UN Tourism opens call for Best Tourism Villages 2025

• All Regions
• 5 Feb 2025

UN Tourism has opened applications for the 2025 edition of its prestigious Best Tourism Villages initiative. This initiative marks a continued commitment to advancing rural tourism as a catalyst for sustainable development and inclusion, while celebrating the rich tapestry of cultural and natural heritage, community values, and sustainable practices that make these destinations unique.

Since its inception in 2021, the initiative has gained global recognition. Across the previous four editions, UN Tourism has received more than 800 applications from over 100 countries. Today, the UN Tourism Best Tourism Villages Network includes 254 members worldwide: over 180 villages recognized as Best Tourism Villages and 70 participating in the Upgrade Programme, representing almost 60 countries across five world regions.

The Best Tourism Villages by UN Tourism celebrates rural destinations where tourism serves as a catalyst for opportunity, cultural preservation, and sustainable growth

UN Tourism Secretary-General Zurab Pololikashvili says: "The Best Tourism Villages by UN Tourism celebrates rural destinations where tourism serves as a catalyst for opportunity, cultural preservation, and sustainable growth. By harnessing their unique assets, these villages create opportunities for economic growth, safeguard local traditions, and promote a better quality of life for their communities. We are eager to welcome those villages that represent the role of rural tourism as a transformative force for good."

Best Tourism Villages 2025 - Applications Open

UN Tourism Member States are invited to submit up to eight candidate villages through their respective National Tourism Administrations (NTAs).

Applications will close on May 19, 2025. The villages recognized as Best Tourism Villages 2025 will be announced in the third quarter of the year on the occasion of a UN Tourism event.

An external Advisory Board comprising global experts will evaluate applications based on nine key areas:

• Cultural and Natural Resources
• Promotion and Conservation of Cultural Resources
• Economic Sustainability
• Social Sustainability
• Environmental Sustainability
• Tourism Development and Value Chain Integration
• Governance and Prioritization of Tourism
• Infrastructure and Connectivity
• Health, Safety, and Security

Advancing Rural Development through Tourism

The Best Tourism Villages by UN Tourism initiative aims to leverage tourism as a tool for rural development, well-being, and resilience. By combining efforts to value and preserve rural landscapes, cultural diversity, and knowledge systems, the initiative advances innovative tourism strategies aligned with the Sustainable Development Goals (SDGs).

The initiative comprises three integral components:

• Recognition as Best Tourism Villages: The recognition highlights rural tourism destinations that excel in preserving cultural and natural heritage, community-based values, and sustainability practices. The evaluation is based on their performance across nine areas spanning economic, social, and environmental dimensions.
• The Upgrade Programme: Provides targeted support to villages that do not fully meet recognition criteria. These villages benefit from tailored guidance to bridge gaps and enhance their offerings.
• The Best Tourism Villages Network: Serves as a platform for knowledge exchange and collaboration among recognized villages and those in the Upgrade Programme. The Network organizes capacity-building initiatives to foster connections across sectors.

The initiative is part of the Tourism for Rural Development Programme by UN Tourism.

Related links

• Download Press Release on PDF
• “Best Villages by UN Tourism” factsheet
• Best Tourism Villages Video
• Tourism for Rural Development Programme
• Learn More About Best Tourism Villages

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Basketball Greats Stephen Curry and Zaza Pachulia Unveiled as UN Tourism Special Ambassadors

• All Regions
• 5 Feb 2025

UN Tourism is proud to announce the appointment of basketball legends Stephen Curry and Zaza Pachulia as Special Ambassadors for Sports Tourism.

The addition of two of the greatest athletes in modern history to UN Tourism’s roster of Special Ambassadors marks a major step forward in promoting the transformative power of sports tourism.  Stephen Curry is celebrated as one of the greatest basketball talents of all time. He has led the Golden State Warriors multiple NBA championships and is widely credited with revolutionizing the modern game. Curry’s appointment as Ambassador for Sports Tourism will bring UN Tourism’s mission to the attention of a massive global audience and harness his energy to boost recognition of the power of sports tourism to create opportunity and drive growth.

