WTA Participates in the 2024 Shanghai International Leisure Forum

On August 7, the 2024 Shanghai International Leisure Forum (SILF) took place in Shanghai. Mr. Liu Shijun, Vice Chair and Secretary-General of the World Tourism Alliance (WTA), was invited to deliver a keynote speech. The forum, guided by the Shanghai Municipal Administration of Culture and Tourism and co-hosted by the Shanghai Tourism Trade Association and DLG Exhibitions & Events Co., Ltd., centered around the theme “New Consumption, New Scenarios, New Experiences”. The event featured a high-level forum, specialized seminars, case studies, and industry networking activities, offering an in-depth exploration of trends and opportunities in the leisure and vacation industry. Over 30 industry experts and corporate representatives participated in the event, sharing their insights and experiences.

In his keynote speech titled “Global Tourism Development Trends”, Mr. LIU Shijun discussed the findings of the “Cross-Border Tourism Consumption Trends Report 2023-2024” and presented WTA’s perspectives on the evolving global tourism landscape. He highlighted that as the global tourism market continue to recover and grow, there have been significant shifts in tourist consumption psychology, habits, motivations, and primary age demographics. Mr. LIU emphasized that tourism enterprises must closely align with consumer needs, ensure accurate market positioning, provide excellent services, and strengthen promotional efforts. Additionally, he underscored the importance of talent development in the industry.