Peru has taken a significant step toward making tourism a cornerstone of rural development by adopting the Self-Assessment Tool to Assist Rural Destinations (STAR), developed by UN Tourism. This move marks a historic moment, as Peru becomes the first country globally to implement a customised version of the STAR platform, demonstrating a strong commitment to fostering sustainable tourism growth in its rural areas. The adoption of STAR aligns with Peru’s national agenda of promoting tourism beyond urban centers, particularly through initiatives such as “Pueblos con Encanto,” which aims to uplift rural communities by recognizing and developing their tourism potential.
The STAR tool, launched in Lima during an event hosted by the Ministry of Foreign Trade and Tourism of Peru (MINCETUR), was presented to officials from various rural destinations. This platform is expected to play a pivotal role in enhancing tourism planning and management by providing a comprehensive assessment of development in rural destinations across the country. With STAR, authorities gain access to critical data and insights that will support effective governance and decision-making, ultimately creating more opportunities for growth in rural tourism.
UN Tourism Secretary-General Zurab Pololikashvili praised Peru’s leadership in sustainable tourism, noting that the launch of STAR underscores the country’s dedication to using tourism as a means to drive inclusion and improve the well-being of rural communities. He also acknowledged the contributions of Minister Úrsula Desilú León Chempén and Vice Minister Madeleine Burns Vidaurrázaga for their efforts in promoting tourism as a tool for positive change. According to Minister León Chempén, STAR will help preserve landscapes, biodiversity, and cultural heritage while delivering economic, social, and environmental benefits aligned with the Sustainable Development Goals. She emphasized that through the Pueblos con Encanto initiative, STAR will be instrumental in enhancing data collection and increasing recognition of rural tourism potential.
Peru’s involvement with UN Tourism’s Best Tourism Villages initiative further illustrates its leadership in this field. The country has already seen 13 of its villages recognized as Best Tourism Villages, with three others participating in the Upgrade Programme, placing Peru among the countries with the highest number of villages in this network. These recognitions highlight the rich cultural and natural offerings of Peru’s rural areas and their growing importance in the national tourism landscape.
By integrating STAR into its tourism strategy, Peru is setting a regional example in leveraging digital tools for policy development and community empowerment. The initiative calls upon local authorities to bolster tourism governance, sustainability, and destination management. With STAR, Peru aims to support rural destinations in self-assessing their tourism policies and infrastructure while identifying areas for improvement across governance, economic, social, environmental sustainability, and infrastructure development. As a result, Peru is not only advancing its tourism sector but also empowering rural communities to take charge of their development, ensuring that tourism becomes a driver of inclusive and sustainable progress.
