UN Tourism Spearheads Executive Training on Rural Development in Asia

As part of its focus on rural development, UN Tourism conducted an executive training session for sector leaders from across the Asia and the Pacific region. Held in Bandar Seri Begawan, Brunei, the two-day event, ‘Practical Approach to Strategy and Product Development’, brought together officials responsible for rural tourism strategy and product development from National Tourism Authorities (NTAs) and National Tourism Organizations (NTOs) across the region.

Empowering Tourism Leaders

In a rapidly changing world, and with the growing demand for nature-based activities and tourism in rural areas, skills development is essential. The executive training supports and provides managers with applied knowledge to develop, implement, and measure strategies on rural tourism and how to create, develop, and market tourism products and destinations on a national and international scale. Knowledge and skills in these areas were further enhanced with practical tools including matrices, models, and indicators, in addition to best practices, case studies, and applied exercises. The training attracted over 33 participants from 8 Member States. The two-day event focused on strategic planning, product development, sustainable tourism practices, and community-based tourism. A field trip provided participants with the opportunity to apply their learning in real-world contexts, reinforcing the training objectives and enhancing their understanding.

Statements

Sandra Carvao, director, Market Intelligence, Policies and Competitiveness at UN Tourism, stated: “This training, which is part of our Tourism for Rural Development Programme, underscores our commitment to enhancing rural development through effective tourism strategies and innovative approaches. By upskilling national tourism administrations, we are advancing our mission to foster sustainable tourism and support rural communities.”

Harry Hwang, director, Regional Department for Asia and the Pacific, UN Tourism added: “This executive training is a vital step in equipping our Member States in the Asia-Pacific region with the necessary skills and knowledge to develop sustainable and resilient rural tourism strategies. By investing in the capacities of our tourism officials, we are fostering inclusive growth and empowering rural communities across the region."

Talking about the event, Salinah Salleh, acting director of Tourism Development Department from Brunei Darussalam said: “This training programme exemplifies Brunei Darussalam’s commitment, alongside UN Tourism, to advancing rural tourism development across the Asia-Pacific region. It underscores our dedication to providing robust support and resources to Member States, fostering sustainable and inclusive growth within our communities.”

UN Tourism for Rural Development Programme

The UN Tourism for Rural Development Programme was designed with the vision of making tourism a driver of rural development and well-being. It aims to advance the role of tourism in valuing and safeguarding rural territories along with their associated landscapes, knowledge systems, natural and cultural diversity, local values, and activities. The Programme also aims to promote innovative and transformative approaches for the development of tourism in rural destinations that contribute to the three pillars of sustainability – economic, social, and environmental – in line with the Sustainable Development Goals (SDGs). In May 2023, UN Tourism hosted a similar executive training for the Middle East in its Regional Office for the Middle East in Riyadh, Saudi Arabia.