Scaling tourism through “communities”
At SATTE 2026, a powerful conversation unfolded around an idea that has long existed on the fringes of tourism strategy: community-led tourism. Industry leaders and policymakers came together to underline a critical shift: the future of Indian tourism may well be rooted in its villages.
Tourism in India has traditionally leaned towards iconic landmarks, urban centers, and large-scale infrastructure development. However, as the sector matures and global travel trends evolve, a quieter but more transformative movement is gaining momentum, community-based tourism (CBT). Studies show that this tourism model can directly improve livelihoods, with one of the reports indicating it accounts for 70.1% of improvements in quality of life for certain rural communities in India.
At the panel discussion titled ‘Scaling tourism through “communities”’, experts highlighted how empowering the local communities is not just a sustainable approach but a strategic necessity for long-term tourism growth.
Reimagining tourism as an ecosystem
Opening the discussion, moderator Ananta Prasad, destination marketing expert and founder of the Bharat Anubhav campaign, pointed out a structural imbalance in India’s tourism development. While the country has over 6.5 lakh villages and 700–800 districts, investments and promotional strategies remain heavily skewed towards urban destinations. “What we see is that nearly 50% of the top destinations by footfall are rural, yet communities remain far behind in planning and promotion,” he added.
Understanding ‘community’
For Manisha Pande, Managing Director of Village Ways and board member of ICRT Global, the definition of community is both simple and expansive. “Community is the population of people who are impacted by tourism, both positively and negatively,” she explained.
She stressed that tourism cannot function in isolation from local populations. “They are not just bearers of negative impacts; they must also share the benefits and take responsibility for managing tourism.”
The meaningful tourism development requires inclusive participation, where communities are not passive beneficiaries but active stakeholders.
Adding his thoughts, Raj Basu, Advisor for Rural Tourism and Homestays in Arunachal Pradesh, presented a unique perspective from the Northeast. “In the Northeast, tourism is inherently community-based,” he said. Unlike commercial models, the focus here is on intangible cultural heritage food sourced from local biodiversity, homes built using natural materials and traditional weaving and craftsmanship
“Homestays are not about facilities; they are about experiences,” Basu explained. He described these communities as ‘living classrooms of sustainability’, where tourism becomes a medium for learning rather than consumption.
Maharashtra’s initiatives for Community
Offering a government perspective, Chandrashekhar Jaiswal, General Manager at Maharashtra Tourism, traced the state’s long-standing engagement with community-driven tourism.
“Maharashtra has been a pioneer in tourism since the 1930s,” he said, referencing early international promotions in publications like National Geographic. One of the most significant examples he cited was the Ajanta-Ellora Conservation and Tourism Development Project, supported by JICA. “The aim of the project was not to increase footfall but to raise the standard of living of the community,” Jaiswal stated. Today, over 30,000 people are engaged within a 35-kilometre radius of Ajanta, participating in tourism-related activities—from homestays to local services.
“Community is the centre point. From Doliwalas to homestay owners, everyone is involved,” he added. Another example was Elephanta Island, where the government facilitated basic infrastructure, including electricity, transforming it into a sustainable tourism model.
Jaiswal also highlighted innovative initiatives including Community-led heritage walks in Mumbai, Experience-driven tourism activities, and The Bhumi Putra policy, prioritising local employment in tourism units.
“We employ local people, let them learn, even make mistakes. Over time, they become experts,” he said. MTDC has 1,600 Bhumi Putras working across their hotels and units.
Uttarakhand’s homestay revolution
From the Himalayas, Poonam Chand, Additional Director Tourism, Government of Uttarakhand, presented a compelling case for community-driven growth. With over 6,000 homestays, the state has one of the largest networks in India, informed Chand, embedding the principle of Atithi Devo Bhava within its rural fabric.
“Our model is rooted in culture, faith, and nature,” she said. “People are not just visiting—they are experiencing village life.” She noted a significant shift in tourist behaviour, while average stays in mainstream destinations range between 4–5 days, visitors in villages are staying up to 15 days, engaging deeply with local communities.
Highlighting success stories, Chand mentioned that Supi village in Bageshwar district is attracting long-stay travellers; Sankri village is a gateway to over 20 trekking routes and Government of India has also recognised state for multiple community tourism initiatives
The state is training more than 10,000 local guides, developing trek-based community centres and also reviving ‘ghost villages’ into tourism hubs.
Authenticity: The new luxury
Bringing a hospitality lens to the discussion, Vasudha Sondhi, Managing Director of OMPL Group, highlighted a major shift in traveller expectations. “Authenticity is the highest value currency in modern travel,” she stated.
According to her, today’s travellers, especially high-value segments, are moving away from traditional luxury markers. “They are not looking for gold faucets. They want experiences, like sitting in a Kumaoni kitchen and hearing local stories.”
Sondhi emphasised that community tourism should not aim for mass conversion but rather bridge the gap between niche and mainstream markets. She also pointed to multiple global trends including, walking tours across rural landscapes, and multi-day immersive experiences across villages.
However, she cautioned that community tourism in India remains underdeveloped. “It is slow, hidden, and not marketed well,” she said. “Many beautiful villages remain empty while popular destinations are overcrowded.”
Responsible Marketing
Marketing emerged as a critical theme in the discussion. Pande introduced the concept of ‘responsible marketing’, stressing that attracting the right kind of traveller is as important as destination development. “When communities are at the centre, every experience becomes authentic,” she said.
She mentioned that her organisation focuses on diverting tourists from mainstream to offbeat destinations; creating community-led festivals such as birding and cultural events; and leveraging word-of-mouth and media exposure instead of aggressive advertising. “The traveller becomes a guest of the entire village, not just one family,” she added.
Budgeting for community tourism
A key challenge discussed was how governments allocate budgets for lesser-known destinations. Jaiswal revealed that Maharashtra is actively investing in experience-based tourism initiatives, with projects worth INR 62 crore currently in development.
“These are not extravagant events. They are engagement-driven activities involving local stakeholders,” he said.
Similarly, Uttarakhand is allocating funds for rural tourism development. Jaiswal noted that the state would adopt two villages per district for holistic growth and would create a task force for community tourism. The focus is on remote areas.
Sustainability question: Carrying capacity and waste
Sondhi raised critical concerns around carrying capacity and waste management. The potential of community tourism is immense, but it also comes with certain challenges. “We need to ask uncomfortable questions. Are we managing growth responsibly?” Sondhi raised the question.
Candidly Jaiswal acknowledged the issue and said, “Tourism creates the biggest solid waste. We are not doing enough.” However, he pointed to emerging solutions including Extended Producer Responsibility (EPR), waste recycling initiatives at key sites and infrastructure like baling and flaking machines.
Chand mentioned that Uttarakhand is also tackling the issue through waste warrior programmes, community training initiatives and inter-departmental collaboration.
A call to action: Bridging policy and practice
Concluding the discussion, Pande emphasised the need for policy-level support and industry collaboration. She said, “Mobilising communities is not easy. It requires long-term commitment.”
Jaiswal urged tourism professionals to step out of their offices. “If you want to work in tourism, go to the people. Engage with communities.” Chand highlighted the role of platforms like SATTE in fostering collaboration, while Sondhi called for a more critical and accountable approach to development.
