Founded in 2005, Agri Tourism Development Company (ATDC) has moved beyond traditional approaches to tourism by introducing agriculture tourism to villagers in Maharashtra. Since its inception hundreds of farmers have been trained by ATDC and more than 200 farmers have been helped to start and operate agri tourism in their farms. There are currently 113 Agri Tourism Centers (ATC) operated by local farm entrepreneurs and employees. “Farmers engaged in agri tourism have experienced an income increase of 33 per cent. On an average, agri tourism goods and services are the source of one third of their overall income. These activities in rural communities also lead to a side income for community members who are not partners of agri tourism,” said Pandurang Taware, MD, ATDC, who is widely acknowledged as the father of agri-tourism in India.
There has also been significant visitor arrivals in these villages in the last half decade. “Agri tourism goods and services offered by Maharashtra ATCs have attracted nearly 170,000 visitors from 2007 to 2012. The domestic urban areas are the key markets. Tourists from the city of Pune represent a share of 70 per cent of all visitors,” stated Taware.
The tourists experience local agricultural practices (e.g., horticulture, harvesting, bee keeping, dairying), rural way of living and local culture (e.g., music, food, dances, arts and craft). “It is an opportunity for urban Indians to discover their roots through participatory activities with local communities. The programme attracts international visitors with agri tourism packages designed for independent and group travellers alike,” mentioned Taware, pointing out that ATDC has demonstrated that flexible approach of the farmer and little tourism products knowledge can be profitable to low-income farmers groups. It also stems migration of villagers to urban areas as they get additional income opportunities in their local area.
The next five years will see ATDC spearheading the movement across India by setting up ATCs in different states.