On November 19, the "2025 World Tourism Alliance · Xianghu Dialogue" commenced in Hangzhou, China. Lu Yingchuan, Vice Minister of Culture and Tourism of China; Hu Wei, Vice Governor of Zhejiang Province; Zhang Xu, Chairman of the World Tourism Alliance; and Yao Gaoyuan, Mayor of Hangzhou, attended and delivered speeches. The opening ceremony was presided over by Zheng Hao, Vice Chairman and Secretary-General of the World Tourism Alliance. Vice Chairmen of the World Tourism Alliance, Adam Bohan, Pansy Ho, and Xu Peng, were also in attendance.

During the conference, the World Tourism Alliance held the Fourth Meeting of its Second Council and the 2025 Annual General Meeting of the World Tourism Alliance.

The "2025 World Tourism Alliance · Xianghu Dialogue," closely aligned with current global economic and tourism industry frontiers, hotspots, and development trends, adopted the theme "Breaking Boundaries, Coexisting and Thriving: Exploring the Infinite Possibilities of Tourism." It focused on three key areas: sustainable development, cross-border integration, and technology empowerment, exploring how the tourism industry can break through boundaries and move towards a more resilient, inclusive, and sustainable future. Nearly 400 guests from 30 countries and regions gathered in Hangzhou, including industry leaders and professionals from international organizations such as the UN Tourism, the World Travel & Tourism Council, the European Travel Commission, and the Pacific Asia Travel Association, as well as from relevant national tourism authorities, tourism cities, tourism enterprises, and research institutions. Keynote speakers included Fan Yunjun, General Manager of China Tourism Group (CTG); Ni Yangping, Chairman of CYTS Tours Holding Co., Ltd.; Yang Lan, Chairperson of Sun Media Group; Ivana Jelinic, CEO of the Italian National Tourist Board; Fausto Guerrero, Head of of Tourism of the Mexico City Government; Peter Semone, Chairman of the Pacific Asia Travel Association; Michael Hellmann, Head of Office of Tourism and Visitor Economy of Australian Trade and Investment Commission (Austrade); and Brent Imrie, President of the Student & Youth Travel Association (USA). They delivered keynote speeches and shared insights on three major topics: "Responsible Coexistence——New Pathways for Sustainable Tourism Development," "Cross-Border Co-Creation——New Industrial Prospects through Format Innovation," and "Technology Sharing——New Scenarios Empowered by Technology in Tourism," while also outlining future trends.

During the opening ceremony of the "Xianghu Dialogue," two WTA research reports were released: "From Tourism Poverty Alleviation to Rural Revitalization: The Chinese Practice of Tourism Promoting Sustainable Rural Development" and "2024–2025 Cross-Border Tourism Consumption Trends Research."

Additionally, two side events were held during the "Xianghu Dialogue": the "2025 Australia-China Tourism Dialogue Mechanism Meeting" and the "China-US Study Tour Dialogue." The Australian Trade and Investment Commission delegation discussed expanding cooperation and developing tourism investment and trade with their Chinese counterparts. The Student & Youth Travel Association (USA) led nearly 20 tourism enterprises in dialogues with Chinese industry representatives to explore market opportunities and development potential in China-US study tour tourism.

Since its establishment, the World Tourism Alliance has consistently adhered to the principle of "Tourism for a Better World and Life." It has maintained close cooperation with international organizations including UN Tourism, the World Travel & Tourism Council, the European Travel Commission, the World Tourism Economic Forum, the Pacific Asia Travel Association, and the World Wide Fund for Nature. The Alliance is committed to building a platform for dialogue, resource sharing, and integrated development for the global tourism industry. It currently boasts over 260 members from around the world.

Editor Ⅰ: Zhang Congxiao

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong