Volume 1, Issue 1, January-April 2013 ISSN No.

2321-1245

SWOT ANALYSIS MADHYA PRADESH STATE TOURISM

Dr Mukesh Chansoriya, Professor & Director, Lakshmi Narain College of Technology-MBA,
Bhopal
Mr. Ashok Kumar Rai, OSD, Lakshmi Narain College of Technology-MBA, Bhopal
Introduction
Tourism has grown from the pursuit of the privileged few to mass movement of people with
the urge to discover the unknown, to explore the new and strange places, to seek
changes in environment and to undergo new experiences. It is a highly competitive business,
dependent on many external factors over which a region or a destination has little or no
control. Hence, it is often said that to satisfy tourist expectation within the constraints of
a region or a destination and its environment will require both physical and
human management strategies. The essence of management plans of tourist regions has to
be the wise use of resources and harmonizing these with minimum conflict with the
environment.

Tourism started as a social phenomenon, but within a short span of time, has
grown into a significant economic activity. Of late, the social and economic
consequences have raised various environmental issues affecting the ecology and the social
impact of tourism on the host community.
As
an economic
activity, tourism
is a business
both for the individual
entrepreneur and the community. It is based on the interrelated system of demand and supply
factors. On the demand side are the international, national and local markets. The supply side
involves the tourism product consisting of attractions, accessibility, facilities and
infrastructure. It is an industry with great reliance on attraction and amenities, along with
dependence on the goodwill of the local community. Therefore, the distribution of
economic benefits has to be more wide spread than in the case of the traditional industry.

The approach to tourism planning should move away from the narrow precincts of physical and
promotional planning. It should facilitate the growth of tourism to a broader and more
balanced approach, recognizing the needs and views of, not only, the tourists and
developers but also the wider community. The strategic planning approach to tourism
begins at much earlier stage than the determination of development strategy. It begins
with an analysis of what has already been achieved, i.e., the critical assessment of
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various impacts, both positive and negative,

of previous
initiatives and an analysis of the political significance of tourism.

tourism

development

Madhya Pradesh is the second largest Indian state in size with an area of 308,000 sq. kms. When
India got her independence in 1947, the former British Central Provinces and Berar and the princely
states of Makrai and Chhattisgarh were made a separate state with Nagpur as the capital. In 1956, the
states of Madhya Bharat, Vindhya Pradesh, and Bhopal were merged into Madhya Pradesh, and the
Marathi-speaking southern region Vidarbha, which included Nagpur, was ceded to Bombay state.
Then Bhopal became the new capital of Madhya Pradesh. In November 2000, as part of the Madhya
Pradesh Reorganization Act, the southeastern portion of the state was carved out to form the new state
of Chhattisgarh with a large tribal population. The state is located almost in the middle of India
bordered by Gujarat on the west, Rajasthan on the northwest, Uttar Pradesh on the northeast,
Chhattisgarh on the east, and Maharashtra on the south.
The state now has 10 Commissioner Divisions, 50 Districts, 318 Tehsils and 313 Community
Development (CD) Blocks, including 89 tribal development blocks. The state has 48 Zila Panchayats
(District level), 313 Janpad Panchayats (Block Level), 23,040 Gram Panchayats (Village level) and
52118 inhabited villages. In urban habitations there are 14 Municipal Corporations, 88 Municipalities
and 236 Nagar Panchayats.
Population of Madhya Pradesh as per Census 2011 is 7,25,97,565 which comprises 52 percent males
and 48 percent females, contributing 6.1 percent to Indias total population. In terms of population
size, the state has moved up to 6th rank in 2011 from its 7th position in Census 2001. The Decadal
growth rate of the population was 20.3 percent in the last decade (2001-2011). The area of the state is
308,000 sq. km which makes it the 2nd largest state in India. The gross population density is 236
persons / sq km. 26.46 percent of the population lives in Urban Areas.

