WTA · Dongting Dialogue Held in Yueyang

Yueyang, Hunan , May 25 – The "WTA · Dongting Dialogue" was successfully held in Yueyang, drawing over 200 global stakeholders, including domestic and international experts, scholars, World Tourism Alliance (WTA) members, and representatives from government and industry. Co-hosted by the WTA, Hunan Provincial Department of Culture and Tourism, and Yueyang Municipal Government, this year’s edition explored synergies between cultural heritage and ecological preservation under the theme "Rooted in Culture, Enabled by Ecology, Promoting High-Quality Development of Culture and Tourism". Mr. ZHANG Xu, Chair of the WTA, and Mr. JIANG Difei, Vice Governor of Hunan Province, attended the event and delivered opening remarks. Other notable attendees included Mr. DUAN Qiang, President of the China Tourism Association, Mr. YAN Jingming, Vice Chairman of the China Writers Association and Deputy Director of the 14th CPPCC National Committee for Culture, Historical Records, and Learning, Mr. XU Peng, WTA Vice Chair, and Ms. MA Na, Chairman of the Standing Committee of Yueyang Municipal People’s Congress.

In his keynote speech, Mr. ZHANG championed the "Tourism + Ecology" development framework as a blueprint for sustainable growth, calling for a holistic approach that harmonizes environmental stewardship, economic vitality, and social progress to advance the Community of Shared Future for Mankind. Chairman ZHANG lauded Yueyang’s innovative use of wetland ecosystems to synergize cultural revitalization, ecological conservation, and industrial transformation, calling it a pioneering Culture-Tourism-Ecology-Economy integration model for a sustainable future. He expressed hope that the inspiration sparked by this dialogue would contribute to the thriving global tourism industry and offer wisdom and strength for the better future of tourism.

Mr. JIANG Difei emphasized that Hunan, with its rich historical heritage, strong revolutionary culture, and dynamic modern culture, is actively following the guidance of President XI Jinping’s directives on the development of Hunan. He highlighted the province’s focus on integrating culture with technology and fostering a deep synergy between culture and tourism, both of which are pivotal to Hunan’s future growth. Hunan is dedicated to transforming itself into a culturally robust province and a world-class tourism destination. He warmly invited friends from around the world to visit Hunan, experience the beauty of China’s “poetry and distant horizons”, and collaborate in shaping a new vision for the high-quality cultural and tourism development around the world.

During the keynote speech session, Mr. Peter Semone, Chair of the Pacific Asia Travel Association (PATA), issued a stark warning to the tourism industry during his keynote speech "Extinct Echoes: Will Asia-Pacific Tourism Learn from the Dodo?" at the WTA Dongting Dialogue. He mentioned that while tourism rebounds from the pandemic, its underlying conditions remain unstable. Over-tourism and uncontrolled expansion present severe challenges to communities and ecosystems. However, with clear goals and visionary guidance, tourism can become a force for good, acting as a cultural bridge, a catalyst for inclusive development, and a protector of cultural heritage.

Professor SONG Haiyan, The Hong Kong Polytechnic University Associate Dean and Chair Professor of School of Hotel and Tourism Management, Mr and Mrs Chan Chak Fu Professor in International Tourism, delivered a presentation on "Low Carbon Travel Behavior of Chinese Tourists". He underscored the growing significance of decarbonization in tourism management, sharing his research findings and offering practical directions for the low-carbon transformation of the tourism industry.

Mr. CHEN Xianghong, Chairman of Dingdu Group Co. Ltd. and founder of Wuzhen Tourism, delivered a keynote speech on "Navigating New Trends for Breakthroughs:Charting Hunan’s Path in Innovative Cultural-Tourism Integration". He emphasized that the Chinese tourism industry must focus on cultural upgrades, responsible coexistence, immersive experiences, industrial empowerment, and IP incubation. He stated that the industry should leverage innovation and quality to create products and build strong brands. Recognizing Hunan’s immense tourism potential, he proposed that development should begin with enhancing top-level design, fostering industry innovation, catering to the Gen Z demographic, and improving service quality to further boost Hunan’s tourism development.

Mr. YAN Jingming, Vice Chairman of Chinese Writers’ Association Deputy Director of the 14th CPPCC National Committee for Culture, Historical Records, and Learning, delivered a speech titled "Soaring to Distant Places on the Wings of Poetry", exploring how literature can enhance the integration of culture and tourism. He noted that literary works can infuse cultural landscapes with emotional resonance, turning famous historical landmarks into icons through poetry, while modern tourist destinations can gain worldwide recognition by leveraging literary IPs. He expressed his hope that high-quality literary works could deepen the synergy between culture and tourism, thereby stimulating tourism and fostering both economic and social development.

During the thematic dialogue session, a distinguished group of experts from the cultural and tourism industry, international organizations, and academia gathered to discuss key issues. The participants included Mr. ZHANG Chaozhi, Distinguished Professor and Doctoral Supervisor of Tourism at Fudan University and a UNESCO Chair Professor, Mr. Hadi Tjahjono, Director of Education, Culture, and Tourism Division of ASEAN-China Center, Mr. CHEN Xianchun, Deputy Director-General and Secretary-General of China Tourist Attractions Association, Mr. LI Minghao, Vice President of Tongcheng Travel, Ms. Koko TANG, Board Member and ExCo Member of the Global Sustainable Tourism Council, Ms. Michelle Meixiang ZHOU, Senior Social Development Specialist at the World Bank and Deputy Director-General of the Finance Center for South-South Cooperation, and Mr. SHEN Nian, Vice Chairman of the Hunan Writers Association and Winner of Lu Xun Literary Prize. They engaged in an in-depth discussion on "Rooted in Culture, Enabled by Ecology, Promoting High-Quality Development of Culture and Tourism", providing valuable insights for promoting international cooperation and innovative development in eco-tourism.

As a flagship initiative of the WTA since its launch, the Dialogue Series aims at fostering industry dialogue, sparking creativity, and reaching consensus to drive sustainable tourism development globally.