Home > Members News > WTA Member News – 20250825

WTA Member News – 20250825

2025.08.25

1. Saudi Tourism Authority Deepens Strategic Cooperation in China to Advance Ambitious Goal of Welcoming 5 Million Chinese Tourists by 2030
Source: Saudi Tourism Authority

July 17, 2025—The Saudi Tourism Authority (STA) has concluded a series of tourism promotional events across China, highlighted by the successful 2025 Beijing Tourism Investment Conference. The events were attended by Fahd Hamidaddin, STA Chief Executive Officer, and Alhasan Aldabbagh, President of STA Asia-Pacific, alongside more than 170 senior executives and partners from China’s travel and technology sectors. Key participants included Trip.com, Tongcheng Travel, Jin Jiang Group, Fliggy, and Huawei. The program focused on strengthening business dialogue and advancing cooperation in tourism.

Saudi Tourism Authority Deepens Strategic Cooperation in China to Advance Ambitious Goal of Welcoming 5 Million Chinese Tourists by 2030

Commenting on the progress, Fahd Hamidaddin remarked, "The rapid growth of Chinese tourists traveling to Saudi Arabia is no coincidence. It is the result of shared insights, targeted goals, and efficient collaboration with our partners in China. Our objective goes beyond attracting tourists; we aim to build an emotional connection with them. This is why we have launched the ‘China Ready’ strategy. Today, there are 29 direct flights each week between Saudi Arabia and China (a 45% year-on-year increase), operated by six airlines. Saudi Arabia’s main international airports now provide Chinese-language signage, while local tour guides have been trained in Mandarin. UnionPay and Alipay+ are widely accepted in major cities, and we have developed 15 immersive cultural experience programs tailored for Chinese tourists, supported by more than 30 Saudi destination management companies (DMCs). These initiatives are helping us make steady progress toward our goal of welcoming 5 million Chinese tourists by 2030."

Saudi Tourism Authority Deepens Strategic Cooperation in China to Advance Ambitious Goal of Welcoming 5 Million Chinese Tourists by 2030

Alhasan Aldabbagh, President of STA Asia-Pacific, added: "In just three years, we have grown from hosting a single roadshow to organizing more than 100 influential events across major Chinese cities—including trade fairs, roadshows, strategic forums, and joint business planning sessions. What began as market exploration and knowledge exchange has evolved into strategic partnerships grounded in mutual trust and shared vision. Our focus is on continuously enhancing the travel experience for Chinese visitors to Saudi Arabia. We aim to position the Kingdom as the premier long-haul destination for Chinese tourists, and we are honored to be working with our industry partners to bring this vision to life."

On June 28, Hainan Airlines launched the first direct scheduled route from Haikou to Jeddah, marking the inaugural nonstop Jeddah service operated by a Chinese airline. In addition, China Eastern Airlines has doubled its Shanghai–Riyadh flights, while Cathay Pacific and China Southern Airlines have also added more flights, further expanding connectivity and capacity between the two countries. 

2. Air China and Emirates Deepen Strategic Cooperation to Expand Business Opportunities
Source: Air China Limited

June 1, 2025—At the International Air Transport Association (IATA) Annual General Meeting in New Delhi, Air China and Emirates signed a memorandum of understanding to expand their partnership. The agreement will strengthen collaboration across interline and codeshare services, frequent flyer programs, lounge access, network connectivity, customer experience, and cargo operations. The two airlines will also share best practices in areas such as revenue management, data analytics, digital transformation, brand management, and sustainable aviation fuel (SAF). Through this long-term, mutually beneficial partnership, Air China and Emirates aim to jointly improve travel between the two countries, contribute to the high-quality advancement of the Belt and Road Initiative, and further strengthen the China–UAE comprehensive strategic partnership.

Air China and Emirates Deepen Strategic Cooperation to Expand Business Opportunities

Air China currently serves the UAE with routes from Beijing (7 flights weekly), Hangzhou (3 flights weekly), and Chongqing (3 flights weekly) to Dubai. Later this year, the airline will launch a new Beijing–Abu Dhabi service, offering another bridge for people-to-people exchange as well as trade and cultural cooperation between the two countries.

