2024.11.09
The “WTA·Xianghu Dialogue 2024” was held at the scenic city Sanya from October 30 to November 1. This marked the first time the leading platform for global tourism collaboration was held outside Hangzhou, making Sanya its inaugural international host city.
Under the theme ‘Geared Up for a New Venture — The Future is Now’, this year’s Dialogue featured a comprehensive agenda aimed at strengthening global tourism collaboration. Through keynote speeches, panel discussions, and report releases, distinguished guests from 32 countries and regions explored innovative pathways to future growth in tourism, laying out a collaborative vision for a thriving global tourism industry.
Safeguarding Tourism Cooperation: Building Bridges for Mutual Growth
Throughout the Dialogue, attendees emphasized that the future prosperity of global tourism hinges on stronger exchanges among international tourists and mutual growth between destinations and source markets.
For WTA, fostering cooperation is central to its mission as a leading international non-governmental organization. At the Dialogue’s opening, Mr. ZHANG Xu, WTA Chair, highlighted the organization’s commitment to advancing tourism through a focus on collaboration, sustainability, openness, inclusion, innovation, and talent development. He noted that these principles enable tourism to facilitate international exchange, enhance talent development, propel industry transformation, and promote harmony between humanity and nature.
The Chinese government’s commitment to international tourism cooperation demonstrates its active role as a responsible global player. Mr. LU Yingchuan, Vice Minister of Culture and Tourism of the People’s Republic of China, expressed China’s readiness to work with international tourism organizations and partners worldwide to advance the industry. He underscored the importance of deepening practical collaborations that promote cultural exchanges and mutual learning, aiming to boost tourism’s contributions to global understanding and mutual respect.
For diplomats in China, advancing tourism collaboration remains a priority. H.E. Mr. Marcelo Gabriel SUÁREZ SALVIA, Ambassador of the Argentine Republic to China, emphasized the significance of interconnectivity, urging nations to keep pace with technological advancements and actively seek partnerships with China. H.E. Mr. Fazeel Najeeb, Ambassador of the Republic of Maldives to China, noted that tourism in the Maldives is thriving, supported by complete infrastructure and abundant growth opportunities, and he encouraged Chinese investors to engage in the sector.
Representatives from international organizations echoed the call for global collaboration. Mr. Jaime MAYAKI, Director of Technical Cooperation and Silk Road Department, UN Tourism, called for global efforts to harness tourism’s potential for sustainable development. Mr. Peter SEMONE, Chair of the Pacific Asia Travel Association, emphasized that tourism should focus on fostering human connections and advancing modern tourism practices.
As the largest global economy, the U.S. has a substantial impact on international tourism trends. During the Dialogue, Mr. Adam BURKE, WTA Vice Chair, President and CEO of Los Angeles Tourism & Convention Board, emphasized the critical role of China in the U.S. economy, noting that tourism serves as a bridge connecting people worldwide and acts as a powerful diplomatic tool.
Hungary, the recent host of the “Europe-China Tourism Dialogue”, has urged for deeper tourism collaboration between Europe and China. Mr. KÖNNYID László, CEO of Hungarian Tourism Agency, emphasized the importance of enhancing air connectivity between China and Europe. He underscored that both regions must continue to work together and take further measures to strengthen aviation links, fostering a sustainable rebound in the industry.
As the economic powerhouse of Europe, Germany also views collaboration as essential for tourism development. Ms. Ulrike KATZ, Vice President of Deutscher Reiseverband e.V., highlighted that, compared to other industries, tourism is particularly reliant on cooperation. She noted that Germany has approximately 2,300 travel agencies, all eager to deepen partnerships with Chinese counterparts.
Meanwhile, as China’s neighbor, South Korea is actively inviting global tourists. Mr. KIM Younghwan, Director-General of Seoul Metropolitan Government Tourism & Sports Bureau of Korea, highlighted that the South Korean government has designated 2023-2024 as Korea Tourism Years, with a goal of attracting 30 million foreign visitors by 2027.