It’s a huge thrill and a real honour to welcome the world-famous athletes Stephen Curry and Zaza Pachulia into the UN Tourism family

Welcoming the signings, UN Tourism Secretary-General Zurab Pololikashvili says: “It’s a huge thrill and a real honour to welcome the world-famous athletes Stephen Curry and Zaza Pachulia into the UN Tourism family. Their achievements on the basketball court and their commitment to community development make them exemplary figures to promote the benefits of sports tourism worldwide. Curry and Pachulia will help take UN Tourism’s work in the promotion of sustainable and inclusive sports tourism to the next level.”

In their new roles, Curry and Pachulia will work to promote the positive impact of sports tourism on communities and economies worldwide. As Ambassadors for UN Tourism, Curry and Pachulia will engage in initiatives that highlight how sports can drive tourism, foster cultural understanding, and contribute to sustainable economic growth. Their involvement aims to inspire travellers and sports enthusiasts to explore diverse destinations through the lens of athletic events and activities.

The two basketball legends join UN Tourism’s growing roster of Special Ambassadors. Drawn from the worlds of sports, culture and business, they bring excellence in their respective fields as well as a commitment to promoting tourism as a force for opportunity and understanding.

Related links

• Download News Release on PDF

UN Tourism at FITUR 2025: A Milestone Event for Sector-Wide Cooperation

• All Regions
• 24 Jan 2025

UN Tourism has returned to the FITUR international trade fair to advance the sector’s shift towards greater accessibility and growth propelled by investments and innovation.

On the eve of FITUR 2025, UN Tourism gathered high-level delegates to celebrate its 50th anniversary, reaffirming its long-standing commitment to making the sector a pillar of peace and understanding. Looking to the next 50 years, UN Tourism once again used the platform of the leading tourism trade fair to advance priorities for the present and the future, with a focus on supporting new ideas and technologies and boosting investments into the sector.

Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience

UN Tourism Secretary-General Zurab Pololikashvili said: “As UN Tourism celebrates 50 years, FITUR meets for the 45th time. Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience.”

Within the framework of FITUR 2025, the UN Tourism leadership held a series of high-level meetings with delegates, including Ministers of Tourism, business leaders and representatives of its Member States.

FITUR 2025: Tourism investments take centre stage

In Madrid, UN Tourism welcomed key stakeholders for a special Investment Breakfast, hosted in partnership with the Development Bank of Latin America and the Caribbean (CAF). The event brought together experts to focus on the key opportunities and challenges for growing investments into the sector across the region.

On this occasion, UN Tourism presented the latest additions to its growing portfolio of “Tourism Doing Business” Investment Guidelines. The two new publications focus on the investment landscape of Panama and also Brazil, partner country of FITUR 2025.

Making tourism more accessible to all

Further advancing its commitment to making tourism and its benefits available to all, UN Tourism and AccessibleEU hosted a special side event at FITUR (23 January).

Organized in collaboration with the ONCE Foundation,  the European Network for Accessible Tourism and ILUNION Acesibilidad, the event “Accessible Tourism: Harnessing the Benefits of Inclusive Destinations for Companies and People” celebrated the progress made in this field, making clear the advantages to destinations of being more inclusive. The event also assessed the challenges standing in the way of opening up destinations to visitors of all abilities, with a particular emphasis on infrastructure and the use of innovation to boost accessibility.  

UN Tourism Affiliate Members: New allies welcomed

UN Tourism welcomed its growing network of Affiliate Members to FITUR 2025, further strengthening ties right across the diverse sector. A special “Affiliate Members Corner” was held, focusing on “Targeting Traveler Segments”. The event assessed key growth areas and other areas of potential for destinations looking to diversify their tourism offerings.

At FITUR, UN Tourism signed new Memorandums of Understanding with Affiliate Member CIFFT (Audiovisual Tourism Advertising), designed to advance creativity.

