Interview with Bidisha Mukherjee, AMD MP Tourism Board

In the heart of India lies Madhya Pradesh, a state rich in heritage, culture, and natural beauty. To delve deeper into the evolving landscape of tourism in this vibrant region, TW spoke with Ms. Bidisha Mukherjee, the dynamic Additional Managing Director of the Madhya Pradesh Tourism Board. With a wealth of experience and a passion for promoting the state’s unique attractions, Ms. Mukherjee shares her insights on the challenges and opportunities facing the tourism sector, the importance of sustainable practices, and the exciting initiatives on the horizon that aim to position Madhya Pradesh as a premier travel destination. Join us as we explore her vision and the stories behind the scenes of Madhya Pradesh’s tourism journey.

Could you elaborate on the Madhya Pradesh Tourism Board’s overarching goals and mission for the coming years, particularly in terms of increasing visitor numbers and enhancing the state’s cultural heritage?

The Madhya Pradesh Tourism Board (MPTB) has outlined a comprehensive framework aimed at sustaining tourism within the state, with a keen focus on increasing visitor numbers and enhancing the rich cultural heritage that the region offers. The main goals and mission of the MPTB for the forthcoming years are strategically aligned with sustainable tourism development, cultural preservation, and economic upliftment. First and foremost, the MPTB seeks to significantly elevate visitor numbers by promoting Madhya Pradesh as a premier tourist destination. MPTB is highlighting the state as an “Offbeat Multispecialty Destination of First Choice,” promising unique travel experiences that blend heritage, adventure, wellness, and rural tourism. This includes enhancing visibility through targeted marketing campaigns both domestically and internationally. Madhya Pradesh is revolutionizing travel with groundbreaking initiatives, including the launch of air taxis for faster and more efficient connectivity.

The state is set to introduce India’s first inter-state cruise route, connecting Meghnath Ghat (Kukshi) and Sakarja in Madhya Pradesh with Hafeshwar and Mokhadi in Gujarat. This 120 km route promises breathtaking views and a thrilling adventure for travelers. A solar-powered cruise terminal is also being developed in Sakarja, ensuring seamless connectivity to major cities.

The MPTB’s mission encompasses the curation of cultural festivals, art exhibitions, and heritage walks that not only showcase this wealth but also engage local communities. MPTB recognizes the importance of sustainable practices in tourism development. Efforts are being directed towards eco-friendly initiatives that promote responsible travel and protect natural resources, thus ensuring that the state’s environmental assets are preserved for future generations. MPTB is focused on capacity-building initiatives for local stakeholders, empowering them to participate actively in the tourism ecosystem. Training programs for artisans, guides, and service providers ensure that the economic benefits of tourism are equitably distributed, ultimately leading to community development and enhancement of the quality of cultural offerings. Madhya Pradesh Tourism Board’s overarching goals and mission for the coming years reflect a holistic approach to tourism that balances increased visitor engagement with the preservation of cultural heritage. By fostering sustainable practices and empowering local communities, the MPTB aims to position Madhya Pradesh not only as a cultural hub but also as a model for responsible tourism in India.

Leveraging social media, digital platforms, and collaborations with travel influencers, the board aims to attract a diverse demographic of tourists. Furthermore, the enhancement of infrastructure—such as roads, accommodations, and transport facilities—will facilitate more seamless travel experiences and ultimately encourage a higher influx of tourists.

How is the Madhya Pradesh Tourism Board incorporating women’s empowerment into its tourism strategies, and can you share specific programs or initiatives that aim to empower local women in the tourism sector?

The Madhya Pradesh Tourism Board (MPTB) has increasingly recognized the importance of women’s empowerment as a foundational aspect of its tourism strategies. In a region rich in cultural heritage and natural beauty, the Board has implemented various programs and initiatives aimed at integrating local women into the tourism sector, thereby fostering economic independence and enhancing their role within the community.

The Madhya Pradesh Tourism Board is continuously striving to empower women economically. As part of the Safe Tourism Project for Women, over 8,300 women have received skill training, while more than 36,000 women across 50 different tourist sites have been trained in self-defense. Additionally, more than 5,000 women have been provided employment opportunities, including training as gypsy and boat drivers. There are one Handloom Café in Chanderi, and Women-Operated Hotel ‘Amaltas’ in Panchmarhi. The Madhya Pradesh Tourism Board has launched the state’s first women-operated handloom café in Pranpur village, Ashoknagar district. Similarly, the state’s first women-operated hotel, *‘ Amaltas, has been established in Pachmarhi by the MP Tourism Board, creating employment opportunities for women in the tourism sector.

