Today, with rising environmental consciousness and expanding highway networks, eco-tourism along national and state highways is emerging as a promising frontier — melding nature conservation, cultural heritage, and rural prosperity
Historically, travel tourism in India is 2,500 years old, dating back to the creation of urban settlements by the Indus Valley Civilisation. During the medieval period, food dhabas (eateries) known as sarais were the main harbinger of intercultural food and travel tourism along the Grand Trunk Road, which was the main artery for trade at the time.
However, modern tourism in India started after Independence when the Tourist Traffic Committee was set up in 1948, which recommended ways to promote tourism in the country. Tourism is the most important driving force of the economy in both developed and developing nations. To regulate tourist behaviour, the concept of eco-tourism has now become the hallmark of clean and nature-friendly tourism.
Late Ignatius Amaduwa Atigbi was one of the key figures in planning global tourism, and is recognised as the ‘Father of World Tourism Day’ since 1979, when the United Nations World Tourism Organisation accepted his proposal to celebrate 27 September as World Tourism Day.
Tourism in India has been steadily becoming a key driver of the country’s economic growth. Tourism directly contributes 2.78 per cent to GDP, and if we add the indirect contribution, it adds up to 5.82 per cent. Not only that, tourism contributes to around 8 per cent of direct and indirect employment. In 2024, people spent `21 trillion on tourism and created 46 million jobs, with projections to reach `35 trillion by 2025.
As tourism grows, more emphasis is being laid on eco-tourism — both for environmental reasons and to promote the sustainable use of the country’s diverse landscapes and natural features. One of the emerging opportunities for eco-tourism lies along national and state highways, which pass through varied landscapes.
Over the last 10 years, the national highways network has grown by 60 per cent — from 91,287 km in 2014 to 146,955 km in 2024 — offering tremendous economic opportunity.
All over the world, especially in European countries and the United States, highway motels and resorts are the backbone of tourism and, by extension, the economy. It is worthwhile to examine successful examples of highway tourism initiated by forest departments, which not only spread messages of conservation but also show how natural beauty can enhance the travel experience and generate wealth in the hinterlands. One such iconic example is Cheetal Grand, located around 100 km from Delhi on the Delhi–Dehradun highway, situated on the outskirts of Khatauli town in Muzaffarnagar district, Uttar Pradesh. The Divisional Forest Officer overseeing Muzaffarnagar district established a highway eco-tourism eatery in 1974 in Khatauli with the help of Mr NM Khan, an experienced food expert.
He founded the Cheetal Deer Park Restaurant beside the Upper Ganga Canal, offering visitors a unique experience of dining amidst wildlife enclosures. With the dedication of Mr Khan and the high quality of food, excellent staff behaviour, and an ambience set in sylvan surroundings — with the support of his sons — Cheetal grew by leaps and bounds.Gradually, the owner established Cheetal Grand at National Highway 58, where they had a larger space to attract nature lovers by creating a mini-zoo, especially featuring birds from around the world.
It was superbly maintained by Mr Urooj Nisar, the Managing Director of Cheetal Motels. It is now a world-class restaurant, known for the brand value of its food and natural ambience. When the highway route shifted, the restaurant reopened near the Khatauli bypass and continues to draw massive footfall. The puffy omelette, pakoras, toasts, and sandwiches are particularly popular, not to mention the mouth-watering rajma-chawal. Around 40 per cent of visitors come specifically for these items. Local entrepreneurs also sell their handmade crafts here — like Khurja pottery — making it an international-standard success story in roadside eco-tourism.
However, the present facility does not quite match the previous one, which was on a larger plot in Khatauli and had more cultural appeal. Due to increased traffic to Dehradun and Mussoorie, the newer site is often crowded.
Yet, it still reflects civilisational values in its management, staff selection, and the quality and variety of food. If Indian entrepreneurs wish to replicate this model, Cheetal Grand is an excellent example to follow. Several similar spots are emerging across the country, but they need scaling up and better integration of India’s civilisational ethos. Smile Stone, another elegant small restaurant, located 90 km from Pune and 20 km from Ahmednagar, offers a variety of cuisines and is a favourite with travellers. Punjabi dhabas also serve some of the best roadside food, although many still need improvements in hygiene and cleanliness to become true brand experiences.
A few — like Amrik Sukhdev Dhaba on the Delhi–Chandigarh highway, Puran Singh ka Dhaba in Ambala, and Haveli on the Jalandhar–Ludhiana highway — attract many tourists with their North Indian offerings and charming ambience. Likewise, Saravana Bhavan, the South Indian restaurant chain, is now a pan-Indian phenomenon offering excellent South Indian fare. The future of wealth creation in rural and semi-rural areas lies in landscape eco-tourism along highways, offering both employment opportunities and relaxation for the middle class looking to escape the urban cacophony and pollution.
The Government of India should establish an Eco-Development Board to plan not just forest-based eco-tourism, but also a structured framework for highway landscape management. A national and state-level structure is vital to meet climate goals. The new tourism policy should mandate that highway restaurants reserve space to showcase local cultural traditions, tree species, handicrafts, small-scale industrial products, tribal arts, medicines, and other artisan items. There is an urgent need to broaden the economic ecosystem — and highway eco-tourism may be the catalyst that propels India closer to its goal of becoming a developed nation.
(The writer is a former IFS officer and Chairman of the Centre for Resource Management and Environment. Views are personal)