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WTA Annual Reception 2024 Held in Beijing



Beijing, January 19, 2024 – The World Tourism Alliance (WTA) held its prestigious WTA Annual Reception 2024 at the Funfly Beijing Pavilion. The event was graced by the presence of over 200 distinguished guests, including diplomats from more than 20 countries, heads of tourism offices, representatives of relevant government departments, WTA members, media, and travel-related business. The reception was chaired by Mr. LIU Shijun, WTA Vice Chair and Secretary-General, with WTA Chair Mr. ZHANG Xu delivering the welcome address.

ZHANG Xu, Chair of WTAZHANG Xu, Chair of WTA

In his speech, Mr. ZHANG Xu reflected on the WTA’s achievements in 2023 and shared insights into the organization’s vision for 2024. He highlighted that 2023 was a year of significant importance for the WTA, marked by the official inauguration of its headquarters in Hangzhou. The WTA made commendable strides in brand building, industry research, poverty alleviation through tourism, and promoting shared prosperity. Looking ahead, Mr. ZHANG emphasized the WTA’s commitment to continuing these efforts in 2024, focusing on flagship events like the “Xianghu Dialogue”, enhancing the role of the Dialogue brands, strengthening industry research, and further promoting the collection and dissemination of experiences in tourism-driven poverty alleviation and shared prosperity. The WTA aims to serve its members more effectively and contribute positively to the global tourism industry, ultimately building a better world.

KONG Zhiqiu, head of Airbnb ChinaKONG Zhiqiu, head of Airbnb China

Representing WTA members, Mr. KONG Zhiqiu, head of Airbnb China, also addressed the gathering. He expressed Airbnb’s dedication to fostering cultural exchanges through tourism and strengthening connections between China and the world in collaboration with WTA members.


Beyond the formalities, the reception featured engaging activities like simulated flights, miniature Chinese temple fairs, and intangible cultural heritage displays. These experiences, blending modern technology with traditional culture, allowed the international guests to virtually “fly over” more than a hundred renowned Chinese tourist attractions and immerse themselves in the customs of the Chinese New Year.

The World Tourism Alliance organizes annual receptions for diplomats stationed in China, WTA members, and the media outlets, and this event in Beijing is the first reception hosted by the WTA since establishing its headquarters in Hangzhou, Zhejiang, in December 2022.