On November 11, the International Conference of Mountain Tourism and Outdoor Sports 2025, organized by the International Mountain Tourism Alliance (IMTA), kicked off in Guiyang City, Guizhou Province. The Conference featured a series of events centered around the theme "Integration of Culture, Tourism and Sports Presents a High Quality Life." Among them, the "Bank of Guizhou · Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition", exclusively sponsored by Bank of Guizhou, was brilliantly showcased at the Guizhou International Conference Center. The exhibition linked three core sections, adopting a "culture + equipment + services" integrated model to present a comprehensive picture of the innovative landscape and development achievements within the mountain culture, tourism, and sports industry, attracting numerous industry guests and outdoor enthusiasts to visit and experience.
At the "Bank of Guizhou · Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition"
From the technological interaction with DJI drones and robotic dogs, to the hardcore assembly of off-road motorcycles and rugged SUVs; from one-stop sampling of local flavors like "Quchashan", "ZEALOUS Coffee", and "Tripsmith", to immersive experiences of mountain caving and water sports – the exhibition unlocked new "outdoor+" scenarios in a "tangible, perceptible, and playable" way, allowing the audience to redefine "outdoor life" through interaction.
At the exhibition
A representative from DJI stated that DJI has always been committed to outdoor sports, using aerial photography to discover new scenery and explore new worlds from different perspectives. The DJI "Mavic" and "Air" series drones brought to the event were intended to use products as a "medium," expanding customer channels through this activity and allowing more people to experience the charm of DJI drones.
At the exhibition
Mountain outdoors is not just about tools; it also carries lifestyles. NORTHLAND brought customized apparel designed for mountain hiking, integrating moisture-wicking technology and fashion aesthetics. The Tripmoto Club brought professional off-road racing vehicles to the exhibition site, allowing the audience to immerse themselves in the speed and passion of mountain motorcycling. Beilai Industrial and Playpro Camp showcased full-scenario equipment from entry-level to professional, demonstrating the continuous advancement of Chinese manufacturing in the outdoor field.
At the exhibition
The local Guizhou tea beverage brand Quchashan brought its flavored foods and brewed beverages such as prickly pear fruit preserves, potato chips, and matcha powder. Different from its daily tea products, "portability" was the theme for Quchashan at this exhibition. A representative stated that the exhibited products were primarily created for outdoor life, providing outdoor enthusiasts with delicious, portable, and pure products. Additionally, based on the season and mountain culture, Quchashan introduced the Guiyang Autumn-Brewed Red-heart Kiwi Fruit Americano, hoping to strengthen the company's connection to the mountain outdoors through its products and convey authentic Guizhou flavors.
At the exhibition
"We are not just displaying products, but also conveying a life philosophy connected to nature," said the head of Playpro Camp. As an outdoor brand focused on refined outdoor lifestyle experiences, outdoor adventure, activity exhibitions, and image documentation, they integrate music, art, environmental protection, and other elements into the outdoor experience, hoping to call more people to leave the cities and find new lifestyles in nature.
At the exhibition
Technology empowers culture and tourism, AI reshapes outdoor experiences. The "Mystery Blind Box" jointly created by Mafengwo and curator Wanwan Youth Travel attracted many visitors. Using the blind box immersive space as a vehicle and combining AI travel guides, AI travel photography, and embodied intelligent devices, they demonstrated how digitalization can reconstruct the experiential boundaries of outdoor travel, inspire industry innovation and entrepreneurial ideas, and jointly build a new ecosystem integrating culture, sports, and tourism. The site also featured the new caving experience at Shilong Cave, co-created by Mafengwo, Wanwan Youth Travel, and Guanyou Village, Qingzhen City. Integrating outdoor activities like snorkeling, stream trekking, hiking, and paddleboarding, equipped with professional travel photography services, and even including cave meditation, it has attracted over 12,000 visitors since its launch in August 2024, 95% of whom are from abroad or other provinces, making it an important foothold for the external dissemination of Guizhou's mountain culture.
At the Mafengwo exhibition booth
From products to platforms, from ideas to practice, this exhibition spanned the entire industrial chain ecosystem, comprehensively covering upstream resource development, midstream service provision, and downstream consumption extension, outlining a new path for the integration of mountain culture, tourism, and sports.
"I never knew mountain tourism could be so 'substantial'," remarked one visitor, "It's not just about simply viewing the scenery anymore, but truly immersing in the scene, feeling the deep dialogue between culture and nature."
At the exhibition
A trillion-yuan market is rising with the wind; the time for mountain tourism is now. Format innovation builds a diverse consumption ecosystem. Mountain tourism is restructuring from "single sightseeing" to "comprehensive vacation," with refined outdoors, ecological study tours, wellness retreats, and in-depth experiences becoming important growth poles. This exhibition created immersive consumption experiences through "scenario + content," effectively linking industry and the public, promoting resource integration and model innovation, and becoming a key path to unlocking new growth drivers for mountain tourism.
The exhibition will continue until November 13 and is open to the public free of charge. During this period, visitors can also participate in diverse activities such as equipment experiences, intangible cultural heritage interactions, and thematic sharing, allowing the public to get closer to mountain culture and fall in love with outdoor sports through interaction, thereby fostering the formation of a new industrial ecosystem characterized by "public participation and whole-chain win-win."
Image and text source: IMTA
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
