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.