The event brought together government officials, international and regional financial institutions, development agencies, tourism professionals, rural community leaders, researchers and NGOs to explore policies and strategies to maximize the role of tourism in advancing development in rural areas.
Empowering communities
The sessions highlighted the power of tourism to create jobs, safeguard nature and cultural heritage and promote social inclusion, with a particular focus on the empowerment of local communities, women and youth. Key discussions included topics such as policy frameworks for rural tourism development, increasing synergies between agriculture and tourism to boost sustainability, market access and integration, innovative digital tools and financing mechanisms to support rural destinations, entrepreneurs and community initiatives.
Opening the conference, Zoritsa Urosevic, Executive Director of UN Tourism, said: “This landmark event has demonstrated the immense potential of tourism to transform rural communities. By putting people and planet at the centre of our discussions, we have fostered meaningful connections and actionable strategies that will have a ripple effect in rural areas around the world. Together, we have sown the seeds of a more inclusive and sustainable future.”
Le Thanh Long, Deputy Prime Minister of the Socialist Republic of Vietnam, said: “UN Tourism’s Rural Development Programme is consistent with Vietnam’s development strategy and its distinctive potentials, competitive advantages and exceptional opportunities with the guidance of rapid and sustainable development, green growth, digital transformation and circular economy.”
Tourism on the rural development agenda
The conference highlighted the importance of placing tourism firmly on the rural development agenda, ensuring that it is fully integrated into rural development financing and infrastructure planning.
The event highlighted the importance of cross-sector partnerships to ensure that tourism not only drives economic growth but also preserves cultural heritage and natural resources. Panels aimed to explore transformative strategies to leverage rural tourism as a driver of sustainable development. Discussions included crafting effective government policies, addressing infrastructure challenges, and fostering public-private partnerships to amplify local initiatives.
Panellists from key organisations including the Asian Development Bank (ADB), the Food and Agriculture Organisation of the United Nations (FAO), Mekong Tourism, the Pacific Asia Travel Association (PATA) and companies such as Fliggy, Intrepid Travel, Japan Travel Bureau (JTB), Meta, Planeterra and Traveloka shared valuable insights on how to promote rural tourism. They highlighted the critical role of sustainable tourism in building economic resilience, protecting cultural heritage and creating equitable opportunities for rural communities. Media experts Carmen Roberts, TV presenter and travel journalist for the BBC Travel Show, and Kanchan Nath, Senior Editor at Travel Daily Media, shared their insights on communication. The discussions provided key takeaways on integrating tourism with agriculture, ensuring inclusivity and leveraging partnerships to drive long-term impact in rural destinations.
Fliggy partnership to boost rural development
During the event, UN Tourism and Fliggy signed a Memorandum of Understanding (MoU) to strengthen their collaboration in rural tourism development. The partnership is designed to promote responsible tourism practices, foster technological innovation and encourage knowledge sharing and capacity building. Key initiatives will include the presentation of Best Tourism Villages, the creation of training programmes and the conduct of joint research to support rural tourism.
Annual Meeting of the Best Tourism Villages Network
The conference also hosted the Second Annual Meeting of the United Nations Tourism Network’s Best Tourism Villages, which brought together 50 representatives from over 30 villages across Vietnam. Attendees reflected on the Network’s achievements, assessed its current status, and discussed ways to improve planning, coordination and ownership among villages. A strategic framework was also adopted, outlining a clear path to strengthen and develop the Network’s foundations.
The Network of Best Tourist Villages brings together the villages recognised as Best Tourist Villages by UN Tourism as well as those from the Upgrade Programme.
Source: UN Tourism.