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. Natalia Bayona, UN Tourism Executive Director delivered a video speech at the Opening Ceremony of the Events.

The following is the full text of the speech:

Distinguished guests, dear friends:

It is a great pleasure to send my warm greetings on the occasion of International Mountain Tourism Day 2026. Allow me to extend my sincere greetings to the Vice Chairman and Secretary-General of the International Mountain Tourism Alliance, Mr. He Yafei, as well to all distinguished representatives, partners, and participants gathered today in Shennongjia, Hubei Province. Although I am unable to join you, I am able to join you by heart. And on behalf of UN Tourism, I want really to acknowledge all the things that you have achieved related to mountain tourism.

Event Site

At the end of the day, I want to thank the International Mountain Tourism Alliance for the leadership and for the long-standing partnership with UN Tourism over the years. We have been able to empower communities, to strengthen communication when it comes to the role that tourism can play in mountain ecosystems, in strengthening local economies, and of course in improving the quality of life of the people of the rural areas.

This year, of course, comes as exceptional as everything in China, and I have to say that, of course, Shennongjia is a unique triple crown status. It's recognized as a World Heritage Site UNESCO, UNESCO Biosphere Reserve, and UNESCO Global Geopark. So it's a very interesting place, but of course, it's an honor to be the host of an amazing and unique place for everyone of those that really see tourism as a strong human economic sector.

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

Then in 2022, we celebrated the International Year of Sustainable Mountain Development. For this, the United Nations declared 2023–2027 as Five Years of Action for the Development of Mountain Regions. This is really important. And our sister agency FAO always says that mountain tourism accounts between 9 and 16 percent of international tourism arrivals globally.

This demonstrates both the scale and the potential of the sector.

At the same time, the future of mountain tourism depends on sustainability and resilience. And this is really important to me.

I really believe on the power of tourism as a social cohesion driver, as a multiplier, but at the end of the day, this is the most human economic sector. And next year, we have a really milestone to achieve, to create the best 2027 year for tourism related to sustainability and resilience.

I hope you all an amazing journey and count on you and tourism for everything that you need. Have an amazing journey.

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