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. Liu Zhaohui, IMTA Vice Chairman, delivered the opening address at the 2025 International Mountain Tourism Promotion Conference.
The following is the full text of the speech:
Esteemed guests, ladies and gentlemen. Good afternoon!
I am delighted to join you in Guizhou, a land renowned for its captivating mountain landscapes, for the 2025 International Mountain Tourism Promotion Conference. On behalf of the International Mountain Tourism Alliance (IMTA), I warmly welcome our esteemed guests from around the world, representatives from tourism authorities, colleagues from diplomatic missions in China, our members, and friends from mountain tourism destination management bodies and tourism-related businesses.
Nowadays, international mountain tourism is embracing new development opportunities. There is a growing desire among global travelers for immersive experiences. Mountains, with their unique blend of ecology, culture, and sports, have emerged as a key driver of tourism reform. Observations indicate that international travel is recovering across the world, with mountain tourism leading the charge. In Europe, the Alps are witnessing an influx of international visitors, their numbers now exceeding pre-pandemic levels. South America's Andes are emerging as a hotspot, with niche adventure tours and community-based experiences gaining international appeal. Himalayan countries in Asia are attracting a steady stream of cross-border visitors through trekking and ecotourism offerings. China, with its continuously optimized inbound policies, has emerged as a must-visit destination for a growing number of international travelers. Simultaneously, Chinese travelers' eagerness to explore the world beyond their borders is rebounding steadily, showing a notable surge in interest in ecological, experience-based, and outdoor-oriented destinations.
Mount Everest Base Camp in the Himalayas
Mountain tourism, a key component of the tourism industry, embodies the harmony of humans and nature while promoting regional green development and cultural exchange. It is encouraging to see an increasing number of countries embedding mountain tourism within their national tourism strategies. Through initiatives like developing hiking trails, promoting eco-friendly accommodations, advocating low-carbon transport, and deepening community engagement, these efforts are enhancing visitor experiences and destination appeal. The "mountain +" approach has given rise to integrated formats, where cultural heritage, outdoor sports, leisure living, and medical wellness are seamlessly combined with mountain resources, creating a richer and more resilient tourism product system.
China, endowed with vast mountain tourism resources, has long been dedicated to advancing its high-quality development. Guizhou stands out as a prime example. Home to spectacular karst formations and rich ethnic traditions, it has also pioneered innovative practices in "bridge-tourism integration" and "sports-tourism integration" that lead the country and even the world. The very land we stand on today epitomizes the integrated development concept of "mountain tourism +".
Anshun Baling River Bridge International Low-Altitude Skydiving Invitational in China
Dear friends, the prosperity of mountain tourism relies on international collaboration and shared experience. IMTA, a key global platform in this field, has upheld its mission of "protecting mountain resources, preserving mountain civilization, promoting the mountain economy and prospering mountain communities". We are deeply committed to facilitating dialogue, conducting industry research, establishing common standards, implementing collaborative projects, and developing talents. Together with governments, international organizations, tourism businesses, and academic experts, we aim to steer mountain tourism toward a future that is greener, more inclusive, smarter, and more sustainable.
The Promotion Conference, themed "Promote Mountain Prosperity and Create Shared Brilliance", aims to create an open, pragmatic, and efficient platform for communication. It brings together guests from diverse countries and backgrounds to share valuable insights, showcase quality resources, and foster practical cooperation. Hopefully, representatives will speak their minds, fully display the unique products and innovative models of mountain tourism in their countries, and find cooperation opportunities through communication. It is believed that through the joint efforts of all, new impetus will be injected into global mountain tourism, new space will be explored, and a new chapter will be written.
To conclude, I wish the Promotion Conference a resounding success. May your time in Guizhou be rewarding and enjoyable! Thank you all!
Image and text source: IMTA
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
