By Dheeraj Kapoor
NEW DELHI (India CSR): Community-Based Tourism is attracting scores of travelers seeking experiences beyond conventional tourism. By connecting visitors with local communities, it enables a range of benefits for both people and the environment.
Community Based Tourism – A Meaningful Way to Travel
With travel ranking high among the priorities of Indians today, people are no longer satisfied with conventional options. Today, they look for meaningful travel experiences with a strong purpose attached to it. This is where Community-Based Tourism (CBT) comes in. Simply put, CBT involves communities in tourism operations in their local area, allowing them to earn income directly from these activities.
A survey revealed that over 80 percent of travelers aged 18 and above are keen on cultural experiences, local food, and traditional homestays, highlighting the demand for CBT. This form of tourism promotes cultural preservation, offers authentic experiences for visitors, supports community development, empowers women, and even contributes to poverty reduction.
Immersive Experiences: From Farms to Forests
CBT today offers a range of experiences for travelers who want to immerse themselves in local communities. A tourist can:
- Choose a farm tourism package to experience farm life and participate in agricultural activities.
- Visit historical sites to learn about local culture through exploration trips.
- Participate in wildlife observation and nature-based tourism to understand ecosystems.
- Engage in adventure tourism, teaming up with local guides for trekking or hiking, while staying with the community and experiencing village life firsthand.
A Spectrum of CBT Models
Various actors and proponents have contributed to shaping the CBT landscape in the country, each in their own way. What we have today is a terrain dotted with diverse CBT models that have emerged over time. We explore a few major CBT models that currently coexist in the country.
- Private Enterprise-Non-governmental organization (NGO)-Government Collaboration
In the ecologically rich terrains of the Bastar region in Chhattisgarh, Unexplored Bastar, a private startup, has partnered with the non-profit, APS, to train local youth as guides under the ‘Paryatak Mitra’ program. Backed by local administration, the program has trained 250 youths and enhanced community incomes through tourism. Similarly, Grassroutes Journeys collaborates with NGOs and gram panchayats to offer CBT trips across Madhya Pradesh, Maharashtra, Gujarat, and Andhra Pradesh.
- Responsible Tourism Private Companies
Private responsible tourism enterprises are key players in this niche. Village Ways in Almora promotes low-impact tourism by partnering with villages to develop community-owned guesthouses, providing visitors with authentic village experiences. Similarly, The Green People runs the Goat Village initiative in Uttarakhand, offering farm retreats and homestays while revitalizing abandoned villages.
- NGO Initiated-Government Adopted
In Rumbak village, Ladakh, a homestay initiative supported by the Snow Leopard Conservancy India Trust (SCLT) has transformed the local economy. The project trained the villagers in hospitality as well as wildlife identification. The Wildlife Protection Department. Jammu & Kashmir Government took over the project later. The initiative has created more than 1,200 homestays, improved incomes and living conditions while reducing wildlife conflicts.
- A Community-Owned Social Enterprise
The picturesque village of Sarmoli in the Munsyari sub-division of the Pithoragarh district of Uttarakhand is home to Himalayan Ark, a women-led social enterprise founded in 2004. It offers homestays while preserving forests. Tourists experience local culture, scenic beauty, and authentic Uttarakhand cuisine made from homegrown ingredients.
- Government Led
Naggar village in Kullu, Himachal Pradesh, a starting point for major trekking routes, became prominent in the 1960s when Naggar Castle was converted into a luxury hotel by the Himachal Pradesh Tourism Development Corporation. This saw the mushrooming of homestays supported by a local government financial assistance scheme. The village also gained fame for its training programs for women entrepreneurs. The Naggar Tourism Department was established by the government to further enhance tourism.
- Community Linked-Owner-run Ventures
Larger ventures like V Resorts, while not community-owned, work closely with local residents. Operating 170 properties across 20 states, V Resorts emphasizes ecotourism, local employment, and hospitality training. The company established a hospitality training institute in 2014. Local families are engaged in producing pickles, squashes, and essential oils, ensuring that economic benefits extend beyond direct employment.
Challenges of CBT
Along with the benefits it brings, CBT also faces several challenges that affect its long-term viability. These include limited resources among communities to start CBT ventures and fluctuations in tourist footfall that lead to irregular incomes. As demand for CBT grows, local cultures can lose their originality and charm under the pressure of catering to large numbers of visitors. The local environment may also come under strain, with increasing burden on natural resources if tourism is not properly managed. These are just a few of the many challenges that stand in the way of CBT’s responsible and sustainable growth.
Managing the Challenges
- CBT as One of the Income Sources
Various CBT organizations acknowledge the concern regarding dependence on CBT as a single source of income. Sector stakeholders emphasize that homestays should be considered only a secondary income stream, providing additional earnings to families without replacing their primary livelihoods. This balanced approach helps ensure economic stability and reduces vulnerability to seasonal fluctuations or tourism downturns. Village Ways exemplifies this approach, promoting low-key tourism that complements local work.
