Approved by the Ministry of Culture and Tourism, the theme activity of "2022 International Mountain Tourism Day" sponsored by the International Mountain Tourism Alliance was successfully held from May 27 to 29 in an online and offline linkage. The theme of this event is "Mountain Tourism Advocates Healthy Life and Civilization Exchange", which aims to create a positive and healthy mountain tourism atmosphere under the background of the global tourism industry still facing the epidemic crisis and complex situation, promote international civilization exchanges and mutual learning, and discuss, build and share a better future for mountain tourism. The event covers the five continents of the world's destination agencies, international tourism organizations, mountain fields and alliance member units, on May 29, about 3.5 million viewers around the world watched the event through various live broadcast platforms, the relevant reports were translated into English, French, German, Spanish, Russian, Japanese, Korean and other 10 languages, through the world's five continents 1135 media, live broadcast platforms, social networking sites, covering more than 560 million people.
Mountain Wonderful Connected Sharing
The theme activity of "2022 International Mountain Tourism Day" was officially launched at 9:00 a.m. on May 29, 2022, focusing on the three chapters of "Focus on Mountains", "Health and Life" and "Civilization and Exchange", presenting a wonderful interactive feast of "Cloud Exchange, Cloud Dialogue and Cloud Display". Events were organized by the World Council on Tourism and Tourism (WTTC), the International Walking Association (INWA), the Pacific Asia Pacific Travel Association (PATA), the World Forum on Tourism Economy (GTEF), the American Caravan Industry Association (RVIA), the Embassies of Georgia, Spain, Israel, Peru in China, the International Folk Arts Organization, the National Tourism Board of Nepal, the Nepal Tourism and Travel Association, the Korea association for Chinese friendship, the Greater Canaria Province of Spain, the Province of Pichincha, Ecuador, The All-China Federation of Industry and Commerce Tourism Chamber of Commerce, China National Geographic and other international organizations and many domestic institutions strongly support.
Cultural Tourism China APP, Learning Power, Central Video, Sina Weibo, Zhongwang, Facebook, YouTube and other domestic and foreign platforms simultaneous live broadcast, China, Georgia, Spain, Finland, Israel, France, Nepal, the United States, New Zealand, Peru, Switzerland, Austria, South Korea, Ecuador and other 15 countries on five continents participated in the online live broadcast, and linked with members and industry institutions from five continents and more than 30 countries around the world, showing the colorful mountain tourism style of various countries. The event was exciting, refreshing and overwhelming.
Shao Qiwei, Vice Chairman of the International Mountain Tourism Alliance, Lu Yongzheng, Member of the Standing Committee of the CPC Guizhou Provincial Committee and Director of the Publicity Department, He Yafei, Secretary General of the International Mountain Tourism Alliance, Archil Kalandia, Ambassador of Georgia to China, Aki Karihtala, President of the International Cane Walking Federation (INWA), Yuval Waks, Deputy Director of the Israeli Embassy in China, World Tourism and Tourism Council (WTTC) Maribel Rodríguez, Senior Vice President, Dai Bin, President of China Tourism Research Institute, Chen Ping, Member of the Expert Committee of the International Mountain Tourism Alliance and Global Vice President of the International Folk Arts Organization (IOV), Serge Koenig, Member of the Expert Committee of the International Mountain Tourism Alliance and International Mountain Tourism Expert, Manuel Brissaud, Director of the French National Institute of Mountain Sports, Daniela Chiani, Director of Greater China of Switzerland Tourism, Diana Pita, Economic and Commercial Counsellor of the Embassy of Peru in China, Mag.Emanuel Lehner, Head of Asia Pacific of The Austrian National Tourism Board, and Xiao Gang, a well-known mountain sports and health care expert, put forward constructive and forward-looking views and experiences on the current and future development of global mountain tourism around the theme.