Madhya Pradesh Tourism

The uniqueness of the state arises from its rich heritage, legendary pilgrim centers, scenic beauty and
unparalleled wildlife. Tourism has contributed to 16 percent of the Net State Domestic Product
(NSDP) in Madhya Pradesh for the last five years (2006-2010). Tourism is a priority sector with the
Government of Madhya Pradesh and the private sector is being encouraged to invest in the sector.
According
to
published
information
(www.thehindubusinessline.com/industry-andeconomy/economy/article2900223.ece), the tourist inflow to Madhya Pradesh has doubled in the last four
years, calculated as per the data provided by the State government. The total number of tourists visiting
Madhya Pradesh in 2009 was 2,33,07,025, which almost doubled to 4,43,89379 in 2011.

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Trends in Tourist Arrivals

State/Country

2009
Domestic
Foreign

Madhya Pradesh

23106206
200819
Source: India Tourism Statistics, 2010 and 2011

2010
Domestic
Foreign

2011
Domestic
Foreign

38079595

44119820

250430

269559

State Level Agencies Associated with Tourism

The Department of Tourism is responsible for formulating the Tourism policy, planning and
coordination as well as financial approvals. The department is assisted by the Office of Commissioner
for Tourism, which is also attached to the secretariat.

MP State Tourism Development Corporation deals with the field level activities like preparation of
development plans, creation and maintenance of tourism infrastructure. It also ensures marketing and
promotion of tourism of the state.

Major Tourist Destinations in the State

There are 382 tourist sites, including World Heritage Sites in Madhya Pradesh. The major tourist
destinations in Madhya Pradesh are as follows5:

Bandhavgarh: This National Park has the highest density of tiger population in the
country. Covering 448 sq. km, Bandhavgarh is situated in Shahdol district among the
outlying hills of Vindhya Range.

Bhedaghat: The Marble Rocks at Bhedaghat rise to a hundred feet on either side of the Narmada.
The Dhuandhar falls (dhuan-smoke, dhar-flow of water) is another attraction here. Bandar Kodini
is a place where the gorge becomes so narrow (such that even monkeys can jump over) thus
giving its name.

Kanha: The abundance of wildlife species exists today in Kanha National Park, which forms the
core of the Kanha Tiger Reserve created in 1974 under Project tiger. The Park is the only habitat
of the rare hard ground barasingha. This is the place about which Kipling wrote in his Jungle
Book.

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Mandu: This place has a beautiful fort carved out in stone in Afghan Architecture. This was a
pleasure resort for the Mughals with its beautiful palaces, lakes and natural setting. It is situated at
an altitude of 2000ft along the Vindhayas. Even today it is relatively untouched and an excellent
getaway for tourists.

Sanchi: Sanchi is known for stupas, monasteries, temples and pillars dating from the 3rd century
B.C. to the 12th century A.D. The most famous of these monuments, the Sanchi Stupa 1, was
originally built by the Mauryan Emperor Ashoka.

Khajuraho: The temples of Khajuraho depict Life, in every form and mood captured in
stone. The Khajuraho temples were built in the short span of a hundred years, from 950-1050
A.D. in a truly inspired burst of creativity. Of the 85 original temples, 22 have survived
till today to constitute one of world's great artistic wonders.

Pachmarhi: Pachmarhi in Madhya Pradesh is a beautiful hill resort located in the

Satpura Ranges. The valley, ravines and maze of gorges are in red sandstone. Cave
shelters in the Mahadeo hills contain rich rock paintings.

M. P. TOURISM POLICY 2012

Vision Statement
To promote balanced and sustainable tourism which enables socio-economic development and
to establish Madhya Pradesh as a destination that provides a complete tourism experience.
Guiding Principles

Set up an institutional mechanism to promote private investment.

Set up an effective regulatory mechanism for sustainable tourism.

Provide reception, assistance, information, amenities, hygiene, security and

infrastructure for the tourists.

Adopt the principle of First Conservation Later Tourism for Cultural Heritage.

Make eco-tourism an effective tool to sensitise masses regarding

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environmental conservation.

Ensure active and coordinated participation of Government departments,

voluntary organizations, community and all other stakeholders of tourism sector.

Develop tourism through Public Private Partnership (PPP).

