Interview with Mr. Sheo Shekhar Shukla, Principal Secretary, Tourism & Culture, Govt. of Madhya Pradesh, and Managing Director, Madhya Pradesh Tourism Board.
Madhya Pradesh, often referred to as the “Heart of Incredible India,” is a land of remarkable diversity, offering a tapestry of rich cultural heritage, stunning natural landscapes, and vibrant traditions. Renowned for its historical landmarks, such as the UNESCO World Heritage Sites of Khajuraho, Sanchi, and Bhimbetka, as well as its abundant wildlife sanctuaries like Kanha and Bandhavgarh, Madhya Pradesh provides a unique and immersive experience for travelers. In this interview, we explore the multifaceted allure of Madhya Pradesh through a Q&A with Mr. Sheo Shekhar Shukla, Principal Secretary, Tourism & Culture, Govt. of Madhya Pradesh, and Managing Director, Madhya Pradesh Tourism Board.
What are the key transformative projects and infrastructure developments currently underway in Madhya Pradesh to enhance the tourism experience?
Madhya Pradesh is currently undergoing transformative tourism projects, including integrated tourism hubs in key destinations like Khajuraho, Orchha, and Sanchi. Infrastructure upgrades such as new highways, rail links, and airport facilities are being invested in for seamless travel. The inauguration of “PM Shri Paryatan Vayu Seva” marks the first intra-state air service connecting eight cities. Projects like the Narmada Parikrama Tourism Circuit and Wildlife Circuit aim to create immersive experiences. Additionally, 1000 homestay rooms are being constructed in 100 villages, focusing on sustainability with waste management initiatives and eco-friendly lodging. These efforts aim to enrich visitors’ experiences with the state’s natural beauty and cultural heritage.
How are these projects expected to impact the local economy and create job opportunities for the residents?
The ambitious projects and infrastructure enhancements in Madhya Pradesh’s tourism sector are poised to yield substantial economic benefits. These endeavors target increased tourist influx, resulting in amplified local spending and business prospects. Through the Responsible Tourism Mission, establishing homestays in 100 chosen villages is projected to offer direct and indirect employment to 20,000 rural families, promoting local traditions and cuisine. To date, 130 rural homestays have been constructed in 41 villages. Job opportunities will span sectors like construction, hospitality, tour operations, and support services, fostering a sustainable tourism ecosystem for both visitors and residents. Moreover, the introduction of new tourism experiences such as nature trails, cultural events, and wellness centers will create additional employment avenues. Locals can undergo training as guides, naturalists, event organizers, hospitality personnel, and wellness practitioners, nurturing a skilled workforce and bolstering community income.
Madhya Pradesh is renowned for its rich cultural heritage. What initiatives are being taken to preserve and promote this heritage among tourists
Madhya Pradesh is an offbeat multi-specialty destination that values its cultural heritage and actively preserves and promotes it for tourism. Various initiatives include restoring historical monuments like Khajuraho temples, hosting cultural festivals such as Malwa Utsav, showcasing tribal art in museums, offering heritage homestays, and supporting artisan skill development. These efforts aim to maintain cultural richness while providing tourists with immersive experiences.
Eco-tourism is gaining popularity worldwide. How is Madhya Pradesh positioned to capitalize on this trend while ensuring sustainable practices?
Madhya Pradesh is dedicated to sustainable tourism, minimizing economic, environmental, and social impacts. The state fosters local community participation by creating jobs through homestays and guide training, and supporting local arts and crafts. Efforts include conserving sensitive areas, raising tourist awareness, and reducing carbon footprints. The development of eco-friendly infrastructure like eco-resorts, nature trails, and wildlife sanctuaries is underway. Sustainable practices, such as waste management, water conservation, and renewable energy, are being implemented in tourism facilities. By involving local communities, these initiatives ensure the preservation of natural resources and benefit local livelihoods.
Can you share some success stories of how eco-tourism initiatives have benefited local communities in Madhya Pradesh?
