The tourism industry is undergoing a dynamic transformation, where cutting-edge technology meets the art of storytelling. The Catalyst gained insights into how the Madhya Pradesh Tourism Board’s is at the forefront of this revolution, harnessing AI, AR/VR, and interactive technologies to craft immersive experiences. In this interaction, Ms. Bidisha Mukherjee (I.A.S.) Additional Managing Director, Madhya Pradesh Tourism Board, shares shares valuable information about virtual tours of historical landmarks to AI-powered travel recommendations revolutionizing the way travellers experience the state’s heritage, wildlife, and cultural vibrancy.
In what ways do you envision technology, especially artificial intelligence, revamping tourism-related communications?
Technology has brought a significant transition to the tourism sector. The recent immersive VR experiences showcased by the M.P. Tourism Board at the World Travel Market were a significant leap in leveraging cutting-edge technology to position the state as a premier tourist destination. The hyper-advancement in technology is not only making presentation content larger than life, but it is also successful in leaving a long-lasting impression.
At this global travel exhibition, we offered virtual tours of iconic sites of the state such as Khajuraho and Bandhavgarh, along with spiritual journeys like Lord Mahakal’s Sawari in Ujjain. Such interactive virtual content pieces effectively transported visitors to these remarkable locations. This proved to be a great medium to spark curiosity and inspire potential travellers to draw travel plans, and gain attention to the state’s rich heritage and diverse attractions.
How do traditional advertisement methods compare to tech-driven immersive promotions in today’s market?
Creativity has long been a distinctive hallmark of Madhya Pradesh’s tourism related communication, serving as a unique selling point for the state’s tourism board. The board has a long legacy of iconic advertising campaigns that consistently highlight the abundance of experiences and destinations waiting to be discovered in MP.
We have created a benchmark by launching series of innovative TVC’s from Hindustan Ka Dil Dekho in 2006, Hindustan Ka Dil Dekha in 2008, MP Ajab Hai Sabse gajab hai in 2010, Rang Hai Malang Hai in 2013, MP Mein Dil Hua bacche Sa in 2016, MP- Memories of Destination in 2018, and Jo aaya wo waapas aaya, ye MP ki Maaya in 2023. And the recently launched ‘Moh liya rey’ in 2024 is gaining huge attention and accolades.
With changing times and digitalization, tech-driven approaches allow for deeper brand engagement, fostering a more memorable and dynamic consumer experience. As technology continues to evolve, every entity is open to explore innovative ways to capture attention and drive consumer behavior.
How do you balance immersive technology with personal interaction at exhibitions?
While immersive technologies offer a unique and engaging experience, it is crucial to balance them with human interaction. Madhya Pradesh Tourism Board realizes the importance of both modern and conventional modes. Therefore, we opt for a hybrid approach, where technology complements human engagement, can create a truly memorable experience. We also promote the destinations of Madhya Pradesh through brochures and specially curated coffee table books – ‘Black Tiger’ published in French, Russian, German, Italian, Arabic, Japanese, Spanish and Chinese apart from English.
We ensure that VR experiences can be followed by personalized discussions with tourism experts for a deeper understanding of the destination.
What kind of VR and AR mediums, and other immersive technologies or interactive installations you use to capture visitors’ attention at such exhibitions?
Madhya Pradesh Tourism has always been at the forefront of innovation, embracing experimental approaches to captivate audiences. In addition to utilizing Oculus as a VR medium and AR, the Tourism Board incorporates a variety of immersive technologies at national and international exhibitions, drawing visitors into the experience. We have also produced captivating video films showcasing several iconic archaeological monuments, along with immersive 360-degree videos of landmarks such as Rajwada, Ramnagar Madla, Gwalior Fort, Lalbaugh Palace, Jagdishpur, and more, which are featured at interpretation centers to enrich the visitor experience. Moreover, 12 VR videos have been created for notable destinations like Mandu, Ujjain, Omkareshwar, Jal Mahotsav, Triveni Sangrahalay, the State Museum, Tribal Museum, and Bhedaghat, offering viewers a unique virtual tour of these captivating locations.
To further engage visitors, we install LED screens at exhibition stalls, showcasing creative and entertaining videos that transport them to the heart of Madhya Pradesh’s vibrant culture and heritage. Through these immersive experiences, we aim to foster a deeper connection with the state’s rich tourism offerings, inviting travelers to explore its diverse attractions like never before.
How do you see such technologies impact tourism destinations in terms of engagement and conversions?
Immersive technologies have the potential to revolutionize tourism destinations in multiple ways. By offering interactive and personalized experiences, technology can captivate visitors and create lasting memories, enhancing engagement. These immersive experiences can stimulate interest and encourage travel plans. Virtual tours and remote experiences make tourism accessible to a wider audience. Additionally, technology can help preserve cultural heritage and educate future generations by creating digital replicas of historical sites.
Madhya Pradesh is striving to position itself as a leading tourist destination, attracting visitors from around the world and driving economic growth through the embrace of technological advancements.
With technology as its muse, Madhya Pradesh Tourism Board is not just promoting destinations but creating unforgettable narratives that resonate with travelers. By blending tradition with innovation, it invites the world to explore its timeless charm in a whole new dimension, ensuring every journey is as enriching as the stories that inspire it.
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