From December 25 to 27 in 2024, the Thematic Training Workshop "IMTA Innovations & Community Participation in Mountain Tourism" (2rd Session) was held in Shaoguan City, Guangdong Province. This Thematic Training Workshop aimed to further expand training outcomes, promote mutual learning and exchange, inject new momentum into members and the industry, and enhance their professional capabilities in the field of innovative mountain tourism development and community co-construction. The Internationa

Professor Sun Jiuxia, Pearl River Scholar Distinguished Professor and Professor at Sun Yat-sen University's School of Tourism Management, delivered a thematic sharing on "Rural Revitalization and Urban-Rural Integration in the Context of a Mediated Society." Focusing on three main themes—the re-creation of fields in digital cultural tourism, rural cultural revitalization in the new era, and the integrated development of cultural tourism and urban-rural integration.

Fang Yan, Assistant President of Sunriver Holding Group, delivered a lecture on the theme "Practice and Sustainable Development of Barrier-Free Scenic Area Construction." He pointed out that building barrier-free scenic areas is not only a sign of social progress and a reflection of corporate social responsibility but also a concrete action responding the concept of a shared future for mankind and focusing on the tourism rights of vulnerable groups.

Qiao Hao, Standing Committee Member and Deputy Secretary-General of the Outdoor Sports Committee of the Chinese Mountaineering Association, shared insights on the "Popularization of Ice Climbing Tourism." He emphasized the close integration of mountain resources and tourism development, citing outdoor activity cases from countries such as the United States and Canada.

Zhang Yuanhai, Senior Engineer of the UNESCO International Research Center on Karst and President of the Asia Union of Spelegology, shared insights on the theme "Geodiversity and Sustainable Development: Case Studies of Karst World Geoparks in China." He emphasized the integration of geodiversity with the cultural and tourism industry and the exemplary role of geoparks in promoting social, economic, and environmental benefits.

Professor Ming Qingzhong, Chief Professor of Yunnan University of Finance and Economics and Dean of the Tourism and Cultural Industry Research Institute, delivered an in-depth lecture on the "Assessment and Utilization of Mountain Tourism Resources." He elaborated on the classification and characteristics of mountain tourism resources, proposed evaluation standards, and analyzed issues in utilization models, such as limited development space, seasonal constraints, and transportation accessibi...

Zeng Anming, Deputy Director of the Tourism Industry Integration Investment Committee of the China Light Industry Investment and Development Association, provided an in-depth analysis of the "Graded B&B Assessment Standards and High-Quality Development Paths for Mountain B&Bs." Addressing the challenges faced by mountain B&Bs, Zeng Anming proposed a series of high-quality development paths, including precise positioning and characteristic building, optimizing service quality...

Qu Jingyi, Brand Communication Director of the Integrated Development of Transport and Tourism Branch of the China Communications and Transportation Association and Chief Producer of the documentary "Integration of Transport and Tourism, Beauty of Life." She shared insights on the "Observations on the Development of the Integrated Transport and Tourism Industry from a Communication Perspective."

Tang Zhaohui, CEO of Shanghai Yuexiang Management Consulting Co., Ltd., shared insights on "How the Cultural and Tourism Industry Can Tell Brand Stories Well." He emphasized the importance of telling good brand stories, noting that it is key to building emotional resonance and deep connections with consumers, competing for consumer mindspace, adapting to market changes, and enhancing brand recognition.

The Mountain Tourism Pattern Innovation and Community Co-construction thematic training session was held in Chengdu from December 27-29, 2023. The training provided in-depth analysis and case studies centered on the theme, aiming to explore and grasp the characteristics and patterns of mountain tourism operations while equipping participants with methodologies for ideological guidance and practical implementation. The IMTA invited domestic tourism experts and professionals from related fields to

Dr. Jin Zhun, specially invited expert of the IMTA and Secretary General of Tourism Research Centre, Chinese Academy of Social Sciences, shared his views on "Reality and Path of the Integration of Culture and Tourism". In the context of double growth, tourism economy has become the biggest bright spot of the national economy in the first half of 2023, and has repeatedly become a troubled industry.

Wang Xiaoyu, specially invited expert of the World Tourism Cities Federation and contract research fellow of the Tourism Research Centre, Chinese Academy of Social Sciences, shared his views on the theme of "New Trends in Sports Tourism Consumption and New Directions for Development and Operation" from the perspectives of social structure transformation, middle class differentiation, investment and development trends.

Zhang Chaowei, deputy dean and associate researcher of the Institute of Modern Urban-Rural Development Planning Chinese Academy of Social Sciences, Chinese Academy of Social Sciences made a special presentation on "New Trends and New Formats of the Cultural Tourism Industry" from three aspects: whole-area tourism, deep experience, and cross-border integration. Urban leisure + rural micro-vacation constitute whole-area tourism, and the development of tourism and leisure industries covering both u

Wang Jie, the president of Asia-Pacific Institute for Hydrotherapy and Climatotherapy Tourism (APIHC), introduced different types of health care industries such as hot spring health care, climate health care and forest health care around the theme of "innovative development of mountain hot spring vacation industry", and shared corresponding tourism cases.

