Since its establishment on August 15, 2017, the International Mountain Tourism Alliance (IMTA) has been going through a five-year journey. In the past five years, based on the basic positioning of "international organization" and the professional positioning of "mountain tourism", IMTA has always been adhering to the purpose of "protecting mountain resources, inheriting mountain civilization, promoting mountain economy, benefiting mountain people, and committed to sustainable mountain tourism development". IMTA has stayed true to its original aspiration, explored innovation, and forged ahead, focusing on grasping cutting-edge trends and development laws, actively echoing the UN sustainable development goals, upholding the concept of "ecological civilization leading tourism development", and carrying out fruitful practices in promoting the protection of mountain resources and sustainable tourism utilization, which has been widely recognized by the international tourism field.

In accordance with the provisions of the Statutes of the International Mountain Tourism Alliance, the first IMTA should be expired in August 2021 to replace the term. Due to the impact of the global COVID-19 pandemic, the 2nd General Assembly of IMTA and the 1st Plenary Session of the 2nd Council were held on December 27, 2022, as approved by the competent authorities and the registration and management authorities. Under the leadership of the Ministry of Culture and Tourism of China, the guidance and support of the Ministry of Civil Affairs of China and Guizhou Province, through the joint efforts of the IMTA's Council members and its members, the 2nd General Assembly of IMTA overcame the difficulties brought about by the recurrence of the pandemic and was successfully held by video (international) conference, successfully completing the set agenda.

I. General Assembly Overview

The 2nd General Assembly of IMTA was held in the form of video conference on December 27, 2022. The program of the Assembly and the prescribed topics were considered and approved at the first council meeting held before the Assembly. The Ministry of Culture and Tourism of China reviewed and approved the programs of the renewal and the meeting in accordance with the renewal process, and the Ministry of Civil Affairs of China and Guizhou Province gave careful guidance to the renewal work. Leaders of IMTA, leaders of Guizhou Province, 138 member representatives from five continents and secretariat staff gathered in the "cloud" to discuss the future development. The Assembly was held in three stages: opening session, the 1st plenary session of the 2nd Council and closing session, reviewing and summarizing the development history of IMTA in the past five years, proposing the development goals of IMTA in the next four years and the work plan for 2023, informing the financial income and expenditure, deliberating and adopting the Statutes of the International Mountain Tourism Alliance (amendment) and the Collection and Management of Membership Fees of the International Mountain Tourism Alliance (amendment), and electing leaders and 2nd Council of IMTA.

As an important milestone in the development history of IMTA, the 2nd General Assembly of IMTA formed a new organizational structure and established the development direction for the next four years, which will, with the goal of sustainability and high quality, continue to adhere to the mission given by the purpose of IMTA, pragmatically perform all business functions, effectively play the role of international organizations and the advantages of IMTA itself, and participate in global mountain tourism governance with a more open and inclusive, cooperative and mutually beneficial mind. The 2nd General Assembly of IMTA was held with wide attention from the society and the industry, with 458 domestic and foreign media, such as Xinhuanet, People.cn, xuexi.cn, huanqiu.com, China Tourism News, Economic Daily, IFENG, Associated Press, PR Newswire, finanzen.net, Radio Television Francaise d'Ourre-mer, Australia Daily, Tencent News, TouTiao, etc., widely promoting the development history of IMTA and the General Assembly, with publicity covering nearly one billion people worldwide.

II. Organizational Structure, Keeping up with the Times

The first Chairman of IMTA was former French Prime Minister Dominique de Villepin, the Vice Chairman was Shao Qiwei, and the Secretary General was He Yafei. Over the past five years, they have led IMTA to make positive progress in terms of mechanism innovation, platform construction, branding, member services and industry influence, making significant contributions to the construction and development of IMTA. At this year's General Assembly, the second leadership members of IMTA were elected by secret ballot. Dominique de Villepin was re-elected as the Chairman of IMTA, He Yafei was elected as the Vice Chairman and Secretary General of IMTA, Pansy Ho Chiu-king was elected as the Vice Chairman of IMTA, and Fu Yingchun was elected as the Vice Chairman and Executive Secretary General (legal representative) of IMTA. Inheriting the advantages of the previous term, with advanced concepts, professionalism, international vision, and a leadership structure with certain influence in the industry at home and abroad, the new leadership team will work together with members to promote IMTA to further take the path of professionalism, systematization and internationalization, to pursue and explore new forward-looking concepts and new ideas in promoting international tourism exchanges and interactions, establishing a high-quality dialogue platform, and strengthening the construction of professional standard systems.

The newly emerged 2nd Council of IMTA consists of 41 institutions and individuals from 22 countries and regions. In addition to the leadership of IMTA, Francisco Frangialli, former Secretary General of the World Tourism Organization, Wei Xiaoan, a senior Chinese tourism expert, Xu Jing, former Director of the Asia-Pacific Department of the World Tourism Organization, Wu Xiaoli, Deputy Director of the Information Channel of Phoenix Satellite Television, and Chen Ping, Global Vice President of the International Folk Art Organization, were elected as individual directors; 32 organizations were elected as directors, including the Recreation Vehicle Industry Association, Austria Doppelmayr Tramway Co., Ltd. Canadian Endurance Trail Running Association, World Tourism Economic Research Center, INWA, International Hotel and Catering Association, Korea-China Cultural Friendship Association, World Hotel and Tourism Education and Training Association, Japan-China Friendship Photographers Association, China Tourism Group, Guangdong Chimelong Group Co., Ltd., China Tourism Academy, CYTS Holdings Co., Ltd., OCT Group, Hainan and Guizhou Tourism Investment Groups. These representative figures in the professional field and groups with international influence in the tourism industry will further optimize the organizational structure of IMTA and form an executive body with excellent capabilities, broad vision, unity and collaboration, and the trust of the membership.

III. Looking back at the history, it is remarkable

Since its establishment, IMTA has established a new concept of mountain tourism, built a new platform for mountain tourism, explored a new path for mountain tourism and promoted the new development of mountain tourism in the past five years. It has gone through two stages: the first two years of initial creation, system construction and basic operation, and the second three years of pandemic response, counter trend, platform creation and brand building.

Chairman De Villepin sorted out a relatively clear vein of the work in the past five years. He said that The birth of IMTA is of extraordinary significance, not only marking the settlement of the headquarters of a new international organization in China, but also adding a new international cooperation and exchange platform in the field of mountain tourism. IMTA has formed a more systematic management system in terms of business expansion and operation methods in accordance with the organizational structure and responsibilities given by the Statutes, starting from strengthening internal construction and establishing secondary bodies such as the Expert Committee, the Investment and Financing Committee and the Mountain and Hot Spring Wellness Specialized Committee. In the face of the plight of COVID-19 pandemic hitting the global tourism industry, IMTA has played to the advantages of its self-initiated platform, providing actively opportunities for dialogue and cooperation on the topic of "responding to the crisis, collaborating against the pandemic and promoting recovery" for the global industry, exploring paths and methods for revitalizing mountain tourism, and making available an effective platform and intellectual support. IMTA has cultivated main brands such as Annual Conference Theme Forum, International Mountain Tourism Day, Dialogue among Famous Mountain in the World, IMTA Mountain Tourism Award and Asia Mountain Tourism Promotion Conference, gradually formed an influential platform system, and organized and compiled leading and guiding standard systems such as Report on World Mountain Tourism Development Tendency , International Mountain Hiking Tourism Guide, Classification and Evaluation System of World Famous Tourism Mountain , International Criteria System for Mountain Eco-tourism Destination, and Construction and Rating on International Mountain Hot Spring Wellness Tourism Destination. IMTA also maintains friendly interaction with the United Nations World Tourism Organization (UNWTO) and has established exchange and cooperation mechanisms with influential international organizations such as the World Travel and Tourism Council (WTTC), the Asia Pacific Travel Association (PATA), etc. Looking back on the past, the development path of IMTA has curved forward, with notable achievements, increasing industry recognition, and gradually expanding the team from the initial 111 institutions and individuals to the current 194, and increasing the number of countries and regions of membership from 29 to 34.

Guizhou Province is the initiator and headquarters of IMTA. Lu Yongzheng, member of the Standing Committee of the Guizhou Provincial Party Committee and Director of the Propaganda Department of the Provincial Party Committee, served as the director of the preparatory committee at the beginning of the IMTA’s establishment, he is a witness and a strong promoter for IMTA from preparation to operation. Guizhou Province has always been a strong backing for the construction and development of IMTA. Director Lu Yongzheng pointed out at the opening meeting of the conference, "Since its establishment, IMTA has been adhering to its founding purpose and original intention, uniting and striving, pioneering and innovating, overcoming difficulties, taking a unique path of development, achieving fruitful results in platform operation, brand shaping, mechanism innovation and results implementation, effectively serving IMTA members, and its reputation and influence in the industry has been increasing. Especially in the face of the impact of the pandemic, IMTA did not look on with indifference, but actively responded, taking the lead in proposing and organizing a series of actions to respond to the crisis, unite against the pandemic and promote recovery, which received a positive response from the industry, showing the responsibility and commitment of an international organization". Meanwhile, he expressed his expectations and high hopes for the future development of IMTA,, hoping that on the basis of five years of practice, IMTA will respond to the changes of the times, grasp the development trend, and strive to create a new and exciting chapter in the development of the business. He said, "As a major mountain tourism province and the initiator of the establishment of IMTA, Guizhou will work together with IMTA to actively promote the recovery and development of international mountain tourism under the new situation. Meanwhile, Guizhou will do its best to create conditions for the development of IMTA, support the continuous growth for IMTA, to build itself into a professional and leading international organization and a famous platform to promote the development of world mountain tourism".

