On September 15th, the 2023 International Mountain Tourism Alliance Annual Conference and the “Dialogue among World Famous Mountains” were inaugurated in Xingyi City, Guizhou Province. Over 200 individuals, including members of the International Mountain Tourism Alliance, representatives from international organizations, foreign institutions in China, tourism agencies, tourism-involved enterprises, representatives from world-renowned mountains and mountain tourism destination institutions, industry experts, entrepreneurs, and news media personnel gathered in Xingyi, Guizhou. Engaged attendees participated in deep discussions revolving around the primary theme of the alliance’s annual meeting: “Mountain Tourism Resource Innovation and Destination Construction,” and the focal topic of the dialogue: “World Famous Mountains Empower the Wellness of Mountain Tourism.” With a broad and forward-looking perspective coupled with an open and collaborative mindset, they deliberated strategies concerning the protection, innovative utilization, and development of mountain resources.
Organized by the International Mountain Tourism Alliance, this grand event has received substantial support and assistance from various entities including the United Nations World Tourism Organization (UNWTO), the World Travel and Tourism Council (WTTC), the Pacific Asia Travel Association (PATA), the Global Tourism Economy Forum (GTEF), the China-ASEAN Center, the International Union for Conservation of Nature (IUCN) China Office, the Guizhou Provincial Department of Culture and Tourism, the Guizhou Provincial Sports Bureau, the Guizhou Provincial Foreign Affairs Office, and the People’s Government of Qianxinan Prefecture, among others.
Gathering of Eminent Individuals to Discuss Sustainable Innovations in Mountain Tourism
Chairman of the International Mountain Tourism Alliance, Dominique de Villepin, Deputy Governor of Guizhou Province, Cai Chaolin, Vice Chairman and Secretary-General of the International Mountain Tourism Alliance, He Yafei, former Director of the China National Tourism Administration and the first Vice Chairman of the International Mountain Tourism Alliance, Shao Qiwei, Deputy Minister of Information, Culture and Tourism of Laos, Ounethouang Khaophanh, Deputy Minister of Tourism of Myanmar, U Phyo Zaw Soe, Vice Chairman and Secretary-General of the Global Tourism Economy Forum (GTEF) and Vice Chairman of the International Mountain Tourism Alliance, Pansy Ho, Executive Director and Secretary-General of the Pacific Asia Travel Association (PATA), Suman Pandey, Honorary Secretary-General of the United Nations World Tourism Organization (UNWTO), Francesco Frangialli, Deputy Mayor of Vientiane, Laos, Phouvong Vongkhamsao, Chair of the Hot Springs Committee of the Global Wellness Institute (GWI), Charles Davidson, Director of the Education, Culture and Tourism Department of the China-ASEAN Center, Minister Counselor of the Embassy of Indonesia in Beijing, Hadi Tjahjono, Tourism Attaché of the Philippine Embassy in China, Erwin Fernandez Balane, Counsellor and Consul of the Embassy of Mongolia in China, Bat-Orshikh, Global Vice Chairman of the International Organization of Folk Art, Dean and Professor of the Cultural Heritage and Creative Industries Research Institute of Jinan University, Chen Ping, Secretary of the Qianxinan Prefecture Party Committee, Chen Changxu, Director of the Guizhou Provincial Department of Culture and Tourism, Sun Hanxin, former First-Level Inspector of the International Exchange Bureau of the Ministry of Culture and Tourism, Zhang Xilong, Vice Chairman and Executive Secretary of the International Mountain Tourism Alliance, Fu Yingchun, Executive Committee member of the Nepal Tourism Board, Madan Kumar Acharya, First Secretary of the Embassy of the Republic of Armenia in China, Elina Mkrtchyan, and other distinguished guests attended the event and inaugurated the 2023 Dialogue among World Famous Mountains and Photography Exhibition.
At the annual meeting, the work report for 2023 and the work plan for 2024 of the International Mountain Tourism Alliance were presented. The venue for the 2024 “International Mountain Tourism Day” themed activities was announced, and the “World Mountain Tourism Development Trend Report (2023 Edition)” was released.
Facing a critical turning point where the global tourism industry is poised for recovery and rejuvenation, the International Mountain Tourism Alliance has focused more on the sustainable and innovative development of mountain tourism destinations. Centered around the theme of “Mountain Tourism Resource Innovation and Destination Construction,” this year’s annual meeting explores the innovative development and potential for industry integration of mountain tourism resources. It aims to facilitate beneficial interactions between tourism and ecology, as well as culture and society, playing a significant role in the sustainable development, cultural preservation, economic recovery, and ecological conservation of mountain tourism destinations. Guests engaged with the contemporary and relevant theme, putting forward a myriad of vivid and profound viewpoints and suggestions.
“Today, tourism is not only a way to relax but also a significant carrier for fostering friendships and facilitating cultural exchanges. It is an effective channel for people-to-people connections, serving as a bridge and a bond in building mutual appreciation of civilizations between countries and promoting peaceful development,” said Dominique de Villepin, the chairman of the International Mountain Tourism Alliance, in his speech. He highlighted the special status of mountain tourism in the global tourism reshaping phase post-pandemic, driven by the pursuit of green and healthy consumption.
He also summarized that over the past six years, the Alliance has steadfastly practiced the values of sustainable mountain tourism development. They have been committed to protecting mountain resources, inheriting mountain civilization, promoting mountain economy, and benefiting mountain people. Adhering to the principles of ecological priority and green development, they foster a harmonious coexistence between man and nature, and ensure the tourism industry benefits people’s welfare, playing a crucial role in the global governance of mountain tourism. Facing a complex and changing environment, the Alliance will continue to make more contributions in the new development stage, focusing on creating platforms for communication and research, generating theoretical achievements, and serving its members and the industry.
In his speech, Guizhou Deputy Governor Cai Chaolin stated: “The themes of this annual conference, ‘Mountain Tourism Resource Innovation and Destination Construction’ and the dialogue among world famous mountains themed ‘World Famous Mountains Empower the Wellness of Mountain Tourism,’ resonate well with the theme of the International Mountain Tourism and Outdoor Sports Conference, which is ‘Integration of Culture, Sports, and Tourism for a High-Quality Life.’ These themes complement each other and accurately reflect the Alliance’s foresight into regional development trends and its precise grasp of market demand changes as a professional international tourism organization.”
Deputy Governor Cai also vividly introduced the unique and diverse features of Guizhou mountain tourism. He said, “As the initiator and permanent headquarters of the International Mountain Tourism Alliance, Guizhou will leverage its comprehensive mountainous resource advantages to continually enrich the supply of mountain tourism products. We are committed to actively creating conditions for the construction and development of the Alliance, working together with the Alliance to promote high-quality development in mountain tourism.”
In his speech, Guizhou Deputy Governor Cai Chaolin stated: “The themes of this annual conference, ‘Mountain Tourism Resource Innovation and Destination Construction’ and the dialogue among world famous mountains themed ‘World Famous Mountains Empower the Wellness of Mountain Tourism,’ resonate well with the theme of the International Mountain Tourism and Outdoor Sports Conference, which is ‘Integration of Culture, Sports, and Tourism for a High-Quality Life.’ These themes complement each other and accurately reflect the Alliance’s foresight into regional development trends and its precise grasp of market demand changes as a professional international tourism organization.”
Deputy Governor Cai also vividly introduced the unique and diverse features of Guizhou mountain tourism. He said, “As the initiator and permanent headquarters of the International Mountain Tourism Alliance, Guizhou will leverage its comprehensive mountainous resource advantages to continually enrich the supply of mountain tourism products. We are committed to actively creating conditions for the construction and development of the Alliance, working together with the Alliance to promote high-quality development in mountain tourism.”
In his speech, U Phyo Zaw Soe, the Deputy Minister of Tourism of Myanmar, introduced that Myanmar is a country with tremendous tourism potential. The local mountains, hills, volcanoes, and natural landscapes, along with a rich ecosystem and resources of wild flora and fauna, make it an ideal mountain tourism destination for international tourists. He stated that the Myanmar government is currently adopting various measures to facilitate tourism and ensure the safety of destinations. Starting from October 1, 2023, Myanmar plans to relax the visa exemption policy for Chinese passport holders to further strengthen Sino-Myanmar tourism exchanges. They look forward to more visits from Chinese tourists and the realization of collaborations between Chinese and Myanmar enterprises.
In his speech, U Phyo Zaw Zaw Soe, the Deputy Minister of Tourism of Myanmar, introduced that Myanmar is a country with tremendous tourism potential. The local mountains, hills, volcanoes, and natural landscapes, along with a rich ecosystem and resources of wild flora and fauna, make it an ideal mountain tourism destination for international tourists. He stated that the Myanmar government is currently adopting various measures to facilitate tourism and ensure the safety of destinations. Starting from October 1, 2023, Myanmar plans to relax the visa exemption policy for Chinese passport holders to further strengthen Sino-Myanmar tourism exchanges. They look forward to more visits from Chinese tourists and the realization of collaborations between Chinese and Myanmar enterprises.
Suman Pandey, the Secretary-General of the Executive Board of the Pacific Asia Travel Association (PATA), approached the topic from the perspective of sustainable tourism. He mentioned that in response to the observed impacts of overtourism, various countries have established national parks and protected areas, implementing ecological intervention measures for renowned mountains around the world. It’s projected that by 2031, the world will welcome 2 billion tourists. With the demand for mountain tourism simultaneously increasing, the importance of formulating protective measures for mountain resources and establishing eco-friendly guidelines is evident. Suman Pandey emphasized that, as part of the service providers for the mountain tourism industry, we should plan effectively and practice the principles of sustainable development to better address the growing needs of mountain tourism.
