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. Liu Zhaohui, Vice Chairman of IMTA, attended the training session and delivered the opening speech.

 Liu Zhaohui, IMTA Vice Chairman

In his opening speech, 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: first, shifting from a "resource-oriented mindset" to a "value-oriented mindset," constructing a destination image with emotional resonance and lasting appeal through clear brand positioning, distinctive cultural expression, and refined product design; second, shifting from "single-format" to "composite scenarios," promoting deep integration of mountain tourism with outdoor sports, intangible cultural heritage, rural revitalization, wellness vacations, and more, forming a multi-dimensional experiential space that makes tourists "willing to come, able to stay, and wanting to return"; third, shifting from "extensive growth" to "green sustainability," implementing the principle of ecological priority throughout the entire process of planning, construction, and operation, improving environmental assessment and community participation mechanisms, and making mountain tourism an important platform for ecological protection and improvement of people's livelihoods.