2026.02.03
On February 3, Mr. ZHENG Hao, Vice Chair and Secretary-General of the World Tourism Alliance (WTA), met with Mr. Eduardo Santander, Chief Executive Officer of the European Travel Commission (ETC), and his delegation in Beijing. The two sides held discussions on strengthening tourism exchanges and cooperation between China and Europe.
Both parties acknowledged that current global dynamics—including international tensions, geopolitical shifts, and economic fluctuations—have led to changes in traveler behavior, consumption habits, and destination preferences. These developments present both challenges and new opportunities for the global tourism sector. The WTA and ETC agreed to deepen communication and expand collaboration, taking a more active leadership role within the industry. They plan to advance the China-Europe tourism corridor through joint efforts such as high-level dialogues, digital exchanges, and professional training, with the aim of supporting sustainable tourism development in both regions.
Mr. ZHENG expressed his appreciation to Mr. Santander for his ongoing contributions as WTA Vice Chair, particularly in advancing the Alliance’s mission and fostering stronger China-Europe tourism ties. During the meeting, the two organizations also agreed to renew their Memorandum of Understanding to continue their cooperative efforts.