UAE, 3 November 2025: On the occasion of UAE Flag Day, Emirates Nature-WWF, the Emirates Council for Balanced Development (ECBD) and Masfout Municipality and Planning Department celebrate the global recognition of Masfout as the Best Tourism Village in the World 2025 by the United Nations World Tourism Organization. This distinction marks a proud milestone for the UAE and a testament to how sustainable, community-driven development can create destinations that work for both people and nature.
Located within the Hajar Mountains in the emirate of Ajman, the village of Masfout is renowned for its stunning natural landscapes, cooler temperatures and rich cultural heritage. Its recognition reflects the unique collaboration between Emirates Nature-WWF – the UAE-based environmental charity driving nature and climate solutions for people and planet; ECBD, the national body driving sustainable rural development and community well-being; and the Masfout Municipality and Planning Department. Through the ‘Building Resilient Rural Communities’ initiative, the two partners are creating a model where environmental conservation and community development go hand in hand.
With strong participation from the local community and the engagement of civil society volunteers from across the UAE – through Emirates Nature-WWF’s Leaders of Change programme – several initiatives have contributed to preserving Masfout’s natural and cultural assets while also creating new opportunities for livelihoods and ecotourism.
The restoration of the century-old Al Waraa Falaj, a traditional network of underground and surface irrigation channels, has revived the flow of water to farms and natural habitats. Community events such as the Masfout Festival have celebrated traditional farming and cultural exchange, while the implementation of modern irrigation and sustainable farming techniques have resulted in 10-15% water savings.
This close community spirit has also led to reforestation of native trees, including Shu’a, with 2,200 trees planted across 2.7 hectares of farmland – enhancing biodiversity, boosting carbon capture and supporting honey production. Residents and visitors will soon be able to explore a network of nature and hiking trails that weave from valley to peak – all the way up to the historic Al Boma Watchtower, offering a window into Masfout’s natural beauty and cultural legacy.
The result is both environmental and economic benefit, empowering local entrepreneurs to develop new sustainable products from native trees and explore nature-based business opportunities around tourism.
H.E. Sheikha Nasser Al Nowais, Secretary-General Elect of UN Tourism:
“Masfout stands as a global benchmark for the future of tourism demonstrating how destinations can balance growth with guardianship of nature and heritage.
The UAE’s success story redefines tourism development worldwide, showing that sustainability and authenticity are not opposing forces but partners in creating experiences that inspire travellers and empower communities. This recognition of Masfout is a recognition of the UAE’s pioneering role in shaping a tourism model.”
H.E. Mohamed Khalifa Bakhit Al Kaabi, Secretary-General of the Emirates Council for Balanced Development (ECBD):
“Masfout’s global recognition reinforces our belief that sustainable development is the way forward for rural communities. Through the Emirates Villages initiative, and our partnership with Emirates Nature-WWF, we are transforming how development is imagined – not as a choice between preservation and progress but as a shared pathway toward resilience and prosperity.”
Laila Mostafa Abdullatif, Director General of Emirates Nature-WWF:
“Our work with the Emirates Council for Balanced Development, the Masfout Municipality and Planning Department and local communities demonstrates how the protection of nature can strengthen rural economies, support small businesses and celebrate the UAE’s cultural heritage – creating a future where people and nature thrive together. We are proud to be part of Masfout’s journey as a beacon of sustainability and tourism.”
Saif Ghadeer Al Ketbi, Director of Masfout Municipality and Planning Department:
“Being recognized as the Best Tourism Village in the World is a moment of great pride and celebration for all of us in Masfout. Together with our partners, we have restored the Al Waraa Falaj, reintroduced native plants like Shu’a, advanced sustainable tourism through a new ecotrail, and preserved the natural beauty that defines our community. These efforts honour the spirit of Emirati hospitality while safeguarding our environment for future generations.”