Madhya Pradesh Focuses on Heritage and Wildlife in New Tourism Strategy

The Madhya Pradesh Tourism Board at the FITUR Madrid 2026 showed how the state developed its international tourism plan. The state’s participation in the global travel trade fair from January 21 to 25, 2026, served two purposes. First, the state displayed its tourist destinations while also building important relationships with international partners and showing its changing tourism development.

Dr. Abhay Arvind Bedekar, IAS, the Additional Managing Director of Madhya Pradesh Tourism Board, spoke about how this engagement helped the state refine its approach to attracting European visitors. The emphasis wasn’t just on marketing destinations but on inviting conversations around responsible, immersive, and sustainable travel.

A Shift Toward Experiential and Responsible Travel

For Madhya Pradesh, FITUR 2026 wasn’t merely a platform for destination promotion. It was an opportunity to present the state as a destination for deeper, more meaningful travel experiences. According to Dr. Bedekar, the European market is increasingly seeking authentic experiences that go beyond conventional sightseeing, with an emphasis on heritage, biodiversity, spirituality, and sustainability. This insight shaped the state’s narrative at the fair, with heritage and wildlife forming key themes in the presentations and discussions.

Heritage and Wildlife: Strong Pillars of Madhya Pradesh Tourism

Madhya Pradesh’s tourism has long been anchored in its rich heritage and wildlife, and these areas continue to be central to its appeal. The state is home to three UNESCO World Heritage Sites, Khajuraho, Sanchi, and Bhimbetka, which were highlighted in the discussions at FITUR. These sites are globally recognised as symbols of the state’s cultural and historical significance.

But beyond the monuments, the stories behind these sites, stories of spiritual circuits, wellness journeys, and slow travel, resonated strongly with European travellers. The rising interest in these experiential travel opportunities speaks to a desire for deeper connections with local cultures, landscapes, and histories.

Film Tourism: An Emerging Sector

A new and increasingly important component of Madhya Pradesh’s tourism strategy is film tourism. FITUR 2026 saw significant interest from European filmmakers and production houses eager to explore the state’s diverse landscapes for filming locations. Madhya Pradesh’s heritage towns and natural reserves are quickly becoming attractive spots for location scouting and creative collaborations.

Film tourism is seen as an opportunity to not only increase global visibility but also to foster collaborations that can bring both cultural and economic benefits to the state. The state’s growing film tourism infrastructure is designed to cater to this expanding industry, which plays a key role in Madhya Pradesh’s international tourism outreach.

Building Stronger Partnerships and Crafting Tailored Itineraries

The conversations that began at FITUR Madrid are now transitioning into tangible outcomes. Dr. Bedekar shared that discussions about fixed-departure programs, wildlife-focused itineraries, and culturally immersive circuits have already begun taking shape, with a focus on European travellers.

There’s also a clear interest in organising familiarisation (FAM) trips for Spanish tour operators and media to experience the state firsthand. These efforts will enhance destination marketing and provide valuable insights into what European tourists seek in an Indian holiday.

A Focus on Sustainable and Experiential Travel

Looking ahead, Dr. Bedekar emphasised that the focus for Madhya Pradesh’s tourism strategy will remain on sustainable tourism and heritage conservation. The state’s commitment to high-value experiential travel reflects a broader trend in the tourism industry, where responsible tourism and eco-friendly travel practices are becoming the norm.

The growing interest in spiritual tourism and slow travel experiences, particularly among European tourists, speaks to a larger shift in the global tourism market towards seeking more meaningful, immersive travel. Madhya Pradesh is strategically positioning itself to cater to these changing expectations.

Madhya Pradesh’s Tourism Vision for the Future

Madhya Pradesh is no longer just a destination; it is becoming a place for travellers to engage with on a deeper level. With its focus on heritage, wildlife, spiritual journeys, and film tourism, the state is carving out a niche for itself as a global tourism leader. The conversations initiated at FITUR 2026 have already started translating into actionable plans, which will shape the future of tourism in the state.

Madhya Pradesh maintains its dedication to sustainable tourism and experiential travel for future development. The state is developing into a top vacation spot for travellers who want authentic experiences through its improved partnerships and better immersive travel offerings.

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