Strategy
o Transparent guidelines and procedures shall be laid down to attract private
investment.
o Necessary database shall be prepared and research conducted for destination
marketing.
o Comprehensive feedback mechanism of tourist experience shall be developed.
o Development of basic infrastructure such as roads, drinking water, power,
hygiene, transport, and solid waste management shall be ensured.
o Special Tourism Zones shall be notified and developed to encourage
investment in identified areas.
o Sensitization of local bodies towards tourism needs and their active
participation shall be ensured.
o Rural Tourism shall be promoted to market fairs, local cuisine, costumes,
products, art, handicraft and heritage.
o Highest priority shall be accorded to conservation and preservation of natural
resources and beauty at eco-tourism destinations.
o Comprehensive plans shall be prepared for destinations of religious tourism.
o Development of tourist facilities near water bodies shall be ensured.
o Efforts shall be made to provide enhanced air connectivity between major cities of
the State.
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o Necessary steps shall be taken to promote adventure tourism with the

help of local administration and local bodies.
o Manpower in tourism shall be trained to create a Tourist Friendly image of the
State.
o Qualitative training shall be imparted to youth to enhance employment
opportunities.
o Land Bank Policy shall be further strengthened.
o Entertainment facilities shall be developed at all tourist destinations.
o A chain of budget hotels shall be set up at destinations of religious tourism.
o Tourism Department shall ensure coordination of the concerned departments to
promote
o Medical Tourism.
o Tourism Plan shall become an integral part of the plans of various departments.
To promote and develop heritage tourism.
MICE & conference facilities will be developed across the state.
Tourism shall be granted the status of Industry.
Subsidies & exemption on the construction of Hotels/resorts at selected
destinations.
o 24X7 electricity at major tourist destinations.
o Single window facility for fast track clearance to projects with capital
investment of more than Rs. 10Cr. shall be set up.
o
o
o
o

Ecotourism and Adventure Tourism

Ecotourism and Adventure activities on all forest land shall be organised through
State Ecotourism Development Board in accordance with the guidelines of the
Forest Department. Tourism
Department may permit ecotourism/ adventure
activity on non-forest Government/revenue land in any part of the State. The activities

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shall include inter-alia:-

Camping
Trekking
Angling
Water Sports
Elephant Safari
Cycle Safari
Riding Trail
Photo Safari

Canoeing Safari
White Water Rafting

Rock Climbing/Mountaineering
Para Sailing/Para Gliding

Hot Air Ballooning

Applications shall be invited by the Tourism Department from private-sector investors
for undertaking such activities.

Government land required for such activity shall be made available on license for
a nominal fee for a period of 5 to 15 years.

If the proposed activity demands significant construction of a permanent nature,

the proposed investment shall be considered long term and land shall be made
available through the Development Agreement.

Duration of license, fee and other terms and conditions shall be finalised by

Committee constituted by Finance department, order number: F-1/42/04-B.M.U.

2097 dated 4/9/10 para. number 3.1(A).

Film Tourism
Film producers have shown keen interest for location shooting in Madhya Pradesh.
Producers face a lot of difficulties in coordinating with various Departments for permissions
and clearances. Henceforth, MPSTDC shall coordinate with various Departments
for their permissions and clearances on a best-effort basis.

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Tourism Development Council

State Tourism Development Council: To provide vision, leadership and ensure
convergence, State Tourism Development Council shall be set up under the
Chairmanship of the Hon'ble Chief Minister of Madhya Pradesh. Ministers and officers of
other Departments, representatives from the tourism sector, voluntary organizations and
other stakeholders shall be nominated as members of this apex body.
District Tourism Promotion Council: Efforts are being made at the local level by District
Collectors and others to promote tourism related activities with local synergy. In some
districts, Collectors have registered Societies to enable these activities. To bring about
uniformity, Tourism Department shall prescribe the constitution of these societies and the
manner in which they shall discharge their responsibilities. The Minister in-charge of the
concerned district shall chair the Council.
Water Tourism
Madhya Pradesh has a large number of dams/water bodies with beautiful forests and
landscape around them. So far they have not been developed from the tourism point of
view. The Water Tourism Policy envisages grant of monopoly to MP State Tourism
Development Corporation Ltd. to develop water sports in the identified reservoirs and tourist
infrastructure on the banks and the Islands therein primarily through private initiative. Plans
for developing Indira Sagar (Khandwa), Ban Sagar (Rewa), Gandhi Sagar (Mandsaur) and
Madikheda (Shivpuri) are under way.

