Among colonial corridors, artisans and rural traditions that resist the passage of time, Lolol adds a new milestone to its history: it has been selected by UN Tourism to integrate the Upgrade 2025 programme of the Best Tourism Villages label.
This is an instance that supports rural destinations with tourism potential to advance towards international standards of sustainability, community development and preservation of local heritage. The coastal commune of the O'Higgins Region became the only Chilean representative in this category during the 2025 edition.
Through the Upgrade Programme, UN Tourism provides Lolol with specialised technical assistance, strategic accompaniment and access to a global network of good practices in rural tourism.
This distinction recognises the work that the commune has done around the enhancement of its cultural heritage, its typical gastronomy, its traditional crafts and its huasa identity, along with the development of sustainable tourism products that strengthen the local economy.
Chile's commitment to rural tourism
Chile has been participating in the Best Tourism Villages programme since 2021 and, to date, has 13 locations recognised in both categories: seven with the BTV Seal (Pica, Puerto Williams, Puqueldón, Barrancas, Pisco Elqui, Tortel and Ralco) and six selected in the Upgrade Programme (Puerto Octay, San Juan Bautista, Choshuenco, Malalcahuello, Ninhue and now Lolol).
The incorporation of Lolol confirms the advance of Chilean rural tourism on the international scene and the interest of the communities in positioning their territories as sustainable destinations.
Lolol: tourism with identity in the Colchagua Valley
Recognised as a Typical Zone of Chile since 2003, Lolol has developed a tourism model based on the preservation of its tangible and intangible heritage, the rescue of rural traditions and the strengthening of its trades and local products. The commune promotes experiences linked to traditional crafts, huasa culture, family wine production and typical Chilean gastronomy.
It is currently part of the renowned Los Abastos Route - highlighted by Time magazine in 2024 as one of the 100 extraordinary places to visit in the world - and has attractions such as the Crafts Museum, the Artisan's House, country wine routes and the Valley of the Artists, as well as local enterprises that promote rurality as a cultural and tourist value.
Local tourism management is led by the Lolol Municipal Tourism Office, which since 2024 has been awarded the Municipal Tourism Distinction by Sernatur, a recognition that accredits good practices in tourism planning and development.
The mayor of Lolol, José Ramón Chávez, valued this achievement, saying that "this recognition by UN Tourism is a source of pride for all Lololinos. It reflects the constant work we have done to preserve our traditions, our rural identity and the warmth of our people. Lolol is now on the world map as an example of sustainable tourism. This achievement belongs to the whole community". More information at here.
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