• Pochampally village in Telangana has been selected as one of the Best Tourism Villages by the United Nations World Tourism Organisation (UNWTO).

• The award will be presented during the 24th General Assembly of the UNWTO on December 2 in Madrid, Spain.

• The ‘Best Tourism Villages’ initiative by UNWTO aims to award those villages which are outstanding examples of rural destinations and showcase good practices in line with its specified nine evaluation areas. 

• It aims to maximise the contribution of the sector to reducing regional inequalities and fighting against rural depopulation. It also seeks to advance the role of tourism in valuing and safeguarding rural villages along with their associated landscapes, knowledge systems, biological and cultural diversity, local values and activities, including gastronomy.

The ministry of tourism recommended three villages for the UNWTO Best Tourism Village entry from India. They were:

• Kongthong in Meghalaya

• Ladhpura Khas in Madhya Pradesh

• Pochampally in Telangana. 

The Silk City of India

• Pochampally, 50 km from Hyderabad, in Nalgonda district is often referred to as the ‘Silk City of India’ for the exquisite sarees that are woven through a unique style called Ikat. This style, Pochampally Ikat, received a Geographical Indicator (GI Status) in 2004.

• The word ‘Ikat’ means tie and dye. Ikat involves the process of wrapping (or tying) and dyeing sections of bundled yarn to a predetermined colour pattern before they are woven. The dye penetrates into exposed sections while the wrapped section remains undyed. This pattern formed by the yarn in this process is woven into fabric.

• Pochampally Ikat is also known locally as Chitki, Pogudubandhu, and Buddabhashi. 
The fabric used is cotton, silk and sico, which is actually a mix of silk and cotton. There are more than 5,000 looms producing this textile in this region.

• Pochampally is also known as Bhoodan Pochampally to commemorate the Bhoodan Movement that was launched by Acharya Vinobha Bhave from this village on April 18, 1951. Currently a two-room Vinobha Bhave Mandir exists within the village which was earlier the place where he resided during his visit to the village.

What is the purpose of UNWTO?

• The World Tourism Organisation (UNWTO) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.

• It was established in 1974 and the headquarters is situated in Madrid. 

• UNWTO’s membership includes 159 countries, six associate members and over 500 affiliate members representing the private sector, educational institutions, tourism associations and local tourism authorities.

• As the leading international organisation in the field of tourism, UNWTO promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide. 

• UNWTO encourages the implementation of the Global Code of Ethics for Tourism, to maximise tourism’s socio-economic contribution while minimising its possible negative impacts, and is committed to promoting tourism as an instrument in achieving the Sustainable Development Goals (SDGs), geared towards reducing poverty and fostering sustainable development worldwide.

• UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and works to make tourism an effective tool for development through technical assistance projects in over 100 countries around the world.

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