WTA Chair Mr. ZHANG Xu Attends 2024 Sichuan Culture and Tourism Development Conference & The 10th China (Sichuan) International Tourism Investment Conference

On September 27th, the 2024 Sichuan Culture and Tourism Development Conference & The 10th China (Sichuan) International Tourism Investment Conference opened in Ya’an. Mr. WANG Xiaohui, Secretary of the CPC Sichuan Provincial Committee and Chairman of the Standing Committee of the Sichuan Provincial People’s Congress, and Mr. ZHANG Xu, Chair of the World Tourism Alliance (WTA), attended and delivered speeches. The opening ceremony was presided over by Ms. SHI Xiaolin, Deputy Secretary of the CPC Sichuan Provincial Committee and Governor of Sichuan Province.

In his address, Mr. ZHANG Xu highlighted the rapid growth of the global tourism industry, noting that China has developed the largest domestic tourism market and has become the largest source of international tourists as well as a major destination. He emphasized that Sichuan, known as the “Home of the Pandas”, is rich in cultural and tourism resources. He hoped that Sichuan would leverage its edge to enhance the panda brand, diversify its tourism offerings, develop premium travel routes, accelerate project development, strengthen marketing efforts and promote regional and international cooperation. Mr. ZHANG Xu reaffirmed WTA’s commitment to serving as a bridge by sharing best practices in tourism improvement and boosting global collaboration, particularly collaboration with countries and regions along the “Belt and Road”, to enhance Sichuan’s international tourism image and support Sichuan to be a world-class tourism destination.

The event was hosted by the CPC Sichuan Provincial Committee and the People’s Government of Sichuan Province, and co-organized by the Sichuan Provincial Department of Culture and Tourism and the Ya’an Municipal Government. During the conference, Sichuan’s four major international tourism icons, “Land of Abundance”, “Home of the Pandas”, “Ancient Shu Civilization”, and “Leisurely Sichuan” were promoted through immersive presentations. Additionally, 97 major cultural and tourism investment projects were signed by 21 cities (prefectures) across Sichuan.