Certainly, Madhya Pradesh’s eco-tourism initiatives are driving positive change for local communities. In Bhedaghat village near Kanha National Park, villagers have been trained as naturalists and guides, providing them with new skills and income opportunities while promoting conservation. At Pench National Park, local communities manage eco-lodges, gaining a share in tourism revenue and encouraging sustainable practices. Additionally, eco-friendly homestays in Kekadiya, Khari, Sabarwani, Kokhra, Thadipather, and Ladhpura Khaas Pachmarhi foster sustainable tourism, preserve the environment, and generate local revenue. These initiatives boost local economies, instil pride, and ensure the preservation of natural heritage for future generations.
What measures are being taken to ensure that the influx of tourists does not adversely impact the region’s fragile ecosystems?
Madhya Pradesh is committed to balancing tourism growth with environmental protection. The state promotes eco-friendly accommodations, waste reduction, and responsible safari practices to minimize tourist impact on wildlife habitats. By highlighting lesser-known destinations, Madhya Pradesh distributes tourist footfall, easing pressure on popular ecosystems. These efforts aim to ensure sustainable tourism, preserving the state’s natural heritage for future generations while providing visitors with an enriching experience.
How is the Madhya Pradesh Tourism Board leveraging technology to enhance the tourist experience and streamline operations?
The Madhya Pradesh Tourism Board (MPTB) is leveraging technology to enhance the tourist experience and streamline operations. This includes developing a user-friendly website and a strong social media presence to provide comprehensive information on destinations, attractions, and itineraries. MPTB is exploring AI chatbots for WhatsApp for real-time tourist assistance and promoting online booking platforms for hotels, activities, and transportation. Additionally, they are implementing QR code scanning, audio guides, 360-degree VR experiences, and data analytics to understand tourist preferences and tailor marketing strategies. MPTB is also implementing digital permit systems for attractions and wildlife sanctuaries to improve visitor convenience. Overall, these tech innovations aim to make Madhya Pradesh more accessible and enjoyable for all.
Can you highlight some of the unique cultural experiences that tourists can expect to encounter in Madhya Pradesh?
Madhya Pradesh offers a rich cultural tapestry that captivates the senses and provides deep insights into its heritage. Visitors can explore the intricate sculptures of the Khajuraho temples and the Buddhist monasteries at Sanchi Stupa, both UNESCO World Heritage Sites. Experience the vibrant tribal culture through local festivals and traditional dance performances, such as the Tansen Music Festival in Gwalior and the Khajuraho Dance Festival. Participate in workshops on traditional crafts, savor diverse local cuisine, and engage with artisans to learn about indigenous art forms like Gond and Mandana paintings. The state also celebrates vibrant festivals like Dussehra in Bastar and Malwa Utsav, showcasing its rich heritage.
What strategies are being implemented to promote lesser-known destinations and showcase the diversity of Madhya Pradesh?
To showcase the diversity of Madhya Pradesh, we are actively promoting lesser-known destinations such as, the Fossil National Park, the Udaygiri Caves, Chanderi, Patalkot, Amarkantak, Asirgarh Fort, and Bateshwar through targeted marketing campaigns, responsible tourism models, digital media, and collaborations with travel influencers and bloggers. Our thematic circuits, such as heritage trails, wildlife tours, and rural tourism experiences, highlight the unique aspects of these areas. Community-based tourism initiatives engage local communities, ensuring economic benefits while preserving cultural identities. By improving infrastructure and accessibility, we aim to distribute tourist traffic evenly, reducing pressure on popular sites and offering visitors authentic experiences. Madhya Pradesh is rapidly emerging as a top domestic tourism destination, continuously improving its infrastructure, digital presence, and stakeholder engagement. Our future plans emphasize responsible tourism and trust building.
How does the Tourism Board plan to attract more international tourists to the region?