As China’s sole international tourism island, Hainan showcased what it described as “the highest level of tourism openness policy currently offered by Hainan and China to the world”. Mr. ZHOU Hongbo, Member of the Standing Committee of the CPC Hainan Provincial Committee and Secretary of Sanya Municipal Committee of the CPC, emphasized Hainan’s commitment to capitalizing on the unique advantages of the Hainan Free Trade Port policies and its abundant tourism resources. This effort aims to establish Sanya as a premier platform for tourism exchange and cooperation through hosting high-profile global conferences and exhibitions. Mr. CHEN Tiejun, Secretary of the Party Leadership Group and Director-General of the Department of Tourism, Culture, Radio, Television, and Sports of Hainan Province of China, noted that Hainan’s current visa-free policy opens the region to the world, positioning it as an emerging growth center for Asia-Pacific tourism.
This shared vision of mutual growth between destinations and source markets contributes to a positive industry outlook. Ms. Pansy HO, WTA Vice Chair, Vice Chairman and Secretary-General of the Global Tourism Economy Forum (GTEF) and Executive Chairman and Managing Director of Shun Tak Holdings Limited, forecasted that tourism’s contribution to global GDP will exceed $11 trillion by 2024. Mr. Clayton REID, Board Member of MMGY Global, projected that by 2029, the global tourism sector will grow into an $18 trillion market. Mr. WANG Wei, President of Shanghai Spring International Travel Service (Group) Co., Ltd., anticipated that Chinese tourist travel to Europe would grow at an annual rate of 10-15%, potentially reaching over 10 million visitors in the near future.
With the future of tourism on the horizon, challenges remain. But regardless of global uncertainties, tourism will persist as a vital bridge between nations, fostering shared understanding.
Striking the Balance between Integrity and Innovation: Embracing an Open and Inclusive Future
Today, the tourism sector stands at a historical crossroads: on one side lies the accelerating wave of technological change, profoundly reshaping industry landscapes, while on the other, there is the steadfastness of traditional industry values that have proven resilient over time. During the Dialogue, attendees emphasized the importance of finding a balanced approach— valuing both enduring principles and forward-thinking adaptation.
Technology, particularly AI, has emerged as a defining force in reshaping the tourism sector. “AI is on everyone’s mind today”, noted Ms. Franka GULIN, Director of Croatian National Tourist Board Shanghai Representative Office, who emphasized the importance of sustainably implementing new technologies. Dr. UJHELYI István, Chairman of EU-China One Belt One Road Culture, Tourism, Education and Economic Development Committee, highlighted AI’s disruptive impact, emphasizing the role of data in driving this evolution. Ms. SUN Guizhen, Vice Chairman and Secretary-General of China Association of Travel Services, noted that AI-driven advancements are propelling China’s travel industry through a critical period of transformation.
Industry leaders are already adapting to this technological shift. Mr. XU Xiaoliang, Co-CEO of Fosun International and Chairman of Fosun Tourism Group, stated, “Those who embrace AI will surpass those who don’t, and those who use it effectively will surpass those who do not use it effectively”. Mr. DENG Hui, Managing Director of Large Customer Sales, Google, remarked that AI integration promises substantial efficiency gains, ultimately enhancing travel experiences. Mr. Siemen CHEN, Head of Business Development, Asia, Viking, shared that AI is supplementing human-centered services by fulfilling needs such as 24/7 support, which are challenging for human staff alone. In collaboration with Beijing’s Chaoyang District, Mr. TONG Teng, Vice President of Fliggy, introduced “AI Travel in Chaoyang”, a tool that customizes trips based on factors like visitor interests, budget, age, accommodation needs and travel duration.
As AI reshapes industry operations, its influence on tourism education and talent cultivation is equally profound. Dr. BAO Jigang, Deputy Director, Faculty of Economics & Management of Sun Yat-sen University, Winner of the 16th Ulysses Prize Awarded by UN Tourism, stressed the need for education systems to evolve. “In the era of AI, tourism education must adapt by revising curricula to meet new industry demands”, he explained.
