As the Arabian Travel Mart showcases the Middle East’s tourism emerging potential, it’s the Best Tourism Villages by UN Tourism in the region are leading the way. These remarkable case studies illuminate how female leadership in BTVs is not only preserving cultural heritage but catalyzing sustainable economic growth across communities once overlooked by traditional tourism models.
Across the Middle East, women in rural communities are at the forefront of shaping inclusive, sustainable, and locally rooted tourism. From reviving ancestral crafts to leading community kitchens and handicraft cooperatives, women in several recognized Best Tourism Villages by UN Tourism are demonstrating that rural tourism is not just about place—it’s about people.
The Best Tourism Villages initiative, launched by UN Tourism, identifies rural destinations that are outstanding examples of sustainable tourism—places where tourism contributes to the well-being of local communities while preserving culture and protecting nature. Since its inception, the programme has received over 800 applications from more than 100 countries, and today boasts a global network of 254 villages from nearly 60 countries, including standout communities in the Middle East.
In these villages, the initiative not only recognizes local efforts but also facilitates access to international visibility, knowledge-sharing, technical support, and partnerships that help scale community-led solutions—particularly those led by women.
Women Leading Rural Development in the Region
Abo Noghta & Historic Tabab – Saudi Arabia
In Saudi Arabia’s mountainous Asir region, women are preserving and commercializing traditional Saudi garments, including abayas and headpieces. Their work is featured in exhibitions and cultural festivals, generating new revenue streams and ensuring the continuation of regional artisanal knowledge.
Umm Qais – Jordan
Situated near Jordan’s northern archaeological treasures, the women of Umm Qais are reshaping local tourism through community kitchens, soap-making workshops, and handicraft production. Their initiatives also embrace inclusive tourism, with projects dedicated to accessibility and support for children with disabilities—ensuring that tourism benefits all.
Dashour, Egypt
Near Cairo, Dashour’s women are leading a revival of Egypt’s traditional craft economy. Nearly 250 women have been trained under the Badara Project to transform palm fronds and Halfa grass into carpets, bags, and cloaks. Their eco-friendly products, now showcased at local and international exhibitions, reflect both environmental responsibility and economic opportunity.
Siwa, Egypt
In the remote western desert, the Baddara project—founded by local artisan Abeer Gedawi—has empowered women to turn agricultural waste into high-value crafts. With support from development programmes focused on sustainable livelihoods, the initiative has created jobs, revived traditional embroidery, and positioned Siwan women as cultural entrepreneurs.
Abu Ghosoun, Egypt
On the Red Sea coast, women from the Ababda tribe in Abu Ghosoun have established a vibrant handicrafts center supported by the local community and international organizations. Women here create and sell traditional crafts to visitors in Wadi El Gemal Reserve while participating in training in business and design—offering them stable income and cultural pride.
Gharb Suhayl, Nubia – Egypt
In the Nubian village of Gharb Suhayl, a revitalization of traditional wicker and embroidery crafts has trained over 300 women. Through support from the EU and national entrepreneurship programmes, Nubian women are building viable craft-based enterprises, training the next generation, and marketing their products to both Egyptian and international visitors.
Supporting the Sustainable Development Goals
The Best Tourism Villages initiative contributes directly to the 2030 Agenda for Sustainable Development, particularly Goal 5 (Gender Equality) and Goal 8 (Decent Work and Economic Growth). By recognizing and supporting villages where women are leading rural innovation, the initiative strengthens not only the local tourism sector but also the fabric of rural life.
As more Middle Eastern villages gain recognition and support through the programme, the role of women as custodians of tradition, entrepreneurs of the present, and architects of rural futures continues to grow stronger—transforming tourism into a true vehicle for inclusive development.
