India is a tapestry of great geographical mountains, rivers, plains, forests and deserts. Domestic tourism has huge potential feel business gurus.

Domestic Tourism if focused shall reap rich dividends to the tourism sector feels the study revealed on Sunday. According to the study, the Incredible India campaign has taken rural tourism as a key niche and there is ample representation in almost every advertising facet. However, these products are often marketed as stand-alone.

Despite the government being aware of how community tourism is changing the landscape of rural economies in developing countries, and having allotted sufficient funds and policy frameworks for the purpose, the need of the hour is not being served, said a study by the Federation of Indian Chambers of Commerce and Industry (FICCI) and Yes Bank.

The study also said that there should be enough focus on capacity building as lack of human resource, especially when it comes to service-oriented roles, is a major reason why India loses out on tourism footfalls.

It also adds that there is a big need to train entrepreneurs. "Rural entrepreneurs, in recent times, have proved to be the success story of the emerging Indian economy, and provided that a clear direction is given, they can very well champion the cause of sustainable tourism models." The study also talked about conserving tradition and values, besides ensuring infrastructure development.

"Although self-management of models is essential to make them sustainable, the facilities around destinations and products are something that the authorities have to ensure," the study said. "Connectivity, apart from safety, and accommodation are the key components which need to be addressed, as such products often involve travel to remote destinations," it added. (With inputs from internet: AarKay)