban taught. Places of agricultural importance like highest crop yielding farm, highest animal yielding farm, processing units, farms where innovations tried add attraction to the tourists. Agricultural products like farm gate fresh market, processed foods, organic food could lure the urban tourists. As result of this agri - atmosphere in the villages, there is scope to develop Agro - Tourism products like agri-shopping, culinary tourism, pick and own your tree / plot, bed and breakfast, pick and pay, bullock cart riding, camel riding, boating, fishing, herbal walk, rural games and health (Ayurvedic) tourism.

10. Educational value of Agro-Tourism - Agro-Tourism could create awareness about rural life and knowledge about agriculture science among urban school children. It provides a best alternative for school picnics which are urban based. It provides opportunity for hands on experience for urban college students in agriculture. It is a means for providing training to future farmers. It would be effectively used as educational and training tool to train agriculture and line department officers. This provides unique opportunity for education through recreation where learning is fun effective and easy. Seeing is believing, doing is learning. This experience based concept is the USP of Agro- Tourism.

Basic principles of Agro-TourismAgro - Tourism should ensure the following three basic principles.

1. Have something for visitors to see - Animals, birds, farms and nature are few things which Agro-Tourism could offer to the tourist. Apart from these, culture, dress, festivals and rural games could create enough interest among visitors in Agro-Tourism.

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2. Have something for visitors to do - Participating in agricultural operations, swimming, bullock cart riding, camel riding, buffalo riding, cooking and participating in the rural games are few activities to quote in which tourists can take part and enjoy.

3. Have something for visitors to buy - Rural crafts, dress materials, farm gate fresh agriculture products, processed foods are the few items which tourist can buy as memento for remembrance.

4. Have something for visitors to eat - A fresh farm fruits like grapes, sugarcane nutritional vegetable are available to pluck and eat. Also fresh fishes and meat is available to tourist.

Three important factors contributing to the success of Agro-Tourism

1. Farmer - In majority of the cases, farmers are less educated, less exposed and innocent. For a farmer, any outsider is a guest and is treated wholeheartedly without any commercial motive. Treating guests is pleasure for the villagers than pain. The farmer entertains the guest while entertaining himself in the process. He is not like an exploitative natured businessman which itself facilitate a clean tourism atmosphere

2. Village - Villages, located far from the city lack urban facilities, but are blessed with natural resources. Investments are made by nature in the form of water bodies, fields, forest, mountains, deserts and islands. The community structure is more homogenous and treating guests is part of the culture rather than a professional activity leading to natural environment required for such form of tourism.

3. Agriculture - Rich resources in agriculture namely land, water and plants are unique from place to place bringing diversity and creating curiosity. Each field is unique which adds to the attraction of tourists. The way of cultivation and the products are great attraction to the urban population. Indigenous knowledge of rural people is a wealth, which adds to the novelty and the curiosity of urban population. Combination of farmer, village and agriculture creates a wonderful situation which provides unlimited satisfaction to the tourist especially from urban areas.

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Agro-Tourism opportunities in India

1. Indian tourism industry is growing @10.1% - The World Tourism organization has estimated that the tourism industry is growing at the rate of 4% a year and that by the year 2010 there will be more than one billion tourists visiting various parts of the world. But the Indian tourism industry is growing at the rate of 10% which is 2% times more that the growth rate at global level. By introducing Agro-Tourism concept, not only present growth rate is sustained but also this value addition contributes to further growth.

2. India has entered amongst the top 10 tourist destinations list (Conde Nast Travellor - A leading European Travel Magazine) - India is already established as one of the top tourist destination in the world. Value addition by introducing novel products like Agro-tourism would only strengthen the competitiveness of Indian tourism industry in global market.

3. India has diverse culture and geography- which provides ample and unlimited scope for the growth of this business. India has diverse Agro-climatic conditions, diverse crops, people, culture, deserts, mountains, coastal systems and islands which provides scope for promotion of all season, multi-location tourism products.

4. Increasing number of tourists preferring non-urban tourist spots- (financial express). Hence, there is scope for promotion of non-urban tourist spots in interior villages by establishing Agro-tourism centers. But, adequate facilities and publicity are must to promote such centers.

5. Government initiatives and policies -In 10th five year plan allocation has been increased from 525 Cr to 2900 Cr. Increased financial allocation reaffirms the government commitment. The increased financial allocation by six times could be used for capacity building of service providers, creation of infrastructure and publicity.

