Matholi village emerges as model for women-led rural tourism in Uttarkashi

Matholi village in Uttarkashi’s Chinyalisaur block is fast becoming a model for rural tourism and women empowerment, with local women taking charge of hospitality services and offering immersive village tours through homestays.

The transformation of Matholi into a vibrant tourist destination is largely attributed to the efforts of local youth Pradeep Panwar, who returned to his village during the COVID-19 lockdown. With prior experience in the tourism industry, Panwar took the initiative to convert a nearby cowshed into a homestay and began hosting tourists.

He simultaneously empowered women in the village by training them in various aspects of hospitality, including cooking, trekking guidance, and conducting cultural tours. To promote the spirit of this initiative, Panwar branded Matholi as "Bwari Village" — with “Bwari” meaning daughter-in-law in the local dialect — to emphasize the message of women empowerment.

“The homestay started on March 8, 2022, and has hosted around 1,000 tourists since then. It has created employment opportunities for nearly 20 women,” said Panwar, who added that his homestay is now officially registered with the tourism department, enabling him to take online bookings.

Local resident Anita Panwar noted that more women are now interested in converting their own ‘chhanis’ (huts) into homestays, following the success of the initiative.

Innovative events like the “Ghasyari Competition,” designed to introduce tourists to unique aspects of village life, have also contributed to the growing appeal of Matholi.

Chief Minister Pushkar Singh Dhami lauded the initiative, stating, “Matholi village is a model for both rural tourism and women empowerment. If any family from the village wants to start a homestay, they will be given access to all tourism department schemes and assistance with the registration process. Other villages should take inspiration from Matholi.”

As of now, 5,331 homestays are registered with the Uttarakhand tourism department, many of them run by women in rural areas. Under the Pandit Deen Dayal Upadhyay Homestay Scheme, the state offers a subsidy of up to 25% in the plains and up to 33% in hilly regions to support the establishment of homestays.