In conjunction with online activities, the International Art Center in Hokkaido, Japan, produced a special short film "Four Seasons of Japan" to show the beautiful scenery of Japan's mountains; Nepal National Tourism Board showcased the mountain marathon at Everest Base Camp, and the Nepal Tourism and Tourism Association organized mountain hikes near the capital Kathmandu, which was attended by nearly 100 participants, including nearly 100 participants, including Mr. H.E. Bishnu Pukar Shrestha, the proposed Ambassador of Nepal to China, and Ms. Xiao Jiang, Director of the Chinese Cultural Center of Nepal; In Africa, the African Wildlife Foundation has ventured into the rainforest to take travel enthusiasts to experience first-hand the harmonious coexistence of humans and animals. In Australia, the New Zealand Mahawa Tourism Company traveled deep into the primeval forest to demonstrate the Maori natural ancient honey brewing process. In the Americas, the American Motorhome Industry Association's 100 caravan camping scenes are impressive. In China, people plan rainforest rehabilitation tours in wuzhishan tropical rainforest national park; The Asian Cave Association joined hands with a joint expedition to "walk" into a cave up to a kilometer deep; The Forest Health and Wellness Branch of the China Forestry Industry Federation integrates various resources to carry out activities such as sightseeing and leisure, science education, and health care and vacation; China National Geographic Camp has created a "natural garden in the city" in Beijing, implanting natural elements such as mountain phenology into the daily work and life by creating different experience scenes; The diversified mountain life experience format launched by Guizhou Cultural and Sports Tourism highlights the harmonious development of man and nature in the mountain environment. International Longtu, Yunnan Kangteng, Sichuan Yuping Mountain, Qianyou.com, Tongcheng Group, Jiangxi Wugong Mountain, Anhui Huangshan, Guizhou Sports Tourism Association Guangxi Tourism Association, Jilin Changbai Mountain, Chongqing Walking Tourism Association and other units have also adopted a variety of ways to link activities such as offline activities and sharing promotional videos. Anji Yunshang Grassland, Azure International Sports, Shanghai Aibi Media, etc. have launched offline activities or shared mountain outdoor videos based on RV camping, extreme skydiving, mountain bikes, hiking walks, self-driving trips, mountain biking, etc.
At the Guiyang headquarters of the International Mountain Tourism Alliance, the Mountain Life Consumption Exhibition, the 8·9·00 SiXiang Association, the World Famous Mountain Series Recommendation - The World's Best List • Heart Yearning Photography Exhibition and other offline activities focus on industrial development, novel forms, full of creativity, and good interaction with online activities, complement each other. As a docking platform for the consumption market of the mountain tourism industry created by the International Mountain Tourism Alliance, the "8·9.00 SixiangHui" shares entrepreneurial experience, analyzes market formats, discusses consumption trends, and seeks cooperation and development from the perspective of new youth in the 1980s, 90s and 00s around the new consumption topics of mountain tourism. The "Mountain Life Consumption Exhibition" focuses on the scene of the consumer market, focusing on the automobile equipment, outdoor products, fashion food, mountain cultural creation and mountain life experience scenes related to mountain tourism and mountain life. "World Famous Mountains Series Recommendation - The Photography Exhibition of the World Jiabang And Longing for the Heart" shows the beauty of the four seasons of guizhou Jiabang Rice Terraces, a mountain farming cultural landscape, and "The World Famous Mountains in the Eyes of Children" exhibits a vivid and beautiful mountain map depicted by children with paintbrushes, attracting many audiences.
Lead the way and respond to concerns
The COVID-19 pandemic has profoundly impacted and reshaped the tourism industry. In the context of the continuous recurrence of the new crown epidemic, the difficult survival of the tourism industry and the difficult recovery, how to grasp the market changes, target market demand, launch high-quality products that adapt to post-epidemic changes, and make the industry more resilient and more resistant to risks is a topic that has attracted much attention. The International Mountain Tourism Alliance adheres to the global vision of a high starting point and a high position, closely follows the situation, keeps pace with the times, and fully studies the current situation, believing that mountain tourism is expected to become the engine of tourism recovery after the epidemic.