The Madhya Pradesh Tourism Board is producing over 24 local art and craft souvenirs. During the Global Investment Summit, bags featuring the cultural heritage and arts of Madhya Pradesh were distributed as souvenirs. These bags were crafted by women trained under the Safe Tourism Destination for Women initiative by the MP Tourism Board. This initiative aims to empower local women artisans while showcasing the region’s rich textile heritage. Women manage all operations, including front office management, culinary arts, cash handling, and security.

Other than that The United Nations Women Organization (UN Women) will conduct awareness programs and workshops at key tourist destinations in Madhya Pradesh to promote gender equality and women’s empowerment. The “Madhya Pradesh Homestay Scheme,” which encourages local families to open their homes to tourists. This program has been particularly beneficial for women, who often manage household operations and are adept at showcasing local culture and hospitality. By providing training on hospitality management and customer service, the MPTB equips women with essential skills to run homestays, thereby creating viable income sources and promoting entrepreneurship.

Additionally, MPTB has launched “Sustainable Livelihood Programs” that focus on integrating women into the craft and handmade goods sector.

What strategies is the Madhya Pradesh Tourism Board employing to engage stakeholders—including local communities, travel operators and government bodies—to support tourism development?

The Madhya Pradesh Tourism Board (MPTB) actively engages diverse stakeholders—including local communities, travel operators, and governmental authorities—to promote sustainable tourism development. Through strategic initiatives, MPTB creates a collaborative environment that enhances tourist experiences while benefiting local economies and preserving cultural heritage. A key focus is on community-based tourism, enabling residents to actively participate in planning and execution, thereby generating income and fostering pride in their unique assets. Additionally, MPTB collaborates with travel operators to develop appealing tour packages and provides training to ensure high-quality visitor experiences. Engagement with government bodies aligns tourism development with state policies, prioritizing infrastructure, environmental management, and heritage conservation. Furthermore, MPTB utilizes digital platforms to broaden stakeholder engagement and marketing outreach, reinforcing its commitment to inclusive and sustainable tourism practices that benefit all segments of society.

MPTB’s attractive benefits available to investors under the Tourism Policy 2025 and Film Tourism Policy 2025, including a transparent single-window system for approvals, available land parcels, ultra-mega projects, road, rail, and air connectivity, as well as upcoming PPP (Public-Private Partnership) projects.

Madhya Pradesh has achieved significant milestones in heritage conservation and is actively working to secure UNESCO Intangible Cultural Heritage status for Bhagoria dance, Gond painting, and the Narmada Parikrama. The state is also expanding its textile tourism initiatives in partnership with the Ministry of Textiles, allowing visitors to experience traditional weaving in Maheshwar, Unchehra, and Bherugarh. Ujjain as a skydiving destination to introducing hot air ballooning and paramotoring, Madhya Pradesh is catering to adventure enthusiasts. Additionally, air connectivity under PM Shri Paryatan Vayu Seva is being expanded with new routes in 2025. A world-class convention center in Bhopal, with an investment of ₹100 crore near Minto Hall, is set to boost MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Additionally, ₹100 crore has been allocated for sustainable tourism development in Orchha, ensuring the preservation of its historical legacy. Madhya Pradesh is home to 77,700 sq. km of forest, featuring 11 national parks, including Kanha, Bandhavgarh, and Pench, along with 24 wildlife sanctuaries. The state is also promoting wellness tourism with dedicated centers for yoga, meditation, Panchkarma, and spa treatments, catering to travelers seeking rejuvenation. Under the rural tourism initiative, 350 homestays will be operational by 2025, providing authentic local experiences. Seven Responsible Souvenir Initiative centers are also being set up, while the Clean Destination project will be implemented in five villages in Bandhavgarh. Additionally, the Narmada tourism circuit is being developed across 40 villages with 17 new homestays, ensuring a sustainable and immersive experience for visitors.

Can you provide insights into the Rural Homestay Scheme initiated by the Madhya Pradesh Tourism Board?

