UNWTO is recognising villages across the world that are committed to the promotion and preservation of their cultural heritage and sustainable development through tourism.

The initiative ‘Best Tourism Villages’ by UNWTO aims to maximise the contribution of the sector to reducing regional inequalities and fighting against rural depopulation. It will identify villages taking innovative and transformative approaches to tourism in rural areas in line with the Sustainable Development Goals (SDGs).

It also seeks to advance the role of tourism in valuing and safeguarding rural villages along with their associated landscapes, knowledge systems, biological and cultural diversity, local values and activities, including gastronomy.

This initiative was launched on the occasion of the opening of UNWTO’s first Regional Office in the Middle East (Riyadh, Saudi Arabia), underscoring the focus of the Office on, among other issues, the role of tourism in rural development.

“Tourism can be a driver of positive change for rural communities all around the world,” said UNWTO Secretary-General Zurab Pololikashvili. “We want to recognise the uniqueness of each village and showcase the best initiatives to make tourism a means for a better future in rural areas. As we restart tourism, we work to ensure that we leave no one - and no village- behind.”

The initiative includes three pillars: 

1. The ‘Best Tourism Villages by UNWTO’ Label: The Label will recognise a village which is an outstanding example of a rural tourism destination with recognised cultural and natural assets, that preserves and promotes rural and community-based values, products and lifestyle and has a clear commitment to innovation and sustainability in all its aspects – economic, social and environmental.

2. The ‘Best Tourism Villages by UNWTO’ Upgrade Programme: The Upgrade programme will benefit a number of villages that do not fully meet the Label criteria. These villages will receive support from UNWTO and its Partners in improving elements of the areas identified as gaps in the evaluation process.

3. The ‘Best Tourism Villages by UNWTO’ Network: The Network will provide a space for exchanging experiences and good practices, learnings, and opportunities. It will include representatives of the villages awarded the ‘Best Tourism Village by UNWTO’ Label, the villages participating in the Upgrade Programme, as well as experts, public and private sector partners engaged in the promotion of tourism for rural development.

UNWTO Members States can present up to three villages to be assessed by the Initiative. Applications will close on July 31, 2021. The selected villages will be announced in October 2021, on the occasion of the 24th session of the UNWTO General Assembly (Marrakesh, Morocco,October 12-15 2021).