In recent years, leading tourist cities like Venice and Amsterdam have grappled with the issue of overtourism, implementing measures such as day taxes and bans on short-term rentals. These popular destinations are becoming stressful and frustrating for visitors, while local residents endure overwhelmed urban services and growing dissatisfaction with tourism.
As a solution to this issue and to promote sustainable tourism, the UN World Tourism Organization publishes its annual list of "Best Tourism Villages." These destinations draw visitors away from the usual hotspots to places where tourism helps preserve cultures and traditions, celebrate cultural diversity, create economic opportunities, and protect biodiversity. This year, 55 villages worldwide were selected, including 14 in Europe. Here’s the complete guide to the chosen villages:
St. Johann in Tirol, Austria: Historic Churches and Panoramic Hikes
Nestled at 659 meters in the stunning Kitzbühel Alps, this ancient market town boasts a rich historical narrative. It dates back to the 6th and 7th centuries when Bavarian settlers made the valley their home. Today, it is a vibrant community of about 9,885 residents.
The local church, dedicated to John the Baptist and built by missionaries in the 8th century, gave the town its name. The area offers a wide array of activities year-round, from winter sports on pristine slopes to summer hiking and cycling.
Tourism in St. Johann serves as a vital engine for job creation and support for local businesses. To improve mobility for both locals and tourists, the town has implemented an innovative digital traffic management system. Using GPS technology, the system optimizes traffic flow and provides real-time updates on road conditions.
Kalopanayiotis, Cyprus: Wine and Spa Retreats
Perched 700 meters above sea level in the lush Marathasa Valley along the steep banks of the Setrachos River, this charming village is a gem. Marathasa Valley, part of UNESCO’s Troodos Geopark, boasts a diverse ecosystem of forests, springs, and natural vegetation mingled with small agricultural plots of deciduous trees and vineyards.
Kalopanayiotis is characterized by traditional architecture, narrow cobblestone streets, and breathtaking views of the river and serene valley. With mild winters and cool summers, it offers year-round tourism opportunities focused on nature, culture, and tradition.
Visitors can partake in hands-on experiences like making traditional halloumi cheese, producing grape-based products, beekeeping and honey-making, wine tastings, and vineyard tours. The region's hot springs have attracted visitors since ancient times. Historically, this area was part of the ancient kingdom of Soli, where kings would unwind during hunting expeditions. Today, this legacy merges with luxurious spa treatments and rejuvenation experiences.
Anogeia, Greece: Mythology, Minoan Culture, and Stargazing
Anogeia (meaning "highlands" in Greek), perched on the slopes of Mount Psiloritis, is steeped in myths and history, known for its unique culture and resilient inhabitants. This rugged mountainous terrain is a cradle of ancient legends and home to Zominthos, an important archaeological site.
The village actively trains locals as certified nature guides to lead visitors through the stunning landscapes of Mount Psiloritis. This initiative emphasizes responsible ecotourism by minimizing environmental impact while educating visitors about the unique ecosystems in the area.
Outside Anogeia, guests can visit traditional cattle farms, learn about the daily lives of Anogeia shepherds, explore traditional cheese-making techniques, and enjoy diverse music and dance events. Astronomy enthusiasts can visit the nearby Skinakas Observatory, situated 1,750 meters above sea level.
San Casciano dei Bagni, Italy: Thermal Waters and E-Bike Adventures
San Casciano dei Bagni, a town of approximately 1,600 residents in the Tuscany region, has been a center for wellness tourism since ancient times. It is renowned for its healing thermal waters and significant archaeological discoveries, including Etruscan and Roman statues.
The village is one of ten settlements participating in a pioneering rural bike-sharing project, promoting sustainable tourism in the Valdichiana and Val d’Orcia areas. By offering electric and traditional bicycles for rent, the project encourages visitors to explore the picturesque village while minimizing their environmental footprint.
Óbidos, Portugal: Rich Architecture and Vibrant Festivals
Located 80 kilometers north of Lisbon, Óbidos is a medieval village encircled by impressive high walls. The village boasts a monumental castle overlooking whitewashed houses and winding cobblestone streets below.
Its buildings feature a blend of Gothic, Renaissance, and Baroque architecture, earning Óbidos the reputation of an open-air museum. The municipality is committed to showcasing its cultural assets through a vibrant events calendar, including a chocolate festival, a medieval market, an international literary festival, and Óbidos' Christmas town.
Mura, Spain: Scenic Hikes and Immersion in Nature
Situated in the Bages area of Barcelona at an altitude of 454 meters, Mura spans over 47 square kilometers, 89% of which is part of the lush Sant Llorenç del Munt i l'Obac Natural Park.
The village serves as a gateway to the natural surroundings of mountains, forests, and lakes. The municipality offers a variety of trails and routes allowing visitors of all levels to explore the rich biodiversity of the area. Mura’s history is deeply tied to grape cultivation, highlighted by unique stone wine presses called "lagares" still visible in the vineyards. The historic center features narrow streets, lively squares, and winding passages.
Splügen, Switzerland: Local Beer and Biodiversity
At 1,450 meters, Splügen serves as the economic and cultural hub of the Rheinwald region in the Swiss Alps. The village has a rich history of trade and tourism, situated along the historic routes of the Splügen and San Bernardino passes.
The village, known for its stunning natural scenery, including crystal-clear lakes and glacial surroundings, is a paradise for outdoor enthusiasts year-round. Since becoming part of the Beverin Nature Park in 2020, the community has committed to promoting sustainable tourism that respects the region’s biodiversity and cultural heritage.
In 2025, a brewery and hotel named "Spluga" are set to open, revitalizing an underutilized area at the edge of the village. The project combines an old barn, an abandoned 1960s hotel, and new buildings designed to blend seamlessly into the historical rural landscape.