The theme of the event is set as "Mountain Tourism Advocates Healthy Life and Civilization Exchange", which actively responds to the concerns of the international and domestic industries from the perspective of intentional design and content, and guides the industry to compose a new song of "Healthy Life" and "Civilization Exchange" in mountain tourism from the aspects of supply and demand, product and consumption, cooperation and mutual learning; Using mountain tourism as a lever to create an environment for people-to-people exchanges and leverage the global tourism market; Led by a distinct theme, the top-level design is in line with the overall situation, the activity design conforms to the general trend and closely follows the theme, the concerns of all walks of life have been positively responded to, and the information of all parties has been effectively integrated, which has boosted confidence.
Mountain tourism is the engine of post-epidemic tourism recovery, and has always played an important role in promoting people-to-people exchanges, enhancing people-to-people friendship, and promoting economic and trade exchanges. The chapter of "Civilization and Exchange" set up by this event, with mountain tourism as the link, guides representatives of various countries to carry out extensive and in-depth mountain civilization exchanges, connects the wisdom of different civilizations, tells the story of mountain tourism, connects people with people, hearts and hearts, builds a community of destiny for the sustainable development of mountain tourism, plays a role in promoting dialogue among civilizations and consolidating tourism consensus, and is a useful attempt to give play to the participation of international organizations in global tourism governance.
Vice Chairman Shao Qiwei said in his speech: Under the background of the intertwining of the epidemic crisis and complex forms, and the continued downturn in the global tourism industry, holding the theme activity of the International Mountain Tourism Day with the theme of "Mountain Tourism Advocates Healthy Life and Civilization Exchange" is conducive to enhancing our confidence in coping with the impact of the crisis, creating a positive and healthy mountain tourism and market atmosphere, promoting civilizational dialogue between countries and regions, enhancing friendly exchanges and mutual integration, and jointly building, discussing and sharing a better future for mountain tourism. It has boosted confidence and provided ideas for the mountain tourism industry to meet the challenges together in a special context.
As the initiator of the alliance and the starting place of the "Tourism Day", Lu Yongzheng, member of the Standing Committee of the Guizhou Provincial Party Committee and director of the Publicity Department, has always supported the growth of the Alliance with full enthusiasm and care, and fully affirmed the important role played by the Alliance and the International Mountain Tourism Day. He said that Guizhou is committed to building a world-class mountain tourism destination and a first-class domestic holiday and wellness destination, and has realized the transformation of tourism scale from medium-sized provinces to large provinces. Guizhou will continue to deepen the connotation quality of mountain tourism, develop in the direction of internationalization, specialization and specialization, and make every effort to build a new pattern of mountain tourism.
Secretary-General He Yafei reviewed the journey of the International Day of Mountain Tourism over the past four years and its growing influence and attention. He pointed out that tourism is an important people-to-people diplomacy, mountain tourism is an important bridge connecting exchanges and cooperation between countries, and the International Mountain Tourism Day provides an open and innovative exchange and cooperation platform for the tourism industry of various countries. Through this platform, civilizations are provided with opportunities to increase mutual exchanges, strengthen mutual learning and tolerance. The International Mountain Tourism Alliance has been working hard to build a solid platform where governments, businesses, tour operators, and participants pool their resources to enrich mountain tourism with new practices and new standards and expand and enhance exchanges between people.
Maribel Rodr í guez, Senior Vice President of the World Tourism and Tourism Council (WTTC), thanked the International Mountain Tourism Alliance for its tireless efforts to provide a platform to facilitate dialogue and discussion in the tourism industry. She pointed out that the recovery of tourism requires cooperation between the government and the private sector, opening borders and introducing guidelines on sustainable development. The World Tourism and Tourism Council's latest Foundations for Hospitality Sustainability is a globally recognized set of standards that advocate for more mountain tourism hotels to prepare for recovery.
As the world's largest cane walking organization, Adi Kerretara, president of the International Cane Walking Federation, said that the emerging health sport of cane walking has taken root in more than 100 cities in China, but this is far from enough, and is willing to cooperate with the alliance to promote mountain outdoor sports such as cane walking and jointly advocate healthy life.
