Telangana can leverage food, markets and lived culture as tourism assets: UN Tourism Advisor Anita Mendiratta

Anita Mendiratta emphasizes Telangana's potential in tourism by highlighting its unique culture, food, and community experiences as key assets.

Telangana’s strength as a tourism destination lies not in competing with India’s established heritage circuits but in leveraging its lived culture, food traditions, markets and community-driven experiences, said Anita Mendiratta, Special Advisor to the Secretary-General at United Nations (UN) Tourism. Speaking to The Hindu during her visit to Hyderabad, she said the State has the opportunity to position itself as a value-adding destination that complements existing travel itineraries while offering visitors something distinct and experiential.

You have spent the a few days in Telangana. What do you see as the State’s key tourism assets?

What stands out is that Telangana offers experiences that are different from what most people associate with India. People come to India for the Golden Triangle (New Delhi, Agra, Jaipur). That is the entry point but the opportunity here is to encourage them to extend their journeys. Food, markets, crafts, jewellery, everyday culture and the way people live are real assets. It is about saying, you have seen this, now come and experience that.

How can Hyderabad and Telangana use these assets effectively?

By complementing what already exists rather than competing with it. You do not try to replicate what others are doing. If travellers are already coming to see the Taj Mahal or Kerala, how do you add Hyderabad to that journey in a meaningful way? That is where Telangana can do very well, by offering experiences that feel authentic and participatory.

You mentioned experience-led tourism. Why is that important for Telangana?