UN Tourism recognises UAE's global leadership in sustainable tourism

UAE marks historic tourism milestone as ‘Masfout’ wins ‘World’s Best Tourism Village 2025’

Masfout was selected from 270 villages across 65 countries for its cultural and natural treasures and comprehensive tourism infrastructure

 ‘Masfout’ village in the Emirate of Ajman has been named the ‘World’s Best Tourism Village 2025’ by UN Tourism, following strong competition from 270 villages from across 65 countries around the world. The achievement marks another historic milestone for the UAE’s tourism sector.

The announcement was made during a ceremony organised by UN Tourism in Huzhou, Zhejiang Province, China. H.E. Mahmoud Khaleel Alhashmi, Director-General of the Ajman Tourism Development Department, and Mr. Mohammed Al Ahbabi, Director of Tourism Development at the Ministry of Economy and Tourism, received the award along with their accompanying delegation.

H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism, said: “Under the guidance of its wise leadership, the UAE is writing a new chapter in its tourism success story with Masfout’s recognition as the World’s Best Tourism Village 2025. This historic achievement reinforces the UAE’s leading position on the global tourism map - including in rural and sustainable tourism - and stands as international recognition of the country’s leadership and excellence in sustainable tourism.”

H.E. Added: “This latest achievement reflects the success of the UAE’s ongoing national efforts to elevate the tourism sector and enhance its contribution to comprehensive and sustainable economic and social development. Winning the award aligns with the objectives of pioneering national initiatives for balanced development, most notably the ‘UAE Villages’ programme, which seeks to establish a sustainable development model for Emirati villages while preserving their natural and cultural heritage, as well as key tourist landmarks and destinations. It also reaffirms the UAE’s commitment to advancing sustainable development and fostering innovative initiatives nationwide.”

H.E. Bin Touq continued: “The UAE has adopted a forward-looking vision to enhance the sustainability and competitiveness of the tourism sector and solidify its role as one of the most important drivers of economic growth. The country has launched a series of sustainable tourism projects to balance economic development with environmental protection, focusing on the development of new and sustainable models of green, eco, agricultural, and rural tourism, preserving the UAE tourism identity and supporting the objectives of the “National Tourism Strategy 2031”.”

The Minister of Economy and Tourism further noted: “The Ministry of Economy and Tourism launched the fifth edition of the ‘World’s Coolest Winter’ campaign from Masfout last December to highlight its natural and rural tourism offerings and showcase its unique environmental and cultural diversity. We have ensured that tourism in Masfout contributes to improving quality of life, strengthening family stability, and supporting economic growth through diverse and innovative tourism activities.”

H.E. concluded that this global achievement follows several other significant tourism milestones accomplished by the UAE in 2025. Where the election of H.E. Shaikha Nasser Al Nowais as Secretary-General of UN Tourism for the term 2026–2029 was one of the most notable ones, as well as the UAE’s strong performance on global tourism competitiveness indicators. These accomplishments solidify the country’s reputation as a leading global tourism capital and an influential hub supporting tourism development efforts at the local, regional, and international levels.

Masfout met all the application and evaluation criteria for the award, including being a village with a low population density not exceeding 15,000 residents, hosting traditional activities such as agriculture, and preserving deeply rooted community values. This recognition is a testament to the village’s success in promoting its cultural and natural assets, advancing environmental and social sustainability, and developing integrated infrastructure that supports tourism while ensuring the safety and well-being of both visitors and residents.

H.H. Sheikh Abdul Aziz bin Humaid Al Nuaimi, Chairman of the Ajman Tourism Development Department, affirmed that Masfout’s winning of the ‘World’s Best Tourism Village 2025’ award represents a historic milestone for the Emirate of Ajman and the UAE. It also marks a significant step forward in the national economic development journey, reinforcing Ajman’s growing presence on the global tourism map. H.H. Al Nuaimi explained that this prestigious achievement highlights the UAE’s remarkable record of excellence in tourism, guided by a wise vision to reinforce the country’s position as a leading global destination where progress, sustainability, and cultural heritage come together.

H.H. added: “With great pride, we celebrate today a global achievement for the UAE’s national tourism sector and a historic milestone for Ajman’s tourism ecosystem. This recognition fills us with pride as Masfout joins the global list of destinations where authenticity meets modernity, biodiversity and generous hospitality are celebrated, the legacy is rich, and cultural and civilizational heritage runs deep.”

H.H. Al Nuaimi concluded: “We are proud of our dedicated team and value their efforts and commitment. We also extend our heartfelt congratulations to our partners across the tourism sector and to the residents of Masfout for this achievement. Inspired by this recognition, we remain committed to advancing tourism as a key driver of sustainable development and continuing our relentless efforts to reinforce Ajman’s leadership and raise our nation’s flag high on international stage.”

H.E. Mahmood Khaleel Alhashmi, Director General of the Ajman Department of Tourism Development, said: “Masfout’s recognition as the ‘World’s Best Tourism Village 2025’ marks a major milestone for the national tourism sector and a historic achievement that paves the way for further transformative developments in Ajman and across the UAE.”

H.E. added: “This achievement reflects the forward-looking vision of our wise leadership and honours the contributions of our national tourism professionals. It underscores growing international confidence in Ajman’s and the UAE’s tourism sector, highlighting the distinctive natural and cultural features that make Masfout and Ajman stand out. The recognition showcases a tourism experience that blends heritage and civilizational depth, where pristine nature, an ideal climate, and a strategic location come together.”

Masfout’s win is built on the UAE’s strong record in this global initiative. Previous submissions include Hatta Village in 2021, also previously, Shees and Qidfa, reflecting the country’s steadfast commitment to promoting rural tourism and showcasing its natural and cultural treasures.”

Renowned for its stunning landscapes and unique geographical features, Masfout boasts highly fertile agricultural lands, expansive farms spread across a wide area, and moderate summer climate with low humidity and relatively cooler winters. Its valleys are among the most fertile in the UAE and are home to several sustainable and seasonal dams. Agriculture remains the oldest traditional profession passed down through generations of residents.

The ‘World’s Best Tourism Village’ award, launched by UN Tourism in 2021, recognises villages that set outstanding examples as rural tourism destinations, preserving cultural and natural heritage while promoting traditional lifestyles and community values. The initiative also honours villages embracing economic, social, and environmental sustainability, positioning tourism as a driver of rural development and well-being.

It advances goals aligned with the UN Sustainable Development Goals, including addressing rural depopulation, promoting income equality and balanced development, and empowering women and youth. It also encourages innovation and digitisation, enhances infrastructure, preserves natural and cultural resources, and links tourism with sustainable food systems.

The initiative has three key pillars, including the ‘World’s Best Tourism Village’ award, which acknowledges villages that meet the excellence criteria; the ‘Development Program,’ designed to support villages that partially meet the standards to enhance their performance; and the ‘Best Tourism Villages’, a global platform for sharing experiences and knowledge among participating villages, experts, and stakeholders from both the public and private sectors.