India’s essence does not lie in the bustling cities of Kolkata, Delhi, Mumbai, or Chennai, but in the multitude of its villages. Thus, the country’s tourism should extend beyond limited destinations to encompass its villages. The positive impacts of tourism should benefit a wider range of locations, aligning with the ultimate goal of tourism. Various experts, including psychologists, academicians, and specialists, have defined tourism and rural tourism from different perspectives and experiences. Rural tourism, a form of traditional tourism, primarily occurs in non-urban areas. Its main objective is to generate livelihood for residents and promote their culture. It’s fair to say that rural tourism can curb migration and provide employment opportunities at people’s doorsteps. There are several forms of rural tourism, such as village-based tourism, agriculture-based, farm-based, and eco-tourism. Recently, Gaushala Tourism has been added to this list. It is also termed as Cow Tourism, Kamdhenu Tourism, etc.

Gaushalas hold a significant place in our villages, with cows being central to our culture and economy. Historically, from the Vedic period, Gaushalas were managed by every households, agricultural community and the sages. However, during the periods of Islamic and British rule, cows were systematically sent to slaughterhouses, disrupting the connection between cattle and agriculture. The British introduced the concept of ‘Kanji House’ to catch cows released by their owners, funding it through fines collected for releasing the cows. Forms of this system include Pinjrapole and Gausadan. In modern times, Gaushalas are returning to their original purpose, with various programs focusing on religious, cultural, and research aspects. Cows are not only sources of milk and manure but also of numerous by-products. Gaushalas now host programs on renewable energy, organic farming, gardening, medical care, management, innovation, and tourism, reinforcing their importance in our society.

The significance of cows is extensively documented in the sacred texts of Sanatana Dharma, including Gavonipshad, Vedas, Samhitas, Puranas, Bhagavatam, Mahabharata, Ramayana, Smritis, and more. This reverence for cows is also highlighted in the religious literature of Sikhism, Buddhism, Jainism, Paganism, Judaism, Christianity, Baháʼí Faith, Zoroastrianism, and Islam, among others (Dakshin Vrindavan, 2020)

Tourism in Gaushala- Case Study

Adarsh Gaushala in Gwalior, which houses over 10,000 indigenous cows, is excellently managed under the supervision of sages with support from the Municipal Corporation. The idea of developing tourism within the Gaushala began in 2018 with event titled Heritage Walk in Gaushala. The objectives of developing tourism in Gaushala include:

• To develop gaushala as a tourism destination
• To support gaushala development through tourism.
• To promote indigenous cow cultural through tourism
• To check the possibility of organising tourism events in Gaushala.
• To inform the gaushala stakeholders about the potential of rural tourism and the associated benefits.
• To give visitors an opportunity to connect with gaushala and experience the rurality.

With these objectives in mind, various tourism activities have been organized at Gaushala in recent years. One notable event was a Photo Walk, aimed at inviting young, enthusiastic photographers to capture images of cows. Participants were able to appreciate the serene environment, savor authentic and delicious food, and experience the positive energy emanating from the cows.

At the second level, participants of the Agri-Tourism Workshop were invited for a field visit to experience the agricultural system. This program was organized by a national-level tourism institute based in Gwalior. Through Gaushala, participants gained an understanding of the intricacies of agri-tourism. They were also informed that the cow and the cowshed (Gaushala) serve as excellent sources for learning management, with the cow itself exemplifying self-management.

In the continuation, a series of Heritage walk titled ‘Azadi Trails’ organised in Adarsh Gaushala, Gwalior in the year 2022 supported by India Tourism Office Mumbai of Ministry of Tourism, Government of India.

A group of 120 Indian-origin tourists from the United Kingdom and Australia visited the Gaushala to immerse themselves in Indian culture, savor authentic cuisine, learn about the significance of indigenous cows, and understand the principles of organic farming.

A delegation from East African countries visited Adarsh Gaushala to understand and exchange their experiences of African cow culture with Gaushala officials, tourism experts and gausevaks.

To promote intercultural activities, the Paryatan Vikas Welfare Society, with support from the India Tourism Indore office of the Ministry of Tourism, Government of India, organized an Ek Bharat Shreshtha Bharat (EBSB) event. Under EBSB, Madhya Pradesh’s cultural partners are Manipur and Nagaland. Artists from Manipur performed cultural showcases as part of this event.

‘Swachhta Hi Sewa’ was celebrated at the Gaushala in Gwalior to promote cleanliness in tourism. Volunteers organized a cleanliness drive as part of the event. The program was organized by the Paryatan Vikas Welfare Society with the support of India Tourism Mumbai.

