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About WTA

The World Tourism Alliance (WTA) is a global, non-government, non-profit international tourism organization. Its membership covers national tourism associations, influential tourism businesses, academia,cities and media,as well as heads of international organizations, former political leaders, retired tourism officials, heads of tourism businesses and renowned scholars. Its headquarters and Secretariat are located in China.

Our Mission

With its mission and vision of a “Better Tourism, Better World, Better Life,” WTA is committed to promoting tourism for peace, development, poverty alleviation and driving global tourism exchanges and cooperation at the non-governmental level.


Signature Events

With the Xianghu Dialogue as WTA’s main signature event, the Dialogue series addresses hot travel topics and trends. It is aimed at connecting the world and China through cooperation with various globally recognized organizations of authority and expertise.

Poverty Alleviation through Tourism

Together with the China International Poverty Reduction Center and the World Bank, WTA is at the forefront of this issue. To this end, it assiduously gathers best practice cases, conduct research and promote the protection of intangible heritage. Reports on this global issue have been released.

Industry Research

To support its members with scholarly support and assist them in making informed data-driven decisions, WTA works with relevant institutions in sponsoring and releasing a series of industry and market research reports.

Organizational Structure

Introduction to the WTA

The World Tourism Alliance--a comprehensive global, non-governmental and nonprofit tourism organization established in China--held its inaugural ceremony on Sept. 12, 2017 in Chengdu, Sichuan province, China. Premier Li Keqiang of the State Council of the People’s Republic of China sent a congratulatory letter on the founding of WTA.

With its mission and vision of a “Better Tourism, Better World, Better Life,” WTA is committed to promoting tourism for peace, development, poverty alleviation and driving global tourism exchanges and cooperation at the non-governmental level.

The WTA membership comprises of national or regional tourism associations, influential tourism or tourism related enterprises, tourism destinations, non-profit organizations, academia, media and individuals. Positioning itself as a service-orientated international organization which caters to the needs of its members, WTA aims at creating platforms for dialogue, networking, cooperation, ideas and information, resource sharing and communication for integrative development.

WTA is honored to have received generous support from the Ministry of Culture and Tourism of the People's Republic of China. The WTA headquarters and Secretariat are located in China.

DUAN Qiang(China)


WTA Chairman Duan Qiang is a prominent government, travel and tourism leader with an extensive list of accomplishments and top national and global management positions. Formerly a Vice Mayor of Beijing and Chairman of Beijing Tourism Group (BTG), he holds a Ph.D. in Economics from Tsinghua University in China and currently serves as the Chairman of China Tourism Association. Dr. Duan was elected deputy of the Beijing Municipal People’s Congress for five consecutive terms. He was elected deputy to the 12th National People’s Congress where he was a member of the Environment Protection and Resources Conservation Committee.

Roger Dow(America)

Vice Chairman

Before becoming President and CEO of the U.S. Travel Association in 2005, Roger Dow had worked at Marriott for 34 years. He was Senior Vice President for Marriott’s Global and Yard Sales, developed the Marriott Incentive Scheme and was the first to roll out the world-leading discount program for frequent travelers. As President and CEO of U.S. Travel Association, he has contributed significantly to tourism planning and its legislation in the U.S. and played a major role in the birth of the Brand USA. He continues to serve in industry organizations such as the International Institute of Tourism Studies, U.S. Chamber of Commerce and the Committee of One Hundred, etc.

Henri Giscard d’Estaing (France)

Vice Chairman

Henri Giscard d’Estaing is Chairman of Club Med and son of former French President Valery Giscard d'Estaing. He was elected Congressman of Loir-et-Cher Province at the age of 22, the youngest at that time. He used to work at Danone and Evian before joining Club Med in 1997 as Deputy Manager for finance, development and international relations. He succeeded the resigned Philip Brinon as General Manager in 2001 and became Chairman and CEO in 2005.

LIU Shijun(China)


A seasoned tourism professional, WTA’s Secretary General Liu Shijun brings with him an extensive well-rounded wealth of experiences, education and top positions in the travel and tourism industry in China and across the world. A graduate of the Tourism Department of Beijing International Studies University, he has an Executive MBA (EMBA) from Cheung Kung Graduate School of Business.

Prior to his position at WTA, he served as the Director General, Department of Marketing and International Cooperation, China National Tourism Administration (CNTA); Secretary-General of China Tourism Association (CTA); Counsel of the former General Administrative Office; Deputy Director-General, Department of Industry Management and Standardization; Deputy Counsel, Department of Tourism Promotion and International Liaison, CNTA and Director of China National Tourist Office in New Delhi and Sydney. He represented CNTA in the Asian Association of Convention and Visitor Bureaus.

Secretariat Structure