The Rural Homestay Scheme, initiated by the Madhya Pradesh Tourism Board, is a strategic endeavor aimed at promoting sustainable tourism while boosting the local economy through the integration of rural communities into the tourism sector. This initiative is creating new self-employment opportunities for women. Tourists are highly appreciating the mud homestays built by rural women and their beautiful handicraft paintings. These homestays have become a major source of employment for rural women.

The core objective of the Rural Homestay Scheme is to create a network of homestays that are managed by local families, thereby facilitating a direct connection between visitors and the community.

In the ‘Best Tourism Village’ Savarwani of Chhindwara district, rural women sold 1,350 kg of ghee to tourists, earning around ₹11 lakh, thus achieving financial independence. The Rural Homestay Scheme represents an innovative approach to tourism in Madhya Pradesh. It serves as a valuable platform for economic development, cultural exchange, and environmental sustainability. Through this initiative, the Madhya Pradesh Tourism Board not only promotes its rural heritage but also empowers local communities, making tourism a shared journey that benefits both visitors and hosts.

Are there any exciting new projects or initiatives on the horizon from the Madhya Pradesh Tourism Board that you would like to share with our readers?

The Madhya Pradesh Tourism Board is poised to unveil a host of innovative projects aimed at enhancing the state’s reputation as a vibrant travel destination. Recognizing the evolving preferences of modern travelers, the board is committed to implementing initiatives that highlight the rich cultural heritage, natural beauty, and diverse attractions of Madhya Pradesh.

Prime Minister Shri Narendra Modi has highlighted Technology, Textile, and Tourism as pivotal sectors for India’s developmental trajectory. By 2047, tourism is anticipated to contribute over 10% to the nation’s GDP. The state has also emerged as a premier destination for film production, with several blockbuster movies recently filmed here. I invite investors, industrialists, and tourists to explore the immense opportunities for tourism and investment in state.

Madhya Pradesh has received investment proposals worth over ₹4,468 crore in the tourism and hospitality sector during the summit. These investments are aimed at expanding tourism infrastructure, including cruise tourism, film production, hotels & resorts, water parks, golf courses, and ultra-mega projects.

Key investment proposals include:

Ayodhya Cruise Lines – ₹70 crore investment proposal for cruise tourism projects in Madhya Pradesh.

Knowledge Marine & Engineering Works Ltd – ₹100 crore for cruise tourism, houseboats, and water sports.

Jehan Numa Group of Hotels – ₹18 crore for a premium hotel in Mandu.

Amazon Prime, Hollywood Projects, Zee5 & Others – ₹300 crore investment in film production.

Treasure Group – ₹600 crore for ultra-mega projects, including a luxury resort in Khandwa, a mini golf course & resort near Khajuraho, and a golf course & luxury resort near Sanchi.

Indian Hotels Company Ltd. (IHCL) – ₹1,960 crore for five new hospitality units in national parks, Indore, Ujjain, Gwalior, and Pench.

ITC Hotels Pvt. Ltd. – ₹250 crore for the development of Lunera Castle Heritage Hotel, ITC Dhar, and ITC Bhopal.

Imagica World Entertainment Ltd. – ₹200 crore for a water park near Indore.

MRS Group – ₹200 crore for luxury boutique projects in Panna, Rewa, and Chanderi.

Neemrana Hotels – ₹20 crore for the redevelopment of Raja-Rani Mahal in Chanderi.

Oberoi Group – ₹450 crore for a new hospitality unit at Rajgarh Palace, Khajuraho.

Evolve Back Resorts – ₹150 crore for a wellness resort near Panna Tiger Reserve.

Hilton Group – ₹200 crore for two new hotel units in Jabalpur & Bhopal with 254 rooms.

IndiGo Airlines – Expansion of tourism facilities at Gwalior Fort.

To accelerate tourism development, the Madhya Pradesh Tourism Board signed 6 MoUs Signed during the Global Investors Summit to boost Women’s Safety, Adventure Tourism, and Cultural & Water Tourism.

Key MoUs include:

* MakeMyTrip – ‘Pink Toilets’ in Orchha – Modern Pink Toilets will be developed at major tourist sites in Orchha to enhance facilities for women travelers. The initiative will also provide employment opportunities to local women self-help groups (SHGs).

* IndiaHikes – New Trekking Routes – IndiaHikes will develop new trekking trails, promote adventure tourism through campaigns, videos, and photography, and conduct skill development workshops for local entrepreneurs.

