In 2024, the International Mountain Tourism Alliance (IMTA) leveraged its professional strengths, continuously renovated its operational mechanisms, shaped its brand image, enhanced platform functions, and developed new cooperative channels. Together with its members and the mountain tourism industry, IMTA actively engaged in the reform and construction of the global tourism governance system. It continuously expanded the space for interconnectivity and mutual learning, established a presence in Guizhou, influenced the whole country, and reached out to the world. Its ability to participate in the reform and governance of international mountain tourism was effectively enhanced, and it achieved new progress in overall development and international influence. The "10 Major Events of the International Mountain Tourism Alliance in 2024" are as follows:
I IMTA was commended by the Ministry of Culture and Tourism
To further promote the standardized construction of social organizations and select outstanding ones, the Ministry of Culture and Tourism (MCT) conducted an assessment of the social organizations under its administration in 2024. The assessment was based on on-site assessment results, combined with conclusions of annual inspection, excellence evaluation, and daily supervision in the previous year. Among the 131 social organizations assessed, four grades were awarded: Excellent, Good, Average, and Poor. IMTA stood out from the participating organizations and was honored with the "Excellent" title. On 11 October, at MCT's social organization training, MCT's leadership presented an "Honorary Certificate" to the IMTA’s leadership. Since its establishment, IMTA has been fully supported by Guizhou Province and guided by MCT and the Ministry of Civil Affairs. It has always stayed true to its mission, leveraged its professional strengths, and mobilized its members to actively participate in and promote the innovation and construction of the mountain tourism governance system. IMTA has focused on creating a platform for industry cooperation and exchange, sharing successful international mountain tourism experience, and promoting the sharing of the mountain economy and public welfare. It has effectively explored practices that integrate into national strategies, build international cooperation mechanisms, innovate development models, and tell compelling stories of "civilization exchange and mutual learning" between China and the world, becoming a vital force in promoting sustainable tourism development.
II UN Tourism highly valued the longstanding partnership with IMTA
IMTA has continuously strengthened its exchanges with the UN Tourism. Since the beginning of the year, the IMTA's leadership has held in-depth discussions with UN Tourism's leaders in Beijing, Madrid, and Nice on sustainable mountain tourism cooperation. They have reached positive consensus on co-building platforms, co-hosting events, joint research, standard setting, and data sharing. Zurab Pololikashvili, Secretary-General of UN Tourism, highly praised the IMTA, stating that it has played a significant role in promoting global sustainable mountain tourism practices. He noted that the IMTA's continuous efforts have enhanced cultural diversity and environmental orientation, and contributed to local economic growth through inclusive and sustainable development practices. He expressed hope for further strengthening cooperation with IMTA in advancing new governance models, promoting sustainable development, and leveraging mountain tourism to boost rural revitalization. Through mutual discussions, the two sides agreed to sign a Memorandum of Understanding (MOU) to expand cooperation during the theme event of International Mountain Tourism Day 2025 in Gran Canaria, Spain.
Zurab Pololikashvili, Secretary-General of UN Tourism
III Chairman Dominique De Villepin delivered a speech at the "Nihao, China" Tourism Promotion Event
On 30 January, 2024, Dominique de Villepin, former Prime Minister of France and Chairman of IMTA, was invited by the Ministry of Culture and Tourism of China to attend the "Nihao, China" Tourism Promotion Event held in Paris, France, and delivered an enthusiastic speech. He stated that China and France, as two great civilizations, have long been attracted to each other and have achieved fruitful results in cooperation and exchanges, creating a wealth of cultural heritage that we take pride in. IMTA has seized new opportunities and proposed developing new partnerships between countries, cities, and regions based on respect, innovation, and sharing. It has initiated exchange programs and promoted integrated cultural and tourism products tailored to their respective markets. While engaging in joint investments, IMTA has actively developed a type of tourism that is green, eco-friendly, and localized, focusing on health, sports, and families. It has also paid special attention to key target groups such as the youth, the elderly, and people with disabilities. With the joint efforts of UN Tourism, the Ministry of Culture and Tourism of China (MCT), and Guizhou Province, IMTA has achieved commendable results in theoretical exploration, mechanism innovation, and platform construction. Minister Sun Yeli met with Chairman de Villepin and other distinguished guests. The "Nihao, China" Tourism Promotion Event is an important cultural and tourism event hosted by MCT. It consists of two parts: the "China-France Tourism Dialogue" and the promotion event. In various forms such as the promotion of cultural and tourism resources and the performance of intangible cultural heritage crafts, the event showcases the unique charm of China's cultural and tourism resources from multiple angles and dimensions. Over 500 guests, including representatives from Chinese and French tourism authorities, travel agencies, and media, attended the event. Chairman Dominique de Villepin's presence as a distinguished guest demonstrated IMTA's new image in the international tourism industry.