Related links

• Download News Release on PDF
• UN Tourism and CAF Strengthen Collaboration to Promote Regional Branding and Sustainable Tourism
• UN Tourism and CAF Advance Tourism Investments in Americas and Launch Guidelines for Brazil and Panama
• Andorra becomes 25th country to adhere to the International Code for the Protection of Tourists
• FITUR 2025

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International tourism recovers pre-pandemic levels in 2024

• All Regions
• 20 Jan 2025

With 1.4 billion international tourist arrivals recorded globally, 2024 marked the recovery of international tourism from the worst crisis in the sector’s history. A majority of destinations welcomed more international tourists in 2024 than they did before the pandemic, while visitor spending also continued to grow strongly.

According to the latest World Tourism Barometer from UN Tourism, an estimated 1.4 billion tourists travelled internationally in 2024, indicating a virtual recovery (99%) of pre-pandemic levels. This represents an increase of 11% over 2023, or 140 million more international tourist arrivals, with results driven by strong post-pandemic demand, robust performance from large source markets and the ongoing recovery of destinations in Asia and the Pacific.

The Middle East, Europe and Africa see strongest results in 2024 relative to 2019

Growth is expected to continue throughout 2025, driven by strong demand contributing to the socio-economic development of both mature and emerging destinations. This recalls our immense responsibility as a sector to accelerate transformation, placing people and planet at the center of the development of tourism

• The Middle East (95 million arrivals) remained the strongest-performing region when compared to 2019, with international arrivals 32% above pre-pandemic levels in 2024, though 1% higher compared to 2023.
• Africa (74 million) welcomed 7% more arrivals than in 2019, and 12% more than in 2023.
• Europe, the world's largest destination region, saw 747 million international arrivals in 2024 (+1% above 2019 levels and 5% over 2023) supported by strong intraregional demand. All European subregions surpassed pre-pandemic levels, except for Central and Eastern Europe where many destinations are still suffering from the lingering effects of the Russian aggression on Ukraine.
• The Americas (213 million) recovered 97% of pre-pandemic arrivals (-3% over 2019), with the Caribbean and Central America already exceeding 2019 levels. Compared to 2023, the region saw 7% growth.
• Asia and the Pacific (316 million) continued to experience a rapid recovery in 2024, though arrival numbers were still 87% of pre-pandemic levels, an improvement from 66% at the end of 2023. International arrivals grew 33% in 2024, an increase of 78 million from 2023.

By subregions, North Africa and Central America saw the strongest performance in 2024, with 22% and 17% more international arrivals than before the pandemic. Southern Mediterranean Europe (+8%) and the Caribbean (+7%) also enjoyed robust growth, as did Northern Europe (+5%) and Western Europe (+2%).

UN Tourism Secretary-General Zurab Pololikashvili said: "In 2024, global tourism completed its recovery from the pandemic and, in many places, tourist arrivals and specially earnings are already higher than in 2019. Growth is expected to continue throughout 2025, driven by strong demand contributing to the socio-economic development of both mature and emerging destinations. This  recalls  our immense responsibility as a sector to accelerate transformation, placing people and planet at the center of the development of tourism."

Majority of destinations reported arrival figures well above pre-pandemic levels in 2024

Most destinations reporting monthly data continued to enjoy strong results in 2024, with a majority exceeding pre-pandemic levels. Available data for the first 10 to 12 months of 2024 shows several destinations reporting double-digit growth compared to 2019:

• El Salvador (+81%), Saudi Arabia (+69%), Ethiopia (+40%), Morocco (+35%), Guatemala (+33%) and the Dominican Republic (+32%), all exceeded pre-pandemic levels by far in the full twelve months of 2024.
• Qatar (+137%), Albania (+80%), Colombia (+37%), Andorra (+35%), Malta and Serbia (both +29%)  enjoyed strong growth through October or November 2024, compared to the same ten or eleven months of 2019.
• The full recovery of international tourism in 2024 is also reflected in the performance of other industry indicators. According to the UN Tourism Tracker, both international air capacity and air traffic virtually recovered pre-pandemic levels through October 2024 (IATA). Global occupancy rates for accommodation reached 66% in November, slightly below 69% in November 2023 (based on STR data).

