Rural tourism – new mantra of travel
“Rural tourism, tourism and countryside nature come together to meet the particular needs and interests of travelers whose main motivation to take a countrysides trip are escaping from daily life routine, seeking adventure, rewarding and attractive destination attributes, ecotourism activities & enjoying a whole different range of countryside activities.”
Like other successful business industries, the tourism industry is built by fulfilling the customer’s needs and expectations. That philosophy is also true for a successful rural tourism business. For this reason, the key observations in this section are driven largely by the research of current and prospective travelers. Their input is the basis for the successful long-term strengthening of the rural tourism industry
Many domestic travelers are more often motivated by the category of ‘visiting with friends and relatives for leisure’. These leisure tourist has the potential to become a powerful ambassador for rural tourism. Those who travel wholly or in part for the purpose of enjoying a whole different range of countryside activities (as their main motivator) are the key market segment to attract. Satisfying the needs of these ‘rural tourists’ will have the effect of increasing the overall tourism numbers traveling to the countryside. This segment is represented in the adjacent diagram and is estimated to amount to 25% of all tourists to India, a percentage which will grow in the knowledge economy of the future
The rural tourist tends to be more educated, have a higher income and are seeking an ‘Indian countryside experience’ to a much higher degree than the average tourist
Profile of the rural tourist
In addition to the above characteristics which emerged in the last few decades, there are some key trends we believe will come to characterize rural tourism in the coming years
Rural tourism : future top trending …
New markets:
A growing interest in rural life, including heritage and tradition, search for solitude and relaxation in a quiet natural place, an increasing health consciousness giving a positive appeal to rural lifestyles and values signifies the changing trend in travelling preferences. Travelers from these segments are a perfect fit for the profile of the rural tourist & they tend to be more educated, have a higher income and are seeking an “India countryside experience” to a much higher degree than the average tourist
Diversity of interests:
In order to provide the maximum visitors with maximum ‘reasons to visit’, A destination must be able to provide a range of experiences between ‘consumption’ and ‘participation’– from passive to active, including hybrid models that allow the tourist to design and mold her/his experience towards a unique definition of rural tourism
Activity and participation:
With the rise in interactivity on the internet, individuals now act without waiting for someone else to facilitate. For a new generation of tourists, being able to choose actively and participate in their own experience is given and a reflection of their general experience in the world. A rural experience must provide opportunities for choice and participation
Creative economy:
For the ‘creative class tourist’, travel is justified in the way that it contributes to the tourists’ personal bank of knowledge and skills, which, in turn, increase their competitiveness in the creative economy. Travel experiences for these, tourists, therefore must provide opportunities to improve his or her intellectual competencies
Digital will dominate:
95% consumers research & weigh their options online before making a travel decision. Rural tourism will experience the higher digital adoption & digital will be the prime source of information about a specific destination, an important means of promotion for the rural tourism industry and influence destination image
Competition on excellence:
In the current dynamic & competitive climate, rural tourism must compete on excellence. With a wide menu to choose from, rural tourists will drive to those experiences that are of high quality and uniqueness and that provide “value for time”
