On January 30, the World Tourism Alliance (WTA) hosted its 2026 New Year Reception at Temple Dongjingyuan in Beijing. The event welcomed nearly 200 attendees, including diplomatic envoys and tourism officials from nearly 20 countries, along with representatives from government agencies, WTA member organizations, the media, and businesses in the tourism sector. WTA Chair Mr. ZHANG Xu delivered the opening remarks, with Vice Chair & Secretary-General Mr. ZHENG Hao serving as host for the event.
In his speech, Mr. ZHANG Xu gave a brief recap of WTA’s key initiatives and accomplishments in 2025, while also outlining priorities for 2026. He noted that 2025 had been a highly productive year for the Alliance, marked by significant progress in international engagement, brand development, and industry research. Looking ahead, he emphasized that the WTA will stay true to its founding mission and continue to advance. The Alliance will track emerging industry trends, strengthen global dialogue, broaden areas of cooperation, foster cross-sector integration, and build more practical and impactful platforms for collaboration. These efforts embody the WTA’s mission of "Better Tourism, Better Life, Better World" and contribute meaningfully to the sustainable and inclusive growth of the global tourism sector.
Beyond the formal proceedings, the reception featured interactive art installations, a live demonstration and hands-on experience of Beijing embroidery—a recognized intangible cultural heritage craft—and social games. These elements underscored the integration of culture and tourism, creating a festive and welcoming atmosphere in celebration of the upcoming Chinese New Year, while offering guests the chance to connect in a relaxed and engaging setting.
