Spotlight on small places: the Global Network of Emerging Destinations at one year

Nariño, Colombia.- Today, September 9, 2025, marks the first anniversary of the Global Network of Emerging Destinations, an initiative launched by the World Organization of Tourism Journalism (OMPT) on September 9, 2024, in Popayán at the University of Cauca.

The network aims to raise the profile of lesser-known places with cultural, natural or historical value by offering coordinated media support, training and international exposure. According to OMPT, its principal objectives include awarding a formal “Emerging Destination” distinction, providing global marketing channels for member destinations, offering free training for journalists, local business owners and residents, and fostering international cooperation and knowledge exchange.

Membership currently includes a group of towns and regions from Colombia and Argentina, listed by OMPT as: Popayán; Candelaria; Riofrío; Trujillo; Buga; Nariño; San Javier (Misiones); Concepción de la Sierra (Misiones); Valle Encantado (Misiones); the Ruta Macondo of the Greater Caribbean Colombian region; and Macedo (Buenos Aires).

OMPT describes the network as a platform for capacity building and storytelling —tools that, in theory, help smaller destinations attract responsible visitors while preserving local identity. The organization emphasizes media visibility, training modules for local stakeholders and participation in international events as mechanisms to convert attention into sustainable tourism opportunities.

Measured impact depends on follow-through. If the network sustains regular training, secures international press coverage and supports locally driven product development, member places could see increased awareness, better-prepared tourism operators and more opportunities for community-led economic benefits. Conversely, absent persistent funding and monitoring, gains may prove short-lived.

At one year, the Global Network of Emerging Destinations remains an instrument with potential. Its long-term success will hinge on clear metrics, transparent governance and sustained partnerships between OMPT, local authorities and the communities the network intends to serve.