- Enabling Communities and Ensuring Economic Gains
To address resource constraints, organizations like NotOnMap use a Build, Operate, and Transfer (BOT) model to restore village homes for homestays, allowing villagers to host tourists and earn income. Villagers who are unable to offer a homestay but possess expertise in crafts, local culture, biodiversity, or cuisine are also engaged in the CBT business. In this context, Himalayan Ark’s hosts contribute a portion of their revenue to offer interest-free loans to those upgrading their accommodations. Both organizations ensure that 80 percent of the benefits from CBT remain with the community.
- Controlling Tourist Inflow and Mitigating Impacts
It is imperative for locals to manage tourist numbers to protect ecosystems and culture. In Naggar, the Roerich Art Gallery, a memorial of a Russian artist, and a major tourist attraction, limits visitors to 20 at a time, preserving the site. Similarly, local operators restrict trek group sizes to maintain sustainable tourism practices. Such multistakeholder initiatives are needed to curb any negative effects of CBT.
- Integrating Local Development Goals
The growth of CBT is increasingly linking tourism income to broader community priorities. For instance, SLC homestay hosts share a part of their revenue for community development. Himalayan Ark’s allocates 2 percent of earnings to the Van Panchayat for forest preservation. Village Ways supports crop diversification and gender equality. It also works on healthcare provision in remote Uttarakhand through its arm Village Ways Charitable Trust.
Possible Ways to Strengthen CBT
With increasing interest, CBT is experiencing a growth. However, much more can be done for the long-lasting and prudent development of this tourism category. A few possible measures can attain that.
- Development of CBT Clusters
One way to strengthen CBT is through the development of CBT clusters along popular routes to prominent tourist spots. With existing connectivity, these clusters are easier to establish. This approach has been effective in states such as Sikkim and Himachal Pradesh, where villages along trekking and pilgrimage routes have established homestays and tourism services. Clusters help distribute tourist flow evenly, allowing multiple communities to benefit while managing crowding at traditional destinations. Even urban centers without nearby attractions can promote farm homestays within 50 kilometers, expanding options and creating rural employment opportunities.
- Tapping into Policies and Schemes
The government has formulated a National Strategy for the Promotion of Rural Homestays to create self-employment opportunities in rural areas. The strategy emphasizes supporting eligible rural homestays under schemes like the Prime Minister’s Employment Generation Programme (PMEGP). Training initiatives have also been launched, such as the 2024 Uttarakhand program for 150 homestay owners, organized by EaseMyTrip, SIDBI, and the Uttarakhand Tourism Board. These policies and training initiatives should be leveraged and expanded through collaboration among local governments, NGOs, and tourism stakeholders.
- Corporate Participation
Corporates can support and promote CBT by organizing tours for small groups of employees as performance rewards or gifts. These travelers can then share their experiences, helping to raise awareness about conscious and responsible tourism.
- Exposing Children to CBT
Introducing children to CBT develops an appreciation for local culture, environment, and community life, shaping future advocates for sustainable tourism. For instance, in Uttarakhand, the Pawalgarh Prakrati Prahari, a not-for-profit nature conservation society established in 2015 in the Pawalgarh Conservation Reserve in Nanital district, actively promotes CBT and nature conservation. It offers adventure activities and village experiences for schools, allowing students to engage with CBT firsthand.
- Social Media’s Role
While social media has contributed to overtourism by highlighting popular spots, it can also promote responsible tourism practices. By partnering with sustainable tourism influencers, responsible tourism practices like CBT, and their advantages can be effectively promoted, benefiting both communities and the environment.
- Integrating CBT with Conventional Trips
Tourism operators can integrate CBT into standard trips, ensuring that travel benefits local communities. Their industry knowledge can help regulate visitor numbers and market CBT effectively, enhancing experiences for both travelers and locals.
- Certification Programs
Certification programs, like the United Kingdom’s B Corp, could enhance CBT credibility. These programs would help travelers identify sustainable options and encourage operators to adopt responsible practices.
Conclusion
Community-Based Tourism is becoming increasingly vital in India’s travel landscape, offering authentic experiences while promoting sustainable development. By directly involving local communities, CBT empowers local economies, preserves culture, and protects the environment. Despite challenges such as resource constraints and fluctuating tourist numbers, innovative models and strong collaborations among NGOs, private enterprises, and governments are driving growth. With increasing support and strategic development, CBT has a great potential to create a more responsible and enriching future for both travelers and the communities they visit.
About the Author
Dheeraj Kapoor is Social Sector Professional.
(India CSR)
