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Tourism is a tool for creating jobs, reducing poverty, and promoting human development that is sustainable. A country’s economic, cultural, social, and political values are impacted by tourism. Due to the abundance of exciting new tourist locations, tourism is steadily expanding over the world and J&K itself. With significant economic benefits, tourism has grown to become one of the major service businesses in the world. Due to the emergence of e-commerce, technology advancements, demographic changes, and the deregulation of the airline industry, travel and tourism are unintentionally boosting the global economy’s Gross Domestic Product (GDP) and generating jobs. Other connected industries, such as transportation, construction, retail, etc., have improved as a result. As per reports, the travel and tourism industry contributes 10% of the worldwide GDP. This thriving tourist sector is emerging as a significant engine of growth and prosperity, a source of jobs, assistance in boosting the national income, and assistance in improving the balance of payments. The tourism sector in India is expanding rapidly. Conceptual alignment with rural tourism, eco-tourism, health tourism, adventure tourism, and culinary adventure is necessary for the promotion of agritourism. The idea of rural tourism expands the reach of travel and tourism to a greater population. The tourism industry’s fastest-growing segment is thought to be rural tourism. A significant contributor to sociocultural transformation is tourism. There are many benefits to travel. It improves interpersonal relationships, community self-image, employment prospects, educational chances, and the desire to learn new things, among other factors. In India, employment prospects are growing more slowly than the country’s population. The agriculture industry employs over 70% of the population of India. Most farm workers only find temporary jobs. They start looking for work at that time in the neighbourhood or nearby. Expanding tourism development in rural areas has been deemed necessary. Many nations, like Singapore, Malaysia, the United States, Costa Rica, Kenya, and Canada, use nature-based projects to showcase their natural splendour. The local community manages the area’s scenic spots, which aids in improving the socioeconomic standing of rural residents. A significant source of revenue for the world’s currency is tourism. Rural tourism refers to travellers’ fascination with exotic and native cultures. As villages have their own distinct styles and magnificent natural beauty, rural tourism is particularly fascinating to both domestic and international visitors. Rural tourism differs from conventional tourism in that it places less emphasis on the local populace. Due to its distinctive history, culture, and natural features, the Union Territory of J&K offers a great deal of potential for rural tourism. Rural tourism is a novel idea that encompasses all travel-related activities that allow people to exchange cultures and traditions. In rural tourism, visitors stay in locals’ houses to learn about their customs, traditions, way of life, eating habits, festivals, folk dances, music, and rituals, among other things. The urban residents who reside in congested and filthy towns may find the villages to be the main attractions. Such folks seek escape from their everyday grind by spending weekends and holidays in rural locations. Participatory rural tourism is intended to enhance the economic and social well-being of the community. To ensure that rural tourism supports and benefits the local community socio-culturally and economically and is not just generating income for the government or private business owners, the local community needs to prepare ahead. Rural tourism must work to fulfil its responsibilities to nearby communities if we wish to market it. Certain factors, including a clean, pollutant-free environment, customs, local handicrafts, folk dance and music, paintings and sculptures, the history of the area, the nature of local employment, the use of technology, agriculture, horticulture, architecture, the educational system, religion, attire, and leisure activities, among others, can draw visitors from far and wide.

New employment prospects in rural areas may result from rural tourism. New jobs in rural areas could inspire people there to pursue education. The local population’s interest in and pride in their culture, traditions, and values may be rekindled through rural tourism. Local folk customs may be lost to hegemonic culture and the impact of modern media. Tourists may find these cultural features fascinating.