From December 22 to 24, 2025, the thematic training workshop on "Value Reshaping and Experience Upgrading: A New Pathways for Mountain Tourism Development," hosted by International Mountain Tourism Alliance (IMTA), was successfully held in Guiyang City, Guizhou Province, where IMTA headquarters is located. The training invited experts from domestic and international tourism and related fields to deliver systematic, high-quality thematic presentations, attracting over 70 participants including IMTA members, industry representatives, and heads of mountain tourism destinations and related institutions. 

Chen Gang, Founder and CEO of Mafengwo Group

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," with tourists no longer satisfied with sightseeing but willing to pay for highly participatory, in-depth experiences, which is the market foundation for the rise of the "super experience" concept. Using the Guizhou Shilong Cave project as an example, he illustrated how creating differentiated, high-quality immersive scenarios can effectively achieve value transformation and local economic benefits. Chen Gang concluded that value reshaping in mountain tourism needs to closely follow "new experiences, new technologies, new traffic," return to the essence of tourist needs, and provide experiences truly worth paying for.