2024.10.08
The WTA • Xianghu Dialogue 2024 is scheduled to take place from October 29th to November 1st in Sanya, Hainan Province. The event is supported by the Ministry of Culture and Tourism of the People’s Republic of China, the United Nations Tourism (UN Tourism), the World Travel & Tourism Council (WTTC), the European Travel Commission (ETC), the Global Tourism Economy Forum (GTEF), and the Pacific Asia Travel Association (PATA).
With the global tourism market witnessing a robust recovery and growth, the industry is now characterized by new trends like personalization, smart technology, and integration. However, there are challenges ahead, including slowing global economic growth, rising anti-globalization sentiment, and geopolitical risks. According to the UN Tourism, the global tourism sector is expected to return to pre-pandemic levels by 2024, stepping into a future filled with opportunities. This year’s Xianghu Dialogue will be held under the theme “Geared Up for a New Venture – The Future is Now”. The event will explore global economic trends and new developments in tourism. Prominent figures from tourism authorities, international organizations, major tourism cities, key tourism enterprises, and OTA platforms will gather to discuss key topics, including: “A Future of Win-Win Cooperation – New Era for World Tourism”, “A Future of Green and Sharing – New Development of Sustainable Tourism”, “A Future of Shared Aspiration – New Chapter for Tourism between China and Europe”, and “A Future of Openness – New Pathway for Asia and Pacific Tourism Development”. Parallel forums will cover topics such as: “A Future of Talents – Education Empowers Industry Development and Nurtures New Talents”, “A Future of Breaking-Through – Transformation and Advancement of the Hospitality Industry”, and “A Future of Inclusiveness – Restructuring and Innovation in Travel Services”. These discussions will take place through keynote speeches, panels, and report releases, fostering a comprehensive exchange of ideas to drive the future of tourism.
During the event, the WTA and UN Tourism will jointly release the research report “Developing Local Communities through Sustainable Tourism Development Roadmap”, while the WTA and the International Poverty Reduction Center in China will unveil the “Best Practices of Rural Revitalization Through Tourism 2024” report, providing valuable insights for the global tourism industry’s sustainable development.
The Xianghu Dialogue takes its name from WTA’s headquarters in Xianghu Lake, Xiaoshan, Hangzhou. As an international forum, the Xianghu Dialogue serves as a global platform for interconnectivity and shared governance, positioning tourism as a vital force for improving life and creating a better world. With five successful editions, the Xianghu Dialogue has grown in influence, credibility, and cohesion, establishing itself as an important international platform for exchange and cooperation in the global tourism industry.
Coinciding with the Xianghu Dialogue, WTA will also host the 3rd Session of the 2nd WTA Council and the WTA Annual Meeting 2024.
The World Tourism Alliance (WTA), initiated by China, is a comprehensive, non-governmental, and non-profit international tourism organization. Currently, it has 252 members from 45 countries and regions. Guided by the mission “Better Tourism, Better Life, Better World”, WTA has developed brand events such as “WTA · Xianghu Dialogue”, “Europe-China Tourism Dialogue”, “Dialogue for China-Spain Tourism Cooperation”, “Urban Tourism Dialogue, and “Scholars Dialogue”. Other key activities include “WTA Members’ Day” and “WTA Annual Reception”. WTA has also hosted the Panel at the 14th China – U.S. Tourism Leadership Summit and published more than 20 research studies, including “Tourism: A Driver for Shared Prosperity”, “Cross-Border Tourism Consumption Trends Report 2023-2024”, “World Tourism Innovation Development Report”, and “China Inbound/ Outbound/ Domestic Tourism Market Sentiment Reports”. WTA has played an instrumental role in promoting poverty alleviation through tourism, compiling and publishing 300 case studies and producing a 14-episode micro-documentary series showcasing tourism’s impact on rural revitalization and poverty alleviation. Through its unique position as a non-governmental international organization, WTA serves as a crucial bridge connecting China and the world, government and industry, and members to members, playing an essential role in sharing tourism stories and contributing to building a community with a shared future for mankind.