2025.11.20
HANGZHOU, China – The "2025 WTA • Xianghu Dialogue" commenced on November 19 in Hangzhou, drawing together prominent figures from the global tourism sector. The opening ceremony was attended by Mr. LU Yingchuan, Vice Minister of Culture and Tourism of the People’s Republic of China; Mr. HU Wei, Deputy Governor of Zhejiang Provincial People’s Government, China; Mr. ZHANG Xu, WTA Chair; and Mr. YAO Gaoyuan, Mayor of Hangzhou Municipal People’s Government. These distinguished guests delivered remarks at the ceremony, which was presided over by Mr. ZHENG Hao, WTA Vice Chair and Secretary-General. They were joined by fellow WTA Vice Chairs Mr. Adam BURKE, Ms. Pansy HO, and Mr. XU Peng.
The Dialogue was held alongside the Fourth Session of the Second WTA Council and the WTA Annual Meeting 2025.
Centered on the theme "Beyond Boundaries: Exploring Infinite Possibilities of Tourism", the 2025 WTA • Xianghu Dialogue convened to address pressing global economic and tourism trends. The discussions focused on three pivotal areas: sustainable development, cross-sector collaboration, and technology empowerment, examining how the industry can transcend traditional limits to build a more resilient, inclusive, and sustainable future. The event brought together nearly 400 participants from 30 countries and regions, featuring leaders and experts from international bodies including UN Tourism, the World Travel & Tourism Council (WTTC), the European Travel Commission (ETC), and the Pacific Asia Travel Association (PATA). Attendees represented a wide spectrum of the tourism ecosystem, from national tourism administrations and city destinations to leading enterprises and academic institutions. Mr. FAN Yunjun, Derector and President of China Tourism Group Corporation Limited, Mr. NI Yangping, Chairman of China CYTS Tours Holding Co., Ltd., Ms. YANG Lan, Chairperson of Sun Media Group, Ms. Ivana Jelinic, CEO of ENIT S.p.A., Ms. Alejandra Frausto Guerrero, Secretary of Tourism of Mexico City,Mexico, Mr. Peter SEMONE, Chair of the Pacific Asia Travel Association, Mr. Michael Helleman, Acting General Manager, Office of Tourism and the Visitor Economy, Australian Trade and Investment Commission, and Ms. Carylann Assante, CEO of the Student & Youth Travel Association delivered keynote speeches. They shared insights on three key topics: "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". Through these dialogues, speakers and participants collectively explored emerging trends and future directions for global tourism.
Ms. Ivana Jelinic, CEO of ENIT S.p.A., gave a speech on "Tourism and the Future: Shared Responsibility for a Global Transition to Sustainability".
Ms. YANG Lan, Chairperson of Sun Media Group, delivered a speech titled "Reviving Craft — Global Narrative of Intangible Heritage"
Mr. FAN Yunjun, Director and President of China Tourism Group Corporation Limited, spoke on the theme "One World, Shared Aspirations — Advancing ESG for a Sustainable and Thriving Future of Tourism"
Mr. NI Yangping, Chairman of China CYTS Tours Holding Co., Ltd., presented under the title "Shaping a Smart Tourism Ecosystem with a Human Touch — People First, Service with Heart: CYTS’s People-Centered Approach to Tourism"
The High-Level Dialogue focused on "From Vision to Practice: Global Actions and Collaboration for Sustainable Tourism"
During the "Xianghu Dialogue" opening ceremony, the WTA released two 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.
The event also featured two key bilateral sessions: the 2025 China-Australia Tourism Dialogue Mechanism Meeting and the U.S.-China Study Travel Dialogue. A delegation from the Australian Trade and Investment Commission met with Chinese counterparts to explore cooperation, investment, and trade opportunities in tourism. The American Student & Youth Travel Association (SYTA) led a delegation of nearly 20 tourism enterprises in dialogue with representatives from the Chinese tourism sector, focusing on market opportunities and the growth potential of educational travel between China and the United States.
Since its establishment, the World Tourism Alliance (WTA) has remained steadfast in its mission: Better Tourism, Better Life, Better World. Through close collaboration with international organizations such as UN Tourism, the World Travel & Tourism Council (WTTC), the European Travel Commission (ETC), the Global Tourism Economy Forum (GTEF), the Pacific Asia Travel Association (PATA), and the World Wildlife Fund (WWF), the WTA has built a global platform for dialogue, resource sharing, and integrated development within the tourism industry. Today, the WTA unites a diverse network of over 260 members from around the world.