The United Nations Tourism organization has unveiled its Best Tourism Villages 2025 honorees, crowning 52 villages from around the globe as top travel destinations selected from an impressive pool of 270 entries spanning 65 UN Tourism member states. This prestigious recognition expands the Best Tourism Villages Network to a grand total of 319 villages worldwide, establishing it as the largest community of rural tourism destinations globally. An additional 20 villages joined the Upgrade Programme—an initiative recognizing high-potential communities and providing support to address identified weaknesses while working toward future recognition. UN Tourism Secretary-General Zurab Pololikashvili emphasized that “tourism can be a powerful tool to progress shared prosperity, inclusive growth, and territorial cohesion in rural areas,” highlighting how these 2025 Best Tourism Villages demonstrate communities successfully safeguarding cultural heritage, preserving natural resources, and creating economic opportunities through sustainable tourism.
Understanding the Best Tourism Villages Initiative
Program Origins and Mission
The Best Tourism Villages initiative launched in 2021 with a clear mission: accelerate tourism’s role in rural development while promoting sustainable practices that benefit local communities. Unlike typical tourism awards focusing solely on visitor appeal, this UN Tourism program evaluates villages comprehensively across multiple dimensions that ensure tourism benefits residents while preserving what makes these places special.
For travelers asking what are UN Best Tourism Villages, the designation represents official recognition from the United Nations World Tourism Organization (UNWTO) that a rural destination excels at balancing tourism development with cultural preservation, environmental sustainability, and community wellbeing.
Nine Areas of Evaluation
Villages undergo rigorous assessment across nine evaluation criteria that encompass both tourism quality and community impact:
Cultural and natural resources: Preservation and presentation of heritage and environmental assets Economic sustainability: Tourism’s contribution to local economy and employment Social sustainability: Community involvement and equitable benefit distribution Environmental sustainability: Conservation practices and resource management Tourism development: Infrastructure quality and visitor experience Value chain integration: Connections between tourism and local products/services Governance: Management structures and stakeholder coordination Infrastructure and connectivity: Access, utilities, and digital connections Health, safety and security: Visitor and resident welfare measures
This comprehensive approach ensures recognized villages offer authentic experiences while maintaining long-term viability, answering questions about how are tourism villages selected with transparent, multifaceted criteria.
2025 Recognition Ceremony and Announcement
Huzhou City, China Hosts Special Event
The 2025 Best Tourism Villages were announced during a special ceremony in Huzhou City, China, bringing together representatives from winning communities, tourism officials, and development experts. The Huzhou ceremony provided platform for sharing best practices and fostering connections among rural tourism leaders worldwide.
The event’s location in China—a country with both ancient rural traditions and modern tourism infrastructure—symbolically represented the balance these villages achieve between preservation and development.
Notable 2025 Best Tourism Villages Winners
Asuka, Japan: Ancient Capital Heritage
Asuka, Japan earned recognition for preserving its status as Japan’s ancient capital region. This Nara Prefecture village features archaeological treasures including ancient tombs, temple ruins, and stone monuments dating to the Asuka Period (538-710 CE). The village successfully integrates cultural heritage tourism with agricultural traditions, offering visitors authentic experiences while maintaining community character.
For travelers interested in Best Tourism Villages Japan, Asuka demonstrates how historical significance combines with contemporary rural life to create meaningful destination experiences.
Ezcaray, Spain: Mountain Village Excellence
Ezcaray, Spain, nestled in the La Rioja region near the Sierra de la Demanda mountains, represents Spanish rural tourism at its finest. Known for traditional crafts, local gastronomy, and outdoor activities, Ezcaray maintains authentic village life while welcoming visitors year-round.
The village’s medieval architecture, family-run restaurants serving regional cuisine, and access to hiking and skiing make it exemplary of sustainable rural tourism Spain.
Pacto, Ecuador: Cloud Forest Conservation
Pacto, Ecuador, located in Pichincha Province, earned recognition for cloud forest conservation combined with community-based tourism. This Andean village offers ecotourism experiences including bird watching, waterfall hikes, and homestays with local families.
Pacto’s model demonstrates how rural tourism Ecuador can generate income while protecting biodiversity, answering questions about sustainable tourism in Latin America with practical examples.
Soheili, Iran: Cultural Heritage Tourism
Soheili, Iran joins the network as recognition of Persian rural heritage and traditional architecture. The village showcases Iranian cultural traditions, crafts, and hospitality while developing tourism infrastructure that respects community values.
Its inclusion demonstrates the Best Tourism Villages program’s global reach, encompassing diverse cultures and regions often overlooked in mainstream tourism discourse.
