The International Mountain Tourism and Outdoor Sports Conference (MOTS) 2025 , organized by the International Mountain Tourism Alliance (IMTA), commenced on November 11 in Guiyang, Guizhou Province. With the continued theme "Integration of Culture, Tourism, and Sports for a High-Quality Life," the event features a series of activities, including the IMTA Annual Meeting, the International Mountain Tourism Promotion Conference (IMTPC), a Field Trip to Guizhou Mountain Tourism Destinations, and the Bank of Guizhou - Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition.
During the Conference, representatives from tourism authorities, diplomatic missions in China, mountain tourism destination management organizations, and tourism-related enterprises from countries including China, Nepal, Russia, Malawi, and Colombia shared insights under the theme "Promote Mountain Prosperity and Create Shared Brilliance."
In his opening address, Liu Zhaohui, Vice Chairman of IMTA, noted the rising global demand for immersive travel experiences, highlighting mountains as composite destinations integrating ecology, culture, and sports. He described mountain tourism as a vivid example of harmonious coexistence between humans and nature, a vital pathway to green regional economic development, and a bridge for cultural exchange. Liu expressed his hope that the Conference would foster cooperation and shared opportunities among participants.
Giorgio Grussu, Project Coordinator of the Mountain Partnership Secretariat, Food and Agriculture Organization of the United Nations (FAO), emphasized the need to deepen the integration of sustainable tourism and agriculture in the face of fragile mountain ecosystems and community development challenges. He called for global collaboration to enhance community resilience through innovative models and multilateral platforms such as the MP, aiming to balance conservation and development in mountain regions.
Peter Semone, Chairman of the Pacific Asia Travel Association (PATA), delivered a speech and released a joint study by IMTA and PATA titled The Research Report on Strategies for Developing Guizhou's Inbound Tourism Market Targeting Key Countries in the Asia-Pacific Region. He pointed out that the Asia-Pacific region, as one of the world's largest tourism markets, plays a crucial role in Guizhou’s inbound tourism landscape. The Report offers a systematic analysis of travel preferences, motivations, consumption behaviors, and information channels of Asia-Pacific tourists, providing targeted recommendations for promoting Guizhou’s cultural and tourism products and enhancing visitor attraction strategies.
Yang Xiangdong, Director-General of the Department of Culture and Tourism of Guizhou Province, promoted Guizhou’s tourism resources under the theme "Embracing the Beauty of Mountains, Co-creating Outdoor Adventures." He highlighted the province’s commitment to developing itself into a world-class tourist destination by focusing on resources, visitor sources, and services. Yang invited visitors to experience Guizhou’s spectacular mountain landscapes, exciting outdoor sports, rich ethnic cultures, and relaxing wellness retreats.
Li Shuanke, President and Editor-in-Chief of Chinese National Geography, elaborated on the upgrade of mountain tourism from the perspectives of aesthetic communication and value transformation. He proposed that the core motivation for travel lies in the longing for distant places, and the vertically distributed cultural and natural landscapes of mountains form unique tourism resources. The curiosity inspired by distinctive mountain scenery, he noted, is central to the appeal of mountain tourism in China.
Khumbo Rudo Mzikamanda, Vice Consul for Trade at the Consulate General of the Republic of Malawi in Changsha, presented Malawi’s mountain resources, tourism offerings, and development philosophy. She described tourism as an organic ecosystem rather than a single industry and warmly invited participants to visit Malawi, deepen international cooperation, and advance the integration of culture, tourism, and sports to build a world where humanity and nature thrive together.
Kumar Mani Thapaliya, President of the Nepal Association of Tour & Travel Agents, introduced Nepal’s diverse mountain tourism products. He outlined future directions, including the integration of culture, sports, and nature; investments in safety, skills, and standards; and building climate resilience and community value chains. Thapaliya expressed hopes for collaboration linking mountain sports, culture, research, and youth exchanges to make mountain tourism a model of sustainability and shared prosperity.
Alexander Dunets, Vice President of the International Association of Natural Resources, highlighted the vast potential of mountain tourism in Russia. He explained that while areas like the Caucasus and Urals are relatively developed, Siberia and the Far East remain underexplored. The Russian government has designated 2025 and 2026 as the "Years of Mountain Tourism Development," with plans to develop all-season resorts, digitalize services, establish high-standard trekking routes, and formulate tourism master plans aligned with ESG principles.
Chen Gang, Founder and CEO of Mafengwo, analyzed trends in the integrated sports and tourism market, new mountain outdoor activities, and the application of AI in outdoor travel. Using the example of cave exploration in Guizhou’s Shilong Cave, he shared Ma Fengwo’s practical experience in upgrading mountain tourism, balancing development and protection, and empowering rural revitalization.
Jimmy Guaquez Montenegro, Director of the Volunteering Without Borders Foundation and Jorge Eduardo Hurtado Duarte, Advisor of the Volunteering Without Borders Foundation, detailed the significant potential of Colombia’s Nariño region as an emerging adventure tourism destination. They highlighted trekking, volcano climbing, and high-altitude diving as core attractions forming a unique adventure portfolio. With continuous improvements in tourism infrastructure and a commitment to sustainable development, they warmly invited international industry players and enthusiasts to explore and co-develop this hidden gem.
Kong Hao, Hainan Tourism Promotion Ambassador, presented the unique charm of Hainan’s mountain tourism under the theme "Rainforest Secrets, Sports Paradise." He outlined Hainan’s efforts to build a multi-level outdoor event system, integrating rainforest exploration, Li and Miao ethnic culture, and eco-wellness to offer visitors deep "sports + culture + wellness" experiences. Kong invited global outdoor institutions, event operators, and travelers to jointly explore the rainforest’s potential and help establish Hainan as an internationally renowned mountain tourism destination.
Connecting through Mountains, Co-creating the Future
The promotion conference served not only as a platform for exchanging experiences and ideas but also as an opportunity to strengthen a sense of global community in mountain tourism. Participants agreed that sustainable mountain tourism development must prioritize ecology, draw on cultural heritage, leverage technology, and foster win-win cooperation. Seizing the opportunities presented by this conference, mountain destinations worldwide will continue to innovate, expand markets, facilitate resource alignment, and share in the achievements of sustainable mountain tourism—making it a beautiful bond connecting people and nature while promoting global prosperity.
Image and text source: IMTA
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
