The International Mountain Tourism and Outdoor Sports Conference 2025, organized by the International Mountain Tourism Alliance (IMTA), commenced November 11 in Guiyang, Guizhou Province. With the continued theme "Integration of Culture, Tourism, and Sports for a High-Quality Life," the Conference features a series of events, including the IMTA Annual Conference, International Mountain Tourism Promotion Conference (IMTPC) 2025, a Field Trip to Guizhou Mountain Tourism Destinations, and the Bank of Guizhou·Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition.

During the IMTPC, The Research Report on Strategies for Developing Guizhou's Inbound Tourism Market Targeting Key Countries in the Asia-Pacific Region was released. The Report was jointly compiled by the IMTA and the Pacific Asia Travel Association (PATA).

Peter Semone, Chairman of the PATA, who presented the report, emphasized the critical role of the Asia-Pacific region—one of the world's largest tourism markets—in shaping Guizhou's inbound tourism landscape. The report provides a systematic analysis of the travel preferences, motivations, consumption patterns, and information channels of tourists from Asia-Pacific countries. It aims to identify international market trends for Guizhou's cultural and tourism products and offers targeted recommendations for promotion and visitor attraction strategies tailored to key source markets in the region.

Peter Semone, Chairman of the PATA

The Report highlights Guizhou’s strong potential to position itself as a cultural sanctuary and wellness retreat for travelers from East and Southeast Asia. At a time when many regional tourism markets are becoming saturated, Guizhou’s distinctive identity as a "tranquil escape" holds exceptional value—offering immersive cultural experiences, natural healing, and spiritual renewal. These qualities closely align with the growing travel motivations of visitors from Japan, South Korea, Vietnam, Singapore, Thailand, Indonesia, and Malaysia.

Key areas analyzed in the report include outbound travel demand trends in Asia-Pacific countries, the alignment between Guizhou’s tourism products and visitor preferences, and Guizhou’s current position in key Asia-Pacific markets—complete with visitor segmentation and targeted promotional strategies.

Grounded in an international perspective yet closely attuned to local conditions, the report offers detailed content and a clear structure. Its recommendations are both forward-looking and practical, providing significant guidance for Guizhou as it works to expand its inbound tourism market in the Asia-Pacific region.

Image and text source: IMTA

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong