Joining Hands Towards Sustainable ProsperityToEmbarkon ANew Journey of International Mountain Tourism.
TThe IMTA Annual Conference2024Successfully Heldhe 2024 Annual Conference of the International Mountain Tourism Alliance will be held in Xingyi
On September 26,the IMTA Annual Conference2024the 2024 Annual Conference of the International Mountain Tourism Alliance (IMTA)opened in Xingyi, Guizhou Province.WithUnderthe themeof"Inclusiveness,MutualLearning,Innovation—EmpoweringSustainableMountainTourismwithNewQualityProductiveForcesInclusivity, Mutual Learning, and Innovation: Empowering Sustainable Mountain Tourism with New-Quality Productivity,",the conferencebrought togethepooledrwisdom and strength from across the industrytothe collective wisdom of all members and the strength of industry stakeholders.discussand shareinnovative development paths for high-quality and sustainable mountain tourismThe focus was on exploring and sharing innovative development paths for high-quality and sustainable mountain tourismin the context of the new era, with a particular emphasis on empowering the sector through new-quality productivityproductiveforces.
Empowered by theTimeing a New Era:: Mountain Tourism Unveils New ProspectsUnveilsa newlook
"The Annual Conference of the International Mountain Tourism Alliance (IMTA) is not only a grand event forourmembers, but also a significant exchange and cooperation platform for our members and the mountain tourism industryThe Annual Conference of the International Mountain Tourism Allianceis not only a grand gathering for alliance members but alsoa significantplatform for exchangeand cooperation among mountain tourism professionals," said Dominique de Villepin, Chairman of the IMTA, in a video message that officially kicked off the event.
The development oftheIMTA has always been closelystucktoalignedwiththe themes of the timesand theneeds of themarketdemand. With the accelerated recovery of the tourism industry and theintroductionproposaland implementation of the concept of“newproductiveforces”new-qualityproductivity, the principlesof "InclusivenessInclusivity, Mutual Learning, and Innovation" hasavebecome thecoredriving forcesbehind global sustainable tourism development. Mountain tourism, in particular, is witnessing new growth opportunities, presenting fresh challenges and expectations for the alliance’s work.
De Villepin emphasized thatthe year 2024 marks a pivotal transition for the tourism industry from recovery to sustainable prosperity,as the structure of the tourism market evolves,,asaresult,mountain tourism is exhibiting new characteristics:a burgeoning market demand for intelligent tourismthe demand for smart tourism is increasing,prominentcharacteristics of leisure tourismtheera of leisure travel is becoming more pronounced,and deep integrationthatgives birth to new business formsand deep integration is giving rise to new industry models. He suggested that,to confront future transformations and challenges,a multidimensional and in-depth analysis of industry trends is essential to navigating future challenges more effectively. It is imperative for governments, businesses and all walks of life to collaborate in refining policies, improving the environment and enhancing services to address the current challenges and problems faced by international tourism.a multi-dimensional, multi-level approach is needed to thoroughly understand and assess industry trends. Governments,businesses,and other sectors of society must work together to foster a new era of tourism prosperity.This aligns with IMTA's initiative in creating international dialogue platforms, such as theIMTA AnnualConference, International Mountain Tourism Day and the Asian Mountain Tourism Promotion Conference.This, he noted, is the driving purpose behind platforms like the IMTA Annual Conference, International Mountain Tourism Day, and the Asian Mountain Tourism Promotion Conference.
Seizing Opportunities: A New Landscape for Global Tourism
He Yafei, Vice Chairman and Secretary-General oftheIMTA,pointedoutthat,the datafromUnitedNationsWorld Tourism Organization(cited data from theUnitedNationsWorldTourismnow)Organization (UNWTO), highlightingshowedthat global tourism revenue reached $1.6 trillion in 2023, with international tourist numbers recovering to 90% of 2019levels. The new era is shaping a fresh landscapeofforglobal tourism.TheIMTA has embraced an open-minded and inclusive approach, promoting mutual learning and respect for diverse civilizations and cultures. By accelerating the integration of culture, education, science, and tourism, the IMTA continues to innovate and drive the sustainable development of new models in global mountain tourism.
Over the past year,theIMTA has consistently organized mountain tourism-themed activities, creating a robust platform for exploring opportunities and trends in mountain tourism development. These initiatives have facilitated the exchange and cooperation among members, governments, and industry stakeholders, achieving remarkable results that are widely recognized.
