On September 12, the 2025 China Culture and Tourism Industries Expo, hosted by the Ministry of Culture and Tourism and co-organized by the Hubei Provincial Department of Culture and Tourism and the Wuhan Municipal People’s Government, grandly opened at the Wuhan International Expo Center. With the theme "Deepening Cultural and Tourism Integration, Enjoying a Better Life," this year’s expo covers an exhibition area of 100,000 square meters, innovatively integrating four functional sections—exhibition, performance, sales, and tourism—to comprehensively showcase new formats, new scenarios, and new opportunities in the cultural and tourism industry. Mr. He Yafei, Vice Chairman and Secretary-General of the International Mountain Tourism Alliance (IMTA), was invited to attend the opening ceremony and deliver a keynote speech.

Below is the full text of his address:

In this golden September, a season brimming with harvest and hope, I am honored to represent the International Mountain Tourism Alliance (IMTA) and gather with everyone in Wuhan, to witness the grand opening of the 2025 China Culture and Tourism Industry Expo.

Today, the global tourism industry stands at a critical juncture of recovery and upgrading. From the perspective of the Chinese market, in the first half of 2025, domestic trips reached 3.285 billion, a year-on-year increase of 20.6%, with tourism spending totaling 3.15 trillion yuan, up 15.2% year-on-year. Countries such as France, Denmark, and the United States also saw growth in international tourism revenue in the first quarter. This steady recovery coincides with the technological wave of the "AI+ era," opening new avenues and practices for cultural and tourism integration and deepening our exploration of the theme "Deepening Cultural and Tourism Integration, Enjoying a Better Life."

Last year, the inaugural Expo successfully established a high-quality exchange platform in Tianjin. This year, it takes place in Wuhan, where the city’s unique characteristics align deeply with the industry’s aspirations. This resonates with IMTA’s purpose which is "Protecting Mountain Resources, Promoting Mountain Civilization, Preserving Mountain Economies, and Prospering Mountain Communities." Whether through innovations in plains and lakes or practices in mountainous regions, both represent an exploration of the cultural and tourism value of harmonious coexistence between humans and nature. Next, I would like to share a few thoughts on the core value of cultural and tourism integration:

First, the AI+ era injects "new momentum" into cultural and tourism integration, spurring new ideas and practices. AI technology is breaking the boundaries of cultural and tourism experiences: in mountain tourism, intelligent guided systems provide precise explanations of historical cultural sites while monitoring ecological data in real time; immersive AI technology can recreate plateau folk customs, allowing tourists to participate in traditional festivals through sensory interactions; and low-altitude tourism, aided by AI route planning, achieves a win-win situation for "safe sightseeing" and "ecological protection." IMTA’s "Asia-Pacific Mountain Tourism Development Report" shows that AI-powered products such as outdoor adventures and digital cultural tourism have become mainstream in the market, enabling green mountains, clear waters, and cultural treasures to reach the public in a more sustainable manner.

Second, cultural and tourism integration must highlight its "whole-economy" attribute, serving as a link for industrial upgrading. It has long transcended a single sector, driving development across multiple economic segments. For instance, the Enshi Grand Canyon in Hubei leverages its karst landscape to host international mountain biking events, deeply integrating "ecological resources + sports 'events + rural economy." During events, the occupancy rate of nearby B&B’s surged to 95%, and sales of agricultural specialties such as selenium-rich potatoes and Enshi Yulu tea increased by 40% year-on-year. In Jiangxia District, Wuhan, the Liangzi Lake ecological resources are utilized to create a model combining "farming experiences + study tours + customized agricultural products." Tourists can participate in rice planting and freshwater fishing, and even customize "Liangzi Lake ecological gift boxes," directly linking cultural and tourism benefits to the end of the agricultural industrial chain. This integration of "cultural tourism + whole economy" is a key pathway to high-quality industrial development.

Third, cultural and tourism integration serves as an important vehicle for strengthening "cultural and national identity." It brings Chinese culture from ancient texts to life, allowing people to deepen their identity through experiences. With AI technology, tourists at the Jingzhou Chariot and Horse Formation Scenic Area can "travel back" to the Warring States period, "participate" in the king’s procession through holographic projections, and experience the grandeur of Chu culture. The Hubei Provincial Museum’s "Bianzhong AR Interaction" project enables visitors to "strike" virtual Bianzhong (chime bells) with hand gestures, personally experiencing the charm of ritual and musical civilization. Since 2024, Hubei’s "Intangible Cultural Heritage Enters Scenic Areas" initiative has regularized performances of skills such as Han embroidery and Wuhan dough figurine art in sites like Wudang Mountain and Shennongjia, attracting over 8 million tourist participations throughout the year. From "knowing" to "loving" and finally to "identifying," cultural and tourism experiences allow national identity to take root subtly yet profoundly.

Fourth, cultural and tourism integration precisely addresses "people’s spiritual needs." In an era of material abundance, people’s longing for "spiritual nourishment" grows stronger: outdoor adventures help urban dwellers release stress and rediscover themselves; wellness and healing tours allow retirees to rejuvenate their minds and bodies amidst green mountains and clear waters; cultural study tours enable young people to reflect on history and set ideals while traveling; and museum night tours offer busy individuals moments of cultural tranquility. Cultural and tourism integration not only enriches life scenarios but also allows everyone to find a sense of belonging in culture and solace in nature, truly achieving the pursuit of "enjoying a better life."

Friends, the global cultural and tourism industry is at a critical stage of recovery and upgrading, with a consensus reached on diversified market demands and sustainable development. The IMTA is willing to use this expo as a bridge to deepen cooperation with all parties, continue exploring areas such as AI + cultural tourism and whole-economy integration, allow more people to experience the beauty of mountains and the charm of culture, and inject new momentum into the sustainable development of the global cultural and tourism industry.

Source: International Mountain Tourism Alliance

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong