On the morning of June 11, 2025, Cha Kyung-hoon, Head of the Mountain Tourism Team of the Tourism Industry Division of the Culture, Sports and Tourism Bureau of Jeollabuk-do Special Self-Governing Province, South Korea; Kim Hyung-geun, Principal Officer; and Seo Ah-sun from the China Representative Office of Jeollabuk-do (Province) Government, visited the International Mountain Tourism Alliance (IMTA) accompanied by Jiang Qinyue from the Asia-Africa Division of Guizhou Provincial Foreign Affairs Office. They toured the IMTA headquarters building and held an exchange seminar with the heads of various departments of the IMTA Secretariat.

At the seminar, Wen Weiya, Assistant to the Secretary-General of the IMTA, extended a welcome to the delegation from Jeollabuk-do Special Self-Governing Province and briefly introduced the IMTA's basic information, work plans and achievements. She also emphasized that as a non-governmental and non-profit international organization, the IMTA is committed to serving the industry and its members, and has made positive efforts and contributions to promoting the sustainable development of mountain tourism.

Team Leader Cha Kyung-hoon introduced the basic situation of Jeollabuk-do and the purpose of this visit. He pointed out that Jeollabuk-do, as an important region where South Korea's traditional culture and modern industries blend, boasts rich mountain tourism resources. He clearly expressed the willingness to join the IMTA as a member and apply to host the themed activities of "International Mountain Tourism Day". He also invited the main leaders of the Alliance to attend the forum to be held in Jeollabuk-do on September 23, 2025, so as to deepen the pragmatic cooperation between the two sides.

During the exchange seminar, the heads of relevant departments of the IMTA Secretariat responded one by one to the questions raised by Team Leader Cha Kyung-hoon and put forward constructive suggestions on strengthening mutual cooperation.

In his concluding speech, Wu Mai, Deputy Secretary-General of the IMTA, stated: First, we warmly welcome Team Leader Cha Kyung-hoon and his party, and thank Guizhou Provincial Foreign Affairs Office for facilitating this visit, which has built a bridge for our friendly exchanges. Second, we fully agree with Team Leader Cha Kyung-hoon's proposal that we can further strengthen exchanges and cooperation, give play to our respective advantages and strengths, and establish a sound cooperation mechanism in mountain tourism policy formulation, resource development and market promotion. Third, we welcome the Culture, Sports and Tourism Bureau of Jeollabuk-do to join the IMTA, and sincerely invite the delegation of Jeollabuk-do to participate in the IMTA Annual Conference and the 2025 "International Conference of Mountain Tourism and Outdoor Sports" to be held in Guizhou Province this year. We also invite them to promote and display the characteristic resources of Jeollabuk-do at the supporting Asia Mountain Tourism Promotion Conference, so as to jointly promote the innovative development of Asian mountain tourism.

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong