Since its launch in 2021, the Best Tourism Villages initiative by the United Nations World Tourism Organization (UN Tourism) has rapidly emerged as a transformative platform for rural destinations across the globe. The program has attracted over 1,000 applications from 100 countries, highlighting the growing interest in using tourism as a driver for community development, cultural preservation, and environmental sustainability.
Today, the initiative unites 319 rural destinations worldwide, including more than 230 villages recognized as Best Tourism Villages and 83 participating in the Upgrade Programme. These communities span 65 countries across five regions: Africa, the Americas, Asia-Pacific, Europe, and the Middle East, demonstrating the global scope and impact of the initiative.
Tourism as a Game Changer for Rural Communities
UN Tourism Secretary-General Shaikha Al Nuwais emphasizes the transformative role of tourism for rural areas. “Tourism is a proven game changer for rural communities. And with our Best Tourism Villages, we are showcasing the very best examples where it keeps traditions alive, supports small businesses, and preserves nature. Now we want to expand our network and give tourists even more chances to enjoy authentic experiences that make a real difference,” she said.
The program celebrates villages that leverage tourism to strengthen local economies, promote cultural heritage, and foster environmental stewardship. It emphasizes sustainable tourism practices while ensuring that local communities benefit directly from increased visitor engagement.
Best Tourism Villages 2026: Applications Open Now
UN Tourism Member States are invited to submit up to eight candidate villages each through their respective National Tourism Administrations (NTAs). Applications for the 2026 cycle will close on 9 June 2026, with the selected villages to be announced in the third quarter of 2026 at a UN Tourism event.
The selection process is guided by an independent Advisory Board of global experts, who evaluate applications across key criteria such as sustainability, governance, cultural and natural heritage, infrastructure, and community well-being. This rigorous assessment ensures that recognized villages truly exemplify excellence in community-driven tourism.
Advancing Rural Development Through Tourism
The Best Tourism Villages initiative is a flagship project under UN Tourism’s Tourism for Rural Development Programme. It seeks to harness tourism as a catalyst for rural prosperity, resilience, and well-being, promoting sustainable economic growth while preserving local heritage. By supporting innovative tourism models, the initiative aligns closely with the Sustainable Development Goals (SDGs), particularly those related to inclusive economic growth, responsible consumption, and cultural preservation.
The Three Core Pillars of the Initiative
1. Recognition as Best Tourism Village
This pillar acknowledges rural destinations that excel in preserving cultural and natural heritage, fostering community-based values, and advancing sustainable tourism practices. Villages are evaluated on nine areas covering economic, social, and environmental sustainability, ensuring a holistic approach to tourism development.
2. Upgrade Programme
For villages that do not yet meet all the criteria for full recognition, the Upgrade Programme provides tailored guidance and technical support. This helps communities close gaps, enhance their tourism strategies, and prepare for future recognition as Best Tourism Villages.
3. Best Tourism Villages Network
The network brings together both recognized villages and those in the Upgrade Programme, forming a collaborative platform for knowledge-sharing, peer learning, partnerships, and capacity-building. This global network allows communities to exchange best practices and learn from successful initiatives across regions.
A Global Platform for Sustainable Rural Tourism
The Best Tourism Villages initiative demonstrates how tourism can support livelihoods, conserve cultural heritage, and protect natural landscapes. It encourages communities to innovate while remaining rooted in their local identity, creating authentic experiences for visitors and sustainable income for residents.
With 319 villages already engaged and growing international interest, the program continues to set a global standard for responsible rural tourism. It highlights how small communities can leverage their unique cultural and natural assets to create meaningful, sustainable tourism experiences that benefit both locals and travelers.
As the 2026 application cycle opens, UN Tourism aims to expand the network further, providing new opportunities for rural communities to join this prestigious global platform. By combining recognition, capacity-building, and collaborative learning, the Best Tourism Villages initiative remains a powerful model for sustainable rural development, inspiring nations to invest in tourism that is inclusive, culturally rich, and environmentally responsible. For communities worldwide, this program offers a clear message: tourism is more than travel; it is a tool for transformation, preservation, and prosperity.
