Telangana is all set to host the 72nd edition of the Miss World pageant from May 7 to 31. India’s youngest state promises the event to be nothing like the previous editions. The state tourism department, the co-host of the event, is also rebranding itself as a gateway to southern India. Its new tagline, ‘Telangana, Zaroor Aana’, is conceived as an all-encompassing and welcoming statement. In the backdrop of the recent terrorist attack in Kashmir, even as a cloud of security concerns emerges, Smita Sabharwal, Principal Secretary, Youth Affairs, Tourism and Culture Department, Telangana Government, tells The Indian Express that this event is going to be a statement of capability. She is confident that the state has something to offer to all kinds of tourists. Here are the edited excerpts from a free-wheeling interview.
Q. What is the overall vision for hosting the event? What specific outcomes are you hoping to achieve for the state?
Smita Sabharwal: The overall vision is to put Telangana’s destinations and hidden gems on a global platform. We will have participants from 140-odd countries and their delegations. We want to use this opportunity to showcase some of our most beautiful destinations because Hyderabad, as a city, is understood and talked about, but rural Telangana needs to be exposed better.
Q. How does hosting this international event align with Telangana’s broader tourism and cultural promotion strategies?
Sabharwal: We will be using the attention as a branding and promotion exercise for Telangana tourism. We will be amplifying our handlooms, destinations, cuisine, and, in general, the hospitality of the people so that any traveller next time feels intrigued to pick up their bags and travel to Telangana. We also want to position Telangana as a gateway to the South. The fact that it is a melting pot, the fact that it is not extreme in its cultural differences, so everyone feels welcome in Hyderabad and Telangana. We say ‘Telangana, Zaroor Aana’. This is a beautiful mix of Urdu, Hindi, and Telugu, which makes the Dakhni language very vibrant. We have put this tagline, which is universally very welcoming.
Q. What are the key narratives about Telangana that you aim to showcase to the global audience through this event?
Sabharwal: We also want to appeal to the global tourists. We talk about Ramappa temple, a Unesco World Heritage site, Buddhavanam Buddhist circuit, and Pochampally handloom centre. We want international designers to pick up the motifs and hope Louis Vuitton and Gucci will notice these designs that are age-old and timeless. The Miss World Organisation is really stumped because they have never handled anything like this before. This is the 72nd edition, and they are also excited because they feel that we are giving a whole new twist to their theme and a whole new look to what they have done. So, it will not be a typical closed event where people are walking the ramp and nothing like that. This is more of a celebration of the culture, beauty, and art of Telangana.
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Q. What kind of long-term impact do you envision hosting this event will have on Telangana’s economy and global image?
Sabharwal: It is too premature to spell out long-term outcomes, but I would say that in a journey of 1,000 steps, you have to take the first few steps, and in my opinion, these are very, very definitive steps. You have to talk about your state, create curiosity, put out those images which are appealing – why should you want to pick up your bag and come to Ramappa temple? What is the story behind it? And if you are a history buff, you might be interested in Chalukyan architecture. So, we are putting out a lot of content that will create a long-term narrative about Telangana. The state is also viewed as the land of the spiritual. People who are spiritual would like to visit our temples. There is something for everyone, including adventure seekers and wildlife tourists. I am sure every traveller has something to explore in Telangana.
Q. Tell us a little about the key challenges in terms of planning and logistics since participants from over 140 countries are expected?
Sabharwal: It is a huge logistical exercise, I must be honest and cannot undermine the hard work and effort that everyone is putting in. We have a lot of assistance from not only the tourism department, which is already working overtime. We have good support from the Greater Hyderabad Municipal Corporation (GHMC), police, and all other departments. It is a month-long program. It has 24-plus events, and many visits to rural destinations. We are all on our toes and working very hard. Our interest is to ensure the comfort and the safety of all the participants.
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Q. In the backdrop of the recent terrorist attack in Kashmir, are there security concerns with participants arriving in the state from all over the world?
Sabharwal: That is definitely on top of our list. Several meetings have already been conducted. Numerous detailed plans are already in place, they will be fine-tuned. Some of these threat perceptions could be there for contestants of certain countries, if at all. We will evaluate the threat perceptions and provide adequate safety and security throughout the event.
Q. What opportunities will be available for local professionals to gain experience through their involvement?
Sabharwal: We are trying to involve local designers, local event management people, and a lot of local companies also through sponsorships. This is an opportunity for all to have a little participation in the whole event. We are also inviting a lot of students who are doing well in our residential and sports schools to witness the event and take it as a global exposure and inspiration. It is an event that will have the participation of all local stakeholders.
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Q. How do you plan to leverage the experience and infrastructure gained from hosting this event for future international events?
Sabharwal: We hope this is only an entry point event. We hope that the FIFA World Cup and the next Olympics, and any big international event will be attracted to come to Hyderabad. So, this is a statement that we will put out, that we have the capability and the logistics to be able to handle any scale of global event. This is a kind of opening statement and opening act. Through this one-month display of excellent logistics and other things, we will be able to put out the message clearly.
Q. What unique activities are planned to showcase the culture, heritage, and traditions of Telangana to the international audience?
Sabharwal: The opening ceremony will be a grand spectacle of all our traditional dances from the Perani to the Lambadi, Guthikoya, and Gussadi. We have 10 to 15 colourful different art forms. They will all be a part of the opening ceremony. The point is that the continental groups will move along with our cultural groups. It is going to be a grand spectacle of everything that culturally belongs to Telangana. Apart from that, every destination will have some performances from our local artists. It is a very real, very cultural experience for the participants and for the local audience.
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Q. How do you respond to criticism over spending crores on a beauty pageant when the government says its coffers are empty?
Sabharwal: Let’s look at it in a very realistic way. Spending Rs 25 crore to Rs 27 crore on an event which is lasting you 30 days and also doing a lot in terms of branding and promotion for the state tourism, I think it is a very reasonable expenditure. Also, the Rs 27 crore budget is the absolute outer limit. The effort is to minimise the expenditure, and the idea is to put out our best for the audience in the given budget. We are in talks with a lot of sponsors to help us, and will be using their corporate financial support and reducing the budget from the government’s side.
