By Eva Fydrych
Welcome to Madhya Pradesh!
Panna National Park (Photo courtesy of Madhya Pradesh Tourism Board)
In the heart of India lies Madhya Pradesh, a state where history whispers through ancient temples and wildlife roars across sprawling national parks. This vibrant tapestry unfolds to reveal a treasure trove of experiences, captivating adventure seekers, history buffs, and spiritual pilgrims alike. From tiger safaris in verdant jungles to intricate carvings on millennia-old monuments, Madhya Pradesh promises an unforgettable journey for every traveller seeking a unique blend of cultural immersion, natural wonders, and soul-stirring experiences.
Offering insights into the state's tourism landscape, we present an exclusive interview with Mr. Sheo Shekhar Shukla, the Principal Secretary of Tourism & Culture, Government of Madhya Pradesh. Enjoy!
Mr. Sheo Shekhar Shukla, the Principal Secretary of Tourism & Culture, Govt. of Madhya Pradesh
FASHION STUDIO MAGAZINE: As the Principal Secretary of Tourism & Culture, Government of Madhya Pradesh and Managing Director of Madhya Pradesh Tourism Board, could you share with us some of the latest developments and initiatives that have been undertaken to promote tourism in the region?
Mr. Sheo Shekhar Shukla: In recent years, Madhya Pradesh has launched several major initiatives to enhance tourism. This includes designating land parcels for projects valued under ₹100 crore throughout the state to attract investments in hotels, convention centres, and adventure sports. Infrastructure upgrades are underway, such as the Narmada Expressway and a new terminal at Jabalpur Airport, along with the introduction of two new airports in Guna and Shivpuri. The recently launched PM Shri Paryatan Vayu Seva air taxi service, initiated in June, will facilitate travel within the state.
We have successfully established 130 functional homestays across 41 villages, with a goal of creating 1,000 homestays in 100 villages to ensure economic and cultural benefits for local communities. Additionally, we are developing intra-state cruise routes to enhance the cruise experience. Events like the Tour de Satpura and Pachmarhi Monsoon Marathon have been organized to attract adventure enthusiasts, along with promoting yoga retreats and creating new trekking trails. With relaxed formalities, subsidies, and streamlined processes for filming permits, Madhya Pradesh is emerging as a vibrant destination for film tourism.
Khajuraho Group of Monuments (Photo courtesy of Madhya Pradesh Tourism Board)
FASHION STUDIO MAGAZINE: What strategic plans does the Madhya Pradesh Tourism Board have in place to further enhance the tourism sector and attract more visitors to the region in the coming years?
Mr. Sheo Shekhar Shukla: In 2023, Madhya Pradesh achieved its highest tourist influx ever, welcoming approximately 112 million visitors—three times the figure from 2022. To maintain this momentum, we are actively participating in international tourism fairs, hosting roadshows, organizing familiarization trips and collaborating with Indian embassies and domestic and foreign travel agencies and media. Our strategic initiatives focus on both infrastructure development and enhancing visitor experiences by upgrading transportation links, improving accommodation options, promoting responsible tourism initiatives, and providing experiential opportunities.
We are also expanding our digital presence and employing modern marketing strategies to attract a global audience while partnering with private entities to create unique offerings such as heritage walks, culinary tours, and eco-friendly safaris. Additionally, prioritizing safety and promoting Madhya Pradesh as a secure destination, especially for solo female travellers, is essential to instil confidence and encourage more visitors to explore our diverse attractions.
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Rural tourism (Photo courtesy of Madhya Pradesh Tourism Board) Click to enlarge
FASHION STUDIO MAGAZINE: How do you envision the future of tourism in Madhya Pradesh, considering the transformative projects and infrastructure developments that are currently underway?
Mr. Sheo Shekhar Shukla: The future of Madhya Pradesh tourism shines bright thanks to ongoing transformative projects. Improved infrastructure, such as roads and airports, will open up previously hidden gems, while a focus on sustainable practices positions us as a leader in eco-tourism. We're also expanding our offerings, catering to diverse interests with options ranging from luxury getaways to experiential experiences to adventure activities.
By embracing technology and providing seamless visitor experiences, we envision Madhya Pradesh becoming a leading destination in India and globally, renowned for its rich cultural heritage, diverse wildlife, and adventure opportunities that foster economic and social growth.
"Originally adorning mud homes as a symbol of good fortune, Gond art owes its origins to the folklore of the Gond tribe. Now, globally recognized in its modern vibrant version on canvas and paper, it is no longer appreciated for just it's tribal heritage but is well respected as a characteristic modern art form." - Source: The ‘Gaatha’ project
FASHION STUDIO MAGAZINE: In your expert perspective, what impact do cultural heritage and eco-tourism have on the local economy of Madhya Pradesh, and how are these aspects being leveraged to benefit both tourists and residents?