Pansy Ho,IMTAVice ChairmanHe Chaoqiong, Vice Chairwoman of the International Mountain Tourism Alliance (IMTA), remarked that,the intensification of climate change impacts on the ecological environment, the reorganization of the global supply chain, and the acceleration of technological progress are reshapingpeople’slifestyles and industrial structures.Asa result,promoting the sustainable development of sustainable mountain is not only about discovering new drivers for economic growth, but also about taking on the social responsibility of protecting the ecology, promoting cultural exchanges and boosting the revitalization of local economies.the escalating impacts of climate change on the environment, the restructuring of global supply chains, and the rapid advancements in technology are all reshaping lifestyles and industrial patterns. These trends are driving the development of sustainable mountain tourism, which not only seeks new drivers for economic growth but also embraces a broader social responsibility to protect the environment, promote cultural exchange, and support local economic revitalization.TheIMTA hasupheld the conceptconsistently championed the principlesof "ecological priority, green development,solidarityunity,and collaboration, mutual benefit and win-winand win-wincooperation," sinceitsestablishment,leveraging itsrobust membership network and industry resources to actively promote the innovative use of mountain resources, the preservation of cultural heritage and the development of regional economies, therebycontributingto the sustainable development of the global tourism industry.membership network and industry resources to actively promote the innovative use of mountain resources, the preservation and transmission of cultural heritage, and regional economic development, making a significant contribution to the sustainable development of global tourism.
Ongoing Innovationand: IMTA HasAchieved Fruitful ResultsSignificant Achievements for the Alliance
Fu Yingchun, Vice Chairman and Executive Secretary-General of the IMTA, provided a summary ofthe alliance’IMTA’s achievements in 2024 and outlined the key objectives for 2025. He noted that under the new development context,theIMTA has, since the beginning of this year, capitalized on its professional strengths and platform advantages. By collaborating closely with alliance members and industry partners,theIMTA has integrated itself into the framework of mountain tourism governance. Its international reputation and influence have steadily increased, business cooperation opportunities have expanded, and overall operations have yielded new results.
The"Integrated Mountain Tourism"platform system created bytheIMTA has maintained a steady growth trajectory. Among its three core platforms—the International Mountain Tourism Day, the Annual Conference Forum, and the Asian Mountain Tourism Promotion Conference—each has demonstrated renewed vitality and dynamism.
At the event, He Yafei officiallyawardedthe host city of “International Mountain Tourism Day2025.”presentedaplaqueto Gran Canaria, Spain, as the host location for the2025"International Mountain Tourism Day" themed activities. Gran Canaria, a well-known tourist destination, attracts visitors with its beaches, pleasant climate, sunshine, and natural scenery. In recent years, with the rise of mountain tourism, the island has developed a rich array of mountain tourism offerings, continuing its international positioning in tourism exchange and cooperation.The blend of mountain and seaWhenmountainsmeetoceans，thelandscapes addsnew excitement for next year’s "International Mountain Tourism Day."
The "International Mountain Tourism Day" is a standout achievement in the IMTA's brand-building efforts. In May 2024, the event was successfully held in Nice, Alpes-Maritimes, France, marking the alliance's first international event in Europe. It aligned with the global trend of sustainable development and resonated with the theme of building a mountain tourism community with a shared future, garnering widespread attention from the industry. One of the key highlights was the forum on "Climate Change and Responses for Mountain Tourism," where participantsconducted in-depth discussions on the challenges brought by climate change to mountainandice and snow tourism, and the response strategies for sustainable tourism and climate change, and put forward forward-looking and guiding opinions and solutions.discussed the challenges posed by climate change to mountain and winter tourism and proposed strategies for sustainable tourism.Onthis basis, tThe forum led to the creation ofMountianTourismDestinantionsResponding toClimateChangethe"Climate Change and Mountain Tourism Response"report,which was released at the opening ceremony of the International Mountain Tourism and Outdoor Sports Conference.
During the report’s release, Francesco Frangialli,formerHonorary Secretary-General of theUnited Nations World Tourism Organization (UNWTO (UNTourism now))and IMTA board member, emphasized that the technicalpublication combines scientific evidence with practical experience from tourism professionals and mountain communities.Through this researchHe noted that,the IMTA has contributed to the realization ofthe United Nations'2030Sustainable Development Goals2030through this research.
Also announced at the opening ceremony,wasthe CertificationCriteriaof"WorldTourismFamous TourismMountains—Certification Standardswas also released".,with the firstbatch of14 certified sites, includingSwitzerland'sJungfrau inSwitzezrland,Nepal'sAnnapurnainNepal,South Africa'sTable MountaininSouth Africa, andChina'sChangbai MountaininChina,wererecognized as"theWorldFamousTourismFamousMountains"., being awarded plaques.Wu Bihu, dDirector of theCenter for Retreation and Tourism Researchand an IMTA expert, stated that the recognition of these world-famous mountains will further promote the protection and utilization of mountain tourism resources and actively contribute to the establishment of a global mountain tourism governance system. Besides,tThe development of the alliance's standards and evaluation systems has taken a significant step forward.
