Published Paper Details:

The Tourism sector is the country's largest industry, contributing to India's GDP. It has emerged as one of the eminent industries, adding to the advancement of the service sector of the country. However, rural tourism forms a relatively small size but is of emerging significance as it could provide an opportunity to connect with the real India. In 2018, the Government of India implemented the One District One Product scheme with a vision of identifying, promoting and, preserving the cultural heritage of each district in the form of an indigenous product. One District One Product initiative can potentially revamp the rural landscapes to a tourist destination. This would help to showcase the skills, art, and culture of the Indian districts. Moreover, it would positively add to the socio-economic conditions of the districts. The present study seeks to explore the potentiality of the One District One Product program in encouraging rural tourism and entrepreneurship in India. It can link production with tourism through live demonstration sessions and sale outlets. By formulating effective strategies and collaborative efforts, the Government of India can harness the ODOP program to attract tourists to local areas. This would provide an opportunity to encourage cultural heritage and empower the local communities.