The International Mountain Tourism Alliance presented at the 2023 China-ASEAN Expo Tourism Exhibition and won the "Best Organization Award" and "Best Presentation Award"

From October 13 to 15, the 2023 China-ASEAN Expo Tourism Exhibition, co-sponsored by the Ministry of Culture and Tourism and the People's Government of Guangxi Zhuang Autonomous Region, opened at the new hall of Guilin International Convention and Exhibition Center in Guangxi. With the theme of "Mountains and Rivers Meet, Hand in Hand", the exhibition had institutions and enterprises in China from 37 countries and regions abroad, including ASEAN, with 7 exhibition areas, including cultural tourism, cultural heritage tourism, cultural tourism equipment, and overseas cultural tourism. More than 10 thematic activities, such as the China-ASEAN Tourism and Leisure Development and Integration Innovation Forum, were held. The Alliance was invited to participate in the exhibition as an international organization.

The booth design of the alliance this time takes the mountain outdoor leisure industry as the core, actively explores new ways of mountain tourism, and integrates the new mountain tourism industry such as "river travel", "cliff coffee", "cave exploration" and "outdoor camp". Through the real-life construction, it gives people the outdoor experience, and presents the outdoor scene with unique mountain characteristics in the booth. At the same time, the alliance will also bring the outstanding mountain photography works from 23 countries in the 2023 World Famous Mountains Dialogue Photography Exhibition to the site for display. The immersive experience provides the most direct visual and tactile experience for the guests to understand mountain tourism, and has been highly praised by many leaders and guests. The alliance booth was awarded the "Best Organization Award" and the "Best Presentation Award" by the organizers.

Lu Yingchuan, member of the Party Group and Vice Minister of the Ministry of Culture and Tourism, accompanied by Zhou Jiabin, deputy director of the Standing Committee of the Standing Committee of the People's Congress of Guangxi Zhuang Autonomous Region and secretary of the CPC Guilin Municipal Committee, Miao Qingwang, vice chairman of the Standing Committee of the People's Congress of Guangxi Zhuang Autonomous Region and other leaders and guests, visited the booth of the International Mountain Tourism Alliance to learn about the development of the Alliance in recent years and the current situation of the mountain tourism outdoor equipment industry. He said that outdoor equipment is of great significance to the development of mountain tourism. The upgrading and iteration of equipment allows more people to pay attention to and participate in mountain tourism, helping the high-quality development of mountain tourism. After visiting the booth of the Alliance, Ounethouang Khaophanh, Vice Minister of Ministry of Information, Culture and Tourism of Lao PDR, said he hoped to further strengthen cooperation with the Alliance and jointly promote the development of mountain tourism in both countries.

On the China-ASEAN Tourism Leisure Development and Integration Innovation Forum, Professor Jin Zhun, Secretary-General of Tourism Research Center of Chinese Academy of Social Sciences, made a keynote speech titled "RCEP and China-ASEAN Mountain Tourism Development" on behalf of the International Mountain Tourism Alliance. Based on the results of the "Mountain Tourism Cooperation and Development Report under the Framework of RCEP" jointly compiled by the Alliance and the Chinese Academy of Social Sciences, this speech further elaborated on the resource advantages and broad prospects of China-ASEAN mountain tourism cooperation and joint construction under the background of RCEP, which brought inspiration for promoting China-ASEAN integration and mutual promotion and common development.

During the exhibition, the international image and achievements of the Alliance were fully promoted and displayed by means of information distribution, promotional videos, themed wall of research and media reports, etc., which were widely reported by China News Network, Sohu News, Weibo, Colorful Guizhou Network and many tourism platforms. Taking advantage of the exhibition opportunity, the alliance participants, with mountain tourism as the entry point, have had in-depth exchanges on local mountain tourism resources with the main heads of the Iceland Embassy, the national tourism administrations of Norway, Croatia, Portugal and Sweden, and the Lao Culture and Tourism Center, etc., and communicated on the direction and possibility of cooperation. In the next step, we hope to establish a long-term liaison mechanism with tourism organizations around the world through participating in such tourism exhibitions, and build a platform for exchanges and cooperation between the members of the alliance and the outside world.