UNWTO Prototypes


The Affiliate Members Programme has developed a prototype methodology to establish a formal framework where the public and private sectors can collaborate on the development of innovative tourism products that enhance tourism competitiveness. This professional framework establishes the guidelines for the development of innovative tourism projects that will benefit destinations, companies and institutions. Its goals are to find solutions to address common challenges in the field of tourism and the development of new tourism products that help increase the competitiveness of destinations.The designed roadmap is based on initial research and analysis and incorporates the possibility of governance models, product development, marketing, training and development of human capital as well as tangible and intangible heritage, 

The Prototype Methodology is based on collaboration between UNWTO Affiliate Members and government institutions on different levels. For this purpose, a working committee working under the umbrella of UNWTO is formed between participants who wish to partake, in order to exchange views, opinions and relevant information to build the ideal project.The methodological documents developed from its application offer recommendations that are transferable across various destinations. Lastly, all projects resulting from this methodology require the fulfillment of UNWTO Global Code of Ethics to maximize the socio economic contribution of tourism, and at the same time minimize the negative impacts.

Interested parties have the possibility to use the generic UNWTO Prototype Methodology to develop a new tourism product or apply one of the three tourism product methodologies developed so far to new destinations.


So far, the following three prototypes have been carried out:

The Precious Time prototype was created with the purpose of developing a tourism product targeting the premium segment in cities and aspires to serve as a model for tourism product development in urban destinations. The project gathers public and private sector partners from diverse areas such as technology, hospitality, arts and culture, handicrafts, retail shoppers, design and insurance, working together under a guiding theme to create new and innovative products, targeted at an urbanite and demanding tourist. 

The pilot project was conducted in the city of Madrid in 2014 in collaboration with the Madrid City Council and with the support of Ministry of Industry, Energy and Tourism of Spain. Read more 

The objective of the prototype is the design of specialized products and services that will attract visitors year-round, providing a solution to overcome seasonality. These products enhance the uniqueness of the destination by incorporating its cultural, historical, gastronomy, wellness, sports and rural elements into the new tourism products, offering an interesting alternative to the traditional seasonal attractions.

Following the request of Affiliate Member Destino Punta del Este, the pilot project was conducted in the southern city of Uruguay to address the issue of seasonality faced by the area. The initiative was developed in collaboration with the Ministry of Tourism and Sports of Uruguay and the Regional Government of Maldonado.

Read more

The Joyful Journey introduces an innovative methodology to identify the existing relationship of the wineries and their surroundings, including their influences on local and regional history, socio-economics and culture. This relationship created the framework for a product to experience Spain through its wineries and the environment in which they have developed. This methodological tool can be adapted and replicated in different regions to help destinations to be promoted through their oenological framework which will also help emphasize other aspects such as culture, history and tradition.     

The project was carried out in Spain in collaboration with Affiliate Member Leading Brands in Spain Forum and with the participation of five major Spanish wineries from different wine regions: Galicia, La Rioja, Penedés, Priorato, Ribera del Duero, Somontano, Toledo and Toro.  Read more 



The UNWTO Prototype Methodology represents an excellent opportunity for UNWTO Affiliate Members and Member States to fully engage and collaborate on the development of innovative tourism projects. If you´re interested in learning more about the UNWTO Prototype Methodology, please contact us at: unwtoam@unwto.org