Liu Zhaohui, IMTA Vice Chairman, pointed out that the global tourism industry is undergoing profound transformation, and mountain tourism has moved beyond the past development model primarily reliant on natural resources and visitor volume expansion, entering a high-quality development stage oriented towards value creation, quality experiences, and sustainable development. He emphasized that achieving "value reshaping" requires grasping three key transitions.

Chen Gang, Founder and CEO of Mafengwo Group, analyzed that the core transformation in current mountain tourism is driven by the combined effects of three major factors: holiday system reform, consumption structure upgrade, and disruptive technological empowerment. He noted that the state's promotion of pilot programs for dispersing holidays is expected to guide off-peak travel, injecting new momentum into mountain tourism. The consumer market shows a trend of "inward deepening," ...

Hanna Pearson, Asia-Pacific Director of the Adventure Travel Trade Association (ATTA), focused on the niche field of adventure tourism, pointing out through global market data that deep adventure tourists significantly outperform mass tourists in terms of income contribution and local employment generation. She categorized adventure travelers into three types: "Nature Enthusiasts," "Cultural Explorers," and "Activity Seekers,"...

Cheng Li, Professor and Doctoral Supervisor at the College of Tourism, Sichuan University, systematically elaborated on the development pathways for mountain B&Bs from the perspective of value-sharing theory. He clearly defined the core characteristics of mountain B&Bs as relying on unique landscapes and culture, being community-operated, and serving specific tourists, and pointed out that their development must adhere to ecological red lines, support community livelihoods...

Wang Xiaoyu, Expert of IMTA Expert Committee and Professor at the School of Management, Beijing Sport University, analyzed new trends in the integration of culture, sports, and tourism against the background of consumption stratification. He noted that future integration is by no means simple stacking but requires completing three deep transformations: the experience mode shifting from static resource display to dynamic content operation...