The “Best Tourism Villages by UNWTO” initiative is an effort by the World Tourism Organization (UNWTO) to promote rural development and well-being through tourism. Since its launch in 2021, more than 70 villages from nearly 40 countries have been recognized as Best Tourism Villages, while another 40 have been selected to participate in an improvement program, where they will receive expert advice and opportunities to create networking.
The initiative has three components: the recognition of villages that constitute a notable example of a rural tourism destination with cultural and natural assets, the improvement program for those who do not meet the necessary criteria, and the Best Tourism Villages network to exchange experiences and best practices. Applications are evaluated by an independent international advisory council in nine areas covering the three pillars of sustainable development.
According to the UNWTO Secretary-General, Zurab Pololikashvili, tourism can create jobs, help businesses, and celebrate and protect traditions. Through the Best Tourism Villages, the UNWTO recognizes those rural destinations that have the willingness to turn tourism into a source of opportunities and well-being. In addition to individual mentoring, villages in the improvement program will also join the Best Tourism Villages network to benefit from expert guidance and feedback from industry leaders.
