International Mountain Tourism Day 2026 Theme Events Open in Shennongjia
Safeguarding World Heritage Mountains, Shaping a Sustainable Future Together
The International Mountain Tourism Day 2026 Theme Events opened on 29 May in Shennongjia, Hubei Province. With the theme "Preserving World Heritage, Sharing the Prosperity of Famous Mountains — Zhiyin Hubei, Mysterious Shennongjia", the gathering brought together representatives from international organizations, foreign embassies and consulates in China, cultural and tourism authorities, industry leaders, experts and scholars, and media professionals from around the world. The program featured the opening ceremony and the Dialogue among World Famous Mountains 2026 as its main part, complemented by the Mountain Culture and Tourism Exhibition, IMTA Night of Shennongjia, the Investment and Business Meeting for Mountain Culture and Tourism, and other events.
The Theme Events is organized by IMTA, and carried out jointly by the Department of Culture and Tourism of Hubei Province, the Shennongjia Forestry District People's Government, Hubei Cultural Tourism Group, and the IMTA Secretariat, with support from international organizations, including UN Tourism, the Mountain Partnership Secretariat (MPS) of the Food and Agriculture Organization of the United Nations (FAO), the International Centre for Integrated Mountain Development (ICIMOD), the World Tourism Alliance (WTA), the World Tourism Cities Federation (WTCF), the ASEAN - China Centre, the Pacific Asia Travel Association (PATA), and the Global Tourism Economy Forum (GTEF).
The opening ceremony featured addresses by Dang Zhen, Vice Chairman of the CPPCC Hubei Provincial Committee; He Yafei, Vice Chairman and Secretary-General of IMTA; Natalia Bayona, UN Tourism Executive Director; Wu Zhimin, Assistant