Looking at new ways to generate revenue, the Punjab tourism department is now promoting a “rich, rural experience” for tourists in its villages. The initiative was also lauded at a travel and tourism fair organised in Hyderabad recently, where the department bagged the “best innovative product” for its concept of farm tourism.
The department introduced the farm tourism scheme in January this year to tout Punjab as the perfect destination for farm holidays. It offers an alternative that allows the traveller to enjoy the delights of the “real” Punjab, where visitors are hosted by locals and invited to experience their food, culture and tradition.
The concept of farm tourism envisages families residing in the interiors of villages. These farm houses provide hygienic and environment-friendly facilities for the comfort of visitors, which meet the standards defined by the Punjab heritage and tourism promotion board.
The tourists would be able to enjoy activities such as rural games, organic farming, cow milking, kite flying, handicraft making (Phulkari and other handicrafts), cart rides, tractor rides, home-made Punjabi food, village safaris, interaction with the local community, natural surroundings and pollution-free atmosphere, to name a few.
Talking to FE, Punjab secretary-cum-director, tourism and cultural affairs, DP Reddy said, “The UN World Tourism Organisation (UNWTO), which prepared a master plan for tourism for the state, had strongly recommended to promote farm tourism in Punjab. Another consultancy firm, AMO Communication Private Ltd, hired for creating a brand image of the state, also suggested in its report to exploit the potential of farm tourism in the state.” “As part of the scheme, a total of 23 farm houses have been approved in various districts of the state under three categories ? silver, gold and diamond ? by a screening committee comprising representatives from PHTPB, district administrations, Gurdaspur Institute of Hotel Management and cooperative bank societies,” he added.
Besides, affiliation of farm houses with Punjab tourism will address the issue of security of domestic and international visitors and ensure support to farm owners for promotional activities. PHTPB is also providing farm holiday operators a framework to develop required skills in partnership with various reputed hospitality and tourism management institutes in Punjab. Facilitation by the department includes priority support system from the district administration for any local issue, assistance from the police for security, permission to serve liquor at subsidised rates, training to farmhouse owners by hotel management institutes in the state, itinerary training and inclusion of package activities, pricing, staff skill development, local tie-ups for marketing, and promotion at domestic and international level.