In a celebration of rural charm and sustainable development, the United Nations World Tourism Organization (UNWTO) unveiled its 2025 Best Tourism Villages during a high-profile event in Anji County, Zhejiang Province, on October 17. The announcement, made at a global gathering of tourism experts, highlights four undisclosed villages in the Chinese mainland for their exceptional cultural preservation, community engagement, and innovative approaches to sustainable tourism.
Anji County, itself a previous UNWTO awardee, served as a symbolic backdrop for the ceremony, showcasing China's growing emphasis on rural revitalization. The selected villages are recognized for balancing tourism growth with ecological protection, offering immersive experiences that range from ancient handicraft workshops to agro-tourism initiatives.
While specific locations remain confidential until 2025, UNWTO representatives emphasized that the chosen sites represent diverse geographical features across China—from mountain retreats to riverside communities. The recognition is expected to boost local economies through increased tourism revenue while preserving traditional lifestyles.
For investors eyeing Asia's tourism sector, the awards signal emerging opportunities in rural infrastructure development and eco-friendly hospitality projects. Academics note the villages' potential as case studies in sustainable development, particularly in addressing urban-rural economic disparities.
This announcement coincides with China's push to diversify its tourism offerings beyond major cities, aligning with global trends favoring authentic cultural experiences. Travel enthusiasts can anticipate new itineraries featuring tea plantation homestays, folk art masterclasses, and biodiversity conservation programs when the villages are officially revealed next year.