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Air Connectivity
Madhya Pradesh has 5 commercial airports at Indore, Bhopal, Khajuraho, Jabalpur and
Gwalior. Further spots are also identified to develop a runway for charter flights. However,
to further improve air connectivity within the State, Tourism Department shall
encourage underwriting seats for private operators and grant 100% concession on VAT on
ATF.
Interdepartmental Coordination
An empowered Committee shall be set up under the Chairmanship of the Chief
Secretary comprising Principal Secretary Finance, Tourism, and the Secretaries of the
concerned departments to resolve such matters that may require interdepartmental
coordination.
To Promote Sustainable Tourism
Department of Tourism shall undertake necessary studies to identify such tourism
activities which adversely impact sustainability and wherever necessary take steps to
regulate them. To ensure community participation, effective strategy of IEC (Information,
Education and Communication) shall be used. State Tourism Development Council shall play
the crucial role of ensuring joint participation of all the Departments and stakeholders in this
endeavour.
Skill Development and Training for Youth
MP Institute of Hospitality and Training (MPIHT) at Bhopal organises vocational training
programmes for youth in Front Desk Management, House Keeping and Food &
Beverage Services. Besides obtaining financial assistance under Capacity Building for
Service Providers (CBSP) Scheme of GOI, courses for SC, ST and OBC youth shall be
conducted by collaborating with respective State departments. Self financing courses shall be
launched in consultation with the local hospitality industry.
Special Tourism Zones
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Many regions in the State have huge tourism potential. It is proposed to notify such
regions as Special Tourism zones. Enormous tourism potential of many regions in the
State has remained untapped for want of adequate private and public investment. The State
Tourism Development Council shall identify and notify such regions as Special Tourism
Zones (STZ).The State Government shall develop infrastructure in such zones through
convergence.
Tourism Projects in the STZ shall be eligible for the following exemptions:

Exemption from Registration Fee and Stamp Duty for tourism projects. The same shall
be refunded by the Department of Tourism after the commencement of the project.

Full exemption from Luxury and Entertainment Tax for 10 years.

Discount up to 75% on prevailing license fee for FL-2/3 Liquor License and the condition
of minimum Guarantee shall be waived for 10 years.

Exemption from Diversion Premium and Tax.

Exemption from Motor Vehicle Tax for 5 years for a maximum of three vehicles (out
of which two should be of 5-seater capacity and one of 12-seater capacity) owned by
the project.

SWOT ANALYSIS

Strengths
9
Madhya Pradesh is centrally located and is accessible from different parts of the country.
9 It has long and rich history dating back from the prehistoric period. The currents
and cross currents of history have left indelible and landmark evidences in
the entire terra firma of the state.
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9
It has a rich inventory of natural and manmade tourism resources which could be well
compared with top tourist destinations.
9 An attractive package of tourist publicity
material, CD, Films and an informative website.

literature

with

colorful

print

The Tourist Information cum Reservation Offices within the state and Satellite
Offices at important locations in the country.
9 Computerized reservation system for booking of accommodation, transport and
package tours.
9 A Tourism Policy and an Adventure Eco- Tourism policy with Tourism declared is an
industry.
9 Placement
of tourism as a major economic
for Economic Development of Madhya Pradesh.

activity in the Policy Thrust

Weaknesses
9 A vast state with long distances between the tourist centers, making travel time
consuming and costly.
9 MP is a developing state, requiring more attention towards development of
priority sectors and general welfare activities. Hence tourism did not get the
required priority.
9 MP is not located near the major ports of tourist entry such as Rajasthan or Goa. Hence, it
does not receive the hinterland benefits.
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9 Poor connectivity and infrastructure facilities for the tourist centers.