While technological advancements continue to redefine tourism operations, service excellence remains the foundation of the industry. “No matter how much the external environment changes, tourism must stay rooted in delivering quality service to consumers”, said Mr. FAN Yunjun, Director and President of China Tourism Group Corporation Limited. Mr. ZHOU Dongxiao, Vice Chairman of Shanghai Jinjiang International Travel Co., Ltd., echoed this view, emphasizing that true competitiveness, product value, and cultural richness ultimately hinge on the quality of human interaction. Mr. GE Yongqi, General Manager of Hainan Tourism Investment Group Co., Ltd., added that as tourism boundaries expand, the demand for service excellence grows.
Through discussions focused on integrity and innovation at the Xianghu Dialogue, global tourism participants collectively envisioned a future marked by openness and inclusivity.
Pursuing Green and Shared Growth: Embarking on Harmonious Coexistence
As we look forward, pressing issues such as environmental protection, community governance, and cultural integration become increasingly urgent. At the Dialogue, guests from across the world acknowledged that green sharing is fundamental to the sustainable development of the tourism industry.
Currently, community tourism is emerging as a cornerstone of sustainable growth. During the event, WTA and UN Tourism jointly released “Developing Local Communities through Sustainable Tourism Development Roadmap”, highlighting 10 global examples of sustainable community tourism initiatives. These projects aim to foster healthy, resilient, and sustainable communities by creating attractive, competitive, and enduring tourism programs.
How can we understand the essence of community tourism? Dr. SONG Rui, Director of Tourism Research Center, Chinese Academy of Social Sciences, explained that community tourism is based on a principle that emphasizes community involvement and benefit-sharing. Mr. Tiago BRITO, Tourism Director in P.R. China, Visit Portugal, noted that balancing technological advancement with human interaction is a core value for the development of countries, individuals, and communities. According to Mr. WANG Jianping, Chairman and President of Narada Hotel, President of Zhejiang Hotel Association, “In the past, tourism focused on scenic beauty; now it emphasizes the experience, and the future will see a blend of vacationing and everyday life”.
How can we further develop community tourism? Dr. Michelle ZHOU, Deputy Director-General of Finance Center for South-South Cooperation, highlighted the role of data assetization in facilitating credit access. This model has enabled regions like Hunan, Sichuan, and Qinghai to obtain bank financing. Ms. AN Li, Vice President and Head of Public Policy of Airbnb China, emphasized that the shared accommodation model uses local resources and services, facilitating greater participation from local residents. Ms. Sia XU, Director of Tourism, Red, noted that travelers increasingly seek deeper cultural experiences, a trend that the tourism industry must adapt to.
At the heart of community tourism is empowering local residents with skills for sustainable growth. At the Dialogue, the WTA and the International Poverty Reduction Center in China jointly released “WTA Best Practices of Rural Revitalization through Tourism 2024”, showcasing 50 model cases that offer insights into tourism-driven poverty alleviation and rural revitalization. Since 2018, the WTA has identified, compiled, and published 100 exemplary cases of poverty alleviation and 200 examples of rural revitalization through tourism, contributing to the United Nations’ 2030 Sustainable Development Goals.
For the global tourism community, the future remains the ultimate goal. Reflecting on previous Dialogue themes, one can see how each event has charted a vision for the future. From “Poverty Alleviation and Development, Shared Responsibilities of World Tourism Community” in 2018 to “Today’s Travel and Tourism Industry: Responding and Adapting to Rapid Growth and Transition” in 2019, “Shaping the Future: Rebuilding Confidence & Embracing the New Normal in Travel Tourism” in 2020, and “Harmonious Symbiosis: A New Paradigm for a New Tourism” in 2022, each topic has been a testament to shaping different visions of the future.
“As we move forward, the tourism industry we once envisioned, the future we once awaited, has arrived quietly”, said Mr. LIU Shijun, WTA Vice Chair and Secretary-General. “When faced with significant transformation in tourism, we urged those who had left to return with faith and courage. We invited dedicated professionals to come together at Xianghu to imagine a harmonious future for tourism. And we hoped that travelers could continue their journeys, inspired by the power of travel, toward a better future”.
With a steadfast heart and patience, standing at the threshold of a thriving tourism resurgence, the 2024 WTA·Xianghu Dialogue serves as a catalyst for growth. Starting from Sanya, participants set forth toward the future, fueled by passion and dedication. Together, tourism professionals are embarking on a new journey, ushering in a prosperous new chapter for global tourism.