Craig A. Kirby, Chairman and CEO of the American RV Industry Association, the world's largest RV equipment manufacturing and operations organization, sent a congratulatory letter and video, saying that the pandemic has led many people to re-examine their lives and decide to pursue a more active and healthier outdoor lifestyle, and RV is a great base for pursuing outdoor experiences. A healthy motorhome lifestyle helps connect outdoor enthusiasts to nature. The International Mountain Tourism Alliance has made significant progress in its goal of focusing on the development of the world's mountain tourism industry and is an excellent partner for the caravan industry. Thanks to the excellent work done by the International Mountain Tourism Alliance over the years, this will be passed on from generation to generation.
Gao Ning, a member of the expert committee of the International Mountain Tourism Alliance and an expert in mountain sports, pointed out that outdoor sports have become the trend of the times, and outdoor sports represented by hiking are both tourism and sports, compared with mass tourism, this kind of outdoor tourism is fairer, more gentle, and more conducive to improving the value of natural heritage. In this era of harmony and environmental friendliness, the growing outdoor sports in mountainous areas can reflect the true essence of nature and health, and participate in the beautiful concept of "community of human destiny".
Dai Bin, president of the China Tourism Research Institute, believes that the International Mountain Tourism Alliance has done a lot of fruitful work in promoting mountain tourism awareness, cultivating the mountain tourism market, expanding mountain tourism exchanges and mountain tourism formats and product innovation, especially the annual theme forum, theme days and social activities such as data reports released, which have played a very good role in promoting the development of our tourism industry. As a non-governmental special international tourism organization initiated by the mainland, the Alliance has also explored a new model that relies on the development opportunities of China's tourism market and promotes international exchanges.
Participating international and domestic guests, opinion leaders and industry representatives all shared forward-looking, constructive and referenceable views and experiences through online and offline channels.
Innovate and change, explore new ways
The theme activity of the 2022 International Mountain Tourism Day is a new achievement of the International Mountain Tourism Alliance in the development process, an important practice of exploring innovation and advancing with the times, and has accumulated new experience for innovating and changing at a new starting point and taking a unique path.
Innovative thinking. Breaking through the routine, exploring new roads, changing the traditional mode of running conventions, the design of the activities is novel and rich in content, through the display of activities around the world in response to the 5.29 International Mountain Tourism Day, showing different mountain ecology, humanistic characteristics and industrial development scenes around the world, showing the profound value connotation of the Tourism Day, condensing the consensus of the industry, passing on the new vision and new insights of the international mountain tourism industry, reflecting the expanding appeal and influence of the International Mountain Tourism Day.
Practice innovation. An online feast, an offline practice. Online radiation around the world, offline on-site linkage, in the special situation of uncertain risk of the new crown epidemic to achieve the maximum publicity effectiveness and transmission coverage. Online global response, diverse forms of activities, rich content, experts point out the confusion, set off a warm holiday atmosphere; Offline mountain tourism destinations, famous mountain scenic spots, alliance headquarters, etc. collide creative sparks through offline activities, and in the scene-based and immersive experience, a love and yearning for mountain tourism is born, and the main body of the market and the main body of consumption are closely connected as never before, which effectively boosts the confidence of tourism consumption.
Through the output of ideas and viewpoints, methods and models, examples and data, it has guidance and reference significance for the development of the industry. The guests gathered the wisdom of the mountain tourism industry and made forward-looking prospects on turning crises into opportunities to promote the recovery of mountain tourism around the elements of policy, environment, industry and market. Provide more cutting-edge ideas, experience references, cooperation opportunities, and even cross-field links for tourism enterprises that are suffering from the epidemic; For the recovery of the global tourism market after the epidemic, we will do a good job in recommending mountain tourism destinations in advance and leading the way of healthy life consumption.
