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UN Tourism recently concluded an impactful executive training session aimed at advancing rural development across Asia and the Pacific. Held in Bandar Seri Begawan, Brunei, from August 5-6, 2024, the two-day event, titled “Practical Approach to Strategy and Product Development,” was designed to enhance the capabilities of sector leaders involved in rural tourism.
Empowering Leaders in Rural Tourism
Bringing together officials from National Tourism Authorities (NTAs) and National Tourism Organizations (NTOs) across the region, the workshop addressed the growing demand for nature-based and rural tourism experiences. The training focused on equipping managers with practical skills necessary for developing and implementing effective strategies, creating compelling tourism products, and marketing destinations on both national and international levels.
Participants benefited from hands-on learning with practical tools, including matrices, models, and indicators. The program also featured best practices, case studies, and applied exercises to deepen their understanding. Key topics covered included strategic planning, product development, sustainable tourism practices, and community-based tourism.
Real-World Application and Networking
The training attracted over 33 participants from 8 Member States. A field trip allowed attendees to apply their newly acquired knowledge in real-world contexts, reinforcing the training’s objectives and providing valuable insights for practical implementation.
Broad Participation and Practical Learning
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 is committed to harnessing tourism as a catalyst for rural development and community well-being. This initiative focuses on enhancing the value and protection of rural areas, encompassing their landscapes, traditional knowledge, natural and cultural diversity, and local customs and activities. By promoting innovative and transformative tourism practices, the programme aims to foster economic, social, and environmental sustainability in rural destinations, aligning with the Sustainable Development Goals (SDGs).
In May 2023, UN Tourism organized a similar executive training session for the Middle East at its Regional Office in Riyadh, Saudi Arabia, emphasizing the global scope and impact of the programme’s initiatives.
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