Chairman Dominique de Villepin's presence as a distinguished guest to attend the "Nihao, China" Tourism Promotion Event
IV The International Conference of Mountain Tourism and Outdoor Sports 2024 achieved fruitful results
The International Conference of Mountain Tourism and Outdoor Sports 2024, themed "Integration of Culture, Sports and Tourism Presents a High - Quality Life", took place in Xingyi City, Qianxinan Prefecture, Guizhou Province, from 26 to 27 September. This conference marked a new step for Guizhou in exploring innovative conference mechanisms and advancing towards market-oriented and international goals. IMTA, as the host, collaborated closely with the organizing committee and various executive bodies. The IMTA's annual conference and related events were closely integrated with the cultural, tourism, and sports events during the conference. The conference focused on high-quality mountain tourism innovation under the new development paradigm and shared solutions for empowering the mountain economy with new quality productive forces. Over ten exciting sports events were held, including the Wanfenglin Half Marathon, the China Mountain Bike League, the Anlong China International Rock Climbing Week 2024 & Guizhou Roctrip Rock Climbing Carnival, and the Wanfenglin Hiking and Cross-Country Race. These events showcased the unique charm of mountain sports. The conference also featured a series of events such as the "Mutual Learning and Cooperation - Join Hands to Embark on a New Journey of Asian Mountain Tourism" Asian Mountain Tourism Promotion Conference, the "Inclusiveness, Mutual Learning, Innovation - Empowering Sustainable Mountain Tourism with New Quality Productive Forces" IMTA Annual Conference 2024, and the "World Mountain Nature and Culture Photography Exhibition". These events highlighted the mutual learning and shared prosperity among different cultures and regions, demonstrating the IMTA's active participation in Guizhou's international mountain tourism development and its efforts to create the world-class tourism destinations. The conference released the certification criteria of "World Famous Tourism Mountains" and announced the first batch of 14 "World Famous Tourism Mountains" and the third batch of "International Mountain Hiking Tourism Demonstration Routes". It also awarded Xingyi as a "World Wellness Demonstration City", and Gran Canaria, Spain as the host of the theme event of International Mountain Tourism Day 2025, and unveiled the IMTA Xingyi Liaison Office. The outcomes of the conference provided new value and momentum for mountain tourism theory and practice, attracting widespread attention and extensive coverage from domestic and international media.
V The theme event of “International Mountain Tourism Day 2024” was successfully held in Nice, France
On 29 May, 2024, the theme event of the 6th International Mountain Tourism Day, initiated by IMTA, kicked off in Nice, France. Tourism guests from around the world gathered to explore the theme "Mutual Understanding among People through Mountain Tourism", presenting a cultural and tourism feast with the characteristics of the times. Participants included representatives from the Chinese Embassy and consulates in France, French tourism and cultural departments, the China National Tourist Office in Paris, local governments, international organizations, IMTA members, travel agencies, tourism-related enterprises, industry experts, and media outlets. They engaged in constructive and forward-looking exchanges on two key topics: "Mutual Understanding among People through Mountain Tourism" and "Mountain Tourism Destinations Responding to Climate Change". These discussions turned the event into a platform for spreading civilization, fostering mutual learning, and promoting innovation in the "mountain tourism +" model, as well as sharing "Chinese stories". During the event, the IMTA's Sino-French mountaineering team successfully reached the summit of Mont Blanc. This marked the second time the IMTA's flag has been raised on a major peak after the 2019 ascent of Mount Everest. The flags of "Nihao, China" and "International Mountain Tourism Day" once again fluttered in the wind on a world-renowned summit, symbolizing the IMTA's unwavering determination and steadfast spirit to courageously scale new heights. This was the first time IMTA held an international event in Europe. The theme, rich in the connotation of the times, aligned with the backdrop of the "Three Global Initiatives". The event's diverse content and interactive forms were well received by the attendees. It was widely covered by official platforms such as the official website of the Ministry of Foreign Affairs and international media outlets, contributing valuable experience for IMTA in promoting practical diplomacy and enhancing its role in global tourism governance.
IMTA's Sino-French mountaineering team successfully reached the summit of Mont Blanc
VI International experts discussed climate change and mountain tourism responses
Faced with the increasingly severe challenges that climate change poses to the tourism industry, IMTA took timely action. Leveraging the favorable opportunity of the accelerated recovery of the tourism industry and the platform of International Mountain Tourism Day, IMTA pooled the wisdom of top global tourism experts to engage in in-depth discussions under the theme of "Mountain Tourism Destinations Responding to Climate Change". Focusing on the impact of climate change on mountain tourism, especially winter sports tourism, and based on the goal of sustainable tourism, the experts proposed strategies and solutions centered on "green low-carbon development + multi-sector innovation". Research report topics such as New Strategies for Mountain Tourism in Response to Climate Change, Developing Climate-Resilient Tourism, Coastal and Mountain Tourism Responses to Climate Change, Mountain Tourism and Healthy Living in the Context of Climate Change, and Climate Change and Tourism Strategies for the Andes demonstrated the leading nature of cutting-edge concepts and practical innovations. Building on these discussions, IMTA released the world's first specialized research findings on mountain tourism's response to climate change at the International Mountain Tourism and Outdoor Sports Conference. This high-level technical achievement, combining scientific research with the interactive practices of tourism practitioners and mountain communities, offers feasible pathways for sustainable mountain tourism. It also represents IMTA's positive contribution to achieving the United Nations' Sustainable Development Goals by 2030.
Jungfrau in Switzerland
VII IMTA set criteria for "World Famous Tourism Mountains"
To enhance its practical involvement in the governance of mountain tourism and to advance the formulation and implementation of professional criteria, IMTA collaborated with Peking University to release the Classification and Evaluation System of World Famous Tourism Mountains in 2021. This research outcome, viewed from a tourism perspective, categorizes world famous tourism mountains into national iconic mountains, cultural mountains, and natural mountains based on the differences in their core tourism resources. Building on the continuous research of the evaluation system and criteria for "world famous tourism mountains", the Certification Criteria and Guidelines of World Famous Tourism Mountains was completed in 2024. These were officially released at the International Conference of Mountain Tourism and Outdoor Sports 2024. The first 14 certified "World Famous Tourism Mountains" were unveiled, such as Jungfrau in Switzerland, Annapurna in Nepal, and Fanjing Mountain in Guizhou, China. These criteria, while respecting and protecting natural and cultural ecosystems, focus on the harmony of man and nature, as well as tourism services and visitor behavior norms. They set specific value criteria for "World Famous Tourism Mountains", fully demonstrating the formation mechanisms, nature, and core resources of world-class mountain tourism destinations. This highlights the core values of these mountains, stimulates their intrinsic development momentum, and provides definitive guidance and trend-setting insights for mountain tourism development. It also establishes a cooperative platform to promote the development of world famous tourism mountains and drives the standardized and sustainable development of international mountain tourism. This initiative marks a significant step forward in the construction of criterion and evaluation systems, as well as in serving members and the industry. It has also inspired enthusiasm among world famous mountains to actively participate in the creation process.
