Middle East embraces rural tourism with UN Initiative
The Middle East is emerging as a global leader in tourism recovery and transformation. According to the latest World Tourism Barometer from UN Tourism, the region welcomed 95 million international arrivals in 2024, marking a 32% increase compared to pre-pandemic levels in 2019, and a 1% rise over 2023—making it the strongest-performing region in the world.
While iconic cities and mega-events capture attention, a quieter transformation is underway in the region's rural heartlands. Through the Best Tourism Villages by UN Tourism initiative, a dozen Middle Eastern villages are being celebrated for redefining tourism as a force for community empowerment, cultural preservation, and sustainability.
The Best Tourism Villages initiative, launched by UN Tourism in 2021, identifies and supports rural destinations that exemplify tourism as a driver of economic opportunity, social inclusion, and environmental stewardship. Since its inception, the programme has received over 800 applications from more than 100 countries and today boasts a network of 254 villages from nearly 60 countries, including 12 from the Middle East.
These include: Abo Noghta Castles & Historic Tabab, AlUla Old Town, and Rijal Alma'a in Saudi Arabia; Abu Ghosoun, Dahshour, Siwa, and Gharb Suhayl in Egypt; Umm Qais and Al Sela in Jordan; Douma and Bkassine in Lebanon; and Misfat Al Abriyeen in Oman. Together, they reflect the region's strategic pivot toward tourism diversification—unlocking the potential of lesser-known rural areas while creating jobs, preserving traditions, and promoting regional pride.
Tourism That Builds Communities
In Egypt, villages like Dashour, Siwa, Gharb Suhayl, and Abu Ghosoun are demonstrating how tourism can empower women, support artisanship, and revive endangered crafts. In Dashour, nearly 250 women produce eco-friendly goods using local palm and Halfa grass. In Siwa, women-led projects are transforming agricultural waste into contemporary crafts, rooted in oasis tradition.
In Saudi Arabia, communities in Abo Noghta, Rijal Alma'a, and AlUla Old Town are reviving heritage architecture and fashion, blending storytelling with community-based hospitality. These destinations are bridging tradition with modern experiences—creating a blueprint for cultural tourism in the Kingdom.
Jordan's Umm Qais and Al Sela are showcasing accessible, inclusive tourism through local kitchens, women's cooperatives, and education-focused heritage tours. In Lebanon, Bkassine and Douma are using tourism to restore historical infrastructure and support family-run businesses.
In Oman, Misfat Al Abriyeen stands out as a model for agro-heritage tourism. Terraced farms, homestays, and local guides are bringing visitors closer to the soul of Omani rural life.
A Vision for Sustainable Development
Through the Best Tourism Villages initiative, UN Tourism supports participating villages with technical assistance, visibility, and knowledge-sharing. The initiative aligns with the UN Sustainable Development Goals, especially Goal 8 (Decent Work and Economic Growth), Goal 11 (Sustainable Cities and Communities), and Goal 5 (Gender Equality).
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