Zhang Haifeng, founder of Huway.com and CEO of Nanjing Qijiaer Network Technology Co., ltd. (Mango Haitong Investment Enterprise), shared outstanding cases such as Wugong Mountain, Pokhara in Nepal, and Shenxianju Scenic Spot, which have emerged in recent years, around the theme of "exploring the traffic password of mountain tourism". He said that sports tourism fits the current young people's pursuit of differentiation, unique aesthetic, rich experience and social interaction.

Li Yihui, Vice Chairman and Secretary General of China Forestry Industry Federation, Forest Rehabilitation Branch, introduced the development trend of forest health care industry in China, forest health care therapy, and occupational requirements of forest health care teachers, centering on the theme of "Progress and Future Trends of Forest Rehabilitation".

Ma Wenbo, Deputy General Manager of Yunnan Tengchong Volcano & Spa Investment and Development Co., Ltd. and Vice Chairman of the China Tourism Association, Hot Spring Tourism Branch shared the path of format innovation of Tengchong Volcano & Spa National 5A Tourist Attraction with the theme of "Exploration and Practice of Scenic Spot Format Innovation in Mountain Tourism".

Guided by the purpose of "protecting mountain resources, passing on mountain civilization, promoting mountain economy, and prospering mountain community," International Mountain Tourism Alliance (IMTA) has launched the sharing column "Constructing a New Pattern of Mountain Tourism Development." This initiative organizes industry experts to share insights and facilitate exchanges through various formats, all aimed at building a new pattern for mountain tourism development.

Guided by the purpose of "protecting mountain resources, passing on mountain civilization, promoting mountain economy, and prospering mountain community," International Mountain Tourism Alliance (IMTA) has launched the sharing column "Constructing a New Pattern of Mountain Tourism Development." This initiative organizes industry experts to share insights and facilitate exchanges through various formats, all aimed at building a new pattern for mountain tourism development.

Guided by the purpose of "protecting mountain resources, passing on mountain civilization, promoting mountain economy, and prospering mountain community," International Mountain Tourism Alliance (IMTA) has launched the sharing column "Constructing a New Pattern of Mountain Tourism Development." This initiative organizes industry experts to share insights and facilitate exchanges through various formats, all aimed at building a new pattern for mountain tourism development.

Adhering to its mission of "protecting mountain resources, inheriting mountain civilizations, promoting mountain economies, and prospering mountain communities," the IMTA has launched a feature column titled "The Development of Mountain Tourism in the Post-pandemic Era." This initiative aims to address the prolonged impact of the pandemic and the ongoing challenges faced by the global tourism industry.

In this issue, Bing Pan, Founding president of the Northeast Chapter of the Travel and Tourism Research Association, Associate Professor, Department of Recreation, Park and Tourism Management College of Health and Human Development, Peninsyivania State University, shared "A Comporison of National Park Systems, and Suggestions to Mountain Tourism in China (part 1)".

In this issue, Jigang BAO, Director, UNWTO MCSTO; Professor and Ph.D Supervisor of Sun Yat-sen University (SYSU), shared "A Rational Assessment of the Impact Caused by Pandemic on Tourism and Its Development Trend" (part 2).

In this issue, Jigang BAO, Director, UNWTO MCSTO; Professor and Ph.D Supervisor of Sun Yat-sen University (SYSU), shared "A Rational Assessment of the Impact Caused by Pandemic on Tourism and Its Development Trend" (part 1).

In this issue, Haizhong Wang, Deputy Director of the Marketing Management Professional Committee of Chinese Academy of Management, Professor and Ph.D supervisor of Sun Yat-sen University (SYSU), shared "Cases Anelyzing: the Innovation of Mountain Tourism Destinations Marketing strategies (Part 1)".

In this issue, Chaozhi Zhang, Chair holder, UNESCO Chair on Sustainable Tourism in UNESCO Designated Sites, Professor and Ph.D Supervisor of Sun Yat-sen University (SYSU), shared "Development Principles, Policy Analysis and Tendency of Mountain Tourism".

In this issue, Chaozhi Zhang, Chair holder, UNESCO Chair on Sustainable Tourism in UNESCO Designated Sites, Professor and Ph.D Supervisor of Sun Yat-sen University (SYSU), shared "Development Principles, Policy Analysis and Tendency of Mountain Tourism".

In this issue, He Yafei, Vice Chairman and Secretary General of IMTA, shared "The significance of developing mountain tourism and improving global tourism governance in promoting economic recovery and cultural exchanges under the impact of the pandemic"