United NationsDepartment of Economic and Social Affairs Sustainable Development

Future is in Tourism


    We initiated Future is in Tourism programme collaboration with UNDP and Turkish Ministry of Culture and Tourism in 2007 to position tourism as an alternative sustainable development means, to create local role models by encouraging entrepreneurship, and rally the public sector, private sector, academy and civil society to support tourism. We provide mentoring, communication support and funding to 3 projects every year to make projects feasible and sustainable. Thanks to these efforts Anadolu Efes has gained awards 3 times as “The Best CSR Programme” in Europe. Also in “CSR 2.0 Approach to Corporate Governance“ academic book, the project was chosen as the best sustainable tourism project.


    Every year, the applications made via the website are evaluated jointly and the studies to be supported are determined. Applications aiming to bring the nature, culture, historical places and product diversity of the regions to tourism are evaluated. Non-governmental organizations, local administrations and universities can make these applications separately, and sometimes they can act in two or three ways. The purpose is to show that Turkey has very rich resources in terms of sustainable tourism, not only in terms of sea-sand-sun tourism, to successfully promote Turkey to foreign investors in terms of tourism, to raise the tools of mass tourism in support of local development, to reveal the potential of Turkey, to expand the tourism vision in our country, which has unique values, with sustainable models.

    Contribution to SDG Implementation

    Future is in Tourism defines sustainable tourism in terms of natural resources, cultural unity, ecological processes and biological diversity systems. It also stipulates that resources should be utilised to meet the economic, social and aesthetic needs of the current and future visitors. The application process asks for three distinct elements from the applicants: sustainability orientation, multi-stakeholder involvement, and contribution to SDGs. A training is given on SDGs and 2030 Agenda to short listed Project owners and Grant holders are asked to report on which SDGs they contribute.

    Implementation methodologies

    The applications made via the website and the first evaluation is made by UNDP's independent consultants. 20 finalists are selected from among 200-300 applications. Finalists talk about their projects at the workshop in Istanbul. Then the field visits start and finally, the representatives of the three partner institutions determine 3 projects to be supported that year with the "sustainable tourism" criteria set by the United Nations Environment Program (UNEP) and the United Nations World Tourism Organization (UNWTO). Key components of the activities included: • Needs Assessment (In order to implement a sustainable project a need assessment was conducted) • Project Activity Plan (Project activities planned based on the needs assessment) • Monitoring and Evaluation • Awareness Raising Activities, Capacity Building Trainings, Seminars, Media, Conference etc. • Monitoring sustainable tourism development actions in project destinations with respect to defined indicators and SDGs. • Communication budget is allocated for each project by Anadolu Efes apart from the grant.


    Sustainable tourism has a critical role in terms of to support job creation, promote inclusive social integration, protect natural and cultural heritage, conserve biodiversity, generate sustainable livelihoods and improve human wellbeing. 18 community based sustainable tourism destination was supported and the capacity of local people was increased through awareness raising activities, trainings, seminars and experience sharing visits. 304 women employed through grant projects. 529 institutions benefitted from capacity building trainings (132 NGOs, 286 public institutions, 61 private institutions, 53 universities). 2114 people benefitted from capacity building trainings where 1104 were women. While carrying out the sustainable tourism projects, attention and sensitivity was paid to the principle of responsible tourism and responsible business. With the program, we have been deemed worthy of a total of 16 awards from various institutions and organizations.

    Factors and Constraints

    - A unique cooperation model which included a public authority, international organization and private sector - Good dialogue among partners - Field visits, focus group meetings and workshops - Capacities and competencies of the local stakeholders developed through tailor-made capacity development programmes with a view to secure smooth implementation of the programme at the pilot locations. - The localization of SDGs achieved through sustainable tourism development through development of tourism products and services tailored for local people with lower income, encouraging and supporting participation of women.

    Sustainability and replicability

    Within the scope of MoU with Bogazici University, an analytical paper with the support of UNDP Project Team was prepared on sustainable tourism at the book 'Corporate Sustainability and Responsibility in Tourism', which contains articles from academicians from 70 different countries. Future is in Tourism was pointed as the best sustainable tourism practice in Turkey at that book. The sustainable tourism models were replicated to support SDGs in different destinations. For example, Lavender Scented Village Project as a sustainable tourism model was replicated in other destinations of Turkey. The experience based sustainable tourism models created by Future is in Tourism, were addressed as a case study for many academic publications.

    COVID-19 Impact

    The grant projects which are Kars Cheese Route, Journey of Linen in Ayancık and Home of Aromatic Plants in Koycegiz supported in 2020 were affected negatively by the COVID-19 pandemic. The grant projects were planned to start in February 2020. However, the projects started in July 2020. All the project activities were reviewed under the circumstances of Covid-19 and activities were revised accordingly. Specific trainings such as hygiene, digital literacy and social media management were given. For Kars Cheese Route Project, it has been planned to create QR codes that identifies hygiene standards for cheese production. Within the scope of Journey of Linen in Ayancık Project and Home of Aromatic Plants in Koycegiz Project, social distancing measures were taken into consideration.

    Contact Name
    Anadolu Efes
    Geographical coverage

    Started in 2007 as East Anatolia Tourism Development Project to develop local development model along tourism axis in Coruh Valley; decided in 2012 to scale up the 5 years regional experience to national level. It is implemented in all regions of Turkey.

    07 March 2007 (start date)
    31 December 2022 (date of completion)
    More information
    Contact Information

    Zümre, Corporate communications manager