India Tourism, in partnership with Culture Aangan Holidays, recently hosted two events in London and Manchester to launch a new Rural Tourism campaign to the UK market.

The campaign aims to ensure a cultural exchange between the local community and visiting travellers, offering holidaymakers the opportunity to discover the real India and immerse themselves in Indian life.

Via the scheme, travellers are encouraged to explore rural villages and stay with local families, receiving a first-hand experience of local cultural traditions such as cuisine, textiles, crafts and the natural rural environment.

The concept has been launched by Culture Aangan, a social enterprise dedicated to promoting sustainable rural tourism and supporting the development of grass-roots projects.

The project aims to share village life culture and also generate a vital livelihood for people living in rural India by offering them the opportunity to renovate their farmhouses with sustainable features such as working water wells whilst learning new skills, including how to host their guests.

The destinations included in the itineraries have been hand-picked by Culture Aangan, ensuring a range of products are available to travellers including home stays, farm stays, school tours and rural getaways.

Experiences range from exploring the villages of Rajasthan and spending the day with the camel herding community to bathing with buffalos and learning the art of block printing from the Rabaaddi Tribes.

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