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Role of agriculture institutes in promotion of Agro-Tourism

Around 1000 agriculture teaching, training, research and marketing organizations are there in the country. Each institute is equipped with technically trained manpower, infrastructure for lodging, boarding, fields and other necessary facilities which could be used for promotion of Agro-tourism concept. Urban, foreign tourist could be attracted, accommodated and exposed to agricultural situations on payment basis. This helps in efficient use of existing manpower, infrastructure on one side and generating the income to the institute. This approach is possible by just utilizing the facilities of the existing institutes in Agro-tourism. The same facility could be used for further promotion of the concept by building the capacity of the farmers, agripreneurs in Agro-tourism. Thus, these centers could serve as nodal centers for promotion of Agro-tourism concept. All the state agricultural universities, animal husbandry universities, fisheries universities, ICAR organizations, Krishi Vignan Kendra(KVK), state, district level farmers training centers, demonstration farms and seed production farms could be brought under this concept. This would bring down economic burden of the government, efficient utilization of resources and promotion of Agro-tourism concepts.

Market mix strategyThe proposed market mix strategy for the promotion of Agro-tourism concept is as follows:

1. Product - The product in Agro-tourism is seeing, believing and ultimately experiencing. This experience is unique and unmatched. The experience of climbing a tree, buffalo riding in the pond and enjoying the sugarcane juice in the field itself are unique and none of the million dollar tourist centres can create and offer such experiences.

2. Price -a. Customer segment pricing - Domestic and foreign tourist could

be priced differently as the capacity to pay is different. For a

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bullock cart riding, a foreign tourist can pay one dollar where as a domestic tourist can pay only one fourth.

b. Location pricing - Pricing in Agro-tourism depends upon location and importance. Agro-tourism which just offers agriculture and rural life as an attraction can charge normal pricing. Whereas Agro-tourism spots which are very close to established tourism centers like temple towns, hill stations, around big cities can go far little bit higher charging due to added value. As the pricing in established tourism places are high, it works out to be cheaper for tourist to stay and enjoy in Agro-tourism spots.

c. Time pricing - Agro-tourism units can charge higher in peak season i.e. November to January and change less during rest of the period. During rural festivals or at the time of important events Agro-tourism units can charge more, even though it is during off season.

3. Place - The place where tourists are accommodated also influences the pricing. If the tourists are accommodated in villages itself with the farmer, the charging can be less where as accommodation in farms cost high. Because, exclusively for tourist purpose infrastructure is created in farm whereas existing facilities are used in farmers' house in village.

4. Promotion - Promotion of Agro-tourism and strategic alliance can takes place at three levels:

a. Alliance with airlines, tour operators and foreign embassies – This alliance brings foreign tourists and upper middle class urban tourists into Agro-tourism fold. It may not be possible for individual farmers to take up this task. Government can assist the Agro-tourism units through promotion and co-ordination activities through central and state tourism departments.

b. Alliance with hotel industry - Large number of domestic tourists can be attracted through alliance with hotel industry. The hotel industry can be used to promote the Agro-tourism concept.

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c. Promotion by Agro-tourism units - Basically the promotion takes place through mouth to mouth and local publicity given by Agro-tourism units. As the absorption capacity of each unit is very less, direct marketing with little aggressive mode is enough for an Agro-tourism unit to survive. They can go for combined publicity on cost sharing basis and also publics the Agro-tourism potential in other part of the country. But, promotion of this group approach needs initial government interventions.

5. Policies - Some of the policy initiatives of urban government would surely help promotion of Agro-tourism. They are:

a. Building brand identity "Incredible India".

b. Rs. 60 Cr budget for promoting brand. c. 10th five year plan budget increased from Rs. 525 to 2900 Cr. d. An allocation of Rs.50 lakhs per village for village tourism has

been proposed. e.The states are encouraging private public partnership in tourism

sector.

6. Positioning - Ultimately Agro-tourism concept has to be positioned in the minds of tourists as "Come, pluck a fruit, smell a flower, run in the fields, lie on the hay and be lost in rural India".

