‘We are the finest state in the country’
21 April 2015 3:30 AM IST
Madhya Pradesh and its pristine beauty is a major factor in determining tourist arrival. Ashwani Lohani, MD and Commissioner Tourism, Madhya Pradesh says, ‘Come and experience the essence of India in one state!’ Lohani talks to Millennium Post about the various events, promotions, innovations and new destinations, highlighting the geodiversity of the state that will undoubtedly attract travellers to the picturesque destination. Madhya Pradesh tourism is gearing up for the Kumbh of Ujjain in 2016, the largest spiritual congregation in India beginning April 22 till May. Read on...
Hindustan ka dil dekho has been the famous tag line of Madhya Pradesh tourism. With an array of beautiful locations and sites for tourists, where would you head next from here? What, in your opinion, are the potential tourist areas for the further development of tourism in the state?
Madhya Pradesh is often described as the ‘Heart of India’. We are the finest state in the country; there is moderate weather, beautiful landscape, and simple people with a great hospitality, a progressive government and unmatched richness in tourism which deserves to be numero uno of India. Madhya Pradesh boasts of two of the most pristine hill stations, Amarkantak and Pachmarhi; awe-inspiring religious sites, national parks including Bandhavgarh National Park, Kanha National Park; the city of beautiful lakes- Bhopal and many more scenic sites. Popularly known as the ‘Tiger State of India’, MP boasts of three world heritage sites, namely Sanchi, Bhimbetka, and Khajuraho. The state offers a vibrant mix of spiritual, nature, wildlife, heritage, art and culture, and adventure tourism. Religious tourism in Sanchi, Chitrakoot, Orccha, and Omkareshwar is getting popular along with Leisure tourism where domestic tourists arrivals, especially from the growing Indian middle-class, are far more than foreign tourists arrivals to the state.
How would you explain ‘inbound’, ‘outbound’ and ‘domestic’ tourism in more general terms?
The state has launched a unique concept through which it will promote intra-regional tourism with an apt campaign entitled Aas Pass. The campaign stresses on encouraging MP residents to explore their state. The department is using print and radio channels as a medium for promotion. We have introduced this campaign keeping in mind that it will motivate people to travel within the state and have a first-hand experience of the destination’s offerings. The number of inbound tourists is restricted by the seats in the aircrafts between India and rest of the world. Hence we focus more on domestic tourism as it is a big market for promotion. I do not look at the figures of tourists arrivals, because they do not reveal everything. If we talk about Incredible India, the number of people who desire to come down and visit the country are much more than the actual number that turns up. We too feel that it is important to inculcate the desire to visit the destination, and thus we are currently working on improving the overall experience of a tourist.
How would you characterise the roles that the Central and state governments should play for the development and promotion of tourism and why is the private sector refraining from active participation in building up the infrastructure and tourist facilities in the state?
The government is paying more attention in developing its hospitality sector. Government lodges are now at par with private properties. I have always believed that it is my work that should speak and today I am clear that I want the state and central governments to work more than the private sectors. But I believe the private sectors will also lay their hands in developing the state. The tourist infrastructure is being improved with assistance from the central government. The Madhya Pradesh Tourism Department has also identified a number of forts and palaces which are, in collaboration with private companies, going to be turned into heritage resorts. We have also started improving road connectivity on a war footing. The government is rationalising taxation that infringes on tourism. Both the union government and the state Governments have departments and specialised agencies dealing with specific subjects and regulations.
What do you think is the USP of Madhya Pradesh tourism? What kind of events will help increase tourism during the period of Kumbh of Ujjain?
Madhya Pradesh tourism is likely to emerge as a new powerhouse. The tourism corporation not only has a host of initiatives lined up, but has also set a budget and a deadline for each project. The natural beauty of Madhya Pradesh is equally varied. Consisting largely of a plateau streaked with the hill ranges of the Vindhyas and the Satpuras, Khajuraho, the State has everything. The hills give rise to the main river system — Narmada and the Tapti, running from east to west, and the Chambal, Sone, Betwa, Mahanadi west to east. Spectacular mountain ranges, meandering rivers dotted with hills and lakes and miles of dense forests offering a unique and exciting panorama of wildlife in sylvan surroundings. Innumerable monuments, exquisitely carved temples, stupas, forts and palaces on hilltops, raise in the visitors mind a vision of empires and kingdoms, of the great warriors and builders, poets and musicians, saints and philosophers. The Simhastha Kumbh at Ujjain in the central Indian state of Madhya Pradesh is an event, which the devout Hindus wait for 12 years.
The month-long congregation brings together millions of people from across India and abroad. Driven by faith and the quest for inner peace, they converge on this holy city to be a part of a unique bathing festival. The significance of a bath in the Sipra can be gauged from a verse in the Skanda Purana. Elaborate arrangements have been made for the convenience of pilgrims.
In your opinion what steps should be taken for vigorous marketing of tourist potential of the state? Are you satisfied with the quality, content and worth of the advertising prose and texts produced by the state?
Madhya Pradesh tourism industry has been growing at rapid pace. Our tourism is a multi-disciplinary and encompasses various sectors like transport, hotel industry, airlines, external affairs and many allied industries. It is one of the major sources of economic growth. We focus on Road shows every month , and various advertisement campaigns. Marketing of tourism plays a vital role for economic
and industrial development of our country. Marketing is an essential part of running a business.
In case of tourism marketing, it involves all managerial activities of services firm or organisations to perform with the customer in mind and treating him as the hub of the firm. If there is proper
planning and execution then the outcome is bound to be fruitful.
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