To attract more international tourists, the Madhya Pradesh Tourism Board is focusing on enhancing our global presence through participation in international travel fairs, roadshows, and partnerships with foreign tour operators. We are developing multilingual marketing materials and collaborating with international travel agencies to create tailored packages that cater to diverse interests. Our emphasis on heritage, wildlife, wellness and sustainable tourism resonates well with global travelers seeking unique and enriching experiences. Additionally, we are working closely with the Indian Ministry of Tourism and Indian embassies abroad to promote Madhya Pradesh as a premier travel destination. By leveraging digital marketing and social media platforms, we aim to reach a broader international audience and showcase the unparalleled beauty and cultural richness of Madhya Pradesh.
Can you share some of the upcoming events and festivals that tourists should not miss when visiting Madhya Pradesh?
Madhya Pradesh, renowned for its rich cultural heritage and vibrant festivals, offers tourists a captivating array of events that showcase the state’s unique traditions. Highlights include the Tansen Music Festival in Gwalior each December, celebrating the legendary musician with mesmerizing classical performances. Also in December, the Pachmarhi Utsav features cultural programs, craft exhibitions, and local cuisine in the scenic hill station of Pachmarhi. The Khajuraho Dance Festival in February offers a week-long celebration of classical dance against the backdrop of the iconic Khajuraho temples. The Bhagoria Haat Festival in March, celebrated by the Bhil tribe, provides a unique glimpse into Indigenous customs. In May, the Malwa Utsav in Indore and Ujjain showcases the folk and tribal arts of the Malwa region, featuring performances from around the world.
What are the challenges faced in promoting sustainable tourism practices, and how are they being addressed?
Promoting sustainable tourism in Madhya Pradesh presents challenges such as raising awareness, managing waste, motivating communities, and conserving resources. To address these, the Madhya Pradesh Tourism Board has launched initiatives including eco-friendly accommodations, improved waste management, economic benefits for locals, and awareness campaigns. The board collaborates with local communities to develop practices that benefit the environment and preserve cultural heritage.
How does the Tourism Board collaborate with local communities to ensure that tourism benefits them and preserves their cultural heritage?
The Madhya Pradesh Tourism Board actively collaborates with local communities to ensure that tourism benefits them economically and culturally. Initiatives like rural homestays, guided tours by local experts, and the promotion of traditional crafts and cuisine help generate income for local residents and preserve their cultural heritage. The board also organizes training programs to equip community members with skills in hospitality and tourism management, ensuring they play a central role in the state’s tourism industry. This collaborative approach not only enhances the visitor experience with authentic cultural interactions but also fosters sustainable development within the communities.
Can you highlight some of the unique culinary experiences that tourists can enjoy in Madhya Pradesh?
Madhya Pradesh offers a rich culinary landscape that tourists will find delightful. The state’s cuisine blends traditional flavors and unique regional dishes. Must-try experiences include savoring Indore’s famous Poha and Jalebi for breakfast, indulging in spicy Bhopali Gosht Korma, and tasting Dal Bafla, similar to Rajasthan’s Dal Bati, along with Palak Poori and Chakki Ki Shak. Visitors should also sample local street food like Bhutte ka Kees (grated corn), Garadu ki Chaat (spiced sweet potatoes), flying Dahi Bade, Sabudana Khichdi, and Khopra Patties. The state is also known for sweet treats like Malpua and Mawa Bati. Local markets and food festivals offer ample opportunities to explore these culinary delights.
What measures are being taken to ensure the safety and security of tourists visiting the region?
The Madhya Pradesh Tourism Board prioritizes the safety and security of tourists, implementing measures such as tourist police deployment, help desks, and comprehensive travel assistance. Collaborating with local authorities, the board ensures strict safety protocols and readily available emergency services. Regular training for tourism stakeholders enhances service reliability. Notably, Madhya Pradesh is recognized as a safe destination for solo women travelers, offering self-defense training, women hosts at tourist spots, specialized accommodations, and women tour guides in Gwalior and Khajuraho. Women from the Pardhi communities in Panna and forest guides in Madhai lead excursions, showcasing the state’s commitment to security and empowerment. The State is reputed as a safe destination for travellers, especially women solo travellers.
How does the Tourism Board plan to promote Madhya Pradesh as a destination for adventure tourism?