"world famous tourism mountains"——Fanjing Mountain
VIII IMTA actively expanded partnerships
In 2024, IMTA focused on expanding cooperative spaces for extensive consultation, joint contribution, and shared benefits. Building on its existing partnerships, IMTA deepened its collaboration with international organizations such as UN Tourism, Pacific Asia Travel Association (PATA), Global Tourism Economy Forum (GTEF), and International Nordic Walking Federation (INWA). Additionally, IMTA established new partnerships with the Food and Agriculture Organization of the United Nations (FAO), UNESCO, International Union for Conservation of Nature (IUCN), World Association for Hospitality and Tourism Education and Training (AMFORHT), and SAS Maxi Event's FRANCE, further expanding its network. IMTA signed cooperation agreements with the INWA, AMFORHT, and SAS Maxi Event's FRANCE. These agreements aim to jointly implement new models of integration across sports, culture, tourism, and international talent education and training at multiple levels and in various fields. IMTA engaged in in-depth cooperation with these partners on sports event introduction, promotion, business collaboration, and member interaction, exploring new models and pathways for multi-field and multi-level business cooperation. To establish pragmatic new partnerships, IMTA visited the headquarters of UN Tourism and IUCN. During these visits, IMTA reached new consensus with the leaders of these organizations on expanding cooperation in relevant fields and on specific issues.
IX IMTA family further expanded
In 2024, IMTA welcomed new members to its Expert Committee and membership base. Nine distinguished experts with profound academic achievements, professional expertise, and extensive experience in tourism and related fields joined the IMTA Expert Committee, infusing new vitality into the IMTA's think tank. The Expert Committee now comprises 33 experts from 12 countries. Eleven new members from China, Spain, the Netherlands, Vietnam, and other countries were awarded membership certificates, further optimizing the IMTA's membership structure. IMTA now stands as an international family of 199 institutional and individual members (118 domestic members and 81 international members). Based on the International Mountain Hiking Tourism Guide developed by the IMTA, several "International Mountain Hiking Tourism Demonstration Routes" were recognized globally, including the Chamonix Mont Blanc Circuit in France and the Wanfenglin Hiking Route in Guizhou. In 2024, three additional routes - the Hengshan Part (Hunan), Hengshan Part (Shanxi), and Songshan Part of the Hiking Routes of Five Sacred Mountains in China were added, bringing the total number of recognized routes to 20. In addition, in accordance with the Construction and Rating on International Mountain Hot Spring Wellness Tourism Destination, the IMTA has certified 14 hot spring sites globally, including the Maruia Hot Springs in New Zealand and the Volcano Park and Thermal Sea Resort Area in Tengchong, Yunnan, China. IMTA provides platform support for the innovative and high-quality development of mountain tourism products and services.
X IMTA enhanced its brand influence through international communication
In 2024, IMTA achieved new milestones in its brand strategy and platform operations. Its key events garnered increased influence across five continents, attracting attention from over 1,000 media outlets both at home and abroad, and receiving high praise from mainstream media. The IMTA's content was disseminated in seven languages - Chinese, English, French, Spanish, German, Dutch, and Italian, resulting in over 3,500 articles and reaching an audience of over 120 million people globally. The International Mountain Tourism and Outdoor Sports Conference caught the eye of Haybina Hao, former Vice President of International Development for National Tour Association in the U.S. featured in-depth report titled Mountain Tourism Advances with Resolve - The Driving Force from Guizhou, China was first published in the China Biz News in the U.S. and then reposted by the People's Daily app, achieving 3.28 million views and over 130,000 reads. The French newspaper Le Figaro commented, "Over the years, the 'International Mountain Tourism Day' has become a significant event in the tourism industry. It is not just an event but represents a vision: sustainable mountain tourism fosters intercultural dialogue and regional development." People.cn noted that 2024 marks the 60th anniversary of the establishment of diplomatic ties between China and France, as well as the China-France Year of Culture and Tourism. The theme event of International Mountain Tourism Day 2024, held in Nice, France, served as a bridge to promote cooperation between the two countries' mountain tourism industries. China City News reported that with the gradual improvement of transportation and infrastructure, and the increasing demand for leisure and vacation experiences, outdoor sports experiences represented by mountain tourism have become highly popular. Faced with the question of "how to redefine mountain tourism and reshape its related industries," the International Conference of Mountain Tourism and Outdoor Sports 2024 provided a clear answer.
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Wu Dan
Editor Ⅲ: Liu Guosong
