JIMS8M: The Journal of Indian Management & Strategy

Agriculture and tourism are the two important sectors of the Indian economy which carry the potential of changing the position of India in the world economy. The amalgam of these two important sectors creates a new tourism product named as agritourism or agro-tourism. It is a tourism-related to farms and ranches which can provide various benefits to low-income farmers by supporting them to earn additional income, and it creates employment for rural youth, promoting handicraft art, and preserving the culture of minorities. Presently, agri-tourism is at a very initial stage in India and taking its baby steps. In Rajasthan, about 75% population is living in rural areas, where major occupation is agriculture and its allied activities. Therefore, in order to cope up with the unpredicted nature of agriculture and to release the financial strain on families the supporting activity like agro-tourism can help farmers by widening the scope of their earning. The paper aims to highlight the value of agro-tourism in Rajasthan while highlighting its holistic nature and further enunciate it as the important product of sustainable tourism products in the state and further discuss the potential scope and suggestions for agro-tourism to flourish in Rajasthan.