Madhya Pradesh: the Heart of beautiful India

From 20 to 22 September 2022, the IFTM trade show in Paris, connected thousands of tourism professionals across the world. Sheo Shekhar Shukla, director of Madhya Pradesh’s tourism board, talked about the significance of sustainable tourism.

The green paths "Madhya Pradesh" © IFTM

Madhya Pradesh is often referred to as the Heart of India. Located right in the middle of the country, the Indian region shows everything India has to offer through its abundant diversity. The IFTM trade show, which took place in Paris at the end of September, presented the perfect opportunity for travel enthusiasts to discover the region.

Sheo Shekhar Shukla, Managing Director of Madhya Pradesh’s tourism board, sat down to explain his approach to sustainable tourism.

“Post-covid the whole world has known a shift in their approach when it comes to tourism. And all those discerning travelers want to have different kinds of experiences: something offbeat, something new, something which has not been explored before.”

Through its UNESCO World Heritage Sites, Shukla wants to showcase the deep history Madhya Pradesh has to offer.

“UNESCO is very actively supporting us and three of our sites are already World Heritage Sites. Sanchi is a very famous buddhist spiritual destination, Bhimbetka is a place where prehistoric rock shelters are still preserved, and Khajuraho is home to thousand year old temples with magnificent architecture.”

All in all, Shukla believes that there’s only one way forward for the industry: “Travelers must take sustainable tourism as a paradigm in order to take tourism to the next level.”

In partnership with Madhya Pradesh’s tourism board.