Redefining Indian Tourism: A Strategic Conversation with Sheo Shekhar Shukla

Madhya Pradesh, often called the “Heart of Incredible India,” is quietly scripting a new chapter in Indian tourism. Beyond its celebrated temples, wildlife sanctuaries, and forts, the state is developing a model of tourism that is community-driven, ecologically balanced, and globally competitive. At the helm of this transformation is Sheo Shekhar Shukla, Principal Secretary of Tourism & Culture and Managing Director of the Madhya Pradesh Tourism Board (MPTB).

In an exclusive conversation, Mr. Shukla explains how tourism in Madhya Pradesh is being reimagined not just as a sector of hospitality and leisure, but as an engine of rural empowerment, sustainable development, and cultural preservation.

Tourism as an Ecosystem, Not Just a Destination

With a career foundation in rural development, Shukla brings a distinctive perspective to his role. Instead of positioning Madhya Pradesh merely as a collection of destinations, his strategy focuses on creating self-sustaining ecosystems where communities play a central role.

“Tourism is most impactful when locals are not just passive participants but active stakeholders,” he says. This principle has led to the rise of more than 240 rural homestays across the state. In villages tucked between forests and heritage towns, travelers are discovering authentic experiences from farm-to-table meals to folk performances while hosts earn stable livelihoods through training, certification, and integration into formal tourism circuits.

The model has already begun changing lives. Rural youth are being trained in hospitality management, women’s self-help groups are running food stalls for visitors, and artisans are finding new markets for their crafts. For travelers, the outcome is an immersive journey that extends far beyond traditional sightseeing.

International Outreach and Investment

The state’s ambitions are not limited to grassroots engagement. Madhya Pradesh is also positioning itself as a global tourism hub. Recent outreach programs in the United Arab Emirates and Spain have yielded investment proposals amounting to ₹11,119 crore.

These investments are earmarked for the development of luxury resorts, heritage hotels, and state-of-the-art facilities in prominent locations such as Kanha National Park, Orchha, and Omkareshwar. Shukla highlights the dual impact: “We are not only raising hospitality standards but also creating more than 14,000 jobs, most of which will benefit local communities.”

This balance of global investment and local participation is what Shukla describes as the “two engines” of Madhya Pradesh’s tourism economy.

Connectivity and Accessibility

One of the persistent challenges for tourism in central India has been accessibility. To address this, the state has launched PM Shri Paryatan Vayu Seva, an initiative that introduces helicopter and light aircraft connectivity to remote yet high-demand destinations.

The service connects spiritual and wildlife sites such as Mahakaleshwar, Sanchi, and Kanha, making them more accessible to both domestic and international travelers. These routes are expected to significantly increase footfall and distribute tourism benefits more evenly across the state.

Policy Framework: Sustainability at the Core

Shukla emphasizes that Madhya Pradesh’s tourism growth is not being pursued at the expense of its natural and cultural heritage. The Tourism Policy 2025 has embedded sustainability as a key pillar.

The new policy sets ambitious goals for the coming years. Eco-certifications will be made compulsory for tourism establishments to ensure minimum environmental impact. Charging stations for electric vehicles are being set up across major hubs to encourage green mobility. Tourism hotspots are also being declared plastic-free zones to protect fragile ecosystems. In addition, hospitality infrastructure is being encouraged to adopt renewable energy solutions, further reducing the sector’s carbon footprint.

By aligning policy with conservation, Madhya Pradesh aims to create tourism that supports rather than depletes its ecological wealth. The Tourism Board also works in partnership with conservation agencies to ensure that wildlife tourism, especially in reserves like Kanha and Satpura, balances visitor experiences with biodiversity protection.

Responding to Global Travel Trends

The changing profile of the global traveler is another factor shaping Madhya Pradesh’s roadmap. Shukla observes that today’s tourists no longer come merely to see places they want to feel, connect, and immerse themselves in local life.

To meet this demand, the state has diversified its offerings in several ways. Wellness retreats rooted in yoga and Ayurveda are attracting health-conscious travelers. The Satpura ranges are being developed into adventure tourism hubs, offering treks and cycling trails. Tribal art trails are being curated to give visitors encounters with the vibrant creative traditions of the Gond, Bhil, and Baiga communities. The state is also making a strong push into film tourism, recognizing the growing interest among filmmakers in its landscapes and heritage settings.

Preparations for Simhastha 2028 in Ujjain reflect this new approach. The mega-event is being envisioned not only as a spiritual gathering but as a global tourism showcase. Night safaris, augmented reality tools, and luxury eco-lodges are being planned to provide visitors with richer, more memorable experiences.

Community First, Always

Despite the ambitious scale of investments and policies, Shukla insists that the most important measure of success is the welfare of local communities. Tourism, in his view, must create value not only for the traveler but also for the host.

To this end, the Madhya Pradesh Tourism Board has rolled out mentorship programs for village entrepreneurs, conducted regular audits of homestays, and ensured that benefits from tourism percolate to the grassroots. Collaborations with self-help groups, local NGOs, and academic institutions are also being fostered, all designed to make sure that the community-first approach remains at the core of the state’s strategy.

The Road Ahead

Under Shukla’s leadership, Madhya Pradesh is emerging as a case study for how tourism can be modern, inclusive, and sustainable at the same time. It is a model where rural empowerment, global investment, cultural preservation, and ecological responsibility converge.

As India prepares to welcome a new wave of post-pandemic travelers seeking authenticity, wellness, and purpose, Madhya Pradesh appears ready to position itself at the forefront of this shift.

“In the end,” Shukla reflects, “a journey through Madhya Pradesh should leave behind not just memories for the traveler, but also opportunities for the community and respect for the environment.”

With this vision, the “Heart of India” is steadily becoming the heart of a new tourism narrative one where growth and responsibility walk hand in hand.