One of the highlights of the event was to issue the initiative of "Jointly Promoting Healthy Life and Civilization Exchange of Mountain Tourism" to the tourism industry at the time when the tourism industry is facing challenges and creating a better future: strengthen the development concept of mountain tourism, take ecological civilization as the guide, and adhere to the road of sustainable mountain tourism development; Deepen the research and grasp of the current and future tourism market trends, work together to create a market recovery atmosphere, and jointly promote new products for mountain tourism; Actively promote international cooperation and exchanges in mountain tourism, and build a cooperation platform for the integration of resources, interconnection and reciprocity of governments, enterprises and tour operators. The initiative fully conveys the spirit and essence of this event, and the shining ideological guidance will encourage mountain tourism to continue to move forward.
The global linkage of this event, the positive response of global members and industry organizations, has reached an unprecedented level in terms of participation and interaction, reflecting a high degree of internationalization, forming a huge momentum, and singing the strongest voice of mountain tourism advocating healthy life and civilized exchanges. Publicity links up and down, mobilizes strong media resources, fully activates the publicity enthusiasm of the participating subjects, disseminates through multiple channels, amplifies the publicity effect, forms a strong synergy, detonates the topic, and the effect of the activity is fully affirmed and unanimously praised.
Through 1,135 media, live broadcasting platforms and social networking sites on five continents, it has reached more than 560 million people. Among them, the domestic publicity platforms are: Cultural Tourism China, Learning Power, People's Network, Xinhua Net, China Culture Daily, China Tourism News, Global Network, China Youth Daily, China Daily, Guangming Daily, China News Network, 21st Century Business Herald, Baidu, Sina Weibo, Tencent, NetEase, Sohu, Zhongwang, Today's Headlines, One Point Information, UC Browsing, China Tibet Net, Huasheng Online, Oriental Fortune Network, Sina Finance, Tianyan News, Qianjiang Evening News, Beijing Business Daily, Douyin, Kuaishou, Micro Video and other mainstream media. In addition, it has established 5 special topics on national information platforms such as Cultural Tourism China, Learning Power, Baidu, Tencent News, and Sohu, with a total of more than 880 articles and a total reading volume of 19.32 million+.
Overseas media promotion platforms include: Mainichi Shimbun, Asahi Shimbun, Kyoto Shimbun, Japan Infoseek, Yonhap News Agency, South Korea Naver, European News Agency, Market Watch, Global Newsweek, Fast News Nation, One News Page, PRNewswire PR Newswire, CBS, ABC, YAHOO, Alipes News, Globe Advisor and other 1105 well-known radio and television network media publicized, the overall browsing coverage of 545,405,354 people.
The live broadcast was the highlight of the event and the biggest highlight. The total number of views on live streaming platforms such as Cultural Tourism China, CCTV, Baidu, Tencent News, Zhongwang, Watermelon Video, NetEase News and Sohu News was 4.0488 million views. Discover China's Facebook platform and YouTube account have conducted overseas live broadcasts and video pushes. As of 14:00 on May 31, the number of people reached overseas has exceeded 1.04 million. Starting from the afternoon of May 31, live broadcast replay will be carried out across the network. As of June 9, the domestic replay data was 915,114 people, with a total of 10,544,844 viewers. Overseas live broadcasts were played back by 3,297 people, with a total of 1,051,370 viewers.
Expectations are high and the future can be expected
The participants at home and abroad spoke highly of the results achieved by this event, praised the work done by the Alliance for its long-term commitment to the sustainable development of mountain tourism, and expressed their strong willingness to cooperate and their expectations for a better future of mountain tourism.
Georgian Ambassador to China Alcir Karandia expressed his willingness to cooperate with China's mountain tourism: I hope that in the post-epidemic era, the Georgian side will cooperate with Chinese colleagues and relevant tourism institutions around the world to build closer partnerships and strengthen win-win cooperation and the development of specific projects.
Yuval, Israel's deputy ambassador to China, warmly introduced Israel's mountain tourism to Chinese tourists, saying that today we gathered together to celebrate the 2022 International Mountain Tourism Day held in China, and the Israeli people warmly welcomed the arrival of Chinese tourists.
Diana Chang, Director of Greater China at Switzerland Tourism, expressed her gratitude to the Alliance for its work: I would like to express my sincere gratitude to the International Mountain Tourism Alliance for inviting me to this special event. But more importantly, I want to thank you for your incredible work in protecting and promoting safe and accessible mountain tourism around the world.
