In 2025, Sheo Shekhar Shukla, Principal Secretary of Tourism & Culture and Managing Director of the Madhya Pradesh Tourism Board, continues to reshape the narrative of tourism in Madhya Pradesh. With a sharp focus on sustainability, inclusive development, and cultural integrity, his roadmap is transforming the state into a dynamic, globally appealing destination.
Championing Women’s Empowerment and Community Participation
At the heart of Shukla’s tourism framework lies the empowerment of women. Through a visionary initiative, the state is training over 40,000 women in hospitality services and self-defense, aiming to make 50 key destinations more accommodating and safer for female travelers. This move not only increases the comfort and confidence of women tourists but also opens new livelihood opportunities for local women, helping them become active stakeholders in the tourism economy.
Spotlight on Offbeat Destinations and Responsible Travel
Understanding the evolving preferences of travelers, Shukla has initiated the development of 50 lesser-known destinations across Madhya Pradesh. These locations are being enhanced with eco-conscious infrastructure, ensuring that tourism growth does not come at the cost of ecological damage. His approach is grounded in the belief that “sustainable tourism can coexist with community progress,” offering travelers a meaningful and low-impact way to explore the state.
Expanding the State’s Cinematic Canvas
Film tourism is another pillar of Shukla’s strategy. Madhya Pradesh’s recognition as the “Most Film-Friendly State” in 2017 and 2020 underscores its appeal to filmmakers. Building on this momentum, the rollout of Film Tourism Policy 2.0 is attracting more international productions, offering incentives and simplifying approvals. This not only showcases the state’s scenic and architectural diversity but also stimulates local economies through employment and ancillary business.
Building Spiritual and Cultural Pathways
Shukla has also turned the spotlight on spiritual and heritage-based tourism. Projects such as the Buddhist Circuit, which connects Sanchi with other significant sites, and new cultural landmarks like Devi Lok and Ram Raja Lok, aim to enhance spiritual experiences while preserving the essence of local traditions. These initiatives are creating immersive journeys for pilgrims and cultural explorers alike.
A Model for Regenerative Travel
In line with global tourism trends, Shukla is advocating for regenerative tourism—an approach that emphasizes giving back more than what is taken. By nurturing rural and tribal tourism, Madhya Pradesh is encouraging visitors to immerse themselves in indigenous cultures and contribute to the conservation of natural and cultural assets. His philosophy underscores a deeper, more conscious travel experience that respects people and the planet.
With this multi-dimensional approach, Sheo Shekhar Shukla is not just promoting tourism—he is redefining how tourism can empower communities, preserve heritage, and remain in harmony with nature. His initiatives offer a replicable model for other regions aiming to achieve inclusive and sustainable tourism growth.
