Telangana tourism bets on content creators to showcase untapped destinations

Tourism Minister Jupally Krishna Rao at the ‘Telangana Tourism Creators Meet’ held in Hyderabad on Thursday as part of the ongoing Tourism Week under the Government’s 99 Days Action Plan. | Photo credit: RAMAKRISHNA G

Positioning Telangana as an ‘undiscovered’ destination with untapped potential for storytelling, the Tourism Department on Thursday launched a new digital outreach initiative to tap influencers, vloggers and content creators to showcase the state’s heritage, culture and tourism experience to a wider audience.

The initiative took shape through a Telangana Tourism Makers Meet organized by the department where travel influencers, photographers, vloggers and digital creators from across the state were invited to work with the government to build Telangana’s tourism identity through storytelling and social media campaigns.

Speaking at the event, Telangana Tourism Development Corporation (TGTDC) CEO P. Gouthami said that Telangana’s greatest strength lies in the fact that many of its tourist destinations and cultural experiences still remain unexplored in the mainstream travel space. “There are a few tourists visiting Telangana, but the state is still very undiscovered. We want Telangana to be a place where content creators can still discover new stories before anyone else,” she said.

The depth of the TG tourism narrative

She added, “Travel today is not just about sightseeing. People are looking for experiences. Some creators document weaving traditions with artisans in Pochampally, others cook with locals or engage with folk artists. These experiences add depth to the Telangana tourism narrative.”

Tourism and Culture Minister Jupally Krishna Rao said promoting tourism is directly linked to job creation, self-employment opportunities and growth in government revenue. “Promoting tourism is ultimately for the betterment of the state. It creates employment and self-employment opportunities while increasing state revenue that can support social programs, education, health and infrastructure development,” he said.

Highlighting the importance of storytelling and presentation in tourism promotion, Tourism Director Ranjeet Nayak said that destinations connect with audiences only when they are projected in the right ecosystem. “At the government level, we have one approach, while the creators understand how social media platforms and algorithms work. If both parties come together as a driving force, we can do wonders,” he said.

Special Principal Secretary for Tourism and Culture A. Vani Prasad said influencers today have significant credibility and emotional impact on audiences, often more than traditional advertisements or sponsored campaigns.

The event also focused on the launch of a new Instagram account for the Ministry of Tourism. While the existing account managed by TGTDC primarily promotes its properties, the newly launched account will focus on wider promotion of tourism destinations, culture, experiences and events across Telangana.

Published – 21 May 2026 19:56 IST