2024.10.30
October 30, Sanya – The WTA • Xianghu Dialogue 2024 opened on October 30 in Sanya, Hainan, bringing together global leaders to discuss the future and sustainable development of tourism. Distinguished attendees at the opening ceremony included Mr. ZHANG Xu, Chair of the World Tourism Alliance (WTA); Mr. LU Yingchuan, Vice Minister of the Ministry of Culture and Tourism of the People’s Republic of China; and Mr. ZHOU Hongbo, Member of the Standing Committee of the CPC Hainan Provincial Committee and Secretary of Sanya Municipal Committee of the CPC. Ms. XIE Jing, Vice Governor of the Hainan Provincial People’s Government, was also present, with Mr. LIU Shijun, WTA Vice Chair and Secretary-General, presiding over the ceremony.
The event was attended by prominent figures including H.E.Mr. Marcelo Gabriel SUÁREZ SALVIA, Ambassador of the Argentine Republic to China; H.E.Mr. Fazeel NajeebAmbassador of the Republic ofMaldives to China; Mr. KÖNNYID László, CEO of Hungarian Tourism Agency; Mr. ZHU Shanzhong, Ambassador of UN Tourism; Mr. Peter SEMONE, Chair of the Pacific Asia Travel Association; Mr. FAN Yunjun, Director and President of China Tourism Group Corporation Limited; Mr. YAO Jun, Chairman of the China Tourist Attractions Association; and Mr. GUO Guangchang, Chairman of Fosun International. The opening also saw the presence of WTA Vice Chairs, including Mr. Adam BURKE, President and CEO of Los Angeles Tourism & Convention Board; Ms. Pansy HO, Vice Chairman and Secretary-General of the Global Tourism Economy Forum and Executive Chairman and Managing Director of Shun Tak Holdings Limited.; Mr. Eduardo SANTANDER, Executive Director and CEO of the European Travel Commission; and Mr. XU Peng, WTA Vice Chair. Representatives of WTA member organizations, leaders from international organizations, foreign diplomats, and tourism executives from 32 countries and regions, including government tourism departments, tourism cities, leading travel enterprises, OTA platforms, academic institutions, and media outlets, also participated.
Mr. ZHANG Xu, Chair of the World Tourism Alliance (WTA)
In his opening address, Mr. ZHANG Xu highlighted the growing significance of tourism as an emerging strategic pillar industry, one that serves as both a public welfare sector and as a driver of well-being. Since its founding, the WTA has centered on creating influential brand activities, with the Xianghu Dialogue as its flagship, enhancing WTA’s standing within the global tourism industry. The WTA has also released multiple research findings, supporting public governance and market decision-making with valuable data and theoretical insights. Now representing 252 members from 45 countries and regions, spanning multiple segments of the tourism value chain, the WTA continues to strengthen its platform for international cooperation and sustainable growth. This year’s Xianghu Dialogue focuses on themes of cooperation, sustainability, openness, inclusiveness, innovation, and talent development. These themes underscore the potential of the tourism sector to drive international exchange, empower educational and talent development, foster industry transformation, and promote harmonious coexistence between humanity and nature, thereby charting a new course for global tourism development.
Mr. LU Yingchuan, Vice Minister of the Ministry of Culture and Tourism of the People’s Republic of China
Mr. LU Yingchuan emphasized tourism’s essential role within China’s modern service industry, noting its importance in meeting people’s growing aspirations for a better life and fostering global friendships. Through sustained development efforts, China has now established itself as the world’s largest domestic tourism market and a top source market and destination for international tourism. With new measures to streamline inbound travel, an increasing number of foreign visitors are exploring China. From January to July this year, 5.72 million international tourists visited China, a 403% year-on-year increase. Foreign tourists in China spent an average of RMB 3,459 per day, with their visits expected to contribute over RMB 100 billion in consumption. The Ministry of Culture and Tourism is committed to advancing tourism by strengthening global partnerships to foster the prosperity of the global tourism industry and promote cross-cultural exchanges.
Mr. ZHOU Hongbo, Member of the Standing Committee of the CPC Hainan Provincial Committee and Secretary of Sanya Municipal Committee of the CPC
Mr. ZHOU Hongbo stressed the importance of the Xianghu Dialogue as a crucial platform for high-quality development in global tourism. Themed “Geared Up for a New Venture — The Future is Now”, this dialogue aims to promote international tourism cooperation and channel more tourism resources to Hainan. This vision supports Hainan’s goal to become an International Tourism and Consumption Destination and strengthens Sanya’s position as a premier global tourism site. Hainan is committed to deepening communication and cooperation with the WTA and international organizations, leveraging the advantages of the Hainan Free Trade Port’s policies and resources. By facilitating major conferences and events in Sanya, Hainan strives to establish a high-level tourism exchange platform, creating new opportunities for collaboration in the tourism industry.
Mr. LIU Shijun, WTA Vice Chair and Secretary-General
Mr. LIU Shijun, in his remarks at the opening ceremony, highlighted the importance of tourism in fostering global cooperation and cultural exchange. He noted that this year’s Xianghu Dialogue marks its sixth edition and its first time being held outside Zhejiang, underscoring WTA’s dedication to expanding the Dialogue’s international influence and fostering positive industry momentum under its mission of “Better Tourism, Better Life, Better World”. Mr. LIU shared his hope that participants would gain valuable insights and leave inspired to drive a brighter future through the power of tourism.
The three-day event, running until November 1, centers around the theme “Geared Up for a New Venture — The Future is Now”. Highlights include seven key sessions: “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”, “A Future of Openness — New Pathway for Asia and Pacific Tourism”, “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”. Participants will engage in high-level dialogues, roundtable discussions, and various topical presentations, alongside the release of reports including “2024 WTA Best Practices of Rural Revitalization through Tourism” and “Developing Local Communities through Sustainable Tourism DevelopmentRoadmap”.
The 3rd Session of the 2nd WTA Council and the WTA Annual Meeting 2024 were successfully held prior to the opening ceremony.
Founded in China, the World Tourism Alliance (WTA) is an international organization committed to advancing global tourism development on a non-governmental level, promoting interconnectivity and shared governance. Since its inception, WTA has organized the Xianghu Dialogue, now in its sixth edition, with each dialogue focusing on emerging trends and new developments in the global economy and tourism industry. Known for its professionalism, relevance, and diversity, the Xianghu Dialogue has become one of China’s highest-standard and most internationalized non-governmental tourism forums, holding a prominent place in the tourism sector both domestically and globally.