TMS. As the visionary leader responsible for steering the tourism sector in Madhya Pradesh, please give us a brief background of your journey in this industry. How do you recount your past experience in elevating MP Tourism to new heights?
Sheo Shekhar Shukla. With almost 28 years of work experience in the Indian Administrative Services and having worked in the field as Collector and Commissioner, undoubtedly helped in multiple strategic initiatives to boost tourism and elevate Madhya Pradesh as a premier travel destination in Incredible India. We are dedicatedly working to promote eco-friendly tourism methods that promote the state’s abundant natural and cultural resources while simultaneously improving the lives of nearby communities.
Responsible tourism is utmost important to ensure protection of Madhya Pradesh’s distinctive biodiversity and historical assets. My past experience in Health, Agriculture, Rural development, Warehousing & Logistics, Mines, Lake Conservation and other departments with different official capacities has helped in fostering sustainable tourism practices along with showcasing the state’s rich cultural and natural heritage with positive contribution in the upliftment of local communities. The state is committed in leveraging technology in providing travellers with seamless information, booking services and virtual experiences for tourism promotion.
TMS. Could you tell us some alluring facts about Madhya Pradesh and what makes it a unique vacation destination?
Sheo Shekhar Shukla. Madhya Pradesh has always attracted travellers because of its wide ranging destinations which have a multi-variegated flavour oscillating from culture to wildlife life to gastronomy. The efforts taken by the Board have helped in bolstering the tourism graph. Mapping of new tourism circuits, building adventure sports and boosting the air connections have helped in the growth of the tourism trajectory.
Our festivals like the Mandu Festival, Gandhi Sagar Floating Festival, Jal Mahotsav, Kuno Forest Festival and the Chanderi Festival especially the concept of tent cities have been a huge hit among the tourists. We have also collaborated with private stakeholders to make the tourist landscape more robust. This includes broadening the infrastructure facilities and the basic amenities for the tourists.
TMS. How is Madhya Pradesh positioned as a tourist destination in national and international markets?
Sheo Shekhar Shukla. The tourism canvas of Madhya Pradesh has witnessed a growth in both the national and the international markets. Each of our destination has a rich cultural narrative and a historical essence. Oscillating from the splendours of the temples of Khajuraho to the national parks of Kanha, Bandhavgarh, Panna to the spiritual terrains of Ujjain and Omkareshwar all have a huge national and international market.
The water sports at Mandu and the salubrious environ of Panchmarhi have played a pivotal role in the growth of the tourist chart.
TMS. How does the board involve local communities and businesses in tourism-related activities?
Sheo Shekhar Shukla. The Madhya Pradesh Tourism Board (MPTB) recognizes the crucial role local communities play in crafting a vibrant and sustainable tourism Industry. To ensure community participation and promote local culture MPTB supports rural homestays and provides income for families and promote Responsible Tourism. The board empowers communities through training programs for an active participation in the tourism sector. Programs like ‘Adopt a Heritage’ and ‘Community Resource Management’ have reaped good results towards conserving heritage sites and generating revenue. MPTB collaborates with private investors to develop tourism infrastructure, create new experiences and fostering mutual growth. The Board has strived to create an inclusive and sustainable tourism by engaging the local communities.
TMS. How does the tourism board plan to overcome challenges related to infrastructure, environmental sustainability, and community engagement?
Sheo Shekhar Shukla. The Board has mapped a multi-pronged strategy to counter the challenges. Infrastructure development has become buoyant through our various initiatives. Our eco friendly projects, incentives for resorts, manpower training have helped in building tourism besides generating employment for the local people. We have endeavoured to make all our projects in sync with eco sustainablity. We have charted a roadmap to boost tourism in the rural and remote areas, generate employment and add more tourism experiences. Our roadmap has all the vital ingredients for cultural and ecological preservation.
TMS. How does the board collaborate with other stakeholders like hospitality and transportation to enhance tourism infrastructure and services?
Sheo Shekhar Shukla. The Madhya Pradesh Tourism Board (MPTB) recognizes the importance of collaboration with various stakeholders, including hospitality and transportation providers to enhance tourism infrastructure and services. The Board offers various partnership programs like ‘Incredible Madhya Pradesh’ and ‘MP Paryatan Mitra,’ that helps support the market. We work with hospitality associations to maintain quality standards across different accommodation categories. Under the Skill Development Programs, the Board organizes skill development programs for hotel staff. We have also partnered with private companies to improve connectivity and accessibility to the tourist destinations. We make all attempts to encourage the use of transportation options like electric vehicles and public transport systems for creating an eco-friendly ecosystem.
TMS. Are there any upcoming projects or initiatives that reflect the future direction of tourism in Madhya Pradesh?
Sheo Shekhar Shukla. Homestays have a great potential to boost tourism and has bagged many awards. In 2023, as many as 313 homestays were developed in 67 villages, while the groundwork for 64 new homestays were laid in 28 villages. There are currently 226 units that are registered and 450 rooms that are open to visitors. Plans are afoot to integrate at least 10 offbeat destination with the mainstream tourism in 2024. This year we have a robust plan for cruise tourism. The almost 130-km interstate Narmada river cruise from the Statue of Oneness in Omkareshwar to the Statue of Unity in Gujarat will give an upswing to the tourism graph. Film tourism has been on a rise and we have initiated several measures to attract film makers to the state.
TMS. In your opinion, how is the Indian tourism sector evolving and thriving, showcasing its legacy at the pinnacle of global recognition?
Sheo Shekhar Shukla. Madhya Pradesh gave ample reflections of state’s culture and heritage before international representatives at the G20 meetings in Bhopal, Indore, and Khajuraho. In an attempt to boost inbound tourism, the state is taking part in many international travel fairs and roadshows. Social media has played a prominent role in increasing the inbound tourism. The Tourism Board actively promotes cultural events for foreign visitors such as the Khajuraho Dance Festival.
TMS. Please share a message to the industry at large.
Sheo Shekhar Shukla. Sustainable efforts and strategic initiatives play an integral role in showcasing the unique charm and diversity of destinations. In light of the evolving global landscape and changing travel trends, it is imperative to collaborate and innovate to enhance the tourism experience. Moreover collective endeavours will not only bolster the economy but also foster sustainable development and cultural exchange extensively.
Let us explore new avenues for collaboration, leverage emerging technologies, and prioritize responsible tourism practices to create memorable experiences for travellers while preserving the natural beauty and cultural heritage of Madhya Pradesh for generations to come. Let us continue our journey with enthusiasm, determination, and a shared vision of excellence.