Exports from tourism reached a record USD 1.9 trillion in 2024

• International tourism receipts saw robust growth in 2024 after virtually already reaching pre-pandemic levels in 2023, in real terms (adjusting for inflation and exchange rate fluctuations).
• Receipts reached USD 1.6 trillion in 2024, about 3% more than in 2023 and 4% more than in 2019 (real terms), according to preliminary estimates.
• As growth stabilizes, average spending is gradually returning to pre-pandemic values, from nearly USD 1,400 per international arrival in 2020 and 2021, to an estimated USD 1,100 in 2024. This is still above the average of USD 1,000 of before the pandemic.
• Total exports  from tourism (including passenger transport) reached a record USD 1.9 trillion in 2024, about 3% higher than before the pandemic (real terms), according to preliminary estimates.
• Several destinations reported outstanding growth in international tourism receipts during the first nine to eleven months of 2024. These include Kuwait (+232%), El Salvador (+206%), Saudi Arabia (+148%), Albania (+136%), Serbia (+98%), Republic of Moldova (+86%), and Canada (+70%), all in local currencies. These countries also enjoyed double-digit growth in receipts in 2024 compared to 2023.
• Among the world's top five tourism earners, the United Kingdom (+40%), Spain (+36%), France (+27%) and Italy (+23%) saw robust growth in the first nine to eleven months of 2024, compared to 2019.
• Data on international tourism expenditure reflects the same trend, especially among large source markets such as Germany, the United Kingdom (both +36% compared to 2019), the United States (+34%), Italy (+25%) and France (+11%). Expenditure from India remained high in the first half of 2024 (+81% above 2019 levels), after extraordinary growth in 2023.

Positive outlook for 2025 points to continued growth

• International tourist arrivals are expected to grow 3% to 5% in 2025 compared to 2024, assuming a continued recovery of Asia and the Pacific and solid growth in most other regions. This initial  projection assumes global economic conditions remain favorable, inflation continues to recede, and geopolitical conflicts do not escalate.
• The outlook reflects a stabilization of growth rates after a strong rebound in international arrivals in 2023 (+33% vs 2022) and 2024 (+11% vs 2023).
• The latest UN Tourism Confidence Index confirms these positive expectations. Around 64% of UN Tourism Panel of Experts see 'better' or 'much better' prospects for 2025 compared to 2024. Some 26% expect similar performance in their destination, while only 9% believe 2025 be 'worse' or 'much worse' than last year.
• However, economic and geopolitical headwinds continue to pose significant risks. More than half of respondents point to high transport and accommodation costs and other economic factors such as volatile oil prices, as the main challenges international tourism will face in 2025. Against this backdrop, tourists are expected to continue to seek value for money.
• Geopolitical risks (aside from ongoing conflicts) are a growing concern among the Panel of Experts, which ranked them as the third main factor after the economic ones. Extreme weather events  and staff shortages  are also critical challenges, ranking fourth and fifth among the factors identified by the Panel of Experts.
• Balancing growth and sustainability will be critical in 2025, as reflected by two major trends identified by the Panel of Experts: the search for sustainable practices and the discovery of lesser-known destinations.

Related links

• Download News Release on PDF
• World Tourism Barometer: Volume 23 • Issue 1 • January 2025 | EXCERPT
• World Tourism Barometer, January 2025 (PPT version)

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Global tourism set for full recovery by end of the year with spending growing faster than arrivals

• All Regions
• 4 Dec 2024

Around 1.1 billion tourists travelled internationally in the first nine months of 2024, as the global tourism sector recovered 98% of pre-pandemic levels. According to the latest World Tourism Barometer by UN Tourism, a full recovery from the biggest crisis in the sector’s history is expected by the end of the year, despite economic, geopolitical and climate challenges.

Four years after the outbreak of the COVID-19 pandemic, which brought global tourism to a standstill, the Barometer reflects the sector’s remarkable recovery, with most regions already exceeding 2019 arrival numbers in the period January to September 2024. The report also shows outstanding results in terms of international tourism receipts, with most destinations with available data posting double-digit growth compared to 2019.

