What's Happening?
Dr. Abhay Arvind Bedekar, Additional Managing Director of the Madhya Pradesh Tourism Board, highlighted the state's strategic engagement at the FITUR Madrid 2026, a global travel trade fair. The event,
held from January 21 to 25, served as a platform for Madhya Pradesh to refine its approach to European travel and creative industries. The state's pavilion facilitated meaningful exchanges with tour operators, wildlife specialists, and representatives from the creative industries, emphasizing heritage, biodiversity, spirituality, and sustainability. The discussions underscored a shift in traveler expectations towards authentic and grounded experiences, with a focus on Madhya Pradesh's UNESCO World Heritage Sites and iconic tiger reserves. Film tourism also emerged as a significant interest, with discussions on location scouting and production support.
Why It's Important?
The engagement at FITUR Madrid 2026 is crucial for Madhya Pradesh as it seeks to strengthen its international tourism strategy, particularly in the European market. By focusing on sustainable tourism and high-value experiential travel, the state aims to attract European travelers who are increasingly seeking authentic experiences. The emphasis on heritage and wildlife, along with the potential for film tourism, positions Madhya Pradesh as a diverse and appealing destination. This strategic outreach could lead to increased tourism revenue, enhanced cultural exchange, and stronger international partnerships, benefiting the state's economy and global visibility.
What's Next?
Following the successful engagement at FITUR Madrid 2026, Madhya Pradesh plans to build on the momentum by organizing familiarization trips for Spanish tour operators and media, as well as film scouting visits. The state aims to translate dialogue into action by developing fixed-departure programs, wildlife-focused itineraries, and culturally immersive circuits tailored for European markets. Consistent engagement with global markets will be essential to maintaining visibility and deepening partnerships, as Madhya Pradesh continues to position itself as a destination for meaningful travel experiences.
