Madhya Pradesh’s two-pronged strategy: new segments and an invigorated industry outreach

The central state of India has been a major driver of tourism in the country, attracting domestic and international tourists in sizable numbers. Its strategy has been simple, yet effective to say the least. The twin-pronged strategy of continuously creating new segments, attractions and products, coupled with a targeted industry and tourist outreach has born them positive results and the approach will continue unabated.

Seen here is Yuvraj Padole, Deputy Director, Event and Marketing, MP Tourism Board, engaging with a buyer at SATTE 2019

Madhya Pradesh has had a lot going for itself, especially in the past couple of years. It introduced a world-class adventure tourism and glamping product in Hanuwantiya. To the state’s tourism board’s credit, the event has already gained an important stature in the state’s annual events calendar and has found traction among travellers. Close to Bhopal, the site offers adventure activities such as hot-air ballooning, para-sailing, river cruises and such. The state efforts in inculcating a new segment altogether has got more fillip with PATA organizing its first-ever AdventureNext summit in Asia, with Bhopal as the host city. The event brought unprecedented global limelight onto the state, positioning it favourably as a destination for adventure enthusiasts.

In fact, camping is coming up in a big way and only recently the state government has earmarked 80 new sites for camping across the state. More dimensions to its already diverse tourism bouquets have been added since then. In a first, the capital city of Bhopal got a literary festival – Literature and Art Festival – recently. 

Madhya Pradesh Tourism Board participated in SATTE 2019 to continue with its outreach within the tourism sector. We caught up with Yuvraj Padole, (Deputy Director – Events and Marketing – Madhya Pradesh Tourism Board, Bhopal), on the sidelines of the event who suggested that such initiatives were globally considered as “important annual opportunities” for a face-to-face meeting and networking among the industry fraternity.  Aside from the noticeable rise of the adventure segment, the majority of tourist attractions were from wildlife, pilgrimage, heritage and leisure segments, he suggested. “We have played an active role in shaping the tourism sector in the state with annual participation in leading tourism exhibitions held across India and international markets. We look forward to educating consumers on the latest offerings and world-class tourism facilities of MP through such networking shows and exhibitions,” he told us.

Madhya Pradesh was going to continue with its outreach and participate in the Outbound Tourism Mart 2019 and TTF 2019 this year,  “with an objective to provide a platform for interaction between approximately 25 stakeholders of Madhya Pradesh along with domestic and international buyers.” Besides these, “Madhya Pradesh Travel Mart had also gained popularity amongst the trade fraternity and tourists alike, we were told. 

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