In accordance with the rules of soliciting venues for activities approved by International Mountain Tourism Alliance Council in 2020, and the “Announcement on soliciting the venue for the 2021 ‘International Mountain Tourism Day’” published by IMTA Secretariat on 4th December, 2020. After more than a month of public solicitation, we have successively received a number of local governments, mountain tourism destination management agencies applied for undertaking the 2021 "International Mountain Tourism Day" series activities. After a comprehensive assessment and the approved by the leaders of IMTA, we hereby announced that  the 2021 "International Mountain Tourism Day" will be celebarated at Jinfo Mountain in Nanchuan, Chongqing, China.

Looking back on the original founded of "International Mountain Tourism Day"

By Fu Yingchun, Executive Secretary-General of IMTA

Why set up "International Mountain Tourism Day"?

Initiating the "International Mountain Tourism Day" is an innovative and challenging thing for IMTA, because there were no existing cases and experiences to follow. As a global anniversary initiated by an international organization, we have confidence in that. According to the purpose and development goals of IMTA, the IMTA Secretariat conducted researches and evaluations on the feasibility of establishing the "International Mountain Tourism Day" from the beginning. In this process, the leaders of the IMTA took extensive advises, communicated and consulted with other international organizations on various international occasions. We have received the active support from the UNWTO, related research institutions, and some council members of IMTA, including Mr. Francesco Frangialli. It is generally believed that the establishment of "International Mountain Tourism Day" initiated by the IMTA is in accord with the principles of tourism sustainable development, and the purpose ,business development goals and professional positioning of IMTA .

It mainly follows the purpose of IMTA

As an international organization, it is very important to spread and demonstrate its concepts. The establishment of "International Mountain Tourism Day" will help spread the IMTA concepts. The aims of IMTA is to promote the sustainable development mountain tourism, "protecting mountain resources, preserving mountain civilization, and promoting mountain economy to the benefit of the people living in mountainous regions". These few sentences emphasize the promotion of economic and social development, especially human development, while protecting resources and cultural heritage. This purpose reflects the core philosophy and values of IMTA which has been highly recognized by the mountain tourism industry. It is the responsibility and obligation of all our members to spread a positive image of IMTA. We need to explore effective communication channels and methods, use a positive attitude to demonstrate and spread the concept and values of IMTA to the world mountain tourism field, and even the wider field, so that people could understand what kind of international organization is it. Initiating the "International Mountain Tourism Day" opened a window for IMTA to embrace the world, and it was a positive action plan to realize IMTA developing visions.

The significance for the creation of IMTA brands

There is a very important point to build a cooperation and sharing platform that helps IMTA participate and play a role in it. IMTA was formally established in August 2017. It is one of the three major international tourism organizations initiated in China. Although it has a high starting point, it is still in the initial stage of its development. We need to actively cultivate a leading cooperation platform in this field, which is in accord with “IMTA Statute”, also the key work of IMTA. The establishment of "International Mountain Tourism Day" will enable IMTA to expand its open and shared space from an international perspective and multiple dimensions. It is conducive to the formation of an iconic brand with the professional characteristics of IMTA. It is also beneficial to mobilize members to participate in IMTA affairs from different industries, and to build a carrier and development platform for IMTA global activities, this will be a sustainable and extensible development platform.

The positive effect on member services and platform construction

"International Mountain Tourism Day" is undoubtedly an important carrier to enhance IMTA service capabilities. The number of IMTA members has increased from 126 to 181, with members coming from destination institutions, international organizations, associations, companies, and universities in 31 countries and regions on five continents. The scale of membership will continue to expand, and the structure will be further optimized. Serving members is the basic responsibility for IMTA, the cohesion of IMTA comes from the ability to serve members. Therefore, effective  member services and opportunities creating for members play an important role. It should be the focus of IMTA itself construction. "International Mountain Tourism Day" is IMTA own brand. It is not only a memorial day in the mountain tourism field, but also a festival for mountain tourism enthusiasts. It is the carrier of IMTA members to strengthen cooperation and enhance IMTA capabilities.

The reasons for positioning on 29th, May

Choosing the date is determined on the basis of full research and repeated evaluation. On 29th May, 1953, it was the first time that humankind reached the summit Mount Qomolangma in the history. It was made by Zelanian climber Edmund Hillary and his Nepalese guide Tenzin Norgay. This pioneering work embodied the spirit and belief of mankind join hands together with nature, with being not afraid of dangers and difficulties, being couraged and positive, and pursuing ideals. The development of mountain tourism requires such a spirit and requires participants to continuously explore and innovate with wisdom and ability. The successful climbing to Mount Qomolangma was a perfect interpretation of exploring the unknown, challenging breakthroughs, and bravely moving forward. The IMTA should carry the spirit forward, and this should also become a driving force for the development of world mountain tourism.

On 29th May, 2019, the first International Mountain Tourism Day was successfully held in Nepal, which means that the "International Mountain Tourism Day" officially set sail. The second "International Mountain Tourism Day" in 2020 were held online, centering on the theme of "Pandemic Crisis and Challenges & Opportunities for Mountain Tourism", gathered the wisdom of IMTA members and the industry to in-depth discusse the pandemic crisis responses and opportunities for mountain tourism development, which is forming international consensus.

The previous "International Mountain Tourism Days"

The first "International Mountain Tourism Day"

The Launching Ceremony of the First "International Mountain Tourism Day" , Mountain Tourism International Forum (Nepal) which is themed on “Ecology, green, science & technology lead the high-quality development of mountain tourism”, Mountain Tourism Experience Sharing and Business Cooperation Dialogue, the World Famous Mountain Photography Exhibition and China-Nepal Mountain Folk Handicraft Exchanges, and other activities were successfully held in Kathmandu, Nepal on 29th May, 2019. It attracted more than 250 representatives of IMTA members, mountain tourism destination agencies, international organizations, tourism industry representatives, cultural tourism experts and scholars, and media representatives from more than 30 countries and regions to participate. The international tourism cooperation and exchange platform has been created successfully.

2020 "International Mountain Tourism Day"

On 29th May, 2020, the “International Mountain Tourism Day” online forum was held with the theme of “Pandemic Crisis and Challenges & Opportunities for Mountain Tourism”. The IMTA became the first international tourism origination to held the online forum in the context of pandemic prevention and control. Participants  shared the platform and made sound together during the special period. It received widespread attention and high praise from the society, with a total of 1.06 million people watched the online live broadcast.

Introduction of Nanchuan District

Nanchuan District is located in the southern part and belongs to the main urban area of Chongqing Municipality. It is one of the four pioneering districts of urbanization in the city, which covers an area of 2,602 square kilometers, administers 34 towns (streets), and has a total population of 700,000. Nanchuan District has the superior geographical conditions, fine ecological environment, and excellent cultural tourism resources. It is a world heritage and health resort in the international metropolis.

·Superior location

Nanchuan District has a superior location and is an enlightened and open city. It is located in the connecting belt between the main city of Chongqing, the Wuling Mountain town cluster in southeast Chongqing and the northern Guizhou region, which is an important node of the eastward and southward exit from Chongqing. Nanchuan District is only 88 kilometers away from Chongqing Jiefangbei CBD (Central Business District). The "Five-high-speed and two-rail" connect smooth internal and external regions. The Chongqing-Hunan high-speed rail can reach the central urban area within half an hour after its opening. The urban railways and urban express lines are planned to build a comprehensive transportation system of "fast forward, smooth travel and slow stay" to create a "one day life circle", "one hour commuting circle". Relying on advanced location and transportation, Nanchuan District actively integrates into the “the Belt and Road” and the construction of the new western land-sea channel, cooperates with Austria, Singapore, Malaysia and other international projects, was signed friendship agreements with the city of Hyderabad of Pakistan, and developed cooperation and exchanges with Xi'an, Zunyi, Dujiangyan, Guangyuan and other places, to face the world in an open and inclusive attitude.

·Fine mountain tourism resources

Nanchuan District is a tourist resort city with beautiful mountains and rivers. There are 7 AAA level scenic spots in the district, with many national and world-class cultural tourism resources such as Jinfo Mountain, Shanwangping, "Twelve Golden Hairpin Grand View Garden", Shenlongxia, Lixiang Lake, Longyan City, Dongjie, and so on. It is the first batch of the National Tourism Demonstration Zone, the National Traditional Chinese Medicine Health Tourism Demonstration Zone, and were awarded the "Top Ten Charming Cities" of "Charming China" show.