LOCATION FOR AGRO TOURISM CENTRE

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Some successful entertainment farming enterprises and techniques in Agro-Tourism: international experiences

Agro-Tourism is a viable income generating activities in many developed counties which would provide lead to promote the same with modifications suiting to our conditions. Some of the successful running models of Agro- Tourism are:

• Wineries with Friday happy hours.• Arts & Crafts Demonstrations.• Farm Store : Exhibition of farm equipments• Roadside Stand selling fresh farm products and craft items• Processing of farm products and sale• Demonstration of Agri-activities• Sheep Shearing.• Wool Processing.• Fee fishing / hunting.• Farm Vacations.• Bed and Breakfast• Farm Tours.• Horseback Riding.• Cross-country skiing.• Camping.• Bad weather - like desert, snow fields, heavy rainfall also attract Agri-tourists• Picnic Grounds.• A shady spot for visitors to rest - like a big banyan tree• Educational Tours for school children, officers and progressive farmers• Farm Schools to teach a particular skill• Outdoor Schools which are mobile in nature teaching agriculture• Herb Walks.• Workshops on interesting, emerging agriculture topics• Festivals with wide publicity and sponsorship• Cooking Demos to satisfy housewives.• Pick-Your-own Pumpkin Patch.• Rent -an - apple tree.

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• Moonlight activities.• Pageants.• Speakers who can attract Agro-tourist narrating Agricultural experiences.• Regional Themes like tribal coffee of Kerala, Andaman spices etc• Crop Art.• Pizza Farm.• Historical Recreations like highlighting a oldest farm etc.• Log Buildings.• Antique Villages.• Collection of old farm Machinery.• Miniature Village.• Farm Theme Playground for Children.• Fantasyland.• Gift Shop.• Antiques.• Crafts. Crafts Demonstrations. • Food Sales.• Lunch Counter.• Cold Drinks.• Restaurant. Theme (Apple Town, etc.)

Issues needing attention for the promotion of Agro-Tourism

1. Publicity - It is difficult to provide publicity to a remote Agro-tourism unit. Hence, either collectively such Agro-tourism operators can provide publicity or organizations like ITDC, State tourism development corporations, NGOs, press and tour operators can take up this responsibility. Information technology can play very important role in promotion of Agro-tourism. An interactive website containing all details about Agro-tourism locations and a toll free 24 hours help line can provide necessary information to Agro-tourists.

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2. Transport - Reaching the remote Agro-tourism units is the greatest challenge due to lack of approach roads and poor transportation facilities in rural areas. Tele connectivity is must which is yet to reach villages. Government should play important role in creating these facilities namely roads, transport and telecommunication to rural areas especially where Agro-tourism units are established on priority basis. These efforts could be effective with private participation in partnership mode.

3. Accommodation - Safe and clean accommodation is must in Agro-tourism. Urban and foreign tourists look for these minimum facilities. Orienting Agro tour operators on one hand and providing incentive to such efforts on other hand is necessary. Regular clean water supply and neat toilets are important. At the same time, it is necessary to limit modern facilities in which Agro-tourist is not interested.

4. Networking - Networking public and private stakeholders at national and state level to assist the Agro-tourism operator at remote place is necessary. This network can get policy support, infrastructure and publicity to Agro-tourism units.

5. Capacity building of farmers - Farmer need to be oriented on maintenance of facilities, hospitality and public relation which he is not aware

6. Safety of tourists - Agro-tourism units are located in remote areas which lacks roads, medical facilities, telecommunication and sometimes threat from theft and wild animals. Hence, support of local population is must besides facilities for emergency medical care.

7. Public-Private partnership - Agri preneurs, farmers' organizations, cooperatives, NGOs and agribusiness companies can take up these ventures with the help of farmers and government agencies tour operators. Transporters and hospitality industry would also benefit in the process.

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State-wise Financial Assistance to promotion of Agri-Tourism Projects in India

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State-wise Financial Assistance to Promotionof Rural Tourism Projects in India

(2008-2009 to 2010-2011)(Amount in Lakh)

States/UTs

2008-2009 2009-2010 2010-2011

Number

Amount

Number

Amount

Number

Amount

Andhra Pradesh

- - 7 220.37 3 109.8

Arunachal Pradesh

- - 2 64.66 1 17.7

Chhattisgarh

- - - - - -

Gujarat - - - - - -Jammu and Kashmir

15 488.28 12 374.82 4 136.74

Jharkhand - - - - - -Kerala 1 49.6 1 18 - -Madhya Pradesh

2 69.45 - - - -

Manipur - - 1 16.33 - -Meghalaya

- - 1 20 - -

Mizoram - - - - 1 20Nagaland 4 134.2 6 205.1 - -Orissa - - - - - -Puducherry

- - 1 50 1 15.17

Punjab 1 50 - - 1 15.5Sikkim 6 179.07 5 146.76 5 181.27Tamil Nadu

2 37 3 86.45 - -

Tripura - - 6 163.22 4 164.9Uttarakhand

1 16.5 - - - -

Uttar Pradesh

- - - - 1 40.51

West Bengal

1 19 - - - -

India 33 1043.1 451365.7

121 701.59

State-wise selected Agri-Tourism projects

Selected State-wise Number of Rural Tourism Projects

Sanctioned by Ministry of Tourism in India(As on 31.03.2011)

States/UTsNumber of Projects

SanctionedAndhra Pradesh 10

Arunachal Pradesh 5Assam 4Bihar 1

Chhattisgarh 7Delhi 2

Gujarat 5Haryana 1

Himachal Pradesh 3Jammu and Kashmir 25

Jharkhand 2Karnataka 5

Kerala 10Madhya Pradesh 7

Maharashtra 2Manipur 4

Meghalaya 3Mizoram 1Nagaland 12

Orissa 8Puducherry 1

Punjab 5Rajasthan 3

Sikkim 11Tamil Nadu 9

Tripura 10Uttar Pradesh 4Uttarakhand 11West Bengal 5

India 176

Source : Lok Sabha Unstarred Question No. 1133, dated on 05.08.2011.

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State-wise number of sites and Amount sanctioned for promotion

Selected State-wise Number of Tourism Sites and Amount Sanctioned for Promotion of Agri Tourism

Projects in India

(2002-2007 and 2007-2012)(Rs. in Lakh)

StatesNo. of Tourism

SitesAmount

SanctionedAndhra Pradesh 9 509.67Arunachal Pradesh 4 246.78Assam 4 230.08Bihar 1 70Chhattisgarh 7 438.8Delhi 2 46.08Gujarat 5 367.81Haryana 1 70Himachal Pradesh 3 170Jammu and Kashmir 23 1447.78Jharkhand 2 134.77Karnataka 5 300Kerala 6 394.8Madhya Pradesh 7 451.65Maharashtra 2 140Manipur 4 162.39Meghalaya 3 143.29Nagaland 12 803.15Orissa 8 489.25Punjab 5 261.55Rajasthan 3 208.78Sikkim 11 715.77Tamil Nadu 9 601.68Tripura 10 625.95Uttarakhand 11 688.31Uttar Pradesh 4 205.67West Bengal 5 327.3Puducherry 1 65.17India 167 10316.48

Source : Lok Sabha Starred Question No. 160, dated on 19.11.2010.

SWOT ANALYSIS

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Strength:

Un-polluted environment.

High quality of natural attraction.

Historical background.

Favorable climate.

Weakness:

Poor infrastructure.

damaged natural and cultural heritage.

Lack of financial resources.

No standards

Lack of awareness .

Opportunity:

Development of Agro-Tourism destinations and creation of Agro-Tourism products

Agro-Tourism as a tool for branding local, organic and traditional products;

A state financial support

Diversification of tourism sector

Threats:

Lack of intermediate structures at regional level

Dominating development of mass tourism

Agri-Tourism Tourism Centre in India

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Village in Khera district of Gujarat to know and participate in milk production, collection, and its processing, is something for which both international and inland tourists are always be ready to pay.

Farmhouse in Kashmir valley to be acquainted with the cultivation of saffron and to feed and shear sheep.

A grape farmhouse in Maharashtra to see its cultivation, harvesting, and in-house preparation in wines.

Organic cultivation of wild turmeric by aboriginals in Kandhamal hills of Orissa are the subjects which will interest many of the tourists particularly those who are urban and are from developed country.

Case Study of Baramati Agri-Tourism Tourism Centre

Name:- Baramati Agri-Tourism tourism Centre, Baramati.

Owner:- Pandurang Taware

Year of Establish:-2004

Area:-110 acre

Total Investment :- 40 lakhs

Subsidy:- 30%

Total Visitors:- 50000(up till 2011)

Visitors in 2010:-9500

Charges:- Rs 500/person/day

Total Revenue 2010:- Rs. 28 lakhs

Baramati today is considered as the hub of Co-operative Sugar factories and a place, which receives a strong political back up.

Facts 40 years back

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Only 22 villages in the tehsil received water from Neera river left bank canal, and few more villages were fed water from Karha River which presents a picture of prosperity and happiness.