The Madhya Pradesh Tourism Board aims to position the state as a premier adventure tourism destination, leveraging its diverse landscapes of dense forests, majestic mountains, and vast water bodies. We offer Tiger Safari tours at six tiger reserves: Kanha, Bandhavgarh, Satpura, Pench, Panna, and Sanjay-Dubri. Adventure enthusiasts can enjoy river rafting in Betwa River, Orchha, and zip lining at Flying Fox in Kerwa Dam, Bhopal. Additional activities include cable rides over the Marble Rocks and Dhuandhar Falls in Bhedaghat, kayaking and boating in Bhopal Lake, cycling safaris through national parks, and parasailing, paragliding, and rock climbing in Pachmarhi. All activities adhere to international safety standards. Collaborations with adventure tour operators and investments in state-of-the-art equipment will enhance the experience. Targeted marketing campaigns will promote Madhya Pradesh’s unique adventure offerings domestically and internationally. Our goal is to create a robust adventure tourism ecosystem that attracts thrill-seekers worldwide.
Can you share some success stories of how tourism initiatives have empowered women and marginalized communities in the region?
Tourism initiatives in Madhya Pradesh have made a significant impact on empowering women and marginalized communities, fostering sustainable livelihoods and promoting social inclusion. A shining example of this is the rural homestay initiative, where local women are trained to manage and run homestays, providing them with stable incomes and a platform to showcase their culture and hospitality. Other efforts, such as guide training programs, promoting local art and crafts, and conservation endeavors in ecologically sensitive areas, further contribute to this empowerment. In collaboration with Pashoo Pakshee, the MPTB has launched a comprehensive rural livelihood program focused on creating responsible souvenirs and merchandise that showcase iconic destinations in Madhya Pradesh. By prioritizing the needs and aspirations of local communities, these initiatives ensure that tourism development benefits everyone involved. In places like Panna and Kanha, community-based tourism projects have actively engaged tribal communities in eco-tourism and wildlife conservation, leading to improved economic conditions and the preservation of their cultural heritage. These initiatives not only provide financial upliftment but also boost self-esteem and societal status, underscoring the transformative power of inclusive tourism for social progress.
What are the future plans for developing tourism infrastructure in remote and unexplored areas of Madhya Pradesh?
Our upcoming efforts to enhance tourism infrastructure in remote areas prioritize sustainability and responsibility. We plan to improve connectivity with better roads and transportation, balancing accessibility with environmental preservation. About 79 Way Side Amenities (WSA) have been installed alongside National and State Highways connecting Madhya Pradesh to other states, offering toilets, restaurants, parking, souvenir shops, petrol pumps, and EV charging stations. Eco-friendly accommodations like homestays and campsites will cater to travelers seeking unique experiences. Community-based tourism will involve locals, sharing economic benefits, fostering a welcoming environment for tourists, and supporting local development.
How does the Tourism Board plan to leverage public-private partnerships to achieve its goals?
The Madhya Pradesh Tourism Board recognizes the power of public-private partnerships (PPP) to drive tourism growth. They plan to achieve this by developing world-class tourism infrastructure, promoting niche tourism experiences, leveraging marketing expertise, managing heritage sites, and providing skill development opportunities. These partnerships aim to attract more tourists, boost the local economy, and showcase the state’s diverse tourism offerings.
What is your vision for the future of tourism in Madhya Pradesh, and how do you plan to achieve it?
Our dream for the future of tourism in Madhya Pradesh is to position our state as a top-notch destination, offering a wide array of experiences. From delving into our rich culture and spirituality to exploring thrilling adventures and eco-friendly journeys, we aspire to showcase it all. Our approach focuses on sustainable tourism practices, safeguarding our precious natural and cultural heritage. Through investments in modern infrastructure, improved connectivity, and digital marketing efforts, we aim to propel growth. We believe in involving local communities and stakeholders in tourism development to ensure that everyone benefits. By fostering innovation, leveraging technology, and forging meaningful partnerships, we envision a vibrant tourism sector that not only boosts our economy but also enhances our global reputation. Madhya Pradesh has achieved a new tourism record with over 110 million tourists in 2023. We aim to increase this even further.