From December 25 to 27, 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 International Mountain Tourism Alliance (IMTA) invited experts from domestic tourism and related fields to provide systematic, in-depth, and professional knowledge and case studies to participants. Over 100 representatives from IMTA members, industry professionals, mountain tourism destinations, and related institutions attended the training.

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. Tang Zhaohui elaborated on the core value of brand stories, including building consumer trust through authentic and meaningful stories, inheriting the regional and industry-specific culture behind the brand, inspiring brand innovation, and conveying brand concept that resonate with consumers. He proposed methods for creating the uniqueness of brand stories, such as digging brand origins, shaping characters, constructing narrative styles, and utilizing multimedia means for presentation, while continuously updating story content to maintain vitality.