At the annual meeting, He Yafei, the vice chairman and secretary-general of the International Mountain Tourism Alliance, reported on the work of the alliance in 2023 and released the work plan for 2024. In the past nine months, the alliance successfully held the first large-scale thematic event to promote post-pandemic tourism recovery abroad – “International Mountain Tourism Day 2023” in Vientiane, Laos. The alliance subsequently participated in the second China (Wuhan) Cultural Tourism Expo and the tenth China Western Cultural Industry Expo. It organized mountain tourism thematic discussions in Luang Prabang, Bali, and Kuala Lumpur, led the compilation of research topics such as the “World Mountain Tourism Development Trend Report (2023 Edition)” and “Mountain Tourism Cooperation and Development Report under the RCEP Framework”, and promoted the release of certifications such as the “IMTA International Mountain Hot Spring Health Tourism Pilot Demonstration Point” and the “IMTA International Mountain Hiking Tourism Demonstration Route”.
Working hand in hand with members, the international mountain tourism industry, and destination organizations to participate in the construction of mountain tourism, the alliance has garnered widespread attention and recognition from the tourism industry and media organizations both domestically and internationally. He Yafei pointed out that in 2024, the International Mountain Tourism Alliance will work well in strengthening organizational construction, optimizing member structure, deepening member services, enhancing the influence of the alliance platform, participating in important international tourism-related events, carrying out mountain tourism topic research, innovating publicity methods, and improving publicity effectiveness.
“The International Mountain Tourism Day” is a vital platform for collaboration and communication for members and the industry established by the alliance in 2018. Since its inception, it has successfully held five sessions. Fu Yingchun, the Vice Chairman and Executive Secretary-General of the International Mountain Tourism Alliance, detailed the happenings of the previous International Mountain Tourism Days at the annual meeting. He emphasized that the philosophies and values showcased through the themes and contents of each session demonstrate the progressive development of the alliance, adjusting dynamically to different periods and backgrounds.
In the morning session of the annual meeting, the 2023 International Mountain Tourism Alliance board meeting resolved that the town of Saint-Gervais-les-Bains in France would host the 2024 “International Mountain Tourism Day” theme event. Fu Yingchun announced and explained at the annual meeting that France is renowned for its mountain tourism. The chosen town, rich with remarkable geographical attributes, high-mountain hot springs, and cultural characteristics, epitomizes the epitome of high-quality mountain tourism resources, representing the pinnacle of international mountain tourism for outdoor leisure, holiday, and sports recuperation.
Hosting the 2024 “International Mountain Tourism Day” in this locale will facilitate the dissemination of sustainable mountain tourism principles and experiences. It is also expected to assist mountain tourism destinations, including Guizhou Province, in acquiring extensive insights and experiences for the development of new business formats.
The Honorary Secretary-General of the United Nations World Tourism Organization (UNWTO) and expert of the International Mountain Tourism Alliance, Francesco Frangialli, unveiled the “World Mountain Tourism Development Trend Report (2023 edition)” organized and compiled by the alliance on-site. The report categorizes mountain tourism by types and forms and examines the current status and development of mountain tourism worldwide. It analyzes the impact and changes brought about by the COVID-19 pandemic, as well as the operational directions and development trends of the future mountain tourism market, offering a more comprehensive reference for the industry and members.
According to statistical estimates, mountain tourism currently accounts for 18%-20% of the total global tourism. In 2023, the global number of international mountain tourists could potentially reach or even exceed the level of the same period in 2019, amounting to no less than 253 million person-times. Francesco Frangialli believes that in the foreseeable future of mountain tourism, the innovative utilization of resources and responding to the demands of the target audience will horizontally expand into new business formats. The rise of digital technology and environmental awareness will drive sustainability vertically.
The 2023 “World Famous Mountains Dialogue” held on the day was themed “Empowering Mountain Tourism for Health and Wellness.” Representatives from international tourism organizations, relevant national tourism agencies, corporate representatives, and experts and scholars gathered to discuss two topics: “Eco-Priority Empowering Green Development of Famous Mountain Tourism” and “Mountain Tourism Leading Healthy Lifestyles.” They explored the aspirations and development paths of the new era, such as eco-tourism and mountain health preservation. During the event, the 2023 World Famous Mountains Photography Exhibition was also held, showcasing a large number of mountains, famous mountains, and classic natural and cultural works photographed by well-known international photographers. It encompassed natural heritage, famous tourist mountains, natural ecology, scenic spots, cultural relics, and intangible cultural heritage, resonating with the 2023 “World Famous Mountains Dialogue.”
Against the backdrop of the global tourism industry moving towards a full recovery, and mountain tourism facing both opportunities and challenges, this annual meeting served as an important opportunity for the alliance to base itself on the phased achievements and look forward to the future. It was also a global dialogue and clash of thoughts undertaken by the alliance to fulfill the mission and responsibility of an international organization. It enriched the research knowledge and valuable practical experience for the global mountain tourism market to innovate in resource utilization, high-quality reshaping, and sustainable development.