By expanding its Middle East network through its strengthened partnership with Emirates, Air China aims to boost connectivity with Belt and Road countries and deliver seamless travel for passengers, thereby laying a solid foundation for its goal of becoming a world-class global airline.

3. Air France-KLM Appoints Steven van Wijk as General Manager Greater China
Source: Air France-KLM Group

July 14, 2025—Air France-KLM Group has appointed Steven van Wijk as General Manager for Greater China, effective August 1, 2025. Based in Beijing, he will oversee the Group’s operations across its four destinations in the region: Beijing, Shanghai, Hong Kong, and Taipei.

Mr. van Wijk brings more than 15 years of experience in the aviation industry. After earning a master’s degree in financial econometrics from the University of Amsterdam in 2007, he joined KLM Royal Dutch Airlines, where he held key roles in network planning and in Air France-KLM’s commercial division. He later served as Commercial Director for East Africa, South America, and most recently the United Kingdom and Ireland, where he demonstrated outstanding commercial leadership.

Air France-KLM Appoints Steven van Wijk as General Manager Greater China

Commenting on his appointment, Mr. van Wijk said with confidence, "I am honored to lead Air France KLM’s operations in Greater China. China is one of the Group’s most important overseas markets, known for its dynamism and strong growth potential. I look forward to working closely with our China team to build on the strong foundation established over the past decades, capture new market opportunities, and deliver greater service and flexibility to our Chinese customers." He added: "I will leverage my expertise in network optimization and international collaboration to support the Group’s sustainable growth in China."

Beyond his professional career, Mr. van Wijk is an avid sports enthusiast with a passion for hockey, running, and skiing. He also enjoys traveling and discovering new cultures with his family. 

4. UTour Expands Retail Presence in Beijing with Ten Newly Opened Stores
Source: UTour Group Co., Ltd.

UTour, a leading integrated travel services provider in China, has recently expanded its retail network in Beijing with the grand opening of ten newly upgraded brick-and-mortar stores. The new locations span key districts including Xicheng, Chaoyang, Haidian, and Fengtai, strategically positioned near major transport hubs and commercial landmarks such as Deshengmen and CapitaMall. The expansion is expected to meaningfully contribute to UTour’s strategy to deepen its presence in the Beijing–Tianjin–Hebei region.

The addition brings UTour’s Beijing outlet count to 150, forming a "1-hour service circle" across the capital. Nationwide, its retail network now exceeds 2,500 outlets. Looking ahead, UTour plans to add 33 more stores in the Beijing-Tianjin-Hebei area by the end of 2025. At the same time, the company will continue to strengthen cross-brand collaborations and integrate more "travel + local lifestyle" services into its retail network, further enhancing in-store experiences and empowering its cooperative retail ecosystem. 

5. Her Village International Forum to be Held in Beijing WTown
Source: CYTS (China Youth Travel Service)

The press conference for Her Village International Forum 2025 took place on August 5 at MADverse Digital Art Space in Beijing, announcing that this year’s forum will take place from August 29 to 31, 2025, at CYTS’s Beijing WTown resort, located at the foot of the Great Wall in Miyun District, Beijing. Distinguished guests in attendance included Yang Lan, veteran media figure and Chairperson of Sun Media Group; Ni Yangping, Party Secretary and Chairman of CYTS Holdings Co., Ltd.; and Guo Junhua, Chairman of Beijing WTown Tourism Co., Ltd.

天下女人国际论坛,古北水镇见

As the forum’s initiator, Yang Lan reflected on its 11-year journey, noting that this year’s theme—"Enhance the Resilience, Shape the Future"—underscores its commitment to advancing gender equality, amplifying women’s voices, and empowering women’s growth. She emphasized that the forum has long mirrored the awakening and progress of Chinese women, becoming a vital barometer for women’s issues in China.

She also highlighted the symbolic significance of Beijing WTown’s cultural setting, with the Great Wall as its backdrop and the charm of a northern water town. She described it as a perfect reflection of women’s resilience, where participants can experience both cultural strength and lasting beauty.

