UN Tourism joined with the Ministry of Culture, Sports, and Tourism of Vietnam to host the First Conference on Tourism for Rural Development in the historic town of Hoi An. 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 progressing development in rural areas.
Empowering Communities
Sessions spotlighted the power of tourism to create jobs, safeguard nature and cultural heritage, and promote social inclusion, with a focus on empowering local communities, women and youth. Key discussions included topics such as policy frameworks for rural tourism development, growing agriculture and tourism synergies to drive sustainability, market access and integration, innovative digital tools and funding mechanisms to support rural destinations, entrepreneurs and community-led initiatives.
Opening the conference Zoritsa Urosevic, Executive Director, UN Tourism said: “This landmark event has demonstrated the immense potential of tourism to transform rural communities. By placing people and planet at the center of our discussions, we have fostered meaningful connections and actionable strategies that will ripple across rural areas worldwide. Together, we have sown the seeds for a more inclusive and sustainable future.”
Le Thanh Long, Deputy Prime Minister of the Socialist Republic of Viet Nam, said: “The Tourism for Rural Development Programme by UN Tourism is consistent with Viet Nam’s development strategy and distinct potentials, competitive advantages, and outstanding opportunities with the orientation of rapid, sustainable development, green growth, digital transformation, and circular economy.”
Placing tourism on the rural development agenda
The conference emphasized the importance of placing tourism firmly on the rural development agenda ensuring that it is fully integrated into funding for rural development and infrastructure planning.
The event stressed the importance of partnerships across sectors to ensure tourism not only drives economic growth but also preserves cultural heritage and natural resources. The panels collectively aimed to explore transformative strategies for leveraging 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.
Panelists from key organizations including the Asian Development Bank (ADB), the Food and Agriculture Organization (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 advancing rural tourism. They highlighted the critical role of sustainable tourism in fostering economic resilience, protecting cultural heritage, and creating equitable opportunities for rural communities. Media experts Carmen Roberts, TV Presenter and Travel Journalist, BBC Travel Show and Kanchan Nath, Senior Editor at Travel Daily Media shared their communication insights. 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 Drive Rural Development
During the event, UN Tourism and Fliggy signed a Memorandum of Understanding (MoU) to strengthen their collaboration on development of rural tourism. The partnership is designed to promote responsible tourism practices, foster technological innovation, and encourage knowledge exchange and capacity building. Key initiatives will include showcasing Best Tourism Villages, creating training programmes, and conducting joint research to support rural tourism.
Best Tourism Villages Network Annual Meeting
The conference also hosted the Second Annual Meeting of the Best Tourism Villages by UN Tourism Network, with 50 representatives from over 30 villages coming together in Viet Nam. Attendees reflected on the Network’s achievements, assessed its current state, and discussed ways to improve planning, coordination, and ownership among the villages. A strategic framework was also adopted, outlining a clear path forward to strengthen and build on the Network’s foundation.
The Best Tourism Villages Network brings together the villages recognized as Best Tourism Villages by UN Tourism as well as those in the Upgrade Programme.