Jinfo Mountain is the only world natural heritage site in the metropolitan area of Chongqing Municipality. It covers an area of 1,300 square kilometers and enjoys many reputations such as "the First Table Mountain in the world", "Earth Biological Gene Bank", "Chinese medicine library", and "Southern Snowland". Ancient ginkgo, rhododendron, square bamboo shoots, ancient tree tea are "Five Wonders of Gold Buddha Mountain" that are amazing and magical. The sceneries of four seasons in the mountain are colorful and beautiful.

The tourist route of the Jinfo Mountain Great Circle Line consists of hiking trails, scenic tourist roads, provincial roads, and rural roads, with a total length of 260 kilometers, covering 1,300 square kilometers, passing through 13 characteristic towns, connecting the east, west, south and north slopes of Gold Buddha Mountain. Relying on the world natural Heritage, Karst table mountain, ecological canyons, alpine caves, lakes, waterfalls, streams, folklore ecology and other resources, the  various activities such as hiking, abseiling caving, alpine skiing, forest cross-country, ecological rafting, lure fishing, outdoor discovery and other sports tourism projects are operated. The whole line runs through the core scenic area of Gold Buddha Mountain, with unique Karst landforms, rich surface ecology and magnificent meteorological wonders. The forest coverage rate exceeds 95%, and the four seasons all can be enjoyed.

The scenery on the East Slope is beautiful, with the "Stone Tree Symbiosis" and "Half Spring and Half Autumn" in the Shanwangping Karst National Forest Park. There are cultural heritages such as Longyan City and Guanyinyan Station. It is the first choice of star camping and mountain off-road for tourists.

The West Slope Trail is 13 kilometers long. The annual fitness mountain·Jinfo Mountain International Mountaineering Competition and some other events are held here.

Relying on the karst cliffs, the South Slope hosts the “Jinfo Mountain· Rope LifeLine International Rope Rescue Invitational” every year. Professional team members from more than 20 countries all over the world participate in it. There are many outdoor sports activities such as mountain biking, via ferrata, and waterfall which are settled along the way.

The North Slope is mysterious and quiet. It is an excellent place for trekking, popular science exploration, and parent-child interaction; Shenlongxia Ecological Grand Canyon is unique for ecological drifting; in the Ecological Grand View Park, Lixiang Lake fishing, Taipingchang forest cross-country and Ganfeng paragliding, each has its own merits. 

·Excellent cultural resources

Nanchuan District is a historical and cultural city. In the Chunqiu Period, it was a territory of Ba State. In the eleventh year of Zhenguan of the Tang Dynasty (AD 637), were set there as a county. In 1994, the county removed to city, and in 2006, the city removed to district. The 1,300-year history of the establishment left Yinzi Temple and Longyan City and some other rich historical and cultural relics. The Gold Buddha Mountain in the territory is known as "the place of buddhas in the south and the first mountain in Bashu region". People with lofty ideals such as Wei Xicheng and Gu Chengxuan emerged, and celebrities such as Lu Shi, Zheng Hongliu, Yan Guopei, and Wang Dingsheng were cultivated. Traditional Chinese medicine culture, tea culture, bamboo culture, "three-line" culture, and Buddhist culture are complemented with each other to make an advanced cultural area in China.

·High-quality health resources

Nanchuan District is livable and suitable for rehabilitation, it is a green ecological city. The forest coverage rate in the whole area is 54.8%, and the number of days with good air quality in the urban area is 342 days, ranking the first place in the main Chongqing metropolitan area. About 80% of the area is above 800 meters above sea level, and the air negative oxygen ion content is maintained at more than 20,000 per cubic centimeter throughout the year. With an annual average temperature of 16.6°C, it has won the “Outstanding Green Eco-City Award” of United Nations.In addition to, Nanchuan District is the most ecologically competitive city in China and a national sanitary city. It is one of the few “zero-diagnosed” districts during the pandemic period in 2020, the "Summer Paradise", "Natural Oxygen Bar" and "Ecological Barrier".