Masfout: World's Top Tourist Village Winner

The village of Masfout in the United Arab Emirates has been internationally recognized: it has been chosen as the world's best tourist village by the United Nations World Tourism Organization for the year 2025. This prestigious recognition not only brings immense pride to the community of Masfout, but also confirms the success of the whole country's tourism strategy, particularly regarding sustainable, community-based rural development.

Why Masfout?

The competition featured 270 villages from a total of 65 countries, making the level truly global. Masfout stood out with its unique geographical features and community values. The village's greatest allure is its natural beauty, fertile agricultural lands, and special microclimate: summers are moderately warm with low humidity, while winters are cool, which is rare considering the climate of the UAE.

The population of the village does not exceed 15,000 and its traditional activities, particularly agriculture, have remained in their original forms. Masfout has managed to grow while preserving its community identity and authentic rural lifestyle.

Background of the Award: The UN Tourism Initiative

The program awarding the world's best tourism villages was launched by the United Nations World Tourism Organization in 2021. The initiative is built on three pillars:

1. The award – which recognizes villages that reach levels of excellence.

2. Development program – offering support for villages that have not yet fully met the potential.

3. Global knowledge-sharing platform – where participants, experts, and stakeholders from the public and private sector can share experiences.

Masfout not only won the award but has also entered an exclusive circle of villages that shape the future of tourism worldwide, working together for sustainable development and cultural heritage preservation.

Previous Successful UAE Nominations

This recognition is not unprecedented in the UAE. In previous years, the village of Hatta gained attention in 2021, and the villages of Shis and Qidfa have also been highlighted in various editions. This shows that the country's rural areas are not just tourist destinations but living examples of how development can be combined with tradition.

"The Coolest Winter" Campaign Started from Masfout

Prior to the award ceremony, the UAE Ministry of Economy and Tourism launched the fifth edition of the "World's Coolest Winter" campaign from Masfout. The aim was to highlight the village's natural, rural tourism values and showcase its cultural and environmental diversity. The campaign made the village more appealing not only to domestic but also to international visitors, thereby facilitating the economic development of the region.

A Flagbearer of Sustainable Development

Masfout is not just a picturesque village, but an exemplary model for turning tourism to the community’s advantage. The local leadership and national tourism strategy aim to enhance quality of life, strengthen family stability, and provide sustainable livelihoods for locals through tourism.

The award aligns with the UAE's comprehensive development strategy. The "Emirates Villages" initiative aims to establish sustainable development frameworks in rural regions, preserve cultural and natural heritage, and implement long-term sustainable tourism models. With this award, Masfout not only received recognition but can also serve as a catalyst for new developments in other emirates.

International Recognition and Future Opportunities

The award ceremony took place in Huzhou city, Zhejiang province, China. Representatives from the Ajman Tourism Development Department and the UAE Ministry of Economy and Tourism received the recognition, marking an important milestone not only for Masfout but for the entire country.

The recognition also presents an opportunity for global promotion. The award-winning villages are included in international tourism recommendations, increasing visitor numbers and attracting new investments.

Summary: Masfout, A Model for the Future of Tourism

Masfout's success is not accidental. The harmony of nature, the human community, and conscious tourism development represents a value that the world is increasingly open to. Alongside urban tourism, more people are seeking peace, authentic rural experiences, and places where human connections, traditions, and closeness to nature still exist. In this, Masfout leads the way.

In the coming years, other villages in the UAE are expected to follow Masfout's example, further strengthening the country's role on the global map of sustainable rural tourism. Alongside Dubai, Abu Dhabi, and Sharjah, small villages are gaining more importance – thus creating a new balance between modernity and heritage.

(The article is based on a statement from the United Nations Tourism Organisation (UNTO).)