On January 17, the 2025 World Tourism Alliance (WTA) Annual Reception was held at the Beijing Genesis. The event brought together over 200 participants, including diplomatic envoys and tourism office representatives from nearly 30 countries, officials from relevant government departments, WTA members, media representatives, and tourism industry stakeholders. Mr. ZHANG Xu, Chair of the WTA, delivered a welcoming address, while Mr. LIU Shijun, WTA Vice Chair and Secretary-General, hosted the event.
In his speech, Mr. ZHANG Xu reflected on the WTA’s achievements in 2024 and shared an outlook for the coming year. He emphasized that 2024 was a year of opportunity and success for the Alliance, marked by progress in membership growth, brand development, industry research, and poverty alleviation through tourism. In the new year, the WTA will continue to enhance brand building, organize the "Dialogue" series and "Members’ Day" activities both domestically and internationally, and provide high-level exchange platforms for the global tourism industry while delivering better services to members. Furthermore, the WTA will broaden the scope and depth of industry research, publishing reports with more authority, foresight, and practical value. The WTA will also maintain its focus on rural revitalization through tourism and exploring ways to promote common prosperity, contributing to a more sustainable and inclusive tourism industry.
Beyond the formal proceedings, the reception featured various interactive activities, including an art exhibition, a tourism-themed quiz, and a world ethnic costume flash mob. These engaging segments fostered lively interactions among domestic and international attendees while creating a festive atmosphere to celebrate the upcoming Chinese New Year. These activities underscored the WTA’s mission of "Better Tourism, Better Life, Better World".
Hosted annually by the WTA in Beijing, the reception is primarily aimed at diplomatic missions in China, WTA members, and media representatives.
