Editor's Note: On November 11, the International Conference of Mountain Tourism and Outdoor Sports (MTOS) 2025 commenced in Guiyang City, Guizhou Province. With the continued theme "Integration of Culture, Tourism and Sports Presents a High Quality Life," this year's Conference featured a series of events including the International Mountain Tourism Alliance (IMTA) Annual Conference 2025, the International Mountain Tourism Promotion Conference 2025, a Field Trip to Guizhou Mountain Tourism Destinations, and the Bank of Guizhou·Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition. Over 350 participants gathered, including representatives from international organizations, government and tourism departments of relevant countries, diplomatic missions in China, tourism-related enterprises, mountain tourism destination management agencies, experts, scholars, and media from more than 30 countries and regions. They explored new pathways for the integrated development of "Mountain Tourism +", shared new achievements in mountain tourism development, and worked together to build a prosperous new future for mountain tourism. Zhu Shanzhong, UN Tourism Ambassador, delivered the opening address for the Conference.
The following is the full text of the speech:
Distinguished guests, ladies and gentlemen, good morning!
It gives me great pleasure to be in Cool Guiyang for the International Conference of Mountain Tourism and Outdoor Sports and the Annual Conference of the International Mountain Tourism Alliance (IMTA). Each visit to colorful Guizhou allows me to witness the dynamic growth of mountain tourism. On behalf of UN Tourism, I would like to extend my warmest congratulations on the opening of this conference.
From the inception of the "Mountain Tourism, Green Sports, Synergistic Development" initiative in 2015 to the recent emphasis on "Integration of Culture, Sports and Tourism Presents a High-Quality Life", this international conference has centered on key themes such as ecological conservation, industrial integration, and international collaboration. It has borne witness to Guizhou's remarkable progress in mountain tourism. Meanwhile, the IMTA continues to drive this endeavor forward through its professional expertise and global perspective.
Mount Fanjing·Guizhou
UN Tourism recognizes the vital role of mountain tourism in diversifying the tourism industry. Since the founding of the IMTA, UN Tourism has been actively engaged and maintained enduring cooperative relations with the alliance. In May this year, UN Tourism representatives and IMTA chairman Dominique de Villepin signed a Memorandum of Understanding during the 2025 "International Mountain Tourism Day" event, committing to promote sustainable mountain tourism development jointly.
UN Tourism Representative and Chairman Dominique de Villepin Exchanged a Memorandum of Understanding at the 2025 International Mountain Tourism Day Event
The World Tourism Barometer, released by UN Tourism in September 2025, indicates that international tourist arrivals reached 690 million in the first half of 2025, up 33 million from 2024 and 4% above 2019 levels. The Asia-Pacific region saw an 11% year-on-year growth, recovering to 92% of pre-pandemic levels. Amid this global tourism rebound, China continues to demonstrate market vitality as both a key global tourism source market and destination. With the ongoing optimization of transit visa-free policies, China is attracting increasing numbers of high-end international visitors. New trends in international tourism consumption are emerging, with growing tourist preference for natural, wellness, and deep cultural experiences. This creates significant opportunities for mountain tourism development.
These trends clearly demonstrate the growing prominence of mountain tourism's unique value. An increasing number of travelers are drawn to mountainous regions, seeking healthier, more eco-friendly, and immersive experiences. Outdoor activities like hiking, mountaineering, skiing, rock climbing, canyoning, and trail running have become integral to mountain tourism, infusing traditional sightseeing with renewed vitality and deeper meaning. This evolution not only aligns with people's aspirations for better quality living, but also provides fresh momentum for economic growth, livelihood improvements, and cultural heritage preservation in mountainous areas, particularly in developing regions.
Mountain outdoor sports
China's practices in promoting sustainable mountain tourism development carry significant exemplary value. Guizhou Province has been particularly noteworthy. Through its innovative "mountain tourism+" integrated development approach, the province has successfully transformed its mountainous resources into developmental advantages. This has created a virtuous cycle between ecological conservation and industrial growth. This green development-oriented model, characterized by integrated approaches, offers valuable reference experience for similar regions worldwide.
As a vital platform for advancing global mountain tourism development, the IMTA bears significant responsibilities in these domains. UN Tourism stands ready to work alongside the IMTA to deepen our collaboration across key areas, including rural revitalization, community empowerment, cultural heritage preservation, and the integration of Sustainable Development Goals (SDGs). Together, we will advance research and best practices for mountain tourism destinations, explore integrated approaches through "tourism+" and "+tourism" models, promote exemplary rural tourism cases, and strengthen capacity building and talent development. Through these concrete actions, we aim not only to foster high-quality mountain tourism growth but also to deliver tangible benefits to local communities—ensuring genuine inclusivity and sustainability in mountain tourism, which lies at the heart of our shared mission.
I wish this conference a complete success. May all our colleagues have a rewarding experience in Guizhou! Thank you!
Image and text source: IMTA
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
