In May 2021, the World Tourism Organization (UNWTO) launched the Best Tourism Villages pilot initiative with the aim of improving the role of rural tourism. UNWTO member states could apply for up to three candidates/villages - considered drivers of sustainable change. Croatia has chosen as many as two Istrian destinations - Motovun and Kaštelir-Labinci.
The best villages, which are outstanding examples of rural tourism destinations as well as being committed to sustainability in all its forms - economic, social and environmental - will be awarded the UNWTO's Best Tourism Villages label.
The aim of the initiative is to strengthen the role of tourism as a positive force for transformation, rural development and community well-being. The official announcement of the award will follow in December during the session of the UNWTO General Assembly.