Around 400 tourism industry delegates from the Chinese mainland and the United States have gathered in Xi'an to shape the future of tourism between the two giants. Among them, Adam Burke, president of the Los Angeles Tourism Convention Board and vice chairman of the World Tourism Alliance (WTA), shared insights on humanity's innate desire to explore and the crucial role of tourism in fostering cultural connections.
Reflecting on the achievements of the 14th China-US Tourism Leadership Summit, Burke highlighted the summit's recognition of tourism as a bridge amidst political challenges. \\"Tourism has always been the bridge. People-to-people and cultural exchanges have been the way to find common ground going back to the '70s,\\" he explained.
Burke also observed a significant shift in consumer sentiment: \\"Travel has moved from a discretionary purchase to an essential one. People are hard-wired to explore the world around them. Studies even show that not being able to travel can lead to depression.\\"
As vice chairman of the WTA, Burke emphasized the organization's mission to leverage tourism to elevate communities, address poverty, and promote sustainability. He remains optimistic about the future, citing the enduring sister city relationship between Los Angeles and Guangzhou, which spans over two centuries.
\\"Travel and tourism are the bridges that will help us move forward together,\\" Burke concluded, echoing a Chinese proverb that underscores the importance of learning through books and lived experiences.
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Humans 'hard-wired' to explore, says tourism industry leader
cgtn.com
