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. During the International Mountain Tourism Promotion Conference 2025, The Research Report on Strategies for Developing Guizhou's Inbound Tourism Market Targeting Key Countries in the Asia-Pacific Region was released. Peter Semone, Chairman of the PATA, who presented the report. The Report was jointly compiled by the IMTA and the Pacific Asia Travel Association (PATA).

The following is the full text of the publication:

Good afternoon, ladies and gentlemen! It is a pleasure to be here with you today, and I sincerely thank you all for taking time out of your busy schedules to join us. My name is Peter Semone, and I serve as the Chair of the Pacific Asia Travel Association (PATA). Established in 1951, our association has a history of 75 years and has always been committed to promoting the sustainable development of tourism in the Asia-Pacific region. Today, I am honored to share with you an important report titled "Strategic Research Report on Developing the Inbound Tourism Market for Key Asia-Pacific Countries in Guizhou Province." This report was jointly researched with the Guizhou Provincial Department of Culture and Tourism, in collaboration with the International Mountain Tourism Alliance (IMTA).

As we know, the Asia-Pacific region is one of the most dynamic markets for tourism growth. Currently, about 80% of tourists traveling to Asia come from within the region. Therefore, focusing on the Asia-Pacific market is crucial for attracting visitors. Guizhou, Guiyang, and many other places in China are rich in tourism resources and are increasingly drawing the attention of travelers. China is vast and abundant in resources, and the Asia-Pacific market is full of vitality and potential.

The report begins by analyzing seven key source markets and providing background information on tourism trends in the Asia-Pacific region. After the pandemic, the recovery of Asia-Pacific tourism has been robust. While outbound travel from China is gradually rebounding, inbound tourism performance has been particularly impressive. We firmly believe that the Asia-Pacific region will become one of the most important source markets.

In our research on inbound tourism to Guizhou and China, we found that Guizhou’s core appeal lies in its unique culture, distinctive tourism offerings, and exceptional natural landscapes. I’ve been told that Guizhou has a different feel compared to other parts of China. During my own visit to Guiyang, I personally experienced a charm reminiscent of Yunnan.

The report focuses on seven major source markets and analyzes them based on the traveler’s journey—"Dreaming, Planning, Booking, Experiencing, and Remembering." As tourism promoters, we must stay abreast of technological and data trends and respond promptly to traveler needs. For instance, many international tourists are not yet familiar with Guizhou or even China’s location and highlights. Therefore, we need to capture their attention through branding and social media, sparking their interest in planning a trip.

In this process, the information provided on tourism destination websites is critical. Currently, many Chinese websites have room for improvement in foreign-language content. We must offer international visitors complete, accurate, and easily accessible travel information. Subsequently, a smooth booking process and high-quality on-site experiences will leave a lasting impression, potentially leading to word-of-mouth promotion and creating a virtuous cycle.

Each market is unique and requires tailored strategies. Take Japan, for example. In 2023, 1.6 million Japanese tourists visited China, making Japan the fifth-largest source market for China, with the second-highest GDP per capita in Asia. Japanese tourists have shown strong interest in Moutai liquor, Guizhou’s mountains and waterfalls, and Miao village culture. To align with their behavior, we should design services along the "Dream–Plan–Book–Experience–Remember" pathway.

Indonesia is another market with immense potential, with around 400,000 Indonesian tourists visiting China in 2023. With a population of 325 million, the country has a strong demand for outbound travel. Indonesian travelers often seek inspiration on platforms like TikTok and use Facebook during the planning stage. However, Facebook’s restricted access in China poses challenges for communication. Additionally, preferences and behavioral patterns vary across different age groups and require differentiated approaches.

Based on our research, we propose the following key recommendations:

First, Guizhou needs to tell its story better and highlight its uniqueness. We recommend establishing a centralized repository of materials, including government-approved images, videos, and other content, to ensure consistent and high-quality dissemination by travel agencies and other promoters.

Second, China has made significant achievements in integrating culture and tourism. Further collaboration with non-tourism enterprises should be encouraged. For example, Guizhou’s cultural and tourism authorities could strengthen partnerships with Moutai Group, leveraging its international recognition to jointly promote Guizhou’s natural and cultural landscapes.

Moreover, external promotion should speak with one voice. Efforts at the provincial, municipal, and county levels should be coordinated to avoid mixed messages, ensuring that international audiences receive a clear and unified image.

Finally, sales and marketing efforts must be precisely targeted to different markets. Asian countries vary significantly in culture, language, religion, and travel preferences. Promotion should be localized, using local languages and adapting to local habits to demonstrate sincerity and appeal.

Overall, markets such as ASEAN countries, Japan, and South Korea hold immense potential and deserve tailored marketing strategies based on their unique characteristics.

Thank you for your attention! I hope this report provides valuable insights and inspiration for all of you.

Image and text source: IMTA

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong