MP leads in women’s safety

In an exclusive interview with TRAVTALK, Sheo Shekhar Shukla, Principal Secretary, Department of Tourism & Culture, Government of Madhya Pradesh & Managing Director, Madhya Pradesh Tourism Board, unveils an aggressive international outreach for tourism.

TT Bureau

Madhya Pradesh is strategically focusing on an aggressive outreach to potential travellers in various source market countries. Utilizing international PR, media, participation in leading travel exhibitions, and various marketing channels, the state aims to profile its unique assets and experiences. The core mission is to provide international tourists with memorable and experiential tourism, relying on the powerful tool of word of mouth.

The three pillars of communication for Madhya Pradesh are brand, thought leadership, and profiling of its multiple and unique assets. The state plans to boost awareness not only about existing tourist attractions but also by curating new experiences and exploring uncharted destinations through channel partners in key source markets. Sharing insights into Madhya Pradesh’s upcoming brand campaigns aimed at international tourists, Shukla highlights its festivals and attractions. “The Kuno Forest Festival, Jal Mahotsav, and Khajuraho Dance Festival are among the curated events to be actively promoted to increase inbound international tourism footfalls,” he says. Maintaining an active database of travel agents and tour operators abroad is a priority for Madhya Pradesh. These partners, regarded as passionate brand ambassadors, receive regular engagement through webinars, training sessions, and curated itineraries. “The core source markets currently include the US, Europe, Middle East, South East Asia, Australia, with emerging markets in Spain, Denmark, Norway, Sweden, and Latin American countries like Mexico and Brazil,” adds Shukla.

Addressing the impact of the pandemic, Shukla mentions a growing trend of “revenge travel”, with international tourists seeking new, unexplored destinations. Madhya Pradesh’s focus on responsible tourism, community development, and specially curated rural and tribal tourism experiences has garnered an excellent response, with international tourist inflow surpassing the pre-pandemic levels.

The state is recognized as a safe destination for travellers, with its initiatives taken for women travellers in collaboration with UN Women and the Government of India. The increasing number of women travellers attests to the success of these efforts.