What Madhya Pradesh Tourism does

Madhya Pradesh Tourism (legally Madhya Pradesh Tourism Board) is a state government tourism authority operating under the Government of Madhya Pradesh, headquartered in Bhopal, India. It functions as the official destination marketing and management organization for the state, promoting a portfolio centered on heritage, wildlife, spiritual, and nature tourism. The state hosts 3 UNESCO World Heritage Sites (Sanchi, Bhimbetka, Khajuraho) with 15 more on the tentative list, 9 tiger reserves (including Kanha, Bandhavgarh, Pench), 11 national parks, 24 wildlife sanctuaries, and 2 of the 12 Jyotirlingas (Mahakaleshwar in Ujjain and Omkareshwar). The board's core offerings include heritage destinations, wildlife tourism, spiritual tourism, rural tourism experiences, hotel and homestay accommodations, and adventure experiences such as the Pench Tiger Trail and Pachmarhi Monsoon Marathon. Transportation services include PM Shri Heli Paryatan Sewa (helicopter sightseeing) and PM Shri Paryatan Vayu Seva (intra-state air taxi), and a dedicated Film Tourism Policy 2025 supports filming locations. The board has invested in AI-powered technology through a partnership with Google Cloud India for crowd management, traffic prediction, and emergency response systems for Simhastha Kumbh 2028. Marketing channels include the mptourism.com direct-to-consumer platform, a network of 800+ partner hotels across 130+ cities, registered travel agents, homestay programs, and international channel partnerships via USTOA (North America) and ITB Berlin (Europe).

The business model combines government budget allocation with operational revenue from tourism operations and services (heritage sites, wildlife sanctuaries, boat services), accommodation services (state-run and partner hotels, homestays), tourism board partnerships (with hospitality partners such as MMR Hotels), and tribal and rural souvenir products via the Souvenir Development Initiative. The board targets multiple customer segments including heritage and culture enthusiasts, wildlife and nature tourists, spiritual and pilgrimage visitors, women-focused tourism participants, adventure seekers, and international tourists (North American and European). Distribution combines self-serve booking via mptourism.com, channel/reseller networks including travel agents and homestay operators, and global tour operator partnerships. Recent strategic moves include the Google Cloud India AI partnership (2026-05-20), ITB Berlin 2026 participation (2026-03), the Souvenir Development Initiative launched 2026-01-17, NITI Aayog recognition of the women-focused tourism programme (2026-07-03), and Green Destinations Bronze Certification for Pachmarhi (2026). The entity is not a traditional investable company; it is a state government entity with no external investors, venture capital, or public listing, funded through state government budgets and revenue from tourism operations.

Name

Madhya Pradesh Tourism

Legal name

Madhya Pradesh Tourism Board

Website

https://mptourism.com

Company type

Private

Operating status

Operating

Short description

Madhya Pradesh Tourism Board is the state government tourism authority for Madhya Pradesh, India, headquartered in Bhopal. It promotes heritage, wildlife, spiritual, and nature tourism across 3 UNESCO World Heritage Sites, 9 tiger reserves, and 2 Jyotirlingas through mptourism.com and 800+ hotel partners.

Ownership category

akta.pro rank

Product category

State Tourism Services

NAICS

Convention and Visitors Bureaus (561591), Historical Sites (71212), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

UNESCO & Protected Landmark Sites (THAJACAI), Conservation Parks & Private Nature Reserves (Visitor Operations) (THAAAFAB), Guided Wildlife Safaris & Game Drives (Sanctuary/Reserve-Based) (THAAAFAF), Wildlife Sanctuaries & Rescue Centers (Visitor Operations) (THAAAFAA)

Keywords

• State tourism services
• Heritage tourism
• Wildlife tourism
• Spiritual pilgrimage
• Destination marketing

Headquarters

HQ city

Bhopal

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tourism Operations and Services: Revenue from operating tourist attractions including heritage sites, wildlife sanctuaries, boat services at reservoirs like Bargi Dam, and various tourism infrastructure across the state
2. Accommodation Services: Revenue from MP Tourism hotels and properties, homestay programs, and partner hotel networks across 800+ hotels in 130+ cities
3. Tourism Board Partnerships: Collaborative revenue initiatives with hospitality partners like MMR Hotels showing 5X revenue growth after optimization
4. Tribal and Rural Souvenir Products: Revenue from souvenir development initiative targeting tribal and rural clusters, transforming indigenous art forms (doll making, beadwork, mandala art, metalwork) into structured tourism products sold through tourism board outlets

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Madhya Pradesh Tourism Board is the official state tourism authority promoting and operating tourism across Madhya Pradesh, India. It markets the state's heritage sites (UNESCO World Heritage Sites — Sanchi, Bhimbetka, Khajuraho), wildlife destinations (9 tiger reserves including Kanha, Bandhavgarh, Pench), spiritual sites (Mahakaleshwar and Omkareshwar Jyotirlingas), and operates/sells accommodation, air taxi services (PM Shri Heli Paryatan Sewa, PM Shri Paryatan Vayu Seva), festivals, adventure experiences, and homestay programmes for domestic and international travellers.

Product overview

Madhya Pradesh Tourism operates as a comprehensive state tourism platform offering a diverse portfolio of tourism products and services. The core offerings include heritage destinations (3 UNESCO World Heritage Sites - Sanchi, Bhimbetka, Khajuraho), wildlife tourism (9 tiger reserves, 11 national parks, 24 wildlife sanctuaries), spiritual tourism (2 of 12 Jyotirlingas), and nature-based experiences. The platform provides transportation services through PM Shri Heli Paryatan Sewa (aerial sightseeing) and PM Shri Paryatan Vayu Seva (intra-state air taxi). Adventure experiences include Pench Tiger Trail treks, while cultural offerings encompass festivals like Chanderi Eco Retreat and Pachmarhi Monsoon Marathon. Accommodation services include state-run hotels, homestays, and tourist guides. The platform also encompasses rural tourism experiences, film tourism with dedicated policy support, and Souvenir Development Initiatives promoting tribal crafts.

Differentiator

Problem solved

Functional benefit

Products and services

• PM Shri Heli Paryatan Sewa Heli tourism service offering aerial sightseeing experiences across Madhya Pradesh destinations, accessible to tourists through the official portal.
• PM Shri Paryatan Vayu Seva Intra-state air taxi service providing transportation within Madhya Pradesh for tourists, listed as a flagship air service on mptourism.com.
• Pench Tiger Trail Trekking adventure experience in Pench National Park, MP, famed for tigers, organized in collaboration with Indiahikes to deliver wilderness experiences.
• Chanderi Eco Retreat Annual eco retreat festival in Chanderi featuring cultural experiences and sustainable tourism programming.
• Gandhisagar Forest Retreat Immersive nature retreat set amidst the picturesque landscape of the Chambal River, offering experiences for nature enthusiasts and thrill-seekers.
• Pachmarhi Monsoon Marathon Annual marathon event held in Pachmarhi during monsoon season showcasing the hill station's natural beauty.
• Rural Tourism Experiences Authentic village life experiences with homestays, traditional cuisine, folk arts, and warm hospitality, immersing visitors in local crafts and age-old customs.
• Hotel Accommodations State-run and partner hotel accommodations across Madhya Pradesh destinations, bookable through the mptourism.com accommodation page.
• Homestays Homestay accommodations offering authentic local living experiences in rural and tribal areas of Madhya Pradesh.
• Tourist Guides and Travel Agents Directory and network of certified tourist guides and travel agents facilitating bookings and guided tours across Madhya Pradesh.
• Film Tourism Film tourism initiative under the MP Film Tourism Policy 2025 promoting filming locations across the state for production houses and filmmakers.
• Souvenir Development Initiative Souvenir development programme targeting tribal and rural clusters in Jhabua, Balaghat, Mandla, and Betul, transforming indigenous art forms (doll making, beadwork, mandala art, metalwork) into structured tourism products sold through tourism board outlets, with a dedicated souvenir trail across the state.

