Madhya Pradesh targets the next phase of global tourism growth

Madhya Pradesh is shifting from building overseas awareness to converting that groundwork into more international arrivals, itineraries and trade ties, according to the state tourism board. The push leans on UNESCO sites, living heritage, film tourism, homestays and India’s 2026 BRICS chairship to widen the state’s global reach.

Why it matters: - Madhya Pradesh wants to turn international visibility into actual visitor demand, which would help the state capture a larger share of India’s inbound tourism. - The strategy matters for local communities, too, because homestays, tribal circuits and craft-based tourism can spread spending beyond the major heritage sites. - The state is positioning itself for broader global engagement through BRICS, UNESCO-listed landmarks, film tourism and community-led travel products.

What happened: - Dr. Abhay Arvind Bedekar, Additional Managing Director of the Madhya Pradesh Tourism Board, said the state is moving into a new phase of international tourism growth. - The focus is shifting from building awareness abroad to converting that presence into arrivals, itineraries and sustained trade engagement. - Madhya Pradesh Tourism Board has expanded international outreach through global media engagement, travel trade programs, familiarization trips and work with Indian Missions overseas. - The state was named by the Wall Street Journal among its “Go-To Global Destinations for 2025.” - Madhya Pradesh is promoting three UNESCO World Heritage Sites — Khajuraho, Sanchi and Bhimbetka — as anchors for international itineraries.

The details: - India’s 2026 BRICS chairship is opening a multilateral platform for tourism engagement, especially around sustainable tourism, artificial intelligence, skilling and smoother travel facilitation. - Dr. Bedekar said BRICS now includes countries such as the UAE, Saudi Arabia, Indonesia and Ethiopia, expanding the source-market conversation for Indian states. - Madhya Pradesh has been building outreach in Gulf and Southeast Asian markets, which fits the wider BRICS tourism framework. - Three traditions — the Maihar Band, Agaria iron-smelting practice and Nimari cuisine — were added to India’s National Inventory of Intangible Cultural Heritage by the Sangeet Natak Akademi. - The state is also highlighting Bell Metal craft from Tikamgarh and now concentrated in Betaul, along with the Scindia Chhatris of Shivpuri, as part of its heritage story. - Madhya Pradesh launched its Film Tourism Policy 2025 at the World Audio Visual and Entertainment Summit in Mumbai. - The policy is designed to attract national and international productions through incentives, infrastructure development and facilitation support. - The Madhya Pradesh Tourism Board is continuing talks with international production houses and film commissions. - Madhya Pradesh has 346 operational village homestays across 121 villages and 642 more homestays under construction. - The state’s tribal tourism circuits have also drawn interest through international travel trade engagement.

Between the lines: - The tourism board is broadening the state’s pitch from monuments alone to a mix of heritage, living culture, film locations and community experiences. - That shift reflects a wider travel-market trend: international visitors increasingly want experiences tied to real communities and active traditions, not only sightseeing stops. - The emphasis on “responsible tourism” suggests Madhya Pradesh is trying to make community benefit part of the product, not an afterthought. - The BRICS angle gives the state a diplomatic and commercial frame for outreach, rather than relying only on traditional tourism marketing.

What's next: - Madhya Pradesh Tourism Board plans to keep working with global media, travel sellers and production partners to deepen international exposure. - The state wants more consistent contact with overseas trade, not one-off roadshows. - Future growth will depend on turning documented heritage, wildlife and cultural assets into bookable itineraries and repeat market relationships. - The state is expected to keep promoting a broader tourism mix that includes heritage, wildlife, living culture, film tourism, community experiences and responsible travel.

The bottom line: - Madhya Pradesh is betting that a wider and more authentic tourism story will convert global interest into sustained international arrivals.