Editor’s Note
On 29 May, the 2022 International Mountain Tourism Day theme event was held online and themed on “Mountain Tourism Promotes Healthy Life and Cultural Exchange”. The event motivated the New Media network, connected IMTA members, destination agencies, enterprises, and experts from all over the world, and carried out “cloud communication, dialogue, and presentation” around three chapters — “Focus · Mountain”, “Health · Life”, and “Civilization · Communication”. Against the complex global landscape and threat from COVID-19, the event helps create a healthier and more positive atmosphere and market for mountain tourism, promote cultural exchange, friendly communication, and mutual integration among countries, to jointly prepare, build, and share a bright future of mountain tourism. At the event, Bora Shnitman, Vice President of Dragon Trail International, delivered a speech.
Tourism Bridges the World, Fills the Cultural Gap, and Broadens Global Vision
Hello everyone, greetings from Beijing. I am grateful to IMTA for hosting this event and inviting me to say a few words to the distinguished audience. My name is Bora Shnitman and I’ve worked in tourism and marketing for 16 years in various positions in a private and public sector. These days fulfill the role of VP destination marketing at Dragon Trail International – a Chinese-based marketing solutions company which works with the global tourism industry.
Like many of you, I am also an avid traveler, especially when it comes to outdoors and cultural tourism. In my free time. I am also a photography enthusiast. Through the images we can connect to the place we visit and its people feel the environment, choose to focus on the details or the whole and tell the story in a visual way. We decide how to present what we see to the viewer and create a unique cross border dialogue. Through my personal experiences and professional background, I believe very deeply in the power of travel to connect people, narrow the culture gap and expand global perspectives.
Of course, over the past two years at a time when perhaps we need it the most making these international connections, and giving people a bigger picture of the world has become more challenging. However, is it still possible to show people the world and introduce them to new perspectives and ways of life? You will all agree that there’s no substitute for the transformative experience of travel. We all welcome the reopening of borders and recovery of the global tourism industry. At the same time, we have also been grateful for the power and innovation of digital technology to transport people virtually, tell the stories of destinations and travelers and keep our thirst for travel and exploration alive.
Almost one year ago, we in Dragon Trail International took more than 200,000 Chinese to Peru during the first-ever WeChat live streaming from the Americas. The audience watched the sun rise over the Sacred Valley and learned about traditional lifestyles, beliefs, and cultural heritage. In August, more than 4 million TikTok users witnessed east Africa great migration. Kenya diverse wildlife crossing through one of the famous national parks in search for new grazing lands. In December, we worked with Visit Beijing to bring hundreds of travel agents from around the world on a sneak peek online tour of Beijing’s Winter Olympics Venues. In March, we transported Chinese travel agents to South Africa with a two-day virtual FAM trip from the mountains, rainforest and coastline of this diverse and beautiful country.
Although the last years have been very challenging ones, we’re also fortunate to have the advanced technology to allow us to explore the world virtually, and create meaningful online connections while we wait to meet each other in person once again.
On behalf of Dragon Trail International, I’d like to wish everyone the very best for this event, happy international mountain tourism day and a speedy recovery from all the challenges that the pandemic has brought us.
