The 2024 International Mountain Tourism Alliance (IMTA) Annual Conference was held on September 26 in Xingyi, Guizhou Province. Themed "Inclusiveness, Mutual Learning, Innovation – Empowering Sustainable Mountain Tourism with New Quality Productive Forces," the conference gathered industry leaders to explore innovative approaches for the future of sustainable mountain tourism.

IMTA Chairman Dominique de Villepin, in a video message, highlighted the conference as a key platform for dialogue and cooperation in the mountain tourism sector. He emphasized that as the global tourism industry transitions from recovery to sustainable growth, mountain tourism is evolving with growing demand for smart tourism and new business opportunities. 

De Villepin stressed the need for a multidimensional analysis of industry trends and called for collaboration among governments and businesses to tackle the challenges facing international tourism.

He Yafei, IMTA vice chairman, noted that global tourism revenue reached $1.6 trillion in 2023, with tourist numbers recovering to 90 percent of pre-pandemic levels. He highlighted the IMTA's role in promoting inclusive, sustainable mountain tourism by integrating culture, education and technology into tourism development.

Pansy Ho, IMTA vice chairman, underscored the impact of climate change, technological progress, and global supply chain shifts on the tourism industry. She emphasized that promoting sustainable mountain tourism not only drives economic growth but also fulfills social responsibilities such as protecting the environment and fostering cultural exchange. IMTA, since its inception, has promoted the sustainable use of mountain resources and the revitalization of local economies.

The conference also showcased IMTA's achievements in 2024. Fu Yingchun, IMTA vice chairman and executive secretary-general, reviewed the alliance’s progress, noting that IMTA has strengthened its international reputation and expanded business opportunities. He also outlined objectives for 2025, focusing on fostering global cooperation and sustainable development in mountain tourism.

Future Initiatives

During the event, IMTA awarded the 2025 "International Mountain Tourism Day" hosting rights to Gran Canaria, Spain, a popular tourist destination known for its mountain and coastal attractions. Gran Canaria's selection highlights the growing global interest in mountain tourism.

IMTA also announced the certification of 14 "World Famous Tourism Mountains," including iconic sites such as Jungfrau in Switzerland, Annapurna in Nepal and Changbai Mountain in China. This initiative aims to promote sustainable tourism practices and protect mountain tourism resources worldwide.

Additionally, plaques were awarded to three new “IMTA International Mountain Hiking Demonstration Routes," recognizing their contribution to high-quality hiking tourism. These routes, part of China's renowned Five Sacred Mountains, are expected to set benchmarks for sustainable hiking tourism development globally.

The conference also saw the establishment of an IMTA liaison office in Xingyi, further cementing the city's role as a hub for mountain tourism. The IMTA Expert Committee, formed in 2020, added several new members, including industry leaders and scholars, to provide strategic guidance on the future of mountain tourism.

Eleven new members, including the Chungcheongnam-do Tourism Association of South Korea and the Trekking Agencies' Association of Nepal, were welcomed into the IMTA network, expanding its global reach. The alliance now includes 199 institutional and individual members from around the world.

As IMTA enters its eighth year, the organization remains committed to promoting sustainable mountain tourism through collaboration, innovation, and inclusivity. The 2024 Annual Conference marks a pivotal moment in shaping the future of the industry as it transitions from recovery to sustainable growth.