On May 29, 2025 local time, the "International Mountain Tourism Day 2025" Theme Events officially kicked off in Gran Canaria, Spain. Centered around the theme “Embracing Mountains and Seas, Coexisting with Cultures—Mountain Tourism and Cultural Inclusiveness for the Future,” the event brought together a diverse group of prestigious international organizations, government officials, industry leaders, experts, and scholars, and media professionals from around the world. The gathering aims to explore paths of inclusive and reciprocal global mountain tourism and shared development.
A series of activities were held as part of the Theme Events, including the Opening Ceremony, the Theme Forum, the Exchange and Sharing Session of Mountain Culture and Tourism, the China-Spain Cultural and Tourism Exchange Exhibition, and the "Night of Gran Canaria" Welcome Dinner. Guests participated in various formats to exchange advanced ideas, discuss frontier issues, and deepen practical cooperation. At the Opening Ceremony, keynote addresses were delivered by Dominique de Villepin, Chairman of the International Mountain Tourism Alliance (IMTA); Miguel Sanz, General Director of Turespaña; Antonio Morales Méndez, President of the Government of Gran Canaria, Spain; Christine Brew, Representative of UN Tourism; and Yang Changqing, Director of the Oficina Nacional de Turismo de China en Madrid. Liang Nan, Counsellor of the Embassy of the People's Republic of China in Spain, was specially designated by H.E. Yao Jing, Ambassador Extraordinary and Plenipotentiary to the Kingdom of Spain and the Principality of Andorra, to attend the ceremony and deliver a speech on his behalf. He Yafei, Vice Chairman and Secretary-General of IMTA, and Song Xiaolu, Deputy Director General of Department of Culture and Tourism of Guizhou Province, China, also delivered insightful remarks.
At the event, Dominique de Villepin, Chairman of the International Mountain Tourism Alliance (IMTA), and Christine Brew, Representative of UN Tourism, exchanged a Memorandum of Understanding, signaling a future of constructive cooperation in promoting innovative governance in mountain tourism and advancing sustainable development. Peter Semone, Chairman of the Pacific Asia Travel Association (PATA), released the Asia-Pacific Mountain Tourism Development Report (2025), jointly compiled by IMTA and PATA. The report provides a systematic analysis of the far-reaching impact of sustainable tourism on economic growth, cultural exchange, and ecological conservation. It also offers forward-looking strategic insights and professional recommendations for the development of mountain tourism in the Asia-Pacific region. The event also witnessed the release of the Enjoy the Wonder of Mountains, Share the Natural Beauty—The "International Mountain Tourism Day 2025" Gran Canaria Initiative. The initiative, grounded in the concepts of mutual learning among civilizations and integrative innovation, calls on governments, enterprises, communities, and other stakeholders to strengthen cooperation, actively promote environmentally friendly tourism, and jointly build an open, inclusive, and mutually enriching mountain civilization.
The supporting activities were rich and vibrant. The China-Spain Cultural and Tourism Exchange Exhibition showcased the natural and cultural landscapes of mountain destinations in both countries through fine brush paintings and photographic works. The "Night of Gran Canaria" Welcome Dinner featured a spectacular blend of traditional Chinese intangible cultural heritage performances by ethnic minorities and the passionate expressions of Spanish folk art. Together, they created a vivid scene of mutual cultural appreciation and harmonious coexistence between civilizations, set against the backdrop of mountains and seas.
The event was co-hosted by the International Mountain Tourism Alliance (IMTA) and Turismo de Gran Canaria, with strong support from UN Tourism, the Pacific Asia Travel Association (PATA), the Global Tourism Economy Forum (GTEF), the Mountain Partnership Secretariat (MPS) hosted by the Food and Agriculture Organization of the United Nations (FAO), the Oficina Nacional de Turismo de China en Madrid, the Guizhou Provincial Department of Culture and Tourism, China, and the Foreign Affairs Office of Guizhou Province (Guizhou Provincial People's Association for Friendship with Foreign Countries), China.
“中国西班牙文化旅游交流展”剪彩仪式
Connecting Mountain Splendors, Advancing Mutual Learning Among Civilizations
"The IMTD has now emerged as a vital platform, not only showcasing the rich and varied values of our mountain regions but also fostering deeper exchanges within our industry and strengthening international collaboration," said Dominique de Villepin, Chairman of the International Mountain Tourism Alliance (IMTA). He emphasized that this year’s Theme Events—held against the backdrop of the 50th anniversary of diplomatic relations between China and the EU, and the 20th anniversary of the comprehensive strategic partnership between China and Spain—will carry forward the spirit of "Mutual Understanding among People." By bringing together the insights and expertise of industry leaders, it will be a powerful force in fostering cultural inclusiveness and deepening the bonds between China and Europe. He proposed a new development paradigm centered on resilience, inclusiveness, and sustainability, which calls for moving beyond mere quantitative growth to elevate the quality of mountain tourism. This vision promotes deeper harmony between humans and nature, and among people across cultures.
