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. 

Hanna Pearson, Asia-Pacific Director of the Adventure Travel Trade Association (ATTA)

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," emphasizing their common need for deep cognition and interaction beyond "check-ins." Current consumption trends show travelers increasingly desire transformative value through cultural experiences and connection with nature, providing clear direction for mountain tourism product design. She also delved into the core issue of "commercial safety and destination safety" in adventure tourism operations, believing that establishing a professional, reliable safety system is the cornerstone of sustainable development.