* Alchemy Cruise Lines – Expansion of Cruise Tourism – Alchemy Cruise Lines Pvt. Ltd. plans to launch a cruise service along the Narmada River from Kukshi (Madhya Pradesh) to the Statue of Unity (Gujarat).

* IndiGo – Tourism Development at Gwalior Fort – IndiGo Airlines will contribute to the preservation and development of tourism experiences at Gwalior Fort, ensuring enhancements without altering its historic structures.

* UN Women – Promoting Gender Equality – The United Nations Women Organization (UN Women) will conduct awareness programs and workshops at key tourist destinations in Madhya Pradesh to promote gender equality and women’s empowerment.

* Knowledge Marine & Engineering – Narmada Cruise Line Project – Knowledge Marine & Engineering Works Ltd. will strategize the development and operation of the Narmada Cruise Line Project to boost river tourism.

These initiatives reaffirm Madhya Pradesh’s commitment to transforming its tourism sector, attracting investments, and promoting sustainable and inclusive tourism.

One of the most anticipated projects is the development of eco-tourism circuits that promote sustainable travel practices. By fostering responsible tourism, the Madhya Pradesh Tourism Board aims to attract environmentally conscious visitors who seek an immersive experience in nature. Furthermore, the board is investing in cultural tourism initiatives that celebrate local traditions and craftsmanship. By organizing festivals and workshops that engage visitors with the craft and culinary heritage of Madhya Pradesh, the tourism board seeks to create a more enriching and memorable experience that fosters appreciation for the region’s unique identity.

With the competitive landscape of travel and tourism, what innovative campaigns and promotional plans is the Madhya Pradesh Tourism Board implementing to attract both domestic and international tourists?

Experience the true grandeur of Hindustan Ka Dil, Madhya Pradesh—a land where every moment is extraordinary and every spectacle is larger than life. Here, time stands still as the majestic monuments echo the tales of a glorious past, while spirituality thrives in the very essence of its people and places. Madhya Pradesh, is actively enhancing its appeal through distinctive campaigns and promotional initiatives to attract both domestic and international tourists.

Enveloped in breathtaking natural wonders and vast forest expanses, Madhya Pradesh not only captivates the eyes with its beauty but also soothes the heart. With ‘Swagatam Bada’, Madhya Pradesh Tourism invites travelers to embark on an unforgettable journey—from the UNESCO World Heritage Sites to sacred sites like Mahakal Ujjain, from its diverse wildlife to its lush, untamed forests. The state’s vibrant festivals and rich tribal heritage further enrich the experience, making Madhya Pradesh a destination like no other. Attractive benefits available to investors under the Tourism Policy 2025 and Film Tourism Policy 2025, including a transparent single-window system for approvals, available land parcels, ultra-mega projects, road, rail, and air connectivity, as well as upcoming PPP (Public-Private Partnership) projects.

One of the cornerstone campaigns of the Madhya Pradesh Tourism Board is the ‘Simply Madhya Pradesh’ initiative, which aims to showcase the state’s unique offerings, ranging from historical sites to wildlife experiences. This campaign employs a multi-faceted marketing strategy that includes social media engagement, influencer partnerships, and targeted advertisements. By utilizing vibrant storytelling and visual content that highlights the state’s mesmerizing landscapes, wildlife, and historical destinations, the campaign resonates with both adventure seekers and cultural enthusiasts.

Collaborative efforts with local artisans and small businesses further enrich the tourism experience in Madhya Pradesh. Campaigns promoting eco-tourism and community-based tourism invite tourists to partake in authentic experiences, such as handicraft workshops and local culinary tours. This approach not only empowers local communities but also fosters a deeper connection between tourists and the cultural fabric of the state.

Additionally, the Madhya Pradesh Tourism Board has emphasized safety and sustainability in its promotional campaigns, an essential factor in today’s travel decisions. Highlighting eco-friendly initiatives and ensuring health protocols reassures potential tourists and positions Madhya Pradesh as a responsible and attractive destination.

In conclusion, the Madhya Pradesh Tourism Board is actively adapting to the evolving demands of the travel and tourism sector through innovative campaigns and strategic promotional plans. By leveraging digital technology, promoting local culture, and emphasizing sustainability, the board aims to enhance the appeal of Madhya Pradesh as a premier destination for both domestic and international tourists.