From September 16 to 18, the Fifth Hunan Tourism Development Conference was held in Huaihua. Through a "3+4 multidimensional event matrix," the conference showcased the latest achievements and projects in Hunan’s cultural and tourism industry, highlighting its innovative vitality and industrial upgrading. He Yafei, Vice Chairman and Secretary-General of the International Mountain Tourism Alliance (IMTA), was invited to attend and deliver a speech at the opening ceremony. On behalf of the IMTA, he extended warm congratulations on the conference and noted that Hunan, as a "treasure trove of mountain tourism," embodies a brand philosophy—"Welcome To Charming Hunan"—that aligns closely with the IMTA’s purposes of "Protecting Mountain Resources, Promoting Mountain Civilization, Preserving Mountain Economies, and Prospering Mountain Communities."
He Yafei emphasized that global mountain tourism is currently transitioning from "sightseeing and checklist travel" to "deep immersion." To promote high-quality development of mountain tourism in Hunan, he put forward four suggestions: First, innovate product offerings by integrating technologies such as "digital twins + AI interaction" and VR to create differentiated products like scientific research expeditions, light adventure travel, and forest wellness retreats to meet diverse tourist needs. Second, enhance brand empowerment by leveraging the IMTA’s international network, which spans 40 countries and over 200 members, to launch multilingual promotional campaigns, incorporate Hunan’s mountain tourism into international premium travel routes, and align with global standards. Third, upgrade service systems by deepening the functionality of smart tourism platform, promoting low-carbon service models, and establishing a safety net with "smart early warning + emergency response" for coordinated smart and green development. Fourth, deepen industrial integration by fostering the convergence of "tourism + agriculture + sports + intangible cultural heritage," developing distinctive local agricultural products, introducing international event IPs, and creating branded projects such as the Xuefeng Mountain Outdoor Carnival to make mountain tourism an industry that enriches local communities.
He Yafei expressed that the IMTA will continue to support Hunan with resources, technology, and standards, helping its mountain tourism retain "local charm" while showcasing "international appeal," and jointly promote Hunan’s mountain tourism to the world.
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Wu Dan
Editor Ⅲ: Liu Guosong
