UN Tourism Names 52 Best Tourism Villages 2025, Highlighting Global Rural Innovation

Celebrating Communities Driving Rural Tourism and Sustainable Growth

UN Tourism has unveiled its list of the Best Tourism Villages 2025, recognising 52 outstanding rural destinations from 29 countries that exemplify sustainable development, cultural preservation, and innovation in tourism. The announcement was made during a special ceremony in Huzhou City, China, under the UN Tourism for Rural Development Programme.

From Koyasan in Japan and Chamarel in Mauritius to Bled in Slovenia, Carlos Pellegrini in Argentina, and Masfout in the United Arab Emirates, this year’s winners span every continent — reflecting the universal potential of tourism to transform communities. The fifth edition of the initiative received over 270 applications from 65 UN Tourism Member States, demonstrating growing global interest in rural tourism as a catalyst for inclusive growth.

Among the selected destinations are Agaete and Ezcaray in Spain, Akyaka, Barbaros, Anıtlı and Kale Üçağız in Türkiye, Arquà Petrarca, Asolo, Bellano and Marktgemeinde Bad Hindelang in Italy and Germany, and Asuka, Shodoshima, Tonosho, and Muju Village in Japan and the Republic of Korea. Other distinguished names include Carlos Pellegrini and Maimará in Argentina, Chamarel and Grand River South East in Mauritius, Kandelous in Iran, Loriga and Mértola in Portugal, Khinalig in Azerbaijan, Neot Semadar in Israel, and Pacto in Ecuador.

Also joining the list are Plateliai in Lithuania, Pont-Croix in France, Kolochava and Synevyrska Polyana in Ukraine, Krupa na Vrbasu in Bosnia and Herzegovina, Lô Lô Chải and Quynh Son Community-based Tourism Village in Viet Nam, Pemuteran in Indonesia, and Valendas in Switzerland. Together, these destinations embody resilience, creativity, and a deep respect for cultural and natural heritage.

UN Tourism Secretary-General Zurab Pololikashvili stated, “Tourism can be a powerful tool to progress shared prosperity, inclusive growth and territorial cohesion in rural areas. Our Best Tourism Villages 2025 highlight communities working to safeguard their cultural heritage, preserve their natural resources and create economic opportunities through tourism. These villages show that by embracing tourism, they can promote social inclusion and build a future where no one is left behind.”

The Best Tourism Villages initiative, launched in 2021, evaluates candidate villages across nine criteria, sustainability, heritage preservation, governance, infrastructure, and health and safety. Alongside the 52 recognised villages, 20 additional destinations have been selected for the Upgrade Programme, which provides mentorship and technical support to help them meet the full recognition standards.

With these new members, the Best Tourism Villages Network now includes 319 rural destinations worldwide, making it the largest and most diverse platform. Applications for the next edition will open in early 2026, offering more rural communities a chance to share their stories and contribute to a more inclusive global tourism model.

“These landmark initiatives celebrate communities that turn tourism into an engine of empowerment and sustainability,” Pololikashvili added.

Tourism for Rural Development Gains Momentum

An independent Advisory Board assesses villages across nine criteria: cultural and natural resources, sustainability (economic, social, environmental), tourism value chain integration, governance, infrastructure, connectivity, and health and safety.

The initiative consists of three pillars:

• Best Tourism Villages by UN Tourism: Recognises rural destinations with accredited cultural and natural assets, community-based values, and a strong commitment to sustainability.
• Upgrade Programme: Supports high-potential villages in meeting recognition standards through capacity-building and technical guidance.
• The BTV Network: Facilitates knowledge exchange and collaboration among recognised villages, experts, and public-private stakeholders advancing rural tourism development.

The 52 Best Tourism Villages 2025 represent an inspiring blend of heritage, innovation, and community spirit, reaffirming that rural destinations can lead the way in sustainable global tourism.

The call for applications for the sixth edition will open in the first quarter of 2026, allowing more rural communities to share their success stories and gain international recognition.