At the event, plaques were also awarded to three newlycecertifiedrtified“IMTA International Mountain Hiking Demonstration Routes”, includingsections of theHengshanPart(inHunanProvince), HengMountainshanPart(inShanxi Province), and SongshanroutesPart(inHenanProvince), which are thepartsof the renownedHiking Routes ofFiveSacredMountainsFive Great Mountains of China hiking trail.InternationalMountainHikingTourismGuideThe "International Mountain Hiking Tourism Guide"wasorganizedwasdevelopedby IMTA experts andsupported by the European Ramblers Association, French Hiking Federation, and Federazione Italiana Escursionismo.with the support of professional organizations such as the European Ramblers' Association, the French Hiking Federation, and the Italian Hiking Tourism Federation. Since its release, the guide has received high praise and broad recognition from the industry. Based on this guide,theallianceIMTAhascertifiedselected19 hiking routes aroundthe worldglobally, promoting the design and development of world-class hiking tourism products and setting a benchmark for the high-quality development of hiking tourism.
Building Strength: Joining Hands for Sustainable Prosperity
During the event,IMTA Council has agreed to build aIMTAliaison officein Xingyi City.it was announced that the International Mountain Tourism Alliance Xingyi Liaison Office would be established. Qian Zhenghao, Standing Committee Member of the Qianxinan PrefecturePartyCommittee and ExecutiveViceDeputyGovernor of theQianxinan PrefecturePeople's Government ofQianxinan Prefecture, and Fu Yingchun,IMTA Vice Chairman and Executive Secretary-Generaljointly unveiled theIMTA liaison officein Xingyi City.plaque for the new liaison office. Xingyi, rich in mountain tourism resources with outstanding geographical and cultural advantages, has extensive experience in hosting international conferences. As the birthplace oftheIMTA, the establishment of the liaison office will help to gather development momentum and strengthen the cohesion of the alliance.
To pool the wisdom of the industry and scientificallygrasp the trends of mountain tourism,The IMTA Expert Committee was officially established in 2020, consisting of 24 experts and scholars withextensive academic expertiseand rich industry experience.To bring together industry expertise and scientifically understand the trends and direction of mountain tourism,the allianceformed an Expert Committee in 2020, comprising 24 experts and scholars with deep academic knowledge and extensive industry experience.During the event,Geoffrey Lipman, former President of the World Travel & Tourism Council (WTTC), and former Assistant Secretary General of the United Nations World Tourism Organization (UN Tourism now)Geoffrey Lipman, former Chairman of the World Travel & Tourism Council (WTTC) and former Assistant Secretary-General of the United Nations World Tourism Organization (UNWTO),;Zhang Xilong, Executive Vice President of theIntegrated Development Branch of the China Communications and Transportation AssociationIntegrated Tourism Development Branch of the China Transport Associationandformer Deputy Director-Generaland First Class Inspector of the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourismof the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism of China;,Jin Zhun, Secretary-General of theTourism Research Center at the Chinese Academy of Social Sciences (CASS),China Academy of Social Sciences Tourism Research Center;Takashi Moriya, former Chairman ofNicchu Peace Travel Service Co., Ltd.,the Japan-China Peace and Tourism Co., Ltd.;Wang Xiaoyu,a special researcher at the Tourism Research Center of CASSSpecial Researcher at the China Academy of Social Sciences Tourism Research Center and Chief Expert of Ctrip Research Institute;,Bernard Debarbieux, Professorand former Dean of Social Sciences at the University of Geneva,at the University of Geneva and former Dean of the Faculty of Social Sciences at the University of Geneva;Rogers Martin Valencia Espinosa, former DeputyViceMinister of Foreign Trade and Tourismand former Minister of Tourism and Culture of Peru, and Chairman of the Cusco Economic Research Institute,of Peru and former Minister of Tourism and Culture of Peru;Li Shouwen, Executive Chairman PresidentoftheChina International Camping Congress; and Xiao Gang, Chief ChineseRepresentative of the InternationalNordic Walking Federationof China(INWA),werealljoinedtheIMTAExpert Committeeappointed to the committee. Their contributions will provide intellectual and technical support for the future development of mountain tourism.
The allianceIMTAalso awarded certificates to 11 new members who joinedthe International Mountain Tourism AllianceIMTAthis year, including the Chungcheongnam-do Tourism Association of South Korea, Trekking Agencies’ Association of Nepal, andTurismo de Aragón (Spain)the Aragon Tourism Board of Spain, among others. These additions have strengthened industry connections, further expanding the "international family" ofthe allianceIMTA. Currently,the allianceIMTAhas a total of 199 institutional and individual members, including 118 domestic members and 81 international members.
Since its establishment, IMTAthe International Mountain Tourism Alliancehas successfully navigated a seven-year journey,and playedplayinga unique role in contributing to and promoting the sustainable development of global mountain tourism. 2024 marks a pivotal year as the tourism industry transitions from recovery to sustainable prosperity. Against this backdrop, theAnnual Conference2024aims to provide newmomentumimpetusfor high-quality and sustainable mountain tourism development through the principles of “Iinclusivnclusivenessity, Mmutual Llearning, and Iinnovation.”
