As an AIF Banyan Impact Fellow placed with Indian Grameen Services (IGS), my recent fieldwork in Madhya Pradesh offered me a firsthand experience of two exceptional initiatives by the Madhya Pradesh Tourism Board (MPTB) and Indian Grameen Services: the “Safe Tourism Destination for Women” and “Rural Tourism” projects. These initiatives are not just about tourism but about empowerment, sustainability, and community transformation.
Rural Tourism: Empowering Farmers as Entrepreneurs:
The Rural Tourism project, signed with multiple organisations, including IGS, aims to create alternative employment opportunities for farmers by building homestays. In my visit to Chhedka village, one of the eight villages managed by IGS, I witnessed seven operational homestays that serve as a beacon of rural entrepreneurship. These seven homestays are owned by Jairam ji, Sukhdev ji, Sanjeev ji, Shravan ji, Mahendra ji, Hariom ji and Revati ji.
Homestays in this initiative are co-funded by farmers and the government, creating a sense of ownership and responsibility among the farmer-entrepreneurs. I met Revati ji, the sole woman with legal ownership of a homestay in Chhedka, who proudly showcased her home adorned with traditional cow dung. Her enthusiasm to learn about digital literacy, health, and sanitation highlighted the potential of these trainings to bring about holistic development.
However, a significant challenge persists: women’s limited legal ownership of homestays. While women are actively involved in decorating and managing homestays, their lack of financial independence often precludes them from ownership. Addressing this through additional financial support from the government or organisations could place women in leadership roles, empowering them and their communities.
Marketing also emerged as a critical area for improvement. Despite being only 131 km from Bhopal, I was unaware of Chhedka’s potential as a rural retreat. Strategic marketing that targets people seeking sustainable and slow travel experiences could enhance visibility and bookings. Bundling homestays in a village as part of group travel packages can address capacity issues, as homestays currently accommodate only small groups. As Jairam Ji, one of the homestay owners, mentioned, larger groups often have to be turned away due to limited accommodation.
Safe Tourism Destination for Women: Training for Transformation:
This initiative empowers women and girls with skills across various domains, including hospitality, handicrafts, and tour guides. At the Vision Institute of Information Technology in Sohagpur, I met 41 young women undergoing training to step into roles such as gypsy drivers, receptionists, and even tourist guides.
These training programs provide employment, strengthen women’s financial independence, and contribute to safer, more inclusive tourism ecosystems. I was inspired by stories of resilience, such as the women who pursue training and employment opportunities despite societal and logistical challenges.
A highlight of this program was my visit to Hotel Vatika Inn in Sohagpur, where two young women trained under this initiative are now employed in hospitality. Seeing them thrive in their new roles was a testament to the transformative impact of this project. It also emphasised the importance of engaging families and communities to support women’s employment, especially in rural areas where traditional roles often prevail.
Nevertheless, challenges like dropouts due to marriage or family pressure remain. A concerted effort to engage families in understanding the importance of women’s employment can ensure sustainable outcomes. Behavioural change within communities is essential for long-term empowerment.
A Chain of Change:
These projects are more than initiatives—they are catalysts for systemic change. They show how tourism can uplift rural communities when combined with empowerment. The involvement of organisations like Indian Grameen Services guarantees effective execution and community engagement.
I feel privileged to witness and participate in this transformation as IGS continues contributing to these projects. I hope these initiatives receive greater visibility and support to maximise their impact, inspiring more rural women to realise their agency and more farmers to embrace entrepreneurship and build alternate employment for diversified income sources.
