Turkey is betting on villages: how rural tourism is becoming a global trend
Turkey has become the first country to officially set a course for developing village tourism in 2026. Within the framework of the UN Tourism international initiative “Best Tourism Villages 2026,” the country has already nominated four candidates – the villages of Adatepe, Sığacık, Eski Datça, and Ziyaret. This is the first publicly announced list of participants in the new season, writes Daily Sabah.
The “Best Tourism Villages” program, launched in 2021, has become a key international initiative for developing rural tourism. It recognizes villages that preserve cultural heritage, protect the natural environment, and use tourism as a tool for sustainable development. Evaluation is based on a wide range of criteria – from ecology and infrastructure to the involvement of local communities.
Unlike traditional awards, there is no single winner. Each year, a list of the world’s best villages is compiled. In 2025, it included 52 settlements selected from more than 270 applications from 65 countries. This is not a competition for first place, but recognition of compliance with high international standards of sustainable tourism, reports Travel Pulse.
The geography of the 2025 winners shows the global nature of the initiative. The largest number of representatives came from: China (9 villages), Turkey and Italy (4 each), Iran and Indonesia (3 each), Spain, Germany, Hungary, Argentina, Mauritius, and Vietnam (2 each).
One village each was represented by Azerbaijan, Bosnia and Herzegovina, Brazil, Colombia, Ecuador, France, Guatemala, Israel, Japan, South Korea, Lebanon, Moldova, Slovenia, and Morocco.
Recognition within the program means not only status but also a real economic impact. For example, after being included in the 2025 list, the Israeli kibbutz Neot Smadar experienced a sharp increase in tourist demand and bookings, according to Israel & Jewish News.
Against this backdrop, Turkey, which is experiencing an economic crisis, is seeking new trends for its main industry – tourism. The country is developing villages with historical heritage and each year submits four locations to the main international rural tourism competition. The Turkish villages nominated for 2026 reflect different tourism formats:
– Adatepe – a historic village with stone architecture and a “slow tourism” atmosphere
– Sığacık – a coastal settlement with local food markets and fortress-style architecture
– Eski Datça – a cultural center with an artistic environment and traditional architecture
– Ziyaret – a lesser-known destination focused on an authentic rural lifestyle
The 2026 application cycle is already open: countries can submit up to 8 candidates until June 9, 2026. Results will be announced in the third quarter of 2026 at an official event, notes the EU Transition Pathways Platform.
Turkey’s strategy is not a local initiative – it reflects a broader global shift. Village tourism is no longer a niche segment. Travelers increasingly choose small settlements over megacities, seeking authenticity, sustainability, and a “slower” travel experience. The UN Tourism program captures this trend: since 2021, more than 1,000 applications from 100 countries have been submitted, and the number of winning villages already exceeds 300.
Thus, rural tourism is becoming not an alternative but a new standard of the global tourism market, according to experts from International Investment.