Madhya Pradesh, the “Heart of India,” has undergone a dramatic transformation in its tourism sector. Once celebrated solely for its rich cultural heritage, historical landmarks, and vast wildlife reserves, the state has evolved into a dynamic tourism powerhouse. Today, it seamlessly blends heritage with adventure, spirituality, and eco-tourism, offering visitors an unparalleled experience.
UNESCO World Heritage Sites like Khajuraho, Sanchi, and Bhimbetka have long drawn history enthusiasts. However, Madhya Pradesh has expanded its tourism vision beyond monuments. The state now promotes immersive experiences—rural tourism, tribal culture, and vibrant festivals like Lok Rang and the Khajuraho Dance Festival—deepening travellers’ connections to its rich traditions.
Its wildlife tourism has also gained global prominence. National parks like Kanha, Bandhavgarh, and Pench stand among India’s premier tiger reserves. Sustainable tourism initiatives, including eco-sensitive resorts and community-led conservation projects, further elevate the state’s appeal, attracting responsible travellers.
Strategic infrastructure development, enhanced connectivity, and digital marketing campaigns—such as “Madhya Pradesh – The Heart of Incredible India”—have significantly boosted tourist footfall. The state has also emerged as a major religious tourism destination, with transformative projects like the Mahakaleshwar Corridor in Ujjain and the revitalization of Omkareshwar drawing millions of pilgrims.
From a heritage-focused destination to a multifaceted tourism giant, Madhya Pradesh continues to redefine itself. It now offers travellers a perfect blend of history, nature, spirituality, and culture.
At the Tourism Sustainability Summit 2025, hosted by PHDCCI, Sheo Shekhar Shukla, Principal Secretary, Culture, Tourism & Religious Trusts and Endowments, Government of Madhya Pradesh, shared his thoughts with The Interview World in an exclusive conversation. He outlined the government’s strategic initiatives to bolster the tourism sector, assessed its contribution to the state’s GDP, highlighted its remarkable resilience, and detailed the measures taken to enhance sustainability. Here are the key takeaways from his insightful discussion.
Q: What key policy initiatives has the Madhya Pradesh government implemented to enhance and expand the state’s tourism sector?
A: The state government has implemented several strategic policy initiatives to strengthen the tourism and hospitality sector. While our policies have long been in place, we recently overhauled the entire framework to introduce some of the most competitive incentives and robust support mechanisms for all stakeholders—whether they are new investors or established players.
We launched the Tourism Investment Policy 2025, alongside the latest iteration of the Film Tourism Policy 2025, complemented by the AVGC Policy. Additionally, we introduced dedicated policies to promote niche segments, including Adventure Tourism Policy and Camping Policy, among others. This well-structured, transparent framework creates a seamless entry point for stakeholders, fostering a truly mutually beneficial ecosystem.
Our primary focus remains on enhancing ease of doing business. We actively support, facilitate, and incentivize every stakeholder who chooses to invest in the state’s tourism landscape. From initial handholding to sustained growth assistance, we are committed to ensuring that every investor finds a thriving, opportunity-rich environment.
Q: What is the projected contribution of tourism to Madhya Pradesh’s GDP, and how is the sector expected to drive economic growth?
A: Tourism currently contributes 3-3.5% to the state’s GDP, but we have a clear roadmap to expand its impact. By 2028, we aim to raise this share to 4-5%, and by 2047, we plan to elevate it to 8-10%.
Tourism stands out as a powerful engine for employment generation. Every ₹10 lakh investment in the sector creates nearly 90 direct and indirect jobs, far surpassing job creation in other industries. Recognizing this immense potential, the state government remains deeply committed to prioritizing tourism and hospitality as a key economic driver. Our goal is to provide sustainable, gainful employment to the people of Madhya Pradesh while accelerating economic growth.
As the Prime Minister emphasizes the three T’s—Trade, Technology, and Tourism—Madhya Pradesh is fully prepared to capitalize on its rich tourism and cultural heritage. With a strategic vision and decisive action, we are set to transform the state into a premier tourism hub.
Q: How resilient is Madhya Pradesh’s tourism sector in achieving sustainable development targets?
A: Madhya Pradesh, a vast and diverse state, boasts an extraordinary array of tourism and cultural assets. We proudly position ourselves as an offbeat, multi-specialty destination of first choice. No matter the genre—spirituality, religion, nature, adventure, or wellness—Madhya Pradesh offers it all.
With over 50 breathtaking destinations, the state invites travellers to explore its rich heritage and natural beauty without the crowds. Unlike conventional hotspots, our tourism assets are evenly distributed, ensuring a serene, immersive experience at every location. Here, every visitor is a valued guest, welcomed by landscapes and traditions that remain untouched, unspoiled, and unparalleled.
Q: What measures are being taken to enhance sustainability of the tourism sector in the state?
A: We are pioneering community-driven, inclusive, and sustainable tourism models that redefine the travel experience. Our Responsible Tourism initiative focuses on rural tourism, where local communities build homestays and offer visitors an authentic, immersive experience. These stays go beyond hospitality—they provide an educational journey, revealing the timeless wisdom behind sustainable village life.
Simply being in these settings fosters wellness and mindfulness, offering a glimpse into how villages have thrived for centuries. This initiative is gaining significant traction, proving that innovation rooted in tradition can drive the future of tourism. By leveraging Madhya Pradesh’s unique strengths, we continue to develop transformative, sustainable tourism models that benefit both travelers and local communities alike.
