Women-led tourism model gets NITI Aayog ‘best practice’ tag

Bhopal: Madhya Pradesh’s women-focused tourism model is set for nationwide rollout after being recognised by NITI Aayog and endorsed by the Government of India for replication across states.

The Safe Tourist Destinations for Women initiative, developed with technical support from UN Women India, has been credited with improving safety at tourist sites while creating sustainable livelihood opportunities for local women.A senior Madhya Pradesh Tourism Board official said a comprehensive assessment by NITI Aayog found the programme had significantly enhanced safety standards at key destinations and generated long-term economic opportunities for women, leading to approval for central funding support and wider implementation.Supported under the Nirbhaya Fund in a 60:40 Centre-State funding pattern, the initiative trains women in hospitality, safety management, entrepreneurship, digital skills and destination governance. Trainees, known as Tourism Sakhis, now manage visitor services, handicraft enterprises and community-based tourism clusters across tribal and rural districts including Jhabua, Dhar, Barwani, Maheshwar and Jabalpur.

Officials said the programme has helped challenge traditional gender roles at major tourist locations. At Maheshwar and Bhedaghat ghats, women trained under the scheme now operate boats for visitors, marking a visible shift in previously male-dominated roles.In Madhav National Park, more than 200 trained women forest guides have seen their safari earnings rise from Rs 360 to Rs 800 per trip after their contribution to visitor experience was formally recognised.During a recent visit to Bhopal, UN Women India Country Representative Shoko Ishikawa praised the initiative for turning local women into confident leaders in tourism.Tourism Sakhis have also introduced childcare support and safer facilities for women travellers, improving accessibility and encouraging longer stays.Following MP’s success, Uttarakhand and Maharashtra have begun adopting the model, while Gujarat, Kerala and Delhi are preparing similar programmes with technical support from the Madhya Pradesh Tourism Board.