Olea Amiri has been awarded the World’s Best Creative Rural Experience by the 13th Creative Tourism Awards — a distinction that celebrates far more than an olive‑oil tour. It recognises a pioneering initiative that had already been highlighted within the Tunisian Culinary Journey, designed and implemented by the Creative Tourism Network® for GIZ and the Tunisian Ministry of Tourism, which elevates Tunisia’s olive‑growing heritage into a regenerative, community‑centred and culturally meaningful model of rural creative tourism.
The Jury highlighted Olea Amiri’s exceptional ability to weave together sustainable agricultural practice, cultural interpretation and immersive visitor engagement into a single, coherent experience. Visitors are invited into the heart of Tunisia’s olive culture through guided walks in centuries‑old groves, hands‑on pressing workshops, tastings and personalised blends, seasonal harvest participation, cooking classes, eco‑friendly accommodation and educational talks on nutrition and sustainable farming. This integrated approach transforms agricultural production into a deeply human cultural encounter, where nature, gastronomy and heritage come together with authenticity and purpose.
The Jury particularly praised the project’s strong commitment to sustainability and community empowerment. By promoting environmentally responsible cultivation and working closely with local farmers, artisans and producers, Olea Amiri strengthens micro‑economies, creates jobs and ensures that rural communities are not passive beneficiaries but active co‑creators of the visitor experience. Training programmes, workshops and collaborative governance mechanisms ensure that knowledge is shared, skills are strengthened and community voices guide the project’s evolution. These practices generate tangible economic, social and environmental benefits while reinforcing local pride in Tunisia’s ancestral olive‑growing traditions.
The project also stands out for its educational and experiential richness. Its sensory dimension appeals to cultural travellers, food enthusiasts, educational groups and wellness‑oriented visitors alike. By connecting taste, landscape, memory and sustainable practice, Olea Amiri offers a holistic experience that resonates with contemporary travellers seeking meaning, authenticity and connection.
As Caroline Couret, President of the Creative Tourism Network®, emphasised,
“Olea Amiri exemplifies how rural tourism can be both authentic and regenerative. By integrating high‑quality production with participatory learning and community empowerment, the project amplifies local heritage, supports micro‑enterprises and offers a replicable model of sustainable creative tourism rooted in everyday rural life.” She also noted that its early recognition within the Tunisian Culinary Journey underscores its strategic value in positioning Tunisia as a leading destination for creative and regenerative tourism.
The Jury recognises Olea Amiri as an outstanding example of creative rural tourism — sustainable, educational, community‑driven and economically impactful. We extend our warmest congratulations to the Olea Amiri team and all local partners for this inspiring initiative and for their leadership in shaping eco‑sensitive, culturally rich rural tourism in Tunisia.
The global creative tourism flagship
Internationally recognized for its commitment to innovative and responsible tourism, the Creative Tourism Network® continues to lead the way in promoting tourism models that are both creatively enriching and socially empowering. Founded in 2010 with the support of the European Union, the Network has rapidly expanded worldwide and now collaborates closely with UNESCO, UN Tourism, and numerous national ministries.
As a global platform, it works hand in hand with destinations, tourism professionals, cultural organizations, and creative industries to strengthen the visibility and impact of creative tourism. Through these collaborations, the Network fosters sustainable development, supports local entrepreneurship, and ensures that communities of all kinds benefit directly from tourism.
