UN Tourism Opens Doors for Rural Villages to Shine Globally in 2026

Published on February 27, 2026

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Since its inception in 2021, the Best Tourism Villages initiative, spearheaded by the  UN Tourism , has rapidly grown into a major global platform celebrating the vitality and heritage of rural communities. The initiative was launched to identify and recognize rural destinations that harness tourism to promote cultural preservation, sustainable development, and community well-being. Over the past five years, it has attracted more than 1,000 applications from over 100 countries, highlighting the worldwide appetite for responsible rural tourism.

Today, the initiative encompasses 319 villages across 65 countries, spanning all five global regions—Africa, the Americas, Asia-Pacific, Europe, and the Middle East. Among these, over 230 villages have earned the prestigious recognition of Best Tourism Villages, while 83 communities are currently engaged in the Upgrade Programme, a pathway designed to elevate emerging rural destinations toward full recognition. Together, these villages form a vibrant global network dedicated to sustainable rural tourism and shared learning.

Best Tourism Villages 2026: Call for Applications

As the UNWTO prepares for its 2026 cycle, member states are invited to submit up to eight candidate villages through their respective National Tourism Administrations. Applications will remain open until 9 June 2026, providing ample time for governments and communities to showcase the unique strengths of their rural destinations. The results of the evaluation process will be announced in the third quarter of the year during a dedicated UN Tourism event, spotlighting those villages that exemplify best practices in cultural and natural heritage conservation, community engagement, and sustainable tourism management.

Applications are reviewed by an independent Advisory Board of international experts, who assess candidates across multiple dimensions including sustainability, governance, infrastructure, cultural richness, and the overall well-being of the community. This rigorous evaluation ensures that recognized villages meet high standards while encouraging continuous improvement and innovation in rural tourism practices.

Tourism as a Driver of Rural Development

The Best Tourism Villages initiative is a flagship component of the UNWTO’s broader Tourism for Rural Development Programme. At its core, the programme aims to leverage tourism as a tool for inclusive and sustainable growth in rural areas. By fostering responsible tourism practices, the initiative helps rural communities strengthen their economic resilience, preserve local heritage, and safeguard natural landscapes.

The programme emphasizes the protection of cultural diversity and traditional knowledge systems while encouraging innovation in tourism products and services. By aligning its activities with the United Nations Sustainable Development Goals (SDGs), the initiative contributes to objectives such as poverty reduction, gender equality, climate action, and sustainable economic growth in rural regions.

Three Pillars of the Best Tourism Villages Initiative

The initiative is structured around three main pillars, each playing a crucial role in empowering rural communities and enhancing the impact of tourism:

1. Recognition as Best Tourism Village
   Villages awarded this recognition demonstrate excellence in cultural and environmental preservation, sustainable governance, and community-centered development. The evaluation framework considers nine areas that capture economic, social, and environmental sustainability, including cultural heritage protection, biodiversity conservation, tourism infrastructure, community engagement, and local economic impact. This recognition serves not only as a mark of excellence but also as a platform for international visibility and promotion.
2. Upgrade Programme
   Not all villages meet the stringent criteria for full recognition on their first attempt. The Upgrade Programme provides a structured support system for these communities, offering tailored guidance, technical expertise, and capacity-building initiatives. Participating villages receive strategic advice to strengthen their tourism offerings, improve governance structures, and implement sustainable development practices. The programme acts as a bridge, enabling promising rural destinations to progress toward eventual recognition.
3. Best Tourism Villages Network
   At the heart of the initiative is a global network that brings together recognized villages and Upgrade Programme participants. The Network functions as a collaborative platform where communities exchange experiences, share best practices, and build partnerships across borders. It fosters peer-to-peer learning, facilitates international cooperation, and strengthens the overall quality and resilience of rural tourism worldwide. The network encourages innovation and knowledge transfer, enabling villages to adapt to changing tourism trends while safeguarding local identities and ecosystems.

A Growing Global Movement

The Best Tourism Villages initiative has rapidly become a symbol of rural revitalization and responsible tourism. Its growth over the past five years reflects a global recognition that rural areas hold immense cultural, environmental, and economic value. By supporting these communities, the initiative not only enhances tourism experiences for travelers but also ensures that local traditions, landscapes, and knowledge systems are preserved for future generations.

Looking ahead, the 2026 application cycle presents another opportunity for rural destinations to gain international recognition and join this vibrant global network. Through sustained investment in sustainable tourism, careful stewardship of heritage, and strong community engagement, the initiative continues to demonstrate that tourism can be a powerful force for rural development and global cooperation.

The Best Tourism Villages programme is more than a recognition scheme—it is a movement that champions the potential of rural communities, placing them at the forefront of sustainable tourism and development. As new villages prepare to enter the network, the initiative reaffirms the UNWTO’s commitment to fostering inclusive growth, cultural diversity, and environmental stewardship in every corner of the globe.