The International Mountain Tourism Day 2026 Theme Events opened on 29 May in Shennongjia, Hubei Province. With the theme "Preserving World Heritage, Sharing the Prosperity of Famous Mountains — Zhiyin Hubei, Mysterious Shennongjia", the gathering brought together representatives from international organizations, foreign embassies and consulates in China, cultural and tourism authorities,, and media professionals from around the world to explore pathways for the coordinated development of ecological protection and cultural tourism. The program featured the Opening Ceremony, the Dialogue among World Famous Mountains 2026, the Investment and Business Meeting for Mountain Culture and Tourism, and a series of other events. Guests participated in various formats, sharing cutting-edge ideas and deepening practical cooperation. Xu Peng, Vice Chairman of the World Tourism Alliance (WTA), delivered a speech at the Opening Ceremony of the Events.

The following is the full text of the speech:

Good morning! In this early summer season, everything is flourishing and vibrant. It is my great honor to join you in Shennongjia, reputed as the "Roof of Central China" and the "Green Pearl", to gather with both old and new friends and to witness the grand opening of the International Mountain Tourism Day 2026 Theme Event. First and foremost, on behalf of the World Tourism Alliance, I would like to extend our warmest congratulations on the successful launch of this Event!

Shennongjia Forestry District, Hubei Province
Source: Shennongjia Forestry District Cultural and Tourism Bureau

Mountains are precious gifts bestowed by nature. They serve as vital carriers for the inheritance and development of human civilization, and are vivid epitomes of harmonious coexistence between humanity and nature. From the "Roof of the World" to renowned mountains and rivers, from cross-border mountain ranges to China's celebrated peaks, every summit embodies unique ecological value, cultural heritage, and development potential. Since its establishment in 2018, the International Mountain Tourism Day has grown into a crucial platform for building consensus, fostering mutual learning, promoting practical cooperation, and seeking common development in the global mountain tourism sector. Under the theme of "Preserving World Heritage, Sharing the Prosperity of Famous Mountains", this year's event takes root in Shennongjia while reaching out to the world. It is not only a vivid practice of the philosophy that "lucid waters and lush mountains are invaluable assets" but also a positive response to the United Nations 2030 Agenda for Sustainable Development.

Xiangxiyuan Scenic Area, Shennongjia Forestry District, Hubei Province
Source: Shennongjia Forestry District Cultural and Tourism Bureau

Since its inauguration in 2017, the World Tourism Alliance has been committed to its mission of "Better Tourism, Better Life, Better World", actively facilitating greater dialogue, deeper cooperation, shared opportunities, and joint development within the global tourism industry. We firmly believe that the vitality of mountain tourism lies in ecological protection, its competitiveness in cultural empowerment, and its sustainability in green development. Shennongjia, in Hubei Province, is a UNESCO World Natural Heritage Site, a UNESCO Global Geopark, and a Biosphere Reserve under the UNESCO Man and the Biosphere Programme. It boasts the most intact forest ecosystem and the richest biodiversity at the same latitude in the Northern Hemisphere. As a global model of mountain ecological conservation and sustainable tourism development, Shennongjia offers valuable experience that can be referenced, promoted, and replicated worldwide.

Advancing the high-quality development of mountain tourism is both a responsibility of our times and a global consensus. The World Tourism Alliance stands ready to work hand in hand with the International Mountain Tourism Alliance, the UN Tourism, and partners from all sectors around the world to actively promote best practices in mountain tourism development as exemplified by Shennongjia. We aim to accelerate the transformation of mountain tourism from resource-dependent to innovation-driven growth, from scale expansion to quality and efficiency improvement, and from one-way exploitation to sustainable development. Together, we will safeguard the natural treasures and world heritage shared by all humanity, contribute to the high-quality and sustainable development of global mountain tourism, and write a new chapter of harmonious coexistence between humanity and nature.

In closing, I wish the International Mountain Tourism Day 2026 Theme Event a complete success!

Unless otherwise credited, all text and images are sourced from: International Mountain Tourism Alliance (IMTA)

Editor Ⅰ: Zhang Congxiao

Editor Ⅱ: Zhang Wenwen

Editor Ⅲ: Zhang Yijing