The China International Travel Mart 2025 officially opened on December 19 at the Hainan International Convention and Exhibition Center. Held under the theme “Nihao! China”, the three-day event featured five exhibition zones: Domestic Tourism Zone, International Tourism Zone, Sunny Hainan Zone, Inbound Tourism Consumption Zone, and Culture–Tourism Integration Zone. The International Mountain Tourism Alliance (IMTA) made a prominent presence in the International Tourism Zone, highlighting its global reach and commitment to advancing mountain tourism worldwide.
High-Level Participation at the Opening Ceremony
Liu Zhaohui, Vice Chair of IMTA, attended the opening ceremony at the invitation of the event organizers. He also participated in a meeting with Liu Xiaoming, Governor of Hainan Province, underscoring IMTA’s strategic role in fostering international collaboration in tourism. The participation of senior representatives reflected the importance of mountain tourism in global cultural and tourism initiatives.
IMTA Exhibition Booth Highlights Achievements
IMTA’s exhibition booth, designed with a distinctive mountain-themed layout, showcased the Alliance’s achievements in mountain tourism brand building, platform development, research initiatives, and membership expansion. The booth drew strong interest from domestic and international exhibitors, professional visitors, and media representatives. Feng Fei, Secretary of the Hainan Provincial Committee of the Communist Party of China, praised the booth’s innovative design, noting its contribution to promoting mountain tourism. Several government officials and industry leaders visited the booth to discuss potential international cooperation and development strategies.
Collaboration Among Member Organizations
To maximize its international impact, IMTA organized over ten domestic and international member organizations to jointly exhibit at the fair. Participating members included the Nepal Tourism Board, Doppelmayr, and Huazhu Group. The collaborative display highlighted innovative mountain tourism products, formats, and achievements, creating an effective platform for knowledge exchange, networking, and collaboration between member organizations and the broader global tourism and cultural industry.
Business Matchmaking and Global Partnerships
During the event, the IMTA Secretariat conducted targeted business matchmaking sessions with domestic and international tourism institutions and enterprises, including the Croatian National Tourist Board, Visit Norway, Mauritius Tourism Promotion Authority, and ITB China. These strategic engagements further strengthened IMTA’s global partnership network, enabling members to explore joint initiatives and new opportunities for cross-border tourism development.
Expanding Momentum for Mountain Tourism
Through its participation at the China International Travel Mart 2025, IMTA reaffirmed its role as a leading platform for international cooperation in mountain tourism. The Alliance’s activities at the event not only showcased its global membership but also injected new momentum into collaborative development across the sector, promoting innovation, sustainability, and inclusive growth in mountain tourism worldwide.
