The 2024 International Mountain Tourism Alliance (IMTA) Annual Conference, held on September 26 in Xingyi, Guizhou Province, focused on empowering sustainable mountain tourism. Under the theme \"Inclusiveness, Mutual Learning, Innovation – Empowering Sustainable Mountain Tourism with New Quality Productive Forces,\" industry leaders convened to explore innovative approaches shaping the future of mountain tourism.
IMTA Chairman Dominique de Villepin, through a video message, emphasized the conference as a pivotal platform for dialogue and cooperation within the mountain tourism sector. He highlighted the transition of the global tourism industry from recovery to sustainable growth, pointing out the rising demand for smart tourism and new business opportunities in mountain regions.
De Villepin called for a comprehensive analysis of industry trends and urged collaboration among governments and businesses to address challenges in international tourism. IMTA Vice Chairman He Yafei reported that global tourism revenue reached $1.6 trillion in 2023, with tourist numbers rebounding to 90 percent of pre-pandemic levels. He highlighted IMTA's role in promoting inclusive and sustainable mountain tourism by integrating culture, education, and technology.
Another IMTA Vice Chairman, Pansy Ho, underscored the impacts of climate change, technological advancements, and shifts in global supply chains on the tourism industry. She emphasized that sustainable mountain tourism not only drives economic growth but also fulfills social responsibilities such as environmental protection and cultural exchange. Since its inception, IMTA has championed the sustainable use of mountain resources and revitalization of local economies.
Fu Yingchun, IMTA Vice Chairman and Executive Secretary-General, reviewed IMTA’s achievements in 2024, noting strengthened international reputation and expanded business opportunities. Looking ahead to 2025, he outlined objectives focused on fostering global cooperation and sustainable development in mountain tourism.
Future Initiatives
During the conference, IMTA awarded the 2025 \"International Mountain Tourism Day\" hosting rights to Gran Canaria, Spain, highlighting the growing global interest in mountain tourism. IMTA also certified 14 \"World Famous Tourism Mountains,\" including Jungfrau in Switzerland, Annapurna in Nepal, and Changbai Mountain in China, to promote sustainable practices and protect mountain resources worldwide.
Additionally, plaques were awarded to three new “IMTA International Mountain Hiking Demonstration Routes,” part of China's renowned Five Sacred Mountains, setting benchmarks for sustainable hiking tourism globally. The establishment of an IMTA liaison office in Xingyi was also announced, enhancing the city's role as a mountain tourism hub. Furthermore, 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, now comprising 199 institutional and individual members globally.
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 industry's future as it transitions from recovery to sustainable growth.
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IMTA 2024 Conference aims to help empower sustainable mountain tourism
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