Barbaros, İzmir: Türkiye’s New Cultural Tourism Gem with Sustainable Growth

Published on December 29, 2025

Barbaros, a rural village in the Urla district of İzmir, western Turkey, is quietly transforming into a significant cultural tourism destination. This journey to become a popular tourist destination was accelerated by its inclusion on the United Nations World Tourism Organization’s (UNWTO) prestigious list of Best Tourism Villages in 2025. The global recognition has put the village on the map, attracting both international and domestic visitors and marking a watershed moment in its tourism development.

Deep Cultural Roots and Agricultural Traditions

The village of Barbaros is famed for its long-standing cultural heritage, which is deeply intertwined with traditional agricultural practices. The community’s commitment to preserving these cultural assets while embracing modern tourism has created a unique blend of old and new. Visitors are welcomed into a village where time-honoured agricultural techniques meet a contemporary cultural landscape driven by arts and crafts. Barbaros’ strong community-led arts scene has played a vital role in reshaping the village’s tourism profile, offering an authentic and enriching experience to travelers.

One of the village’s most notable attractions is the Oyuk Festival, which celebrates the region’s rich agricultural and cultural traditions. First launched in 2016, this annual event has grown in prominence, with hundreds of handcrafted scarecrows displayed throughout the village each year. These scarecrows, made entirely by the village’s residents, reflect local craftsmanship and creativity while symbolizing the close-knit community spirit that defines Barbaros. The festival’s influence has grown steadily over the years, transforming Barbaros into a notable rural tourism destination. This increase in attention was critical in putting the village on the radar of the UNWTO.

A Grassroots-Driven Tourism Success

The Oyuk Festival has not only brought attention to Barbaros but has also acted as a catalyst for economic and social revitalization. Built entirely on collective labour, the festival was designed as a community-driven initiative to revitalize agriculture, diversify income streams, and address the issue of rural outmigration that has long plagued many Turkish villages. By encouraging local participation and fostering a sense of ownership, the festival has contributed to a stronger sense of identity and pride among the villagers.

The community’s efforts to create an event that celebrates local traditions have not only enhanced tourism but also helped preserve these traditions for future generations. Each year, workshops are held to renew and refresh the scarecrows, further reinforcing the village’s commitment to sustainability and community involvement. This grassroots approach to tourism development has become a shining example of how rural areas can embrace sustainable tourism models while safeguarding their cultural heritage.

International Recognition and Increased Interest

The inclusion of Barbaros on the UNWTO’s Best Tourism Villages list in October 2025 was the result of several years of efforts by local leaders and tourism advocates. The village’s successful applications for the prestigious designation were followed by a surge in interest from tourists both near and far. The listing has not only boosted Barbaros’ international profile but also sparked an increase in social media exposure and word-of-mouth recommendations, amplifying its status as a must-visit destination.

This newfound international recognition has shifted Barbaros from being a well-kept secret among locals to a growing tourism hotspot that continues to draw in more visitors each year. The designation has positioned the village as a prime example of how rural communities can leverage their cultural heritage to build sustainable tourism models that benefit both visitors and residents alike.

Year-Round Appeal and Diversified Offerings

While spring and autumn attract the highest number of visitors to Barbaros, the village has been successful in creating a year-round tourism model that offers something for every season. In addition to the festival, the village hosts a variety of cultural events, such as open-air cinema screenings, music performances, and rhythm workshops. These activities not only enrich the visitor experience but also contribute to a thriving cultural scene that celebrates the arts and promotes creative expression.

Women-led businesses, handicraft workshops, and small-scale food enterprises form the backbone of Barbaros’ local economy. These initiatives have played a crucial role in generating new economic opportunities for villagers while offering tourists an authentic taste of local life. Visitors can enjoy traditional Turkish cuisine, browse local crafts, and participate in hands-on workshops, further immersing themselves in the village’s vibrant cultural landscape.

The village’s tourism infrastructure has been carefully developed to maintain a balance between preserving local traditions and accommodating the growing number of visitors. With its picturesque landscapes, rich history, and strong sense of community, Barbaros offers a welcoming and genuine travel experience that is hard to find in more commercialized tourist destinations.

Economic Impact and Future Prospects

The growing recognition of Barbaros has already begun to show tangible economic benefits for the village. Local tradespeople have reported increased demand for food services, local products, and handicrafts, leading to stronger commercial activity. Though the full economic impact of the village’s tourism development will take time to fully measure, early indicators suggest that tourism is contributing to greater economic stability and prosperity for the community.

In the coming seasons, officials expect the village’s tourism growth to become even more pronounced, as more visitors are drawn to Barbaros by its unique cultural offerings and sustainable tourism practices. Local businesses are expanding, and the community continues to work together to ensure that tourism development is done in a way that aligns with the village’s values of sustainability, authenticity, and cultural preservation.

Conclusion

Barbaros in İzmir, Türkiye, exemplifies how rural villages can become cultural tourism destinations through community-driven initiatives. The village’s inclusion on the UNWTO’s Best Tourism Villages list has brought it the international attention it deserves, but what truly distinguishes it are its deep-rooted cultural traditions, sustainable practices, and collective effort. As tourism grows in Barbaros, the village remains committed to preserving its distinct identity while providing visitors with an opportunity to experience the heart and soul of rural Turkey. Barbaros is more than just a tourist destination; it invites visitors to become a part of its ongoing story through its festivals, community workshops, and vibrant cultural life.