Miguel Sanz, General Director of Turespaña, noted that mountain tourism is one of the key directions for the future of global tourism. Turespaña is fully committed to promoting the sustainable transformation of Spain's tourism sector, aiming to achieve a balanced development that aligns environmental protection, social responsibility, and economic growth. The goal is to foster a new tourism model that is green, low-carbon, and enhances residents’ well-being. Antonio Morales Méndez, President of the Government of Gran Canaria, Spaina, reflected on the island’s remarkable transformation—from relying on ancient trade routes to becoming a world-renowned hiking destination. He also highlighted the island’s achievements in forest restoration, ecological rehabilitation, seawater desalination, and efficient water resource management. He emphasized that Gran Canaria’s experience is not only a success in local development but also serves as a replicable and scalable model for mountain regions around the world.
He Yafei, Vice Chairman and Secretary-General of IMTA, stated that the development of mountain tourism must be rooted in cultural inclusiveness. It should break away from the pitfalls of homogeneous development and cultural isolation, and continue to transform and innovate along a sustainable path. He advocated for moving beyond single-track models toward diversified and co-governed systems, encouraging mutual learning and inclusivity through cultural diversity. "Embracing Mountains and Seas, Coexisting with Cultures" is not only the theme of this year’s events but also our shared aspiration for the future of mountain tourism. With an open and inclusive mindset, we must embrace different cultures and civilizations, and work together to promote the sustainable development of mountain tourism.
"As a vivid embodiment of harmony between humanity and nature, mountain tourism not only enriches people’s healthy lifestyles, but also serves as an important bridge for international cultural exchange," said Liang Nan, Counsellor of Embassy of the Peoples' Republic of China in Spain. On the occasion of the 20th anniversary of the establishment of the Comprehensive Strategic Partnership between China and Spain, he expressed hope that mountain tourism, as a unique vehicle, would further deepen cultural exchanges between the two countries. He also invited more Spanish friends to appreciate the grandeur of China’s landscapes and the charm of its civilization, and to jointly open a new chapter in China-Spain tourism cooperation. He noted that the "International Mountain Tourism Day 2025" Theme Events would help build consensus and strengthen collaboration, injecting fresh vitality into bilateral cultural and tourism exchanges, and bringing new momentum to the global development of mountain tourism.
Christine Brew, Representative of UN Tourism, emphasized that mountain tourism is a vital tool for promoting inclusive development, environmental protection, and cultural heritage preservation—particularly through its strong linkages to community empowerment and rural revitalization. She underscored that mountain tourism plays a key role in advancing the United Nations Sustainable Development Goals (SDGs), directly contributing to multiple targets. She called on local stakeholders, governments at all levels, and international organizations to strengthen cooperation and fully leverage the advantages of mountain tourism development. She also reaffirmed that UN Tourism will remain firmly committed to working hand in hand with the International Mountain Tourism Alliance (IMTA) to enhance the resilience of mountain tourism and safeguard the well-being of local communities.
Yang Changqing, Director of the Oficina Nacional de Turismo de China en Madrid, noted that mountain tourism, with its inherent advantages in sustainability, inclusiveness, and immersive experience, is increasingly becoming a powerful force in driving the transformation and upgrading of global tourism, advancing rural revitalization, and fostering coordinated regional development. She highlighted the vital guiding role played by the International Mountain Tourism Alliance (IMTA) in this process. She emphasized that the hosting of the "International Mountain Tourism Day 2025" Theme Events in Spain marks a significant opportunity for deepening cultural and tourism exchanges between China and Spain. She expressed hope for joint efforts from all sectors to develop more mountain tourism projects that embody both cultural inclusiveness and ecological value, and warmly welcomed more international visitors to explore the beauty of China.
Song Xiaolu, Deputy Director General of Department of Culture and Tourism of Guizhou Province, China—Gran Canaria’s sister province in China—shared with attendees the rich natural and cultural mountain resources and the diverse mountain tourism offerings of Guizhou. He stated that Guizhou is committed to continuously optimizing inbound tourism incentive policies and jointly expanding domestic and international tourist markets by providing more convenient and efficient visa facilitation, payment services, and travel experiences. He expressed the hope that, through the platform of the International Mountain Tourism Alliance (IMTA), deeper cooperation and exchanges between Guizhou and Spain could be fostered, enabling mutual learning and the sharing of successful practices.
贵州省文化和旅游厅党组成员、副厅长（正厅长级）宋晓路发言
Connecting Industry Wisdom and Empowering Innovative Development
The Theme Forum and Exchange & Sharing Session brought together representatives of international organizations, industry leaders, and mountain tourism destinations to deliver compelling speeches on topics such as innovation in mountain tourism, local community participation, wellness and leisure, and cultural integration. These discussions contributed valuable insights and momentum to the establishment of a global sustainable tourism governance framework.
At the "Innovation in Mountain Tourism & Local Community Participation" Theme Forum, four keynote speakers delivered in-depth discussions on innovative business models and community co-governance. They explored pathways integrating cultural heritage preservation, technological empowerment, and innovative community governance, providing the industry with guiding development directions and practical solutions. The speakers included Michel Julian, Senior Programme Officer at the Tourism Market Intelligence, Policies and Compettiveness Department of UN Tourism; Giorgio Grussu, Project Coordinator of the Mountain Partnership Secretariat (MPS), Food and Agriculture Organization of the United Nations (FAO); Dai Bin, President of China Tourism Academy (CTA); and Carlos Vogeler, Former Executive Director of UN Tourism.
Theme Forum and Exchange & Sharing Session
At the "Mountain Culture and Tourism Empower Sustainable Livelihoods and Well-being" Exchange and Sharing Session of Mountain Culture and Tourism, Carlos Álamo Cabrera, Presidencia de Turismo de Gran Canaria, Spain; Charles Davidson, Vice-President of the World Federation of Hydrotherapy and Climatotherapy (FEMTEC), Chair of Hot Springs Initiative of Global Wellness Institute (GWI); Guo Weiyi, Chairman of Guizhou Tourism Industry Development Group Co., Ltd., China; Yolanda Perdomo, Travel and Tourism Board Advisor; Former Director of Madrid Tourism, Spain; Li Shouwen, China International Camping Congress Executive Chairman, Camping Home TOP Plan President, and Jinhua Mountain Special Representative, shared insights on the topic of "Wellness and Leisure Lead the New Trend of Mountain Life." They discussed how to create more mountain-specific, experiential, interactive, and health-oriented wellness and leisure products and establish a global benchmark brand for mountain wellness and leisure.
Theme Forum and Exchange & Sharing Session
The Panel Discussion of the Exchange and Sharing Session was moderated by Carlos Pinto, President of the Portuguese Association of Rural Development. The discussion featured Djibril Fofana, Secretary General of the World Association for Hospitality and Tourism Education and Training (AMFORHT); Xie Linjiang, Director-General of the Publicity Department, CPC Pengzhou Municipal Committee; Dharma Raj Panthi, Chairman of Trekking Agencies' Association of Nepal (TAAN), Gandaki; Ji Xiaodong, President of China Chamber of Tourism; Carlos Antoun Hazard, Managing Partner of Nimba Mountain Ecolodge, Liberia. Focusing on the topic of "Integration of Mountain Tourism and Local Culture," the participants explored the diverse paths and long-term significance of the integration of mountain tourism and regional culture. They shared practical experiences in tourism product design, community engagement, and cultural communication, emphasizing that mountain tourism should be culturally driven and promote the deep integration of resources, industries, and culture to achieve the coordinated unity of economic development, social recognition, and ecological protection, thus shaping a new pattern of resilient and inclusive cultural tourism development.
Panel Discussion of the Exchange and Sharing Session
The "International Mountain Tourism Day" is an international commemorative day initiated by the International Mountain Tourism Alliance in 2018. Since its first launch on May 29, 2019, the theme events have been successfully held in China, Nepal, Laos, France, and Spain for seven consecutive years. The "International Mountain Tourism Day 2025" Theme Events seized new trends in mountain tourism, adhering to the principles of mutual learning and shared prosperity and introducing new highlights in line with the times. On the eve of the events, the International Mountain Tourism Alliance cooperated with Nepal tourism agencies to incorporate this year's mountain tourism theme into the "Everest Summiteers Summit 2025 " in Kathmandu, Nepal. On the opening day of the summit, the International Mountain Tourism Alliance issued the "Enjoy the Wonder of Mountains, Share the Natural Beauty - 2025 Everest Summiteers Summit Initiative," actively advocating for mountain explorers and travelers to promote the spirit of "ever-reaching for the summit," protect mountain ecosystems, strengthen collaboration and governance, and promote sustainable development.
International organizations, governments, industry leaders, and leading companies widely participated in the "International Mountain Tourism Day 2025" Theme Events, highlighting the important position of mountain tourism in the global tourism industry and the shared vision and expectations of countries to collaborate and shape the future of mountain tourism. The events, themed "Embracing Mountains and Seas, Coexisting with Cultures," served as a platform for communication and cooperation, promoting leading action frameworks and cooperation mechanisms. It aims to enhance the strategic role of mountain tourism in the global tourism governance system, injecting powerful energy and far-reaching influence into the construction of an open, inclusive, and shared global community with a shared future for mankind.
Source: IMTA
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
