At FITUR 2025, the prestigious international tourism fair held in Madrid, Spain, Travel And Tour World had the privilege of interviewing Shri Dharmendra Bhav Singh Lodhi, the Hon’ble Minister of State (Independent Charge) for Culture, Tourism, and Religious Trusts of the Government of Madhya Pradesh. The Minister shared his insights on Madhya Pradesh’s participation in the event, the state’s marketing strategies for 2025-26, and its approach to attracting tourists from around the globe.

Experience at FITUR 2025

Expressing his enthusiasm, Minister Lodhi remarked, “We feel good at FITUR 2025. This program has been attended by people to talk about tourism and promote tourism. This is a great event.” He emphasized the significance of FITUR as a platform to showcase Madhya Pradesh’s diverse tourism offerings, stating, “Madhya Pradesh, the heart of India, offers ample opportunities for tourism of all types—nature, culture, history, and more.”

The Minister extended his congratulations to the organizers for hosting such a significant trade fair, highlighting that over 100 countries were participating, each presenting their unique attractions. He noted, “It is a brilliant platform where culturally people come together, learn from each other.” Looking ahead, he expressed optimism about the remaining days of the event, anticipating valuable learning experiences and opportunities for collaboration.

Marketing Strategies for 2025-26

Discussing Madhya Pradesh’s marketing strategies for the upcoming years, Minister Lodhi conveyed gratitude to FITUR for providing a platform where the state has been participating for quite some time. He stated, “Madhya Pradesh has always marketed itself as an offbeat, multispecialty destination of first choice, offering varied experiences.”

He highlighted the state’s strategic location in central India, emphasizing its excellent connectivity through international and national airports, making it easily accessible and safe for all tourists, including solo women travelers. The Minister proudly mentioned the state’s rich wildlife, including eight tiger reserves, twelve national parks, and twenty-four wildlife sanctuaries, which he described as “the greatest in any part of the world.”

Minister Lodhi also announced the government’s initiative to establish the only tiger reserve in the capital and highlighted the historic reintroduction of cheetahs from Africa to Madhya Pradesh, positioning the state as both a “tiger state” and a “cheetah state.”

In terms of cultural heritage, he pointed out the state’s three UNESCO World Heritage Sites: Sanchi, Khajuraho, and Bhimbetka, the latter featuring prehistoric caves showcasing craftsmanship and artistry from 40,000 years ago. He added that there are eleven other sites on the tentative UNESCO list.

The Minister emphasized the state’s diverse tourism offerings, including religious tourism, cultural tourism, and varied tribal experiences, highlighting the rich culture and heritage of its primitive tribal groups. He concluded, “This is our marketing strategy at FITUR.”

Top Source Markets to Attract Tourists

When asked about the top source markets Madhya Pradesh aims to attract, Minister Lodhi emphasized the global appeal of the state’s attractions. He stated, “Markets across the globe are important to us. In Madhya Pradesh, there is endless opportunity.”

He reiterated the state’s rich natural and cultural heritage, mentioning tigers, cheetahs, natural resources, and historical monuments like Sanchi, Bhimbetka, and Khajuraho. He extended an invitation to everyone to visit the beautiful state with its rich history, culture, and nature, encouraging visitors to enjoy its diversity.

The Minister acknowledged the interest from Spanish tourists in India and positioned Madhya Pradesh as an offbeat destination with boundless offerings. He highlighted the state’s appeal in leisure, architecture, and land and water activities, noting that Spain, being rich architecturally, would find much of interest in Madhya Pradesh’s architectural offerings, such as Khajuraho and Orchha.

Target Countries for the Upcoming Season

Regarding specific countries from which Madhya Pradesh seeks to attract more tourists in the upcoming season, Minister Lodhi expressed an inclusive approach, stating, “We would like to invite everyone, not focusing on a particular market; everybody is welcome to Madhya Pradesh.”

He acknowledged that Europeans are traditionally good travelers to the Indian subcontinent and mentioned a focus on the European market. He noted the state’s participation in major events like WTM, ATM, and ITB.

Highlighting the Sanchi Stupa, he mentioned a focus on East Asian countries, including Japan and Sri Lanka, due to their cultural connections. He also pointed out that at events like ATM Dubai, there is interest in luxury and leisure, and emphasized that in Madhya Pradesh, “nature is luxury.”

The Minister proudly stated that Madhya Pradesh is the greenest state, with 30 percent covered with greenery, and is also the cleanest state. He extended an invitation to countries where wildlife is lacking, particularly Arabian countries, to come to India and experience the state’s rich natural heritage. He concluded, “So, it’s the entire world we want to promote our tourism offerings to.”

In summary, Minister Dharmendra Bhav Singh Lodhi’s insights at FITUR 2025 highlighted Madhya Pradesh’s rich and diverse tourism offerings, strategic marketing initiatives, and inclusive approach to attracting tourists from around the globe. His emphasis on the state’s natural beauty, cultural heritage, and commitment to sustainable and responsible tourism practices positions Madhya Pradesh as a premier destination for travelers seeking unique and enriching experiences.