Tourism has emerged as one of Madhya Pradesh’s most dynamic engines of growth, transforming the state into a vibrant cultural and ecological hub at the very heart of India.
Under the leadership of Sheo Shekhar Shukla, Principal Secretary of the Madhya Pradesh Tourism Department, the state has pursued a forward-looking strategy that blends large-scale investment with sustainability, heritage preservation, and community empowerment. From attracting over ₹4,400 crore in investment proposals at the Global Investors Summit 2025, to pioneering eco-tourism, rural homestays, and UNESCO heritage initiatives, Madhya Pradesh is redefining what it means to be the “Heart of Incredible India.”
In this conversation with ETGovernment’s Sudhanshu Mishra, Shukla shares insights on balancing development with conservation, managing the surge in tourist footfall, promoting hidden heritage gems, and ensuring that women and rural youth remain at the forefront of tourism-led prosperity.
Edited excerpts:
The Madhya Pradesh Tourism Policy emphasizes investment and eco-tourism. How do you plan to balance attracting large-scale investment with the preservation of the state’s natural and cultural heritage?
Madhya Pradesh’s Tourism Policy is anchored in the principle that growth should enrich, not diminish, the state’s ecological and cultural heritage. The Tourism Policy 2025 is designed to attract large-scale investment while ensuring sustainability, offering streamlined facilitation through single-window clearances and an active Investment Promotion Cell. During the Global Investors Summit 2025, the tourism and hospitality sector attracted investment proposals worth ₹4,468 crore, reflecting strong investor confidence in the state’s potential.
At the same time, the policy embeds strict safeguards to protect heritage and environment. Every project undergoes mandatory environmental and heritage impact assessments, follows sustainable architectural norms, and respects limits on high-impact construction in ecologically fragile zones. The Ecotourism Policy ensures that only low-impact, conservation-aligned activities—such as guided treks, canopy safaris, and eco-camping—are licensed, with active participation from local communities.
High-profile initiatives like creation of cultural arenas around major spiritual and religious places like Ujjain, Omkareshwar, Chitrakoot. Amarkantak etc, which integrates traditional restoration with Hi- tech storytelling, and emerging eco-destinations demonstrate how large-scale investments can attract global attention while preserving heritage and biodiversity. By combining robust investment facilitation with rigorous sustainability measures, Madhya Pradesh is shaping a tourism ecosystem that is both competitive and responsible, offering world-class experiences without compromising the state’s cultural and natural wealth.
Madhya Pradesh has seen a significant surge in tourist footfall. What are the biggest challenges you face in managing this rapid growth, particularly in terms of infrastructure and sustainable development, and what is being done to address them?
Madhya Pradesh’s extraordinary surge in tourist footfall—up 19.6% from 2023, 50.6% from 2019, and an astounding 526% from 2020—underscores our standing as the true “Heart of Incredible India.” We see this growth not as a strain, but as a chance to continuously enhance our capacity, infrastructure, and visitor experiences in a way that is both responsible and sustainable.
Our approach rests on three pillars — infrastructure expansion, sustainable destination management, and enriched visitor amenities. On infrastructure, we have invested in a 5+ lakh km road network, 46 national highways, 8 airports, and 20 major railway junctions for better connectivity. We are also boosting last-mile access through initiatives like PM Shri Vayu Paryatan Sewa for intra-state air travel and expanding ropeways, tent cities, and cruise tourism facilities.
Destination-specific upgrades are underway at high-footfall cultural and spiritual sites such as Mahakal Lok in Ujjain, Ekatm Dham in Omkareshwar, and Sant Ravidas Lok in Sagar, ensuring improved crowd flow, public amenities, and heritage conservation
From a sustainability perspective, the Tourism Policy 2025 promotes eco-tourism, adaptive reuse of heritage properties, and private-sector partnerships for world-class facilities like adventure tourism hubs and greenfield way-side amenities. We are introducing smart crowd management systems, integrated information kiosks, and digital tools such as AR/VR-based interpretive experiences and QR-enabled self-guided tours to enhance visitor engagement while reducing physical strain on sites. These measures, coupled with environment-friendly infrastructure, help protect our natural and cultural assets while efficiently serving the growing number of tourists.
With 208 tourism projects delivered, 10,000 new rooms created, and over 34 lakh jobs generated since 2016, we are confident in our ability to welcome more visitors while safeguarding the soul of our destinations. Our goal is simple — to make Madhya Pradesh an even better host tomorrow than it is today.
The state has received national recognition for its Responsible Tourism Mission. Can you highlight a specific initiative, like the rural homestay program, and explain how it directly benefits local communities and preserves cultural identity?
