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2021 Rural Development - 11-13

2021 Tourism and Rural Development (11-13)

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Tourism has a big impact in our society. Every year millions of people travel to other countries and within their own country.  This creates many jobs, makes people better aware of the richness of diverse cultures and links us all. The pandemic has brought travel to a halt. This means that millions of people that work in tourism are temporary out of a job and that the income that the tourism generates to a country has been lost. This means a major challenge not only for people such as pilots or hotel staff but also for taxi drivers, shop keepers and even farmers who sell their products to restaurants or hotels.  

The pandemic has also made us dream of open-air and nature-based experiences. Being so, Rural tourism can take advantage from these new trends to support the recovery of tourism from COVID-19 effects.

Besides, Rural tourism can bring many economic, social and environmental benefits to countryside areas and communities. It creates new jobs, gives new life to agricultural products and local food, makes people value nature and want to protect it and bring together people from cities and rural areas to know each other and their culture better. In 2016, the United Nations set 17 Sustainable Development Goals (SDGs) for the year 2030 in an Agenda for Sustainable Development. They apply to all countries in the world which should work to end poverty, fight climate change, while ensuring that no one is left behind.

We all can do our part in meeting the 17 Goals!

Can you imagine a wonderful country-based village with amazing landscapes, protected biodiversity and cultural heritage, rural and agricultural tradition and lifestyle… where tourism has contributed to the well-being of the community? Wouldn’t that be the dream rural destination?



Create a poster representing the ideal holidays in the countryside.

The poster must have a A1 (841 x 594 mm / 33.1 x 23.4 in) format. All techniques are welcome in drawing, painting and collage. Represent the elements and experiences that are part of an ideal countryside destination and symbolize at least 2 Sustainable Development Goals (SDGs) in line with tourism in rural areas.

A description of the poster is also requested in a recorded 2 min. maximum video in MP4 format of the participants explaining the reasoning behind the creation of the poster.



  • Get you Team together if you are working with fellow students. Team work is fun!
  • Download the Challenge document (attached in pdf) and read through it carefully (it may contain information that is not on this form here)
  • Before starting, ask yourselves these questions:
    • How do I imagine this wonderful countryside holiday?
    • What experiences do I dream of?
    • How does my holiday in this place contribute to making of it the best possible countryside destination?

Use your memory to remember places you have visited and use your imagination to go beyond. Share your ideas with the team and think about possible representations. Make draft drawings of the elements you will be representing and take notes. They will be useful for the final poster.

  • Research into existing countryside villages and the areas implied in rural tourism development (Rural Tourism key areas, Sustainable Development Goals…). Discuss with the team about what SDGs you think are best linked for the representation of your ideal countryside holiday. Don’t forget you will have to symbolize at least 2 of them!
  • Choose the techniques you will be using in the creative process. Use your skills, imagination and creativity!
  • After having put all your ideas in common, share them with the teacher so you have his/her feedback.
  • Get the ball rolling! It is time to start working together on the technical part for the final poster: drawing, painting, collage…
  • Finally, when you have finished your work of art, record the video describing what you have represented. The video must include:
    • A first general shot of the poster.
    • A description of the elements that make part of your dream countryside destination and the SDGs represented. You can zoom these important parts while explaining it.

Keep it to the point! Do not exceed 2 minutes.



Your submission will be evaluated by the Jury according to the following criteria:

  • Innovation and originality
  • Awareness of the SDGs
  • Alignment with the theme
  • Quality and consistency of presentation design

The judges evaluate these aspects individually from 1 to 10. The score given to the team is the sum of the scores of each jury member given for each aspect. The maximum score for this specific challenge (middle school) is 40 points per submission.




  • Your submission package will be a compressed ZIP file (the zip file name must contain the name of your School).
  • Your ZIP file will contain the following:
    • a high-resolution photo (JPG format) of the poster for their solution
    • and a video (max. 2 min video in MP4 format) with the description of the solution. The name of the video file must contain the name of the School.
  • Please upload your package of submission through your access on the UNWTO Students’ League Platform. 
  • The Teams will have 6 weeks to answer the Challenge. THE DEADLINE FOR SUBMISSION IS 27 JUNE 2021, at 23’59 CEST (Madrid Time).
  • The language for the submission is English.


Jury Members

Alexandra Michat - EXO Travel & EXO Foundation

EXO Travel 

Ana Martin-UNWTO


Lucy Garner

Sanne Meijboom - I Like Local

Founder and CEO at I like Local

Sara Sánchez - Rusticae

CEO at Rusticae

Valerie Keast - Culinary Tourism Alliance

Program Manager at Cullinary Tourism Alliance 

Download Challenge File

Download Challenge File