Jointly organised by the United Nations World Tourism Organization (UN Tourism) and Pacific Asia Travel Association (PATA), and hosted by Guilin Municipal People's Government and Guangxi Zhuang Autonomous Region's Department of Culture and Tourism, in collaboration with the SHTM, the 19th UN Tourism/PATA Forum on Tourism Trends and Outlook successfully took place in Guilin, China, from 18 to 20 September.
Under the theme "Synergy in
Motion: Charting New Frontiers for a Resilient, Sustainable, and Smart Tourism Ecosystem", this forum served as a dynamic platform for policymakers, destination managers, industry leaders, academics, and researchers to forge synergies, drive innovation, and co-create strategies for a resilient, sustainable, and smart tourism ecosystem.
Following a series of technical sessions on topics such as New Governance and Policy for the Future of Tourism: Leveraging Data and Collaboration on 18
September, the forum was officially opened on 19 September by Mr Chu Li, Secretary of the CPC Guilin Municipal Committee; Mr Shijun Liu, Executive Director of UN Tourism; Mr Peter Semone, Chairman of PATA; Professor Billy Bai, SHTM Associate Dean; and Mr Fan Hu, Vice Governor of Guangxi.
The keynote presentations and panel sessions that followed provided destination managers and academics the opportunity to exchange views on various topics related to the forum's theme. The forum
analysed global and regional tourism trends in the post-pandemic landscape, highlighting emerging opportunities and challenges. It also explored the intersection of technology and culture, leveraging digital advancements to enhance visitor experiences while safeguarding heritage.
The SHTM is proud to play a key role in advancing the development of tourism and will continue its efforts to lead the sector towards a sustainable future.
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