The Upgrade Programme: Supporting Aspiring Villages
Recognition for High-Potential Communities
The 20 villages joining the Upgrade Programme receive valuable recognition and support despite not yet meeting all criteria for full designation. This program acknowledges communities demonstrating strong potential while providing technical assistance to address identified gaps.
Upgrade Programme villages benefit from UN Tourism expertise, networking opportunities with successful villages, and roadmaps for improvement. Many eventually achieve full Best Tourism Villages status after implementing recommended enhancements.
This supportive approach distinguishes the initiative from purely competitive awards, emphasizing capacity building and sustainable development over simple ranking.
Impact of Best Tourism Villages Recognition
Economic Benefits for Rural Communities
Best Tourism Villages designation creates tangible economic advantages. Recognition raises international profile, attracting visitors who specifically seek authentic rural experiences. This increased visibility supports local businesses, creates employment, and helps retain young residents who might otherwise migrate to cities seeking opportunities.
Economic sustainability measures ensure tourism revenue flows to local communities rather than external operators, addressing concerns about rural tourism benefits reaching actual residents.
Cultural Heritage Preservation
Tourism revenue provides financial incentive and resources for preserving cultural heritage that might otherwise deteriorate. Traditional crafts find new markets, historical buildings receive maintenance funding, and cultural practices gain renewed appreciation as tourism assets.
Villages in the network demonstrate that cultural preservation and tourism development complement rather than compete when properly managed.
Environmental Conservation
Natural resource preservation becomes economically viable when linked to tourism. Protected forests, clean waterways, and wildlife habitats attract visitors while providing ecosystem services for residents. This creates virtuous cycles where conservation supports tourism, which funds further conservation.
Planning Visits to Best Tourism Villages
Finding Recognized Villages
The complete UN Best Tourism Villages list is available on the UNWTO website, providing information about each recognized community. Travelers can search by region, country, or specific characteristics they’re seeking.
For those asking how to visit UN Tourism Villages, most provide information through local tourism websites or regional tourism boards. Infrastructure varies—some villages offer hotels and restaurants, while others focus on homestays and community-based accommodations.
Supporting Sustainable Rural Tourism
Visitors to these villages should embrace practices that align with the program’s values:
Book local accommodations and guides to ensure tourism revenue benefits communities Purchase local products and crafts directly from artisans Respect cultural norms and community rhythms Follow environmental guidelines and stay on designated trails Engage authentically with residents rather than treating communities as theme parks
These behaviors ensure tourism fulfills its potential as development tool while preserving what makes villages special.
The Growing Network’s Future
319 Villages and Counting
With 72 new members (52 full designations plus 20 Upgrade Programme villages), the network now encompasses 319 communities across all inhabited continents. This represents the world’s largest coordinated effort to promote and support sustainable rural tourism development.
The growing network creates opportunities for knowledge exchange, collaborative marketing, and shared advocacy for rural development policies that recognize tourism’s role.
Continued Expansion Expected
Future designation cycles will likely continue expanding the network as more villages develop tourism capacity and apply for recognition. The Upgrade Programme provides pathway for communities currently building foundations for sustainable tourism, ensuring the network becomes increasingly inclusive while maintaining high standards.
Why Best Tourism Villages Matter
The UN Best Tourism Villages initiative addresses critical global challenges: rural depopulation, cultural heritage loss, environmental degradation, and economic inequality. By demonstrating that rural areas can thrive through sustainable tourism, these villages offer alternative development models to urbanization and industrial agriculture.
Secretary-General Pololikashvili’s statement about tourism enabling “shared prosperity, inclusive growth, and territorial cohesion” reflects understanding that balanced regional development strengthens entire nations. When rural areas flourish, they reduce pressure on overcrowded cities, preserve cultural diversity, protect ecosystems, and maintain social stability.
For travelers, these villages offer authentic experiences increasingly rare in homogenized global tourism. Visiting Best Tourism Villages means supporting communities striving to preserve their heritage while welcoming guests—a far more meaningful exchange than passive consumption at generic resorts.
Whether exploring Asuka’s ancient Japanese heritage, hiking Pacto’s cloud forests, savoring Ezcaray’s mountain cuisine, or experiencing Soheili’s Persian hospitality, each village provides windows into ways of life worth preserving and celebrating.
At The Inspiring Insight, we believe the most transformative travel experiences connect us with places and people beyond typical tourist circuits. The UN Best Tourism Villages represent destinations where tourism fulfills its highest potential—creating economic opportunity while preserving culture and environment. Whether you’re planning visits to newly recognized villages, exploring the broader network, or simply learning about global rural development, understanding what makes these communities special enriches both travel planning and appreciation for rural heritage worldwide. For more sustainable travel guides, cultural heritage destinations, and responsible tourism resources that help you discover meaningful places while supporting communities, explore our complete collection of content designed to connect conscious travelers with authentic experiences.
