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. Tao Congrui, Deputy Director of the Tourism Quality Supervision and Management Office, Ministry of Culture and Tourism of China, delivered a speech at the Opening Ceremony of the event.
The following is the full text of the speech:
Good morning! It is a great pleasure to gather with you in the beautiful Shennongjia for the Opening Ceremony of the 2026 International Mountain Tourism Day Theme Events. First of all, on behalf of the Tourism Quality Supervision and Administration Institute of Ministry of Culture and Tourism of China, and National Technical Committee for Tourism Standardization. I would like to extend my warm congratulations on the convening of this event! I also pay high tribute to the International Mountain Tourism Alliance for its long-standing positive contributions to advancing the sustainable development of global mountain tourism.
Wugong Mountain, Jiangxi
Source: Tuchong Creative
The Tourism Quality Supervision and Administration Institute of the Ministry of Culture and Tourism of China serves as the secretariat for the National Tourism Standardization Technical Committee (SAC/TC 210) and as the domestic technical counterpart of ISO/TC 228 — Tourism and Related Services. We have long been committed to developing tourism standardization and have accumulated extensive experience in establishing a tourism standards system and improving service quality. As one of the countries endowed with the world's most abundant mountain tourism resources, China always attaches great importance to the standardization and sustainable development of mountain tourism. We are deeply aware that the high-quality development of mountain tourism must follow the core logic of ecology as the foundation, standards as the guideline, and innovation as the soul, so as to realize the organic integration of ecological protection, service upgrading, and innovative development.
I. Uphold the ecological bottom line and safeguard mountain tourism safety with standards
Ecology is the lifeline of mountain tourism and an inviolable red line for development. Over the years, we have collaborated with cultural and tourism authorities at all levels as well as enterprises and public institutions to take the lead in formulating and improving standards related to ecological protection for mountain tourism. We strictly abide by the Tourism Scenic Area Sustainable Development Guidelines under the administration of the National Tourism Standardization Technical Committee, and issued standards, including Specification for Operation Management of National Ecotourism Attractions and Green Tourist Attraction. These standards define core indicators covering scenic area development intensity, pollutant discharge, vegetation conservation, and biodiversity maintenance, advocate low-carbon tourism and green travel, and facilitate the establishment of a standardized ecological protection mechanism and regular supervision mechanism. By refining conservation measures and strengthening supervision and implementation through standards, we will preserve the ecological backdrop of evergreen mountains, clear waters, and fresh air, pursue development while ensuring protection and uphold protection while boosting development, and fully implement the development philosophy that lucid waters and lush mountains are invaluable assets.
II. Strengthen standard guidance and improve mountain tourism service quality through standardization
Shennongjia, Hubei
Source: Tuchong Creative
Service quality constitutes the core competitiveness of mountain tourism, and standards serve as the cornerstone and core driving force for service quality improvement. We have built a full-chain tourism service quality standard system covering mountain tourism, including a series of national and industrial standards such as the Rating of Quality Levels of Tourist Attractions and the Standards of Responding to Tourist Scenic Area During Peak Hours. In terms of market supervision, we have released standards, including the Specification for Complaint Handling in Tourism Operator, facilitating the establishment of a rapid tourism complaint disposal mechanism. We use standardized means to regulate business operations, rectify market irregularities, and safeguard the legitimate rights and interests of tourists. In terms of service norms, we have issued the Standard of Setting-up and Services of Tourist Center, specifying detailed requirements for scenic area guided tours, ticketing services, emergency rescue, and barrier-free facilities, and driving mountain scenic areas to shift from basic service provision to high-quality service delivery. In terms of quality improvement, we leverage the Guidelines for Diagrams for Tourism Enterprise Standard System to carry out standardized pilot demonstration programs and vocational skill training for practitioners. We empower service upgrading through standards, making reassuring, comfortable, and worry-free travel the hallmark feature of mountain tourism.
III. Adhere to innovation-driven development and empower the upgrading of mountain tourism with standards
Innovation is an essential approach to resolving the contradiction between mountain ecological protection and development and growth momentum unlocking. Guided by standards, we advance innovative development models for mountain tourism to boost the coordinated elevation of ecological, cultural, and economic values. For a start, we promote in-depth integration of ecology and culture. We have issued the Service Specification for Real-life Scenery Performance series of standards, and adopted standardized approaches to explore the historical culture and folk customs of mountains, creating immersive and experiential cultural tourism products that complement the natural beauty and cultural charm of mountains. Beyond that, we empower tourism development through technological innovation. We integrate smart tourism standards into scenic area operation, strictly comply with standards like the Requirements for Smart Operation and Management of Tourist Attractions, and regulate the smart operation procedures of scenic areas via intelligent tour guides, big data passenger flow regulation, and smart supervision, to enhance operational efficiency and tourist experience. Meanwhile, based on Mountain Tourism — Terminology and Principles, we advance business format innovation to expand the development space of mountain tourism and endow time-honored mountains with new vitality in the new era.
Shennongjia, Hubei
Source: Tuchong Creative
Dear guests and friends, the development of mountain tourism is never a solitary endeavor. We stand ready to work hand in hand with the International Mountain Tourism Alliance and all colleagues in the cultural and tourism sector to forge ahead with pioneering efforts. We are convinced that with joint efforts from all parties, we will build consensus and pool strengths to advance the high-quality development of mountain tourism, make every mountain a model of harmonious coexistence between humans and nature, and enable mountain tourism to become an important carrier for spreading civilization, promoting exchanges, and achieving win-win cooperation.
Finally, I wish this event a complete success! Thank you!
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Zhang Wenwen
Editor Ⅲ: Zhang Yijing