Peru will harness the power of UN Tourism’s data analysis and management tools to support growth and opportunity in rural destinations.

The Latin American country has become the first in the world to adhere to a customised version of UN Tourism’s Self-Assessment Tool to Assist Rural Destinations (STAR). This step aligns with national efforts to strengthen rural tourism, including the initiative ‘Pueblos con Encanto’, which promotes the recognition and development of tourism in rural communities across the country.

Since the launch of the Best Tourism Villages by UN Tourism initiative, Peru has secured recognition for 13 villages as Best Tourism Villages and three as part of the Upgrade Programme, positioning it among the countries with the highest number of villages in the BTV network.

The tool was presented to authorities in rural destinations across Peru in Lima at an event of the Ministry of Foreign Trade and Tourism of Peru (MINCETUR). STAR will provide rural destination across Peru with a key resource to enhance tourism planning and management while offering the Ministry a global assessment of development in rural destinations.

UN Tourism Secretary-General Zurab Pololikashvili said: "With the national launch of STAR, Peru strengthens its position as a leader in sustainable tourism, demonstrating a firm commitment to rural development. I extend my appreciation to Minister of Foreign Trade and Tourism, Úrsula Desilú León Chempén, and Vice Minister of Tourism, Madeleine Burns Vidaurrázaga, for their vision and leadership in making tourism a tool for inclusion and improving the lives of rural communities."

Minister of Foreign Trade and Tourism, Úrsula Desilú León Chempén, added: "The STAR tool promotes the appreciation and preservation of landscapes, biodiversity and cultural heritage, ensuring economic, social and environmental benefits aligned with the Sustainable Development Goals. Through the Pueblos con Encanto initiative, we will implement STAR to strengthen data collection and better recognize the tourism potential of our villages".

The event concluded with a call to action for local authorities to strengthen tourism governance, sustainability and destination management. By integrating STAR as an accessible and officially supported tool for tourism development self-assessment, Peru sets a regional precedent seeking to leverage digital solutions for policy development, data-driven decision-making and community empowerment.

About STAR: A key tool for rural development

Developed by UN Tourism under its Tourism for Rural Development Programme, STAR is an online self-assessment tool designed for public authorities and tourism stakeholders in rural areas. The platform provides data-driven insights and personalized recommendations, allowing rural destinations’ authorities to:

Assess their current tourism policies, strategies, and interventions.

Identify key areas for action under 5 axes: governance, economic, social, and environmental sustainability and infrastructure.

Strengthen decision-making through tailored recommendations and resources from UN Tourism and other UN agencies.

Through the presentation of STAR to its rural destinations, Peru seeks to empower local authorities, further strengthening their sustainability and competitiveness.