Ni Yangping remarked that the collaboration between CYTS and Sun Media Group in co-hosting the 2025 Her Village International Forum at Beijing WTown represents an important cross-sector partnership. With world-class resources such as the Simatai Great Wall and the town’s unique northern water town charm, Beijing WTown is recognized as a national tourism resort supporting cultural and tourism outreach on the global stage. He expressed hope that the forum will serve as a bridge for women’s dialogue, cooperation, and growth, while also celebrating China’s cultural heritage, highlighting women’s resilience, and bringing fresh vitality to the integration of culture and tourism.

The 2025 Her Village International Forum will also break new ground by adopting a three-in-one model of "Forum + Brand Exhibition + Carnival." The program will feature keynote speeches, roundtable dialogues, brand showcases, interactive workshops, and cultural performances, making it China’s first all-scenario interactive platform for women’s brands. Participants can look forward not only to thought-provoking exchanges, but also to discovering the innovations of female entrepreneurs at the exhibition and immersing themselves in the fusion of art and nature at the carnival. Stay tuned!

6. TCZJ Students and Faculty Explore Wencheng’s Wild Tea Industry as Model for Common Prosperity in Mountainous Regions
Source: Tourism College of Zhejiang

From July 28 to July 30, 2025, the "Qingjin Yunzhi Travel" practice team from Tourism College of Zhejiang (TCZJ) conducted a summer social practice program in Wencheng County, Wenzhou City, to deepen their understanding of China’s development strategies and support the development of the Common Prosperity Demonstration Zone.

During their fieldwork in the mountains of southern Zhejiang, the team conducted interviews, site visits, and hands-on research, examining how Wencheng’s wild tea industry is contributing to the realization of common prosperity. Once plagued by rural depopulation and the labor challenges of tea picking, many tea gardens in the area were abandoned for decades. In 2023, under the leadership of Hu Xiongbing, Standing Committee member of the Wencheng County CPPCC, efforts were made to revive these dormant resources. By creating village partnerships and engaging local elderly residents, the once-neglected wild tea groves were gradually back to life.

The County CPPCC, in collaboration with multiple stakeholders, then launched a dedicated branding initiative for Wencheng Wild Tea. At the flagship store, Mao Zhenfu, Standing Committee member of the CPPCC and store director, explained the secrets behind strict quality control: tea is harvested only once a year, with pickers following the "two leaves and one bud" rule, and specialists supervising key production steps to preserve its unique flavor.

The company has also adopted a tiered marketing strategy—positioning premium teas for high-end consumers, developing mid-range products for affordable gifting and official consumption, and creating small-packaged products to attract younger consumers.

TCZJ Students and Faculty Explore Wencheng’s Wild Tea Industry as Model for Common Prosperity in Mountainous Regions

Applying their classroom knowledge in the field, the TCZJ practice team planned and hosted a live-streaming session on official online platforms, where they shared research findings and promoted Wencheng’s wild tea with remarkable results. They also visited tea gardens and production workshops, experiencing firsthand the demanding work of tea-picking and the meticulous management that runs through every stage of production. Hu Xiongbing underscored that long-term goals include standardizing production methods and establishing industry-wide standards to ensure more farmers benefit from the brand’s value.

The integration of tea culture and tourism has also become a major highlight. Wild tea–themed guesthouses now combine tea culture with intangible cultural heritage experiences such as indigo dyeing, creating strong appeal for visitors. Sales channels have also continued to diversify, with countywide outlets and unmanned QR code–based stations making the tea more accessible to consumers.

Field research concluded that the Wencheng Wild Tea model offers a low-cost way to revitalize abandoned resources while connecting government, enterprises, social organizations, and local villagers to build a cultural-tourism ecosystem. This effectively helps overcome the difficulties of fragmented mountain production and enables shared value creation and distribution. It also stands as a living example of how "a single leaf can enrich an entire community."

The practice team will continue their work by drafting detailed research reports and producing video content to offer ongoing insights and recommendations for the development of wild tea and the broader drive for common prosperity in mountainous regions.