ITB Berlin 2024: “We are the cleanest state in the country,” Sheo Shekhar Shukla, MP Tourism Board

Saturday, March 23, 2024

In the heart of India lies Madhya Pradesh (MP), a state renowned for its verdant landscapes, rich history, and vibrant cultural tapestry. Amidst the bustling atmosphere of ITB Berlin 2024, Apratim Ghoshal, Founder Editor of Travel And Tour World, had the privilege of interviewing Shri Sheo Shekhar Shukla, the Principal Secretary of Tourism and Managing Director of the Madhya Pradesh Tourism Board. This conversation unfolded a narrative of resilience, innovation, and the indomitable spirit of Madhya Pradesh’s tourism sector.

Madhya Pradesh: A Kaleidoscope of Experiences

Madhya Pradesh, often hailed as the heart of India, stands as a testament to the country’s diverse natural beauty, wildlife, heritage, and spiritual significance.Shri Sheo Shekhar Shukla eloquently introduced the state as a haven for explorers and adventurers alike, emphasizing its unique blend of offbeat destinations and experiential tourism.

Experiential Tourism and Offbeat Destinations

ITB Berlin, the world’s leading travel trade show, served as the perfect stage for Madhya Pradesh to showcase its lesser-known gems. Sheo Shekhar Shukla highlighted the state’s commitment to offering immersive experiences that allow travelers to uncover the hidden jewels of MP, from its sprawling national parks and wildlife sanctuaries to the serene waters of its rivers and lakes.

Connectivity and Accessibility

Despite the lack of direct international flights, Madhya Pradesh boasts an extensive network of five active airports and exceptional road infrastructure, ensuring seamless connectivity within the state. Sheo Shekhar Shukla’s description of a journey through MP’s roads as an experience in itself, often accompanied by encounters with wildlife, paints a vivid picture of the state’s natural allure.

Wildlife: The Heartbeat of Madhya Pradesh

Madhya Pradesh’s identity as the “tiger state” of India is a badge of honor that speaks volumes about its commitment to wildlife conservation. Shukla proudly stated that MP is home to the highest population of tigers, leopards, alligators, and now cheetahs in India, making it a sanctuary for wildlife enthusiasts.

Heritage and Spirituality: The Soul of Madhya Pradesh

The conversation took a reflective turn as Sheo Shekhar Shukla delved into the rich tapestry of MP’s heritage and spiritual sites. From the UNESCO World Heritage Sites like Khajuraho and Sanchi to the spiritual hubs of Ujjain and Omkareshwar, MP offers a profound journey through India’s historical and religious landscapes.

Safety and Inclusivity: Prioritizing Women Travelers

In a move that sets Madhya Pradesh apart, Sheo Shekhar Shukla discussed the state’s ambitious initiative to make 50 major destinations women-friendly and safe. By training 40,000 women in self-defense and 10,000 in hospitality skills, MP aims to create an environment where women, especially solo travelers, can feel secure and valued.

Community-Centric Tourism: A Sustainable Approach

The interview shed light on MP’s dedication to sustainable and community-centric tourism. We introduced innovative home-stay programs in villages, run by local communities and tribes, offering authentic experiences of rural life, culture, and cuisine. This initiative not only enhances the tourism experience but also empowers local communities by ensuring that the benefits of tourism directly permeate to them.

The Road Ahead: Vision for Madhya Pradesh Tourism

As the conversation reached its conclusion, Sheo Shekhar Shukla’s passion for Madhya Pradesh’s tourism potential was palpable. He extended an invitation to the global community to explore the diverse offerings of MP, from its natural beauty and wildlife to its rich heritage and forward-thinking tourism initiatives.

Reflections

The interview with Shri Sheo Shekhar Shukla not only highlighted Madhya Pradesh’s unique position as a dynamic travel destination but also underscored the state’s efforts to adapt to the evolving needs of modern travelers. By focusing on safety, sustainability, and inclusivity, Madhya Pradesh sets an example for other states and countries to follow.

In the bustling corridors of ITB Berlin 2024, Madhya Pradesh’s story resonated with a promise of discovery, adventure, and spiritual awakening. As the world continues to navigate the complexities of travel in the post-pandemic era, Madhya Pradesh stands ready, welcoming travelers with open arms to experience the heart of India in all its glory.

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