UN Tourism’s 2025 Best Tourism Villages initiative honors 52 global destinations for promoting sustainable rural development, with 20 more joining its upgrade program.

Introduction: A Global Spotlight on Rural Wonders

In an era marked by mass urbanization and digital globalization, rural life still holds some of the world’s most powerful stories. The UN’s Best Tourism Villages initiative, now in its fifth edition, has once again turned the world’s gaze toward remote destinations where tradition, sustainability, and innovation harmoniously coexist. From Japan’s spiritual Koyasan to Mauritius’s vibrant Chamarel, these villages represent models of responsible and inclusive tourism that shape the future of rural development worldwide.

Context & Background: The Birth of a Global Rural Movement

Established in 2021 under the UN Tourism for Rural Development Programme, the Best Tourism Villages by UN Tourism initiative was created to spotlight small destinations using tourism as a force for good. Formerly known as the World Tourism Organization (UNWTO), UN Tourism focuses on promoting responsible, sustainable, and universally accessible travel practices that preserve natural and cultural heritage.

The annual recognition celebrates villages that integrate tourism with community welfare, ecological conservation, and innovation. These locations are not just destinations—they are living testaments to how heritage and modernity can co-evolve for mutual benefit.

Since its inception, the initiative has recognized hundreds of villages across continents, collectively forming a network of communities that exemplify tourism’s power to transform lives without compromising authenticity or the environment.

Main Developments: 52 Villages, 29 Countries, One Shared Vision

The 2025 edition saw 52 villages from all corners of the world earn the prestigious recognition from over 270 applications submitted by UN Tourism Member States. Selected destinations include Koyasan (Japan), Chamarel (Mauritius), Bled (Slovenia), Carlos Pellegrini (Argentina), and Masfout (United Arab Emirates), each showcasing unique stories of resilience and sustainable development.

Additionally, 20 more villages have been welcomed into the Upgrade Programme, designed to support high-potential destinations that narrowly missed the recognition threshold but demonstrate strong commitment and potential to achieve the standards. This brings the global network’s membership to 319, representing the largest collective of rural tourism destinations ever assembled under one initiative.

One notable observation in this year’s list is the absence of Indian villages—a contrast to prior editions in which India’s rural gems often featured. The omission has sparked renewed conversations about how Indian rural destinations can further align with international standards for sustainable tourism.

Assessing Excellence: The Nine Pillars of Evaluation

Every village undergoes a rigorous evaluation process conducted by an independent advisory board using nine areas of assessment:

• Cultural and natural resources

• Promotion and conservation of cultural heritage

• Economic sustainability

• Social sustainability

• Environmental sustainability

• Tourism development and value chain integration

• Governance and prioritization of tourism

• Infrastructure and connectivity

• Health, safety, and security

These parameters ensure that selected villages are not just aesthetically appealing but are thriving models of balanced growth, community involvement, and ecological mindfulness.

Expert Insight: Sustainable Tourism at the Core

Dr. Ana Blanco, a tourism development specialist, commented, “The Best Tourism Villages initiative represents a shift in the global narrative of tourism—from one of consumption to one of preservation. It tells the world that sustainability and profitability can coexist, especially at the rural level.”

Meanwhile, community leaders from previous winning villages emphasize the tangible benefits of inclusion in the network. “Recognition by UN Tourism has boosted our visitors, but even more importantly, it empowered locals to preserve our traditions,” said a spokesperson from Biei, a village in Japan recognized in an earlier edition.

For many local governments and travel professionals, the initiative highlights the transformative role tourism can play in creating jobs, improving infrastructure, and empowering small-scale entrepreneurs.

Impact & Implications: What This Means for the Future

The inclusion of new members expands the Best Tourism Villages Network, fostering collaboration across borders. This network acts as a shared platform for exchanging practices, developing innovative rural tourism policies, and building partnerships between public, private, and civil institutions.

For those in the Upgrade Programme, the benefits extend even further. Participants receive technical support and capacity-building opportunities centered around sustainability, governance, and community-driven tourism management.

Although India did not secure a position this year, officials and tourism boards can take cues from the selection criteria to refine their future submissions. With the sixth edition of the initiative scheduled for early 2026, the door remains open for a new generation of Indian villages to showcase their blend of heritage, craft, and sustainability.

Conclusion: Reimagining Rural Futures

As UN Tourism continues to expand the Best Tourism Villages platform, it strengthens a collective global commitment: that sustainable rural tourism can serve as both an economic driver and a guardian of heritage. Every recognized village is a living example of creative resilience—proof that preserving identity and nature in the face of modernization is not just possible but profoundly rewarding.

The call for 2026 submissions invites more rural corners of the world to join this growing global family. For travelers and policymakers alike, these small villages remind us that the paths less traveled often lead to the most transformative discoveries..”

Disclaimer: This article is based on verified information from UN Tourism’s official communications. It is intended for general educational and informational purposes only and does not represent official policy or endorsement by UN Tourism or the United Nations.