ITB China, UN Tourism, Fliggy to promote rural tourism
The event will take place from May 27 to 29 at the Shanghai World Expo Exhibition & Convention Center.
The initiative aims to create an international platform to showcase rural tourism in China and build a dynamic bridge between Chinese rural destinations and global travel buyers.
Rural tourism plays a vital role in driving sustainable economic growth and strengthening local communities. ITB China 2025 will focus on initiatives designed to support rural areas through tourism, including the UN Tourism "Best Tourism Villages" initiative, which promotes exemplary rural destinations from across the globe and China. Representatives from previously awarded villages will be invited to share their stories and demonstrate how they have successfully balanced community empowerment, cultural heritage preservation, and sustainable economic development.
Zurab Pololikashvili, Secretary-General, UN Tourism said, 'Rural tourism is a vital driver for community empowerment and nature conservation worldwide. Through the Best Tourism Villages by UN Tourism initiative, we recognise and support destinations that harness rural tourism as a force for good. These villages stand as global examples of how tourism can preserve cultural heritage, safeguard biodiversity, and enhance the quality of life for residents. We are proud to share this vision at ITB China and partner with them to showcase how rural tourism is shaping a more sustainable, inclusive future for rural communities around the world.'
A dedicated forum titled "China Travel: Discovering Rural Beauty" will be hosted by UN Tourism, Alibaba Philanthropy, and Fliggy, offering high-level insights into the development of rural tourism in China. The forum will also feature discussions on the transformative role of tourism in rural development and panel discussions on revitalising rural tourism resources, driving digital transformation, and enhancing product marketing from a global perspective.
The inbound tourism segment will be more diverse and wide-ranging than ever, with participation from Beijing, Hubei, Guangxi, Lahsa, Hangzhou, and Shanghai. Exhibitors include top travel operators such as China Tourism Group Travel Services, Hubei Best Tour, Guangxi Tourism Development Group, China International Travel Service Guilin , Spring Tour, Zhejiang EVERBRIGHT, and Guangdong China Travel Service, as well as key state-owned enterprises like Huangshan Tourism Group. Major hospitality brands will present China's evolving standards in international hospitality.
The China Inbound Travel Forum will provide a global perspective on the Chinese travel market, focusing on fresh strategies for promoting Chinese destinations to overseas audiences. High-profile networking events will be planned to foster collaboration and celebrate local culture. -TradeArabia News Service
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