Mr. Sheo Shekhar Shukla: Cultural heritage and eco-tourism significantly contribute to the local economy by generating employment opportunities and fostering community development. Heritage sites and eco-tourism activities attract a diverse range of tourists, which in turn supports local artisans, guides, and hospitality providers. We leverage these aspects by promoting responsible tourism practices that preserve our cultural and natural heritage. The Madhya Pradesh Tourism Board has integrated local communities into tourism activities by training both men and women to be guides, maintaining and running homestays in both urban and rural areas, and encouraging local artisans. This ensures that the economic benefits are shared widely, improving the livelihoods of residents and enhancing the overall tourist experience.
Orchha Fort Complex, Orchha, Madhya Pradesh (Photo by Shruti Singh / Unsplash)
FASHION STUDIO MAGAZINE: What strategies does the Tourism Board employ to ensure that tourist experiences in Madhya Pradesh are enhanced while also prioritizing sustainable practices and environmental conservation?
Mr. Sheo Shekhar Shukla: Our strategies are rooted in sustainability and conservation. We promote eco-friendly practices across all tourist activities, from encouraging the use of sustainable materials to implementing waste management systems at tourist sites. Our wildlife safaris and nature trails are designed to minimize environmental impact while providing educational experiences about conservation.
Additionally, we support community-based tourism initiatives that not only enhance the tourist experience but also ensure that local traditions and environments are respected and preserved. Our commitment to sustainability is further reflected in our efforts to develop green infrastructure and promote awareness among tourists about responsible travel practices.
Bandhavgarh National Park (Photo courtesy of Madhya Pradesh Tourism Board)
FASHION STUDIO MAGAZINE: Could you give us a glimpse of any upcoming events and attractions in Madhya Pradesh that showcase the diversity and richness of the region's culture, history, and natural beauty?
Mr. Sheo Shekhar Shukla: Madhya Pradesh boasts an exciting lineup of events that showcase its diverse offerings. Upcoming highlights include the scenic Pachmarhi Monsoon Marathon and the Khajuraho Dance Festival, which features classical performances amid the stunning temples.
Annually, we honour Tansen’s legacy with the Tansen Music Festival. Our year-round calendar includes vibrant celebrations such as Jal Mahotsav at Hanuwantiya, the Chanderi Festival showcasing textile heritage, the wildlife-focused Kuno Forest Festival, the colourful Lokrang Festival in Bhopal, the historical Mandu Festival, and the unique Gandhisagar Floating Festival with water sports and cultural performances. These events collectively offer a rich glimpse into Madhya Pradesh's vibrant culture, history, and natural beauty.
FASHION STUDIO MAGAZINE: How does the Madhya Pradesh Tourism Board collaborate with local communities and stakeholders to promote responsible tourism and preserve the authenticity of the region?
Mr. Sheo Shekhar Shukla: To promote responsible tourism and preserve Madhya Pradesh's authenticity, the Tourism Board fosters collaboration with local communities and stakeholders. We actively involve locals in tourism initiatives, training them as guides, and service providers, and homestays to ensure they benefit directly. Cultural preservation is key, so we partner with artists, artisans, and cultural or tribal groups to promote responsible experiences that showcase their heritage. We also work with NGOs and communities on environmental efforts like waste management and wildlife conservation, and we promote eco-friendly lodging options. We invest in skill development programs that empower locals to participate in tourism.
Additionally, we collaborate with local stakeholders such as hotels, tour operators, and travel agents to promote responsible tourism practices. This includes training sessions on minimizing environmental impact, respecting local cultures, and ensuring fair compensation for local services. This collaborative approach fosters a sustainable tourism sector that protects Madhya Pradesh's unique character for generations to come.
Kanchana Ghat, Orchha, Madhya Pradesh (Photo by Shruti Singh / Unsplash)
FASHION STUDIO MAGAZINE: Lastly, what is your personal vision for the future of tourism in Madhya Pradesh, and how do you plan to continue positioning the region as a premier destination in India on the global tourism map?
Mr. Sheo Shekhar Shukla: Madhya Pradesh is an offbeat multispecialty destination that caters to every type of traveller, whether they seek spiritual experience, cultural heritage, wildlife, adventure or natural beauty. My vision for the future of tourism in Madhya Pradesh is one of sustainable growth, inclusivity, and global recognition. I envision a state where tourism thrives in harmony with nature and local culture, providing enriching experiences for visitors while bringing tangible benefits to local communities.
We proudly host three UNESCO World Heritage Sites: The Khajuraho Group of Monuments, The Sanchi Stupa, and Bhimbetka Rock Shelter, with ten other sites in the UNESCO tentative list. We will continue to innovate and diversify our tourism offerings, leveraging our unique heritage, wildlife, and adventure opportunities. By prioritizing safety, sustainability, and community involvement, we aim to position Madhya Pradesh as a premier destination that appeals to discerning travellers from around the globe. Our goal is to create lasting impressions that inspire repeat visits and word-of-mouth recommendations, solidifying our place on the global tourism map.
Sanchi Stupa - Unesco World Heritage Site (Photo courtesy of Madhya Pradesh Tourism Board)
FASHION STUDIO MAGAZINE: Thank you so much for your time and for answering all our questions! We hope to visit Madhya Pradesh soon.
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