Quantifiable outcome

• Over 133 million tourist arrivals recorded
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Google Cloud IndiaflagshipTechnology or Integration · 20 May 2026Strategic partnership for AI-based technological support for Simhastha Kumbh 2028 in Ujjain, including development of AI-powered app for crowd management, traffic prediction, security analysis, and emergency response systems. A Centre for Excellence will be established in Indore to train over 10,000 AI developers with Google co-financing alongside state government.
• UN Women IndiaflagshipStrategic or Co-development PartnerTechnical assistance provider for women-focused tourism initiative 'Safe Tourist Destinations for Women', part of Nirbhaya Fund program. Training women in hospitality, safety management, and entrepreneurship to manage visitor services, operate boats, and serve as forest guides across tribal and rural districts.
• USTOA (United States Tour Operators Association)coreGTM or Marketing PartnerParticipated in USTOA 2025 Annual Conference & Marketplace (December 1-5) in Maryland for forging long-term partnerships with North American tour operators. Deputy Manager Vivek Jude led delegation in B2B meetings and panel discussions.
• ITB BerlincoreGTM or Marketing PartnerWorld's leading travel trade show held March 3-5, 2026 in Berlin, Germany. Madhya Pradesh Tourism Board pavilion inaugurated by India's Union Minister for Culture and Tourism and Ambassador of India to Germany. Three-day B2B event promoting heritage sites, wildlife tourism, and cultural destinations including Khajuraho, Sanchi, and Kanha.
• MMR HotelscoreStrategic or Co-development PartnerBootstrapped hospitality company (Bhopal, founded 2018) that partnered on a revenue optimization case study with Madhya Pradesh Tourism. After six months of optimization, revenue grew by over 5X and direct booking growth exceeded 10X, with OTA dependency falling 34%.
• Green DestinationscoreStrategic or Co-development PartnerInternational certification organization partnered with Madhya Pradesh Tourism Board through MoU for Green Destinations certification of Pachmarhi, evaluating 75 criteria across six sustainability themes and awarding Bronze Certification with 40% GSTC compliance.
• CAC – All-rounder AdventuresminorGTM or Marketing PartnerAdventure travel company jointly organizing 'Queens on the Wheel' all-women motorcycle expedition covering 1,400+ km through central India visiting heritage sites including Sanchi Stupa, Udayagiri Caves, Chanderi, and Khajuraho.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MakeMyTrip: India's largest online travel aggregator, comparable as the dominant private-sector distribution layer serving the same inbound and domestic tourists who visit MP destinations — represents both a partner and a structural competitor for direct bookings.

Direct peers

• Tourism New Zealand: National tourism board for New Zealand, comparable as a destination marketing organization built around nature, wildlife, adventure, and indigenous (Maori) cultural experiences — directly analogous to MP's wildlife, tiger, and tribal tourism mix.
• Singapore Tourism Board: National tourism board for Singapore, comparable as a government destination marketing organization leveraging technology, partnerships, and signature events to drive inbound tourism — relevant proxy for MP Tourism's Google Cloud AI and tech-forward positioning.
• Tourism Authority of Thailand: National tourism board for Thailand, comparable as a destination marketing organization operating large-scale international campaigns, festivals, and partner ecosystems across heritage, nature, and beach tourism segments.
• Karnataka Tourism: State tourism department for Karnataka, comparable as a diversified Indian state tourism body covering heritage (Hampi), wildlife (Bandipur, Nagarhole), and coastal/leisure segments with accommodation and homestay programs.
• Goa Tourism: State tourism entity for Goa, comparable as an Indian state-level destination marketing and operations body focused on leisure, beaches, and cultural events. Runs accommodations, events (Carnival, Sunburn), and international marketing campaigns.
• Rajasthan Tourism Development Corporation: State tourism development corporation for Rajasthan, India's leading heritage and palace-tourism destination. Most directly comparable Indian state tourism entity — operates accommodations, transport, heritage sites, and cultural events for inbound and domestic visitors.
• Kerala Tourism: State tourism board for Kerala, comparable as a government-promoted destination with strong nature/backwater, wellness, and cultural offerings. Operates marketing campaigns, homestay programs, and signature festivals targeting domestic and international visitors.
• Visit Dubai (Department of Tourism and Commerce Marketing): Government tourism entity for Dubai, comparable as a state-level destination marketing organization running global trade-show presence, partner networks, and digital campaigns targeting European, North American, and Asian inbound travelers.
• Uttar Pradesh Tourism: State tourism department of Uttar Pradesh, comparable as a heritage and pilgrimage-heavy Indian state tourism entity — manages Varanasi, Ayodhya, Agra, and Buddhist circuit sites with similar large-event crowd management responsibilities.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/madhya-pradesh-tourism

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madhya Pradesh Tourism