Year 1967

Group of farmers came together to do some concrete rural development work in the Baramati tehsil.

Their development work was construction of percolation tanks, providing loans for digging wells, supply of seeds and fertilizers of improved variety and also agricultural equipments.

Baramati receives on an average, just 16 – 18mm of rainfall for the whole year. Further the entire water is lost due to poor storage facilities.

Farmers were restless, they started exploring the ways and solutions and thus the idea of “percolation tanks” came up.

Drought sufferers came forward to share the dream of self-sufficiency.

Year 1968

Tandulwadi village: 1st percolation tanks were constructed providing irrigation to thousand areas of agricultural land. 250 percolation tanks were executive and computed.

To give an impetus to the work accomplish by these group of farmer, the trust was formed on June 22.

1971 (Agriculture Development Trust)

The objective of the Agriculture Development Trust was :-

To popularize and spread the actual demonstration and cultivation of new varieties of crops.

To test and spread the use of improved seed varieties.

To improve methods of crop cultivation.

To develop vocations supplementary to Agriculture.

To undertake various projects of water supply.

To train the farmers for the vocational projects.

To undertake aforestation in barren and fallow land.

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To educate and provide facilities to poor, promising and deserving women for earning their livelihood.

Agricultural research laboratory to guide farmers to built library providing books to update farmers knowledge.

To organize seminars, workshop related to agricultural activities.

Today the Model Demonstration farm encloses

Horticulture Unit.

Dairy Division.

Sericulture unit.

Bee Hive Unit.

Alternative Energy Unit.

Krishi Vigyan Kendra.

Analytical Laboratory - Provides farmers about weather, forecast, velocity of wind, and maximum and minimum temperature and undertakes analysis of soil, water, fertilizers animal.

As years passed by Agriculture as a business was becoming more and more expensive that many farmers were not able to afford it. To add to this there was gradual loss of fertility of land giving the farmers to brainstorm to meet the expense by retaining the farm and opening a supplementary business unit.

Connectivity

The Agri tourism unit in Malegaon is well connected by Airways; Railways and Roadways.

Nearest International Airport: Pune Airport 102 kms.

Nearest Railhead: Baramati 10 kms.

Roadways : Mumbai - Pune - Hadapsar - Saswad - Jejuri - Morgaon - Karhawagaj Chowk – Malegaon Kurd - Agri Tourism Destination; (Malegaon Sheti Farm) Total distance: 95 kms.

Attractions

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Agri Tourism activities include farm tours; tractor and bullock cart rides; grapes, mangoes, and other horticulture farms and by-product farms; birds and animal farms.

The added attractions here are the poultry farm; dairy farm; goat farm; and most visited point silk processing unit.

The visitors here can also visit the gram panchayat village office and school; village fairs and markets, Jaggery making unit; Emu bird Farm; Sugar factory; Taluka Milk Collection Centers and some of the oldest religious temples and also Museum.

Accommodation The overnight stay arrangement is at the farm itself, there are 12 rooms

and 1 big hall. The occupancy is quadruple sharing every room having 4 single beds.

One Room is allotted to each Family. The accommodation facilities are basic but very hygienic neat and clean.

Two toilets (one western style) (and one bathroom attached to block of every three rooms, this arrangement is purposely kept to experience the joint family atmosphere. The Solar Water heaters at the rooftop are fitted to provide the running hot water for bathing in the morning. There is also the facility of dormitory hall, wherein more than 250 people can easily accommodate.

Outdoor Recreational Activities The outdoor recreational activities for children and adults during daytime

are farm tours and agricultural education programs, how to grow sugarcane, grapes, pomegranate, guava, watermelon, other fruits and what the food values of each fruits are.

How to take care of the cattle, nature education programs, domestic animals and emu bird farms visits and education of the different trees, demonstrations such as goat and cow milking, honey making, silk making, jaggery making, rural games that they can play as gotya; bovhra; Kabadi, Buffalo ride; bullock cart ride; tractor rides; watching domestic animals; clay molding; painting the nature scenery; tree climbing or simply run with the cycle tree.

Entertainment Programs

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The Evenings are generally fun filled, star gazing activity and the rural Maharashtra folk dances and folksong programs is organized.

Bonfire/campfire during winter seasons, family games, children games, and lots of fun filled programs.

