HYDERABAD AS A HERITAGE TOURISM DESTINATION REVISITED: POLICY RENEWAL, CONSERVATION MILESTONES AND COMMUNITY-CURATED BRANDING OF A LIVING DECCAN CAPITAL, 2012–2026 A fourteen-year reassessment of tourism initiatives and the challenges of branding

Registration ID: IJNRD_327062

Published ID: IJNRD2607157

: https://doi.org/10.56975/ijnrd.v11i7.327062

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Pranay Rupani, T Uma Joseph

community heritage collectives, Deccan, destination branding, heritage tourism, Hyderabad, Telangana Tourism Policy 2025–30

This article revisits, fourteen years on, an assessment of Hyderabad’s prospects as a heritage tourism destination first presented at a national seminar at Pondicherry University in March 2012, in order to establish how the city’s heritage tourism product, policy environment, and destination brand have evolved between 2012 and 2026. The study employs a longitudinal, qualitative documentary case-study design that compares the 2012 baseline with evidence available in mid-2026, drawn from the Telangana Tourism Policy 2025–30, recent scholarship on state tourism policy, conservation agency reports, official statistics, journalism, and the digital output of community heritage collectives. Three findings stand out. First, the policy discontinuity that followed the state’s bifurcation in 2014, which left Telangana without a successor to the united Andhra Pradesh tourism policies of 2006 and 2010 under which the baseline was written, has formally closed: the Telangana Tourism Policy 2025–30, the state’s first dedicated tourism policy, designates twenty-seven Special Tourism Areas, two of which cover Hyderabad’s historic core, and creates a three-tier institutional mechanism with measurable investment, employment, and arrival targets. Second, the completion of the Qutb Shahi Heritage Park in July 2024 supplies the connected Qutb Shahi cultural landscape that the 2012 analysis recommended, and demonstrates that conservation-led product development is achievable through public–private partnership. Third, and least anticipated in 2012, interpretation of the city has been substantially taken up from below: journalist-historians, digital archives, and walking collectives now curate Hyderabad’s narrative through Instagram-mediated heritage walks, oral history, and heritage dining, effectively co-producing the destination brand. The article argues that Hyderabad’s branding challenge has shifted from an absence of narrative to the coordination of plural, sometimes dissonant, narratives, and proposes a framework of networked brand stewardship in which the state convenes rather than commands the storytellers of the living Deccan capital.

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Pranay Rupani & T Uma Joseph (July-2026). HYDERABAD AS A HERITAGE TOURISM DESTINATION REVISITED: POLICY RENEWAL, CONSERVATION MILESTONES AND COMMUNITY-CURATED BRANDING OF A LIVING DECCAN CAPITAL, 2012–2026 A fourteen-year reassessment of tourism initiatives and the challenges of branding. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(7), b528-b535. https://doi.org/10.56975/ijnrd.v11i7.327062

Volume 11 Issue 7, July-2026

Pages : b528-b535

Paper Reg. ID: IJNRD_327062

Published Paper Id: IJNRD2607157

Research Area: Social Science All

Author Type: Indian Author

Country: Hyderabad, Telangana, India

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Crossref DOI: https://doi.org/10.56975/ijnrd.v11i7.327062

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