Madhya Pradesh tourism sets sights on US market

BHOPAL: The state tourism department is looking to attract foreign tourists to the heart of Incredible India. Setting its sight on the lucrative US market, the department launched an intensive campaign to establish its brand in the overseas market. The department has also appointed a US agency — Latitude International — to implement the drive strategically over the next five years.
Focussing on the rich heritage, culture and wildlife of the state, the board is making attempts to project Madhya Pradesh as a ‘must explore’ destination.
For this, the state will educate ‘travel professionals’ and come up with new deals for tourists. Principal secretary, Tourism, Hariranjan Rao said that two officials from the department will take part in the United States Tour Operators Association’s (USTOA) annual conference in November, and also host educational workshops in New York City, San Francisco and Los Angeles in December.
“We were expecting an increase in the inflow of international tourists in 2017, as we took many initiatives for the same,” said Rao adding that the board is working to achieve the target in the near future as there are multiple new schemes in the pipeline.
Executive director of state tourism, Om Vijay Choudhary said that the department is working with the agency and local representatives to implement a drive comprising of marketing, communications and advertising initiatives to present the state an attractive destination for foreign visitors.
Madhya Pradesh is centrally located and has a wide variety of tourist spots like — heritage sites, national parks and sanctuaries, religious destinations and water ecosystems. It is also home to three of UNESCO’s World Heritage sites: Bhimbetka, Sanchi and Khajuraho temples — which draw the maximum crowd.
Talking about the tourism opportunity in MP, minister of state for tourism (independent charge), Surendra Patwa inaugurated the fourth MP travel mart on Saturday. He said that efforts like travel mark will give a new identity to development of tourism at the national and international level. “This will increase the prospects of tourism industry and arrival of international tourists in Madhya Pradesh. Important sectors like hotels and hospitality will get new direction from the travel mart,” he added.