As part of this series, the Rural Tourism Festival emerged as a significant and strong initiative. On National Tourism Day, observed on January 25th in the years 2022, 2023, 2024, and 2025, the Rural Tourism Festival was organized under various themes, emphasizing the importance of sustainability and regional identity, known as Deshaj Darshan. Deshaj Darshan Samvaad Satra, a dialogue session to highlighting the tourism aspects in Gaushala was organised in the year 2024 and 2025. All fundamental aspects of rural tourism were meticulously arranged. The event attracted over 500 participants from across the country, including academicians, scholars, students, experts, practitioners, and media personnel, who all actively participated and experienced the festival

Highlights of activities held under Rural Tourism Festival

• Welcome: Guests receive a traditional greeting, followed by an invitation to participate in cow worship.
• Cultural Walk: This activity involves a guided tour of the Gaushala for all visitors. Participants are introduced to the lifecycle of cattle (cows), the differences between cows and buffaloes, the distinctions between indigenous and mixed breeds of cows, organic farming practices, the properties of cow’s milk, and various cow byproducts like vermicomposting and gobar briquettes. Additionally, they learn about tree transplantation, the veterinary hospital, green homes, huts, calf hugging, gobar gas plants, and waste-to-best initiatives. During the Gaushala walk, guests are taken to see cows and bullocks of all ages. Furthermore, the environment is enriched with decorated huts, wells, schools, hearths, bullock carts, chaupals, rangoli, lohri, straw-carts, and other elements of rural life, providing an authentic showcase of the rural environment. All participants thoroughly enjoyed and learned from these experiences.
• Visitors also engaged in traditional rural games such as Stapu, Sithaulia, and Marbles, thoroughly enjoying the experience. These activities provided new experiences for the youth, while allowing the elders to reminisce and revisit cherished memories.
• To promote self-employment, stalls were established to exhibit and sell local products. Items such as Paper Mache dolls, cow dung decorations, souvenirs, diyas, dhoop, incense sticks, pickles, papad, murabba, organic jaggery, and manure were available for purchase.
• As part of the sequence, a cultural program was organized where local artists performed folk songs. Distinguished guests engaged in discussions about the future of rural tourism. After the discussion session, visitors were treated to an authentic rural meal. The food, prepared on traditional chulhas, was served in Dauna-pattal (leaf plates) and Kulhad (clay cups), exemplifying sustainable dining practices.

This experiment can be deemed successful on several fronts as it fulfills the primary objective of rural tourism, which is to connect and introduce people to their own culture. While it may not be feasible to replicate this exact experiment in every Gaushala, the potential for developing rural tourism in well-organized and efficiently managed Gaushalas cannot be overlooked. This initiative not only promotes rural tourism and attracts visitors to the Gaushala, but also reconnects people with their roots. The Gaushala, along with its owners, entrepreneurs, and managers, will benefit both directly and indirectly from the revenue generated by tourists. This model will provide employment opportunities through tourism and Gaushala activities, ultimately leading to self-sufficiency (Atmanirbhar) for the local community.

The Gaushala of Gwalior is championing the cause of sustainable weddings through its Vaidik Vivaah Utsav initiative. This program aims to promote economically, culturally, and environmentally sustainable marriages. The Vaidik Vivaah Utsav, a destination wedding event, will highlight the concept of Vedic marriage at the Gaushala. Its objective is to preserve Indian traditions through tourism and encourage marriages performed with Vedic rituals, thereby promoting nutrition and culture. Additionally, the event includes a rural tourism festival to showcase the integrity (sattvikta) and richness of indigenous Indian culture. The primary goal of this program is to introduce new ideas for social and economic development through tourism. It also supports Prime Minister Narendra Modi’s mission ‘Wed in India‘. The Dainik Bhaskar newspaper recently featured an article on this endeavor.

States such as Haryana, Rajasthan, Gujarat, Maharashtra, and Madhya Pradesh possess immense potential for this type of initiative. An organisation in Jharkhand runs Cow Safari to make Gaushala self sufficient. Entrepreneurs from African Countries Uganda and Rwanda showcasing their cow culture through tourism by Ankole Cow Tours. This tourism experiment will not only bolster the tourism industry but also reinforce the vision of our Prime Minister for a self-reliant India, while simultaneously making Gaushalas self-sufficient.

Gwalior is the birthplace of Gaushala tourism. This innovative concept, nurtured by saints and promoted by policymakers and administrators, is now guiding other Gaushalas and tourism experts globally as a novel form of tourism.