• PATA China Responsible Tourism Forum

    December 27, 2011
    PATA China Responsible Tourism Forum

    Beijing: A series of case studies, presented at the first China Respnsible Tourism Forum (CRTF) confirmed that responsible tourism is firmly on the agenda among small and medium-sized enterprises in China.

    “The highly innovative best practice case studies presented show that China is at the forefront of grass-roots responsible tourism development,” said Martin Craigs, CEO of the Bangkok-based PATA.

    The sold out forum, organised by PATA in co-operation with the Organising Committee of the China Internatinal Heritage Towns Exposition, was moderated by CCTV Business News anchor Deidre Morris Wang. Coinciding with the launch of the new PATA China Board, the PATA China Beijing Chapter and first PATA Student Chapter in China at Beijing International Studies university, the forum brought together more than 130 delegates from the country’s public and private sectors, as well as national and international experts in the field of responsible tourism.

    Responsible tourism thought leaders such as Professor Zhang Guangrui of the Chinese Academy of Social science, Dr. Chen Xu of the China Tourism Authority, Professor Geoffrey Lipman of Greenearth.travel, Anna Pollock of DestiCorp, Peter Semone of Lanith in Lao, Mason Florence of Mekong Tourism Coordinating Office, and UNESCO Beijing Office Director Beatrice Kaldun, all provided pertinent insights.

    The aim of this first forum, which will become an annual event, was to stimulate debate between the tourism industry and government on the critical issue of responsible tourism.

    “Our long term goal,” said Kate Chang, Director of PATA’s China office, “is to help protect the heritage and culture of ancient towns and villages in China, at the same time, carefully developing them to boost tourism and generate economic growth and employment for local communities.”

    The case studies presented, which included local examples such as the Schoolhouse at Mutianyu and the scattered hotel in Beigou to the west of Mutianyu, all had a social mission. Each project was designed to re-invigorate abandoned or neglected villages, generate new jobs through tourism, and to restore and preserve ancient heritage and customs.

    Presenting a case study of Guizhou province, “one of China’s hidden treasures,” Ms Mei Zhang, Founder ofWildChina, spoke of the importance of buy-in and engagement on the part of all stakeholders – from local villagers to local governments, non-governmental organisations (NGOs), tourists and volunteers from international schools.

    “We encourage our tour guides to talk to the local villagers and to give them books to increase knowledge and awareness, thereby helping to bring about social change,” said Mei Zhang. “Most importantly, profit-sharing strategies need to be devised and developed in partnership with government and responsible travel operators.”

    Generating increased awareness of the importance of responsible, or sustainable tourism is critical, said speakers. China’s history of many thousands of years has produced a glorious heritage. It is very important for both Chinese and foreigners to appreciate this, said Mr Lan Jun, Executive Vice President and Secretary General of the China Council for the Promotion of Nationalities Trade, and Director of the Organising Committee of China International Heritage Towns Exposition.

    “Tourism has been earmarked as a pillar industry of the national economy,” said Ms Wang Yan, Deputy Director General of the Department of Tourism Promotion and International Liaison,China National Tourism Administration (CNTA).

    “It is clear that travel and tourism will have a major, and increasing, impact on the destinations people visit,” Ms Wang said. “We must therefore all assume our social responsibility and take active measures to protect our environment and heritage.”

    Over the course of the coming year, building on the results of the first China Responsible Tourism Forum, PATA and the new PATA China Chapter, will focus on improving and increasing communication about the importance of responsible tourism for China’s heritage towns and villages. PATA and its partners will take advantage of the many new channels available, such as the internet and social media.

    “Leveraging the wisdom of the crowds can go way beyond marketing on social media channels such as Facebook or Sina Weibo,” said Jens Thraenhart, Chair of the PATA Chapter and President, Dragon Trail China, an award-winning travel technology and digital marketing company.

