"In the post-pandemic era, the tourism industry has witnessed a comprehensive recovery, injecting vitality into the global economy." At the 2023 International Mountain Tourism Alliance Annual Meeting, Francesco Frangialli, Honorary Secretary-General of the United Nations World Tourism Organization (UNWTO) and member of the Expert Committee of the International Mountain Tourism Alliance, released the "World Mountain Tourism Development Trends Report 2023" on behalf of the International Mountain Tourism Alliance. He noted that over the past three years, global mountain tourism has emerged transformed, evolving into a new landscape and generating fresh momentum.
The report points out that in 2022, the number of international mountain tourists worldwide doubled, reflecting people’s growing desire for mountainous destinations through their actions. In 2023, the number of international mountain tourists is expected to reach or even surpass the levels seen in 2019.
Currently, the global mountain tourism landscape is becoming increasingly balanced. Europe continues to lead, leveraging its highly mature industry system and a loyal, high-quality tourist base. Rising stars such as South America and Africa, capitalizing on their pristine natural resources, now occupy half of the spots in the global Top 10 mountain tourism destinations. More importantly, new destinations are continually emerging on the mountain tourism map, with Asia demonstrating immense potential for development.
According to the report, skiing was one of the best-performing segments of mountain tourism during the pandemic, particularly in emerging countries like China. For instance, the Beijing Winter Olympics spurred "300 million people to participate in winter sports," significantly expanding the customer base for the skiing industry in China and globally. Camping, which fulfills people’s longing to embrace nature, emerged as a winner against the odds. Activities such as backpacking, glamping, workation camping, wild camping, luxury wilderness camping, and RV camping have continuously inspired new ways to enjoy the outdoors.
Meanwhile, the wellness industry has experienced explosive growth. Mountains, with their numerous advantages, have become ideal wellness destinations, driving the rapid development of sectors like forest wellness and hot spring wellness. Additionally, the rich and diverse mountain cultures are gaining more popularity. For example, in Guizhou, a region abundant with mountain tourism resources, phenomena like "Village Basketball Association (CunBA)" and "Village Super League (Cun Chao)" have emerged as iconic mountain cultural tourism events, bringing joy and inspiration to the public.
The global mountain tourism industry is poised to exhibit a series of development trends. Large-scale resort projects emphasizing safety, efficiency, and enhanced experiences will be favored. Tourist preferences are becoming increasingly diverse, with the new generation of travelers showing a greater inclination to explore lesser-known, hidden gems. Unique features such as biodiversity and dark-sky stargazing will become key pillars for tourism development in remote mountainous areas. The mountain wellness sector will introduce more sustainable and effective programs. Digital technology will help tourists explore the diverse beauty of mountains...
Francesco Frangialli remarked that over the past three years, mountain tourism has demonstrated remarkable resilience, contributing valuable momentum to the global tourism industry and the wider economy, showcasing its immense potential. Looking ahead, mountain tourism holds broad prospects, offering more sustainable development solutions for the planet and bringing a better life for all.
Click to download the full report "World Mountain Tourism Development Trends Report 2023" → 2023世界山地旅游发展趋势报告（中文）.pdf