UN Tourism Secretary-General Zurab Pololikashvili said: “The strong growth seen in tourism receipts is excellent news for economies around the world. The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies.”

The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies

Tourism performance by region

International tourist arrivals grew strongly in the first nine months of 2024, driven by strong post-pandemic demand in Europe and robust performance from large source markets globally, as well as the ongoing recovery of destinations in Asia and the Pacific. Increased air connectivity and visa facilitation also supported international travel.

• The Middle East (+29% compared to 2019) continued to enjoy record growth this nine-month period, while Europe (+1%) and Africa (+6%) also exceeded 2019 levels.
• The Americas recovered 97% of its pre-pandemic arrivals (-3% over 2019).
• Asia and the Pacific reached 85% of 2019 levels as compared to a 66% recovery in 2023. Asia and the Pacific has experienced a gradual though uneven rebound in arrivals since the region reopened to international travel in 2023.   

The summer season in the Northern Hemisphere was generally strong, with arrivals worldwide reaching 99% of pre-pandemic values in Q3 2024.

A total of 60 out of 111 destinations surpassed 2019 arrival numbers in the first eight to nine months of 2024. Some of the strongest performers in arrivals during this period were Qatar (+141% versus 2019) where arrivals more than doubled, Albania (+77%), Saudi Arabia (+61%), Curaçao (+48%), Tanzania (+43%), Colombia and Andorra (both +36%).

Tourism receipts show extraordinary growth

A total of 35 out of 43 countries with available data on receipts exceeded pre-pandemic values in the first eight to nine months of 2024, many reporting double-digit growth compared to 2019 (in local currencies), well above inflation in most cases.

Among the best performers in terms of earnings were Serbia (+99%) where receipts almost doubled (compared to the same months of 2019), as well as Pakistan (+64%), Romania (+61%), Japan (+59%), Portugal (+51%), Nicaragua and Tanzania (both 50%).

Among the world’s top earners, Japan (+59%), Türkiye (+41%) and France (+27%) all recorded double-digit growth through September 2024. Spain (+36%) and Italy (+26%) also reported strong visitor receipts, through August. The United Kingdom recorded 43% higher earnings, Canada 35%, and Australia 18%, all through June 2024. As for the United States, the world’s top tourism earner, it reported 7% growth through September.

Data on international tourism expenditure reflects the same trend, especially among large source markets such as Germany (+35% compared to 2019), the United States (+33%) and France (+11%).

Strong expenditure growth was also reported by the United Kingdom (+46%) Australia (+34%), Canada (+28%) and Italy (+26%), all through June 2024. Available data for India shows a surge in outbound spending from this increasingly important market, with 81% growth through June 2024 (versus 2019).

On track for full recovery by the end of 2024

International tourist arrivals are expected to reach 2019 levels in 2024. International tourism receipts had already virtually achieved pre-pandemic levels in 2023.

While a large number of destinations already exceeded pre-pandemic arrival numbers in 2023, or have done so in 2024, there is still room for recovery across several subregions and destinations. A slower rebound in parts of North-East Asia and Central Eastern Europe contrasts with strong results in all other European subregions, the Middle East, Central America and the Caribbean, where arrivals have surpassed pre-pandemic values.

As in 2023, the year 2024 has seen strong export revenues from international tourism, due to higher average spending per trip (excluding the effects of inflation), partly the result of longer periods of stay.

Challenges remain

Despite the generally strong results, several economic, geopolitical and climate challenges remain. The tourism sector is still facing inflation in travel and tourism, namely high transport and accommodation prices, as well as volatile oil prices. Major conflicts and tensions around the world continue to impact consumer confidence, while extreme weather events and staff shortages are also critical challenges for tourism performance.  

Related links

• Download News Release on PDF
• World Tourism Barometer: Volume 22 • Issue 4 • November 2024 (EXCERPT)
• UN Tourism Barometer
• Tourism Statistics Database
• World Tourism Barometer (PPT version)

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