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. 

Wang Xiaoyu, Expert of IMTA Expert Committee and Professor at the School of Management, Beijing Sport University

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; the product system shifting from single ticketing economy to comprehensive profit models; and the operational logic shifting from government investment-driven to market demand-driven. Through analysis of typical cases like the Harbin Ice and Snow World and Luoyang Luoyi Ancient City, he provided strategic ideas for how mountain tourism can leverage sports elements to enhance experience stickiness and consumption levels.