Meals for Tourists The food served is pure vegetarian Maharashtrian style, for breakfast

Poha, Upma, or Shira, for the lunch usually jawar or bajra bhakri, chapattis, rice, Dal, pickle, papad, kurdaya, bhaji, thecha, wangeche bharit, jhunka/pitla, any fresh green vegetable sabji, matki/ chawli usual shabji, etc.

Safety & Security Aspects The Agri Tourism unit at Malegaon is very safe and secure for all the

guests and visitors, there is only one main entrance gate, during daytime almost 400 people work in the farm, plus the entire area of 110 acres is barbed wire fenced and over and above there is adequate 24 hours security persons at the main entrance gate and for the entire area.

Medical Facilities This Agri Tourism unit is just 1 km from the Malegaon village. Apart

from the onsite medical doctor there are specialist doctors available 24 hours on call.

Risk and Liability In Case Of Accidents ATDC has examined the risks associated with some of the activities of

agri-tourism. For example: one may decide to ride the bullock cart ride or tractor tailor ride which is not risk free, since there is always a possibility that a guest will fall off the bullock cart or the tractor tailor, however ATDC has established rules and regulations that protects the guests from potential risks.

Sometimes accidents cannot be avoided during agri tourism visits at the farms, However, ATDC makes sure that the operations and the farm activity and the sightseeing tours at the farm and outside the farms to sugar factory, jaggery making unit is safe as possible and they have taken appropriate safety precautions.

Discussions

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Based upon a detailed analysis of the case, the following positive outcomes at the Malegaon Village Khurd,1. Lives of the farmers changed considerably with the agri-tourism destination venture.2. The farmers today have developed themselves into entrepreneurs.3. They have learned soft skills to handle customer service and to market their product.4. The entire agri-tourism venture has raised the self-esteem of the farmers.5. The agri-tourism venture has a positive effect among the community from a drought prone area where the suicide cases were increasing.6. Today the Agri-Tourism destination has more than 4,300 tourists from urban cities every year from 2005. Besides the year end of 2006 also saw Korean companies coming to enjoy the destination.7. Efficient utilization of the existing natural resources.

A careful analysis and observation of the Case Study of Baramati brings to light certain issues and challenges which need to be addressed by any agri-tourism development body. These are:1. Danger of over exploitation of natural resources.2. Uncertainty of demand for agri Tourism especially in the light of the fact that other types tourism are becoming popular.3.Providing and maintaining hygienic conditions in the agri-tourism destination.4. Danger to Plant life in the form of infectious diseases.5. Lack of sufficient government support.6. Training the farmers.7. Large scale power-cuts.8. Security aspects.9. Accessibility and approachability of the area with respect to basic facilities like (medical facilities, transport facilities, availability of water etc.)10. Marketing Agri-Tourism as a product effectively and consistently.

Suggestion A complete tourism package can be provided through initiation by the

local government bodies of activities such as beautification campaigns, sponsorship of special events that tie in with local tourist attractions and participation of all businesses in the area.

Good community leadership: Successful tourism promotion and development requires good leadership by open minded and enthusiastic persons from local government, community groups, the business

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community and non-profit organizations such as chamber of commerce and convention and visitor bureaus.

Support and participation of local government: The role of local government is especially important in the following areas; funding for tourism development and promotion, creating and maintenance of infrastructure necessary for tourism, zoning and maintenance of the community so that it looks clean and appealing to tourists and educational support for farmers.

Conclusion India has a great potential to the development of Agri-tourism, because of

natural conditions and different types of Agri products as well as variety of rural traditions, festivals.

Indian tourism industry is growing rapidly. By introducing Agri tourism concept the value addition contributes to future growers.

Through Agri tourism development farmer can develop themselves into entrepreneur.

Agri tourism contributes to rural development by creating employment opportunity and empowerment of rural people.

References

Getz, D. Carlsen, J., (2000), Characteristics and Goals of family and owner operated businesses in the rural tourism and hospitality sectors. Tourism management, 21, pp.547-560.

Murphy P.E. (1985; Tourism; A Community Approach. Journal of ATDC, Various volumes. www.agritourism.in www.agritourismworld.com http://europa.eu.int/comm/agriculture/rur/leadership/index_en.htm http://www.ruraltourism.org.uk/index.php?

s=4&p=Informal_Tourism_activities http://www.xomba.com/agri_tourism_growing_in_india http://www.agritourism.in/faq.htm eHow.com.htm The History of Agritourism Confederation of Indian Industry(CII) http://www.xomba.com/agri_tourism_growing_in_india

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