    “Engaging people to become part of the responsible tourism development process such as research, product development and micro-financing will create sustainable ambassadors to spread the word naturally,” he said.

    The second China Responsible Tourism Forum will be held in April 2012, and will introduce the Annual China Responsible Tourism Awards. Organized as a collaboration between PATA and China Travel trends, the new awards will recognize innovative and experiential responsible tourism businesses in China.

    • Connecting you with the world of travel and tourism

      Theme Park Expo Vietnam 2025

      Asia Pool & Spa Expo , May 10 – 12, 2025 , Guangzhou , China

      KAZAKHSTAN International Exhibition “Tourism & Travel” Almaty, Kazakhstan

      CHINA- Beyond your imagination

      Gulf Cooperation Council Tourism 

      Dubai – As tourism destinations in the Gulf Cooperation Council (GCC) continue to grow, involving local communities in destination development has become increasingly vital for long-term success.

      Abu Dhabi’s Tourism Strategy 2030 aims for 39.3 million visitors per year, while Saudi Arabia’s Vision 2030 targets 150 million domestic and international visits, emphasising how tourism is being established as a key element of economic diversification throughout the region.

      At Arabian Travel Market (ATM) 2025, industry leaders emphasised that sustainable revitalisation of destinations must align tourism investments with community partnerships, cultural authenticity, and immersive guest experiences to provide lasting value for both residents and visitors.

      During the session on “Considerations and Implications of Involving Communities in Destination Revitalisation” on the ATM 2025 Global Stage, experts shared insights into building resilience, enhancing local prosperity, and ensuring tourism growth is both inclusive and enduring.

      Arabian Travel Market 2025, held under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”,  featured more than 200 speakers across three content stages and welcomes over 55,000 travel professionals from 166 countries.

      Messe Berlin India launched 

      to drive growth of ITB India 

      Messe Berlin announces the official launch of Messe Berlin India, a newly incorporated subsidiary that underscores the company’s long-term commitment to one of Asia’s fastest-growing markets. Headquartered in Delhi , the new entity will serve as a strategic base for expanding ITB India and launching future projects tailored to the Indian market. With this establishment, Messe Berlin is reinforcing its vision of India as a regional hub for innovation, collaboration, and sustainable business growth within the exhibition and events industry.

      “Messe Berlin’s presence in India reflects our strategic intent to strengthen our international reach by being where the growth is. India is a key market for us — vibrant, diverse, and full of opportunities. With Messe Berlin India, we are laying down long-term foundations to build strong partnerships, support local industries, and elevate our global platforms,” said Dr. Mario Tobias, CEO, Messe Berlin.

      ITB India, inaugurated in 2023, continues as the flagship event under the new subsidiary. Held annually, ITB India is a three-day B2B travel trade show and convention that connects the global travel and tourism industry with the Indian market. Alongside MICE Show India, Travel Tech India, and the ITB India Conference, ITB India serves as a unique platform to forge new partnerships, strengthen existing ties, and capitalize on the fast-growing potential of the Indian and South Asian travel economies. The show hosts key players from the MICE, Leisure, Corporate Travel, and Travel Technology sectors. The upcoming edition, ITB India 2025, will take place from 2 – 4 September 2025  in Mumbai.

      FACTS —

      Tourism helps in:

      👉Reducing poverty

      👉Reducing Inequalities

      👉Promoting gender equality

      👉Fostering decent work and economic growth

      World Tourism Day 2021: ‘Tourism for Inclusive Growth’

      In 2019, Travel & Tourism’s direct, indirect and induced impact accounted for:
      -US$8.9 trillion contribution to the world’s GDP
      -10.3% of global GDP
      -330 million jobs, 1 in 10 jobs around the world
      -US$1.7 trillion visitor exports (6.8% of total exports,
      28.3% of global services exports)
      -US$948 billion capital investment (4.3% of total
      investment)

      Best Tourism Villages 2024

      ” Nihao ! China ” Silk Road Tourism