9 Lack of comprehensive plan for long-term development despite its economic
potential.
9 Absence of cooperation from concerning development departments of govt.
for provision of basic infrastructure.
9 Lack of coordination with private sector and absence of level playing field, which has
resulted into poor participation in hotel, transport and travel agency business.
9 Inadequate marketing of tourism product and lack of a comprehensive marketing plan.
9 The awareness of economic social and cultural benefits of tourism
lacking among the local residents. Host population is indifferent to tourism activity.

is

9
Lack of adequate professional training facilities for human resource development and
quality of service.

Opportunities

Given the variety of identified tourist resources, the virgin wildernesses, rivers and
sporting water bodies, peaceful and serene areas, Madhya Pradesh has tremendous
opportunities for development of following types of tourism:
9 Heritage tourism

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The long history has given the state a variety of monuments of different ages and
faiths. The tourists are already attracted towards these monuments.
A
well- planned product development could further enhance these attractions and draw
a larger number of arrivals. Here, the Heritage Development Trust set up, as per the
new policy thrust, could play effective role by supplementing the efforts of ASI and
State Archaeology. It can identify and protect those monuments, which are not under
the conservation of these two departments.

A substantial area of the state had princely states, prior to independence, which have
palaces forts and fortresses, mansions, hunting lodges etc. These could be renovated
and opened up for tourism.
The star attraction, Khajuraho is the probably the only heritage center in
India, which has Panna Natural Park cum Tiger reserve in its vicinity. A Temple
Tiger Trail could be an attractive product for international market.
9 Wildlife Tourism
National parks and sanctuaries abound in the state. Better connectivity
and
tourist facilities would make these more popular in foreign and domestic
markets
9 Pilgrim Tourism
Nearly half a dozen pilgrim centers of the state are of national repute, drawing
devotees from far and near. The religious fairs and rituals related to
these centers, such as, Sinhastha fair and Bhasma Arti at Ujjain, could
be marketed
after
providing
tourist facilities in high class tented
accommodation and good coaches.
9 Nature/Eco-tourism
The sprawling virgin wilderness and the forest areas provide abundant scope for
nature based tourism and eco-tourism, the latter should not be restricted to
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wildlife areas only.

9 Adventure/Sports Tourism
The rivers, lakes, manmade water bodies, mountain ranges and undulating hills
should have due share of adventure and sports tourism, as per the new policy.
9 Resort tourism
Madhya Pradesh does not have snow and surf, but has quite a few mega water
bodies. One or two of these could be identified for development of lake resorts
which could be popular in both national and international markets.
9 Health tourism
The warm water natural springs in the districts of Chhindwara and Hoshangabad
could be developed as mini-health resorts. This could be supplemented by the
herbal treatment of medicinal plants grown in Pachmarhi and adjoining areas.
9 Cultural/Festival tourism
A few important folk and tribal festivals/fairs, such as Bhagoria in
Jhabna, could be identified and a festival travel circuit could be developed.
9 Business tourism
Conference and convention centers, with modern facilities, could be set up at
Bhopal and Gwalior because of their easy connectivity and available
infrastructure. The national level conventions of various branches of
medical science, social service organisations like Rotary Club, Lions
Club; etc., all India working Journalists, National Women Association
etc. could be attracted to these places.

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Threats
9 Madhya Pradesh is already facing stiff competition from the neighboring
states & Rajasthan, Uttar Pradesh and eastern part of Maharastra. It has to take steps for
faster positioning and aggressive marketing to lare the tourists from identified markets.
9 It will need planned and careful handling to negotiate the present adverse image and
bring it up to a positive positioning.
9 Infrastructure, if not improved within a time frame, might create problems in future.
9 Cleanliness of the areas improved sanitation, elimination of beggers and touts should be
given priority.

Conclusion
There is no doubt that Madhya Pradesh Tourism developed that state in many aspects. It has
made the state look more and more beautiful which has increased the number of visitors and
tourists. With the best hospitality to scenic beauty and knowledge, every tourist leaves the state
with a very good impression. The Madhya Pradesh state tourism development corporation ltd.
has undertaken will not just provide convenience to the visitors but also develop the state overall.
By this the state has gained a lot of popularity in other state of country.

References
www.mptoursim.com
www.mpinfo.org
www.mponline.in/about/profile/history

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www.educationinfoindia.com
www.censusindia.gov.in
www.thehindubusinessline.com
www.ibef.org
www.mp.gov.in
www.mpnricentre.nic.in

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