Renner, Head of the Asia Pacific Region of the Austrian National Tourism Board, stressed the need for international cooperation in mountain tourism: I wish you all a good time at the International Mountain Tourism Day, I think that mountain tourism cooperation is crucial for the successful development of mountain tourism, mountains know no borders, mountains connect each other, mountains connect countries, we should have international mountain tourism discussions on this.
Chen Ping, a member of the Expert Committee of the International Mountain Tourism Alliance and global vice president of the International Folk Arts Organization (IOV), thanked the Alliance for initiating the International Mountain Tourism Day and holding regular events to give everyone the opportunity to discuss and share ideas and experiences through Internet conferences. She suggested that the alliance give full play to its advantages and influence, call on government departments to pay attention to traditional handicrafts, and introduce policies for the mutual support of handicraft development and tourism in mountainous areas under the epidemic.
Qu Huan, president of the Korea Chinese Friendship Association, thanked the alliance for providing this friendly platform that can meet with friends from all over the world, watch the mountains and listen to the mountains, and enjoy the mountains. Our association looks forward to working with the Alliance to carry out a number of pragmatic cooperation in protecting mountain resources, inheriting mountain civilization, promoting mountain economy, benefiting mountain people, promoting sustainable mountain tourism development, and promoting global tourism governance and people-to-people exchanges through various forms of activities.
Zhang Yuanhai, president of the Asian Cave Association, expressed the idea of working with the alliance to promote mountain caving tourism in Asia: the Asian Speleological Federation is an organization of all cavers and spelagists in various Asian countries and is a member of the International Mountain Tourism Alliance. I hope that in the future we can work well together to promote mountain tourism in the karst region of Asian countries.
Li Fang, deputy director of the Department of Culture and Tourism of Guizhou Province, said: The alliance takes Guiyang City, Guizhou Province as the headquarters base, links five continents around the world, and establishes an information platform, academic platform, activity platform and exchange platform for mountain tourism through members and industry resources. With tourism as the link, it connects friendly exchanges and exchanges between countries and people, and enhances the attractiveness of Guizhou as an international mountain tourism destination.
Since its birth in 2018, after four years of continuous construction, International Mountain Tourism Day has become the most well-known and influential brand of the Alliance, a cooperation platform for extensive exchanges and dialogues with the global mountain tourism industry and alliance members, and a symbolic festival for the majority of mountain tourism enthusiasts. The success of the International Mountain Tourism Day brand has not only promoted the construction and development of the alliance platform, membership services, cooperation mechanisms and other aspects, but also contributed to the healthy and sustainable development of the industry as commented by many industry insiders.
Fu Yingchun, Executive Secretary of the International Mountain Tourism Alliance, said in summarizing the event: The theme activities of the International Mountain Tourism Day can be widely disseminated around the world, showing the infinite charm and great potential of mountain tourism resources, showing people's desire and yearning for a healthy lifestyle, and indicating the recovery of the tourism industry and the bright prospects for the future. It can be said that this event is a successful debut of the International Tourism Organization initiated by China on the world stage, a civilizational mutual learning in which the global tourism industry cooperates to participate in tourism governance and jointly build and share the sustainable development of mountain tourism in the spirit of cooperation without distinction, is a useful practice for the international tourism organization to serve the overall diplomatic situation, tell the Chinese story to the world, and promote dialogue among civilizations, and is also a new starting point for the International Mountain Tourism Alliance in the process of improving service capabilities, strengthening brand building and building a world-famous platform.
Next, in terms of continuing to cultivate self-created brands, the Alliance will further deepen the "Alliance International Forum", "International Mountain Tourism Day", "World Famous Mountain Dialogue", "8900 SiXiang Meeting", "World Famous Mountain Photography Exhibition" and other brands, continue to expand the influence of the Alliance through the shaping of public welfare brands, and continuously enhance the value and status of the Alliance in the international mountain tourism industry.