Shao Qiwei, the first Vice Chairman of IMTA, delivered a heartfelt speech, saying, "In the special context of the changing international climate and the increasing challenges faced by human society, IMTA, from the nature and purpose of the organization, has been proactive and responsive, grasping trends, responding to laws, making timely adjustments, giving full play to its unique advantages, providing timely advice and guidance to the global industry to cope with the crisis. It has made positive efforts and contributions to promoting international cooperation and innovative development in tourism, and the recovery and reshaping of global tourism governance". He indicated that:"The establishment,growth and development of IMTA cannot be separated from the greatly support and guidance of the Ministry of Culture and Tourism of China and other relevant departments and Guizhou Province. As an international organization, the work of the secretary general and the secretariat of IMTA is irreplaceable. They live up to our expectations and work hard to make the work of IMTA has been fruitful and highly appraised by relevant international organizations and the tourism industry, which is an undoubtedly well-deserved". Before leaving office, he expressed his deep affection and expectations for IMTA:"Because of my age, I will no longer take the leadership position for IMTA. I have formed an indissoluble bond with IMTA and will continue to pay attention to its development. I believe that under the leadership of IMTA new leaders and council, and with the joint efforts of IMTA members, the IMTA’s various undertakings will surely usher in a more brilliant tomorrow".

IV. Looking ahead, the outlook is promising

The three-year-long pandemic crisis has left the global tourism industry reeling. Currently, the pandemic response strategies, including China's, are showing new gestures and benefits that will help the tourism market to recover and the tourism economy to be reshaped. In this context, the only way to find new space for development is to look at the post-COVID market trends and grasp the laws of operation. The desire for nature and health is undoubtedly the new consumer orientation of the public, and mountain tourism will certainly become the most popular form of tourism. Chairman de Villepin stressed, "The International Mountain Tourism Alliance has the responsibility and ability to play an important role in promoting the revival of tourism and the construction of a governance system, and is well positioned to play a unique role in influencing the sustainable development of mountain tourism."

He Yafei, Vice Chairman and Secretary General of IMTA, said when introducing the work plan of IMTA for 2023 that 2023 is a watershed year for the tourism industry. Under the new situation and background, IMTA will follow the development goals set, keep its brand activities such as "International Mountain Tourism Day" with a global vision and open attitude, in accordance with the ideas of "introducing" and "going out", focusing on serving the industry and members, and strengthening the platform and brand building. IMTA will seize the opportunity of tourism recovery after the pandemic, take more precise and effective strategies to carry out external communication and liaison work, reinforce online media publicity, play the function of IMTA as a think tank, carry out industry-leading research, assist in policy reserve, and further strengthen and improve the institutional construction of IMTA Secretariat and the construction of the talent team, so as to make new achievements in the process of participation in global tourism governance and sustainable development of mountain tourism. Meanwhile, he emphasized that Guizhou Province, as the initiator for IMTA, has given great support from its establishment to operation and development. IMTA will continue to strengthen cooperation and interaction with Guizhou, and strive to make Guizhou mountain tourism a dazzling star on the IMTA’s international cooperation and exchange platform.

The year 2023 will be the year of global tourism reinvention and is destined to be the year when mountain tourism will make its mark. The tourism industry has never been in greater need of unity, professionalism and industry wisdom than it is today. Pansy Ho Chiu-king, Vice Chairman of IMTA, released the initiative of "Making a Better Tomorrow for Mountain Tourism" on behalf of IMTA, which is based on the current international situation and the background of post-COVID recovery faced by the tourism industry. In the initiative, five items are proposed: "always adhere to the bottom line of sustainable development, insisting that mountain tourism must take the path of ecological civilization and sustainable development; grasp the new opportunities of market reshaping, and promote the establishment of policy guidance for market relaunch; jointly build a new mechanism for dialogue, exchange and cooperation, to enhance the exchange and flow of tourism industry; promote theoretical innovation and transformation of mountain tourism, and contribute to the practice of high-quality development of international mountain tourism", which reflects the responsibility mission of IMTA to actively respond to new opportunities and challenges. In presiding over the closing session, Fu Yingchun, Vice Chairman and Executive Secretary of IMTA, said, "The Initiative is a promise, a vision and a goal. Let's remember the spirit of the initiative and continue to uphold the mission of IMTA, so that mountain tourism will always be the cradle of sustainable tourism development, the welfare of the people, and the home of the tourists".

In the future, IMTA will firmly hold the bottom line of leading development with the concept of ecological civilization and sustainability, vigorously fulfill the purpose and business goals of IMTA, adhere to the basic positioning of international organizations and professional positioning of mountain tourism, thoroughly study the operation rules of international mountain tourism after the pandemic, accurately grasp the changes in the tourism economy and market demand in the new phase, and gather the strength of members and the industry, continuously improve the operation and management mechanism, and innovate ideas and methods to serve members and influence the industry. IMTA will also optimize and enhance the radiation function of the platform system, strive to improve the accuracy and operability of its special research and evaluation, explore the mode of investment and financing cooperation channels based on mountain tourism, to work hard in building IMTA into a "model operating in line with the philosophy, standards and efficiency of international organizations" and a famous platform to promote the development of mountain tourism in the world.