“2025 WTA • Xianghu Dialogue” to be Held in Hangzhou in November

The "2025 WTA • Xianghu Dialogue" will be held in Hangzhou, China, from November 18 to 21. This event is supported by the World Tourism Organization (UN Tourism), World Travel & Tourism Council (WTTC), European Travel Commission (ETC), Global Tourism Economy Forum (GTEF), Pacific Asia Travel Association (PATA), and the World Wildlife Fund (WWF).

At a pivotal moment for global tourism facing both new opportunities and challenges, the 2025 WTA • Xianghu Dialogue will convene industry leaders to navigate transformation and challenge with a spirit of collaboration and shared insight. Under the theme "Beyond Boundaries: Exploring Infinite Possibilities of Tourism", the event will bring together senior representatives from international organizations, such as UN Tourism, ETC, PATA, as well as national tourism authorities, tourism cities, leading enterprises, and research institutions. Discussions will revolve around three core pillars, including: "Shared Responsibility—New Pathways for Sustainable Development of Tourism" "Cross-Sector Co-Creation—New Business Models Shaping the Landscape of Tourism" , and "Technology Synergies—Empowering New Scenarios of Tourism". The four-day event will feature keynote speeches, panels, and report releases, creating a platform to share insights, anticipate trends, and shape a shared vision for the future of global tourism.

A delegation from the Australian Trade and Investment Commission will participate in the full program of the 2025 WTA • Xianghu Dialogue, engaging with Chinese counterparts to explore new avenues for tourism cooperation, investment, and trade. In a dedicated session, the Student & Youth Travel Association will host the U.S.-China Study Travel Dialogue, bringing together nearly 20 tourism enterprises from both countries. The session will focus on emerging market opportunities and the growing potential of educational travel between China and the United States.

During the event, the World Tourism Alliance (WTA) will release two landmark research reports: From Poverty Alleviation to Rural Revitalization: China’s Practice in Sustainable Rural Development Through Tourism and the 2024-2025 Cross-Border Tourism Consumption Trends Report. These publications are designed to serve as critical references for advancing sustainable development within the global tourism industry.

Coinciding with the Dialogue, the WTA will also convene the 4th Session of the 2nd WTA Council and the WTA Annual Meeting 2025.

Founded in September 2017 with its headquarters in Hangzhou, China, the WTA is dedicated to the mission of "Better Tourism, Better Life, Better World" and is committed to promoting tourism for peace, development, and poverty alleviation. With a membership of nearly 260 organizations worldwide, the WTA hosts the Xianghu Dialogue as its flagship international platform. Now in its seventh edition, the event continues to advance global tourism exchange and cooperation, fostering an open, inclusive, and sustainable future for the industry through shared governance and interconnected growth.