Published on
October 21, 2025
On October 21, 2025, the United Nations Tourism Organization (UN Tourism) released the Best Tourism Villages 2025 List during a special ceremony in Huzhou City, China. The Best Tourism Villages program celebrates rural tourism that thanks to the cultural, natural, and scenic landscapes uses sustainable tourism. 52 villages covering Africa, the Americas, Asia, Europe, and the Middle East were awarded the recognition, and 20 more villages qualified for the Upgrade Programme, creating a total of 72 villages in the Best Tourism Villages (BTV) Network globally.
Best Tourism Villages was the first Programme created under UN Tourism for Rural Development which launched in 2021. This program aims to bridge the gap between rural communities who use tourism to stimulate economically, and the mainstream tourism market, providing rural communities increased recognition. The Best Tourism Villages Program for Rural Development will increase tourism at a local and international level encouraging economic growth, the societal inclusion, and the sustainable preservation of natural and cultural heritage.
A Global Network for Rural Tourism Development
The Best Tourism Villages Network has grown significantly over the years, now comprising 319 villages globally. This network has become a vital platform for rural destinations to exchange ideas, share best practices, and collaborate with experts and stakeholders in tourism development. The recognition helps these villages gain visibility, attract tourists, and promote cultural exchange while benefiting from the expertise of public and private sector partners.
The recognition of these 52 villages underscores the UN’s commitment to supporting sustainable rural tourism and empowering communities to preserve their cultural heritage and natural resources while benefiting economically from tourism.
A Closer Look at the Best Tourism Villages 2025
The 2025 list of recognized villages is a diverse collection from around the world, showcasing the variety of landscapes, cultures, and experiences that rural destinations offer. Among the honorees are Agaete in Spain, Akyaka and Anıtlı in Türkiye, Antônio Prado in Brazil, and Chamarel in Mauritius. These villages exemplify the potential of rural tourism to provide visitors with authentic, immersive experiences in settings that are rich in history, culture, and natural beauty.
Villages such as Asuka and Koyasan in Japan, Kolochava and Synevyrska Polyana in Ukraine, and Lô Lô Chải in Vietnam represent the global diversity of rural tourism. These destinations are not just places to visit—they are living museums of cultural heritage, where visitors can experience traditional architecture, local customs, and sustainable practices that have been passed down through generations.
In addition to the officially recognized villages, 20 villages have been selected for the Upgrade Programme, a supportive initiative designed to help high-potential villages meet the full criteria for recognition. These villages will undergo targeted development to improve areas such as infrastructure, sustainability, and governance, ensuring they are well-equipped to benefit from increased tourist interest.
What Makes a Best Tourism Village?
The selection process for the Best Tourism Villages 2025 was thorough and meticulous. Villages are evaluated by an independent advisory board based on nine key criteria:
- Cultural and natural resources
- Promotion and conservation of cultural heritage
- Social, economic, and environmental sustainability
- Tourism development and integration within the local value chain
- Governance and prioritization of tourism
- Infrastructure and connectivity
- Health, safety, and security
- Community-based values and innovation
This rigorous evaluation ensures that the recognized villages not only offer exceptional experiences for visitors but also demonstrate a strong commitment to sustainability and responsible tourism practices. The Best Tourism Villages initiative rewards destinations that balance tourism development with the preservation of local cultures and the environment, making them ideal spots for conscientious travelers seeking authentic, meaningful experiences.
The Impact on Travel and Tourism
The recognition of these villages significantly boosts their visibility, attracting both international and domestic tourists eager to discover off-the-beaten-path destinations. For travelers, being recognized as part of the Best Tourism Villages Network signals that these villages offer unique, authentic experiences in a setting that values both cultural heritage and environmental sustainability.
The program encourages tourists to visit areas that are often overlooked by mainstream tourism. This shift can help distribute the benefits of tourism more evenly across a country or region, helping to reduce overcrowding in popular cities or attractions. By promoting rural tourism, the Best Tourism Villages initiative also supports local businesses, generates income for rural communities, and creates jobs in sectors such as hospitality, transportation, and agriculture.
Furthermore, many of the villages selected for the network are located in areas with rich cultural traditions and stunning landscapes, offering tourists the chance to engage with local communities, explore natural wonders, and learn about sustainable practices. For example, visitors to Aldea San Cristóbal El Alto in Guatemala can immerse themselves in Mayan traditions, while tourists in Pemuteran in Indonesia can explore the coral reefs and support local marine conservation efforts.
Strengthening Rural Economies Through Tourism
Tourism is increasingly recognized as a key driver of economic development, particularly in rural areas where traditional industries may be in decline or struggling to compete in a globalized economy. By highlighting villages that have successfully integrated tourism with sustainable practices, the Best Tourism Villages program helps rural areas diversify their economies, create employment opportunities, and raise living standards.
In many of these villages, tourism provides an important source of income for local artisans, farmers, and small businesses, supporting community-based initiatives that preserve traditional ways of life while generating income for future generations. For example, Kandelous in Iran and Hosszúhetény in Hungary are examples of villages where agriculture, handicrafts, and tourism are intricately tied, offering tourists the chance to experience authentic rural life while supporting local economies.
Looking Ahead to 2026
The Best Tourism Villages initiative focuses on promoting sustainable rural development through tourism. As the program enters its sixth edition, the first call for submissions is scheduled for the first quarter of 2026. This will allow even more rural destinations to highlight their tourism opportunities. As more villages become part of the initiative the anticipated positive impact will help even more rural communities sustainable tourism while preserving their cultural and environmental heritage.
The value of these villages tourism potential serves as a testament to the changes that can be made through the pathways of tourism. The initiative will be a goal for rural destinations looking to sustainable development through tourism.
