The International Mountain Tourism Alliance (IMTA) has inked separate Memorandums of Cooperation (MoCs) with the Pacific Asia Travel Association (PATA), the Everest Alliance Nepal, and the Department of Culture and Tourism of Hubei Province. The signings took place during the International Conference of Mountain Tourism and Outdoor Sports 2025, hosted by the IMTA in Guiyang City, Guizhou Province.

Held with the theme "Integration of Culture, Tourism and Sports Presents a High - Quality Life," the Conference featured a series of events, including the IMTA Annual Conference 2025, International Mountain Tourism Promotion Conference 2025, a Field Trip to Guizhou Mountain Tourism Destinations, and the Bank of Guizhou · Mountain Culture, Tourism and Outdoor Sport Equipment Exhibition.

During the IMTA Annual Conference, He Yafei, Vice Chairman and Secretary-General of the IMTA, exchanged the MoCs with Peter Semone, Chairman of PATA; Sudarshan Nepal, President of the Everest Alliance Nepal; and Xu Yong, Deputy Director of the Department of Culture and Tourism of Hubei Province.

The three MoCs focus on sustainable development, innovative formats, capacity building, environmental protection, and cultural preservation within the mountain tourism sector. They underscore the IMTA's leading role as the world's first international organization dedicated to mountain tourism in fostering global resource sharing, business synergy, and international exchange.

Deepening Collaboration with PATA for Asia-Pacific Growth

The IMTA and PATA have agreed to deepen cooperation in areas including joint research, promotional campaigns, business partnerships, member engagement, and exchange visits. A key initiative involves forming a joint team of experts to study trends and key topics in Asia-Pacific mountain tourism. The collaboration aims to elevate the global profile of mountain tourism, establish capacity-building and talent-training frameworks, and promote standardized, professional development within the industry.

Strengthening Ties with Nepal on Mountaineering and Ecology

The MoC with the Everest Alliance Nepal is designed to enhance bilateral cooperation in mountaineering, outdoor adventure sports, rescue training, environmental protection, and cultural exchanges, with a strong emphasis on sustainability. The two bodies plan to organize joint expeditions, environmental initiatives, cultural events, and international conferences. A core objective is to promote sustainable mountaineering and "Leave No Trace" practices through collaborative efforts in trail maintenance, waste management, and other ecological conservation actions.

Partnering with Hubei Province for Regional Industry Upgrade

The MoC with Department of Culture and Tourism of Hubei Province outlines cooperation in membership development, shared platform building, market promotion, and industry advancement. The department will encourage local cultural and tourism institutions to join the IMTA, while the IMTA will support Hubei's efforts in promoting its mountain tourism offerings and facilitating industrial investment. The partners also plan to co-host international conferences and tourism expos to elevate Hubei's global profile in mountain tourism.

The signing of these multiple MoCs marks a significant expansion of the IMTA's global cooperation network. By addressing regional needs and focusing on core industry challenges, these partnerships provide a practical model for advancing the sustainable development, innovative upgrading, and cross-cultural integration of mountain tourism worldwide. All parties have committed to the principle of "Friendly Cooperation for Shared Prosperity," pledging to deepen collaboration, broaden synergies, and inject new dynamism into the mountain tourism industry through resource sharing and complementary strengths, thereby contributing to the high-quality development of the global culture and tourism sector.

Image and text source: IMTA

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong