<p>The aesthetic appeal of urban environments is strongly shaped by the visual quality of public spaces, which, if neglected, can deteriorate due to overcrowding, uncontrolled growth, and inadequate urban management. In Shimla, a historic hill town facing increasing pressures from unplanned development and rising tourism, these challenges manifest as visual clutter, poorly maintained facades, excessive signage, traffic congestion, and reduced pedestrian comfort. This study aims to identify and evaluate the key parameters responsible for the degradation of visual quality and to assess their impact on residents and visitors aesthetic experience of urban spaces. A set of nine parameters, namely accessibility, sidewalks, safety, preservation of the visual scene, green infrastructure, signage, lighting, building facades, and traffic management, were identified from existing literature and contextualized for Shimla’s urban conditions. Data was collected from selected high-pressure urban areas, including The Mall, Lakkar Bazaar, and Sanjauli Bypass, through field surveys and structured questionnaires. The Analytical Hierarchy Process was employed to prioritize these parameters based on user responses, and the results were validated against on-site observations. The findings reveal that traffic management, signage clutter, and deteriorating building facades are the most significant contributors to declining visual quality in Shimla, directly affecting perceptions of safety, accessibility, and place attachment. The study recommends targeted interventions under four core themes: balanced urban development, pedestrian-oriented infrastructure, strategic traffic management, and improved urban lighting. Although focused on Shimla, the methodology offers a replicable framework for assessing and improving visual quality in other cities grappling with similar challenges of heritage preservation and rapid urbanization.</p>