Madhya Pradesh’s Responsible Tourism Mission turns travel into a two-way exchange — enriching visitors while empowering communities. Its flagship Rural Homestay Program is transforming villages into immersive cultural destinations. At the recent Grameen Rang – Paryatan Sang event, CM Mohan Yadav inaugurated 241 homestays across 121 villages, moving closer to the 1,000-homestay target. Guests here don’t just stay — they live in traditional homes, savour local cuisine, and appreciate crafts like Chanderi weaving, Bagh printing, and Gond painting.
The program has trained over 10,000 women in hospitality related job roles and digital bookings, boosting family incomes and creating women-led microenterprises. Self-help groups and artisans benefit through sales of handicrafts and produce, keeping earnings within the village and curbing migration. To future-proof these efforts, a dedicated Responsible Tourism Microsite streamlines bookings, while partnerships with Patanjali’s Divya Yog Mandir Trust and Scope Global Skills University are strengthening infrastructure, skills, and sustainability — from energy-efficient lighting to AR/VR cultural storytelling and QR-enabled heritage trails.
This model is already earning national acclaim: the Ministry of Tourism recognized Pranpur, Sabarvani, and Ladpura Khas as Best Tourism Villages for their excellence in heritage preservation, community-led initiatives, and sustainable tourism. By blending economic opportunity with cultural conservation, the Rural Homestay Program is ensuring that as Madhya Pradesh’s tourism grows, its villages thrive, traditions endure, and every guest leaves with a deeper connection to the state’s living heritage.
You have championed the state’s unique heritage sites and the UNESCO tentative list. Beyond marquee destinations like Khajuraho, what strategies are in place to promote lesser-known heritage spots and attract a different kind of traveler?
While Khajuraho, Sanchi, and the Bhimbetka rock shelters often headline the spotlight, Madhya Pradesh is bringing its hidden heritage gems into the limelight. The state now features 15 sites on UNESCO’s Tentative World Heritage List, including Gwalior Fort, Khooni Bhandara (Burhanpur), Chambal Valley rock art, Bhojeshwar Mahadev Temple, Gond monuments of Ramnagar (Mandla), Dhamnar Caves, and the spectacular Orchha and Mandu ensembles.
To generate interest among more discerning travelers, the state is enhancing access and conservation—upgrading roads, lighting, signage, and preservation infrastructure. We have also proposed 10 additional heritage sites including Asirgarh, Devgarh, Raisen Fort, Bagh Caves, and Ginnaurgarh Fort—for UNESCO consideration, with community-led tourism and preservation strategies underway. Now Madhya Pradesh boasts of having maximum number of World Heritage Sites in tentative list of UNESCO and concerted efforts are on to get these sites permanent inscription.
Tourism experiences are enriched through themed heritage circuits—linking rock art sites, temple trails, and medieval landscapes—that stretch from Sanchi and Orchha to Mandu and beyond. AR/VR storytelling, interactive QR-enabled heritage trails, cultural festivals, and knowledgeable local guides bring these places alive for travelers seeking depth and authenticity.
Outreach is amplified through national/ international showcasing and via platforms like the Madhya Pradesh Travel Mart (MPTM) and Regional Tourism Conclaves (RTCs). These forums spotlight lesser-known heritage destinations to tour operators, media, and niche cultural markets, ensuring they gain visibility alongside marquee landmarks.
By weaving together conservation, innovation, storytelling, and strategic promotion, Madhya Pradesh is transforming its offbeat heritage into must-see cultural journeys that inspire connection, discovery, and respect for the past.
With tourism a key driver for employment, how is the department actively working to develop skills within the local populace, especially for women and rural youth, to ensure they are the primary beneficiaries of this growth?
Madhya Pradesh is ensuring that the growth of tourism translates into direct, sustainable livelihoods for local communities, with a strong focus on women and rural youth. Through the Responsible Tourism Mission, over 10,000 women have been trained in hospitality, guiding, driving, digital bookings, and handicraft production—ranging from managing rural homestays to creating bead malas for luxury hotels. Flagship women-led ventures like the Amaltas Hotel in Pachmarhi and the Handloom Cafe in Chanderi demonstrate how training is matched with real business opportunities.
Rural youth are engaged through skill certification programs, local guide training, and entrepreneurship support, enabling them to lead heritage walks, run adventure activities, and manage tourism services in their own villages. Safety, financial literacy, and self-defense training—along with women-managed facilities—have also positioned Madhya Pradesh as a safe destination for solo women travelers. By linking skill development with market access, the state is ensuring its own people—especially women and young villagers—are not just participants in tourism growth, but its primary beneficiaries.
