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

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.

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.

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.

Because experience is where differentiation lies. I recently took part in a culinary experience in Hyderabad that focused on the history of biryani, its connection to different civilisations and the way it is prepared. I have been eating biryani all my life, but this was different. Cooking together, sharing stories and understanding the cultural roots made the experience richer. The eating almost became secondary. That is where Telangana’s strength lies.

Tourism should be a tool to elevate communities. When you focus on food, markets, local chefs, artisans and neighbourhood experiences, you are creating economic opportunities at the grassroots level. That is far more sustainable than tourism that benefits only large hotels or operators. The assets already exist. The focus should be on connecting them thoughtfully.

Medical tourism is a broad spectrum. On one end, it includes wellness experiences, and on the other, complex medical procedures. Telangana and India need to be very careful with language and positioning. India is strong in tertiary care and traditional medicine. That is an asset. It does not need to compete with countries that specialise in cosmetic procedures. It is about making clear choices and building around them.

Changing a national brand is extremely expensive. Everyone knows Incredible India. The smarter approach is to bring that brand to life. Ask what is incredible about Telangana and Hyderabad and magnify those elements. Food, people, markets and experiences fit very naturally within that framework.

Young travellers want to know where their money is going and how it impacts local communities. Experiences such as shopping in local markets, learning to cook regional food and spending more time in one place create emotional connections. Telangana’s assets align very well with these expectations.