Experts gathered for the 2024 World Tourism Alliance (WTA) Xianghu Dialogue in Sanya City of South China's Hainan Province, discussing strategies to boost tourism recovery and promote diversified developments in the sector.
Themed "Gear up for a New Venture," the event drew in industry leaders and experts from 32 countries and regions, sharing insights on global tourism development. Pansy Ho, Vice Chair of the World Tourism Alliance, emphasized the need to "expand the pie" by integrating culture, technology, finance, and other sectors to meet the diversified requirements of tourists.
"Tourists nowadays seek experiences that are more comprehensive, in-depth, and culturally immersive than ever before," said Ho, during her keynote speech.
Her opinions were echoed by other experts in the tourism industry.
"Meeting the needs of a diverse range of travelers requires us to make tourism products more varied. And that requires the efforts of the whole industry. We should try to provide varied tourism products, catering to individual interests such as independent travel, senior-friendly tourism products, and more," said Tong Teng, vice president of Fliggy, one of China's leading travel platforms.
The dialogue also underscored the tourism sector's role in revitalizing local communities. A joint report with the UN Tourism on local community development and sustainable tourism was released during the event, featuring case studies on how tourism can bolster local economies through arts and culture.
"There's a lack of understanding of what China is, and I would say it's very similar to Los Angeles. I've been to nine different cities in China and every single one of them offers a completely different experience, from regional cuisine, to different arts and culture, to incredible heritage and history. And I think that's is where the similarity is, culture and heritage tourism is an incredible way to revitalize urban destinations around the world," said Adam Burke, vice chair of WTA.
Established in China, the WTA is committed to promoting tourism for peace, development, poverty alleviation, and driving global tourism exchanges and cooperation at a non-governmental level.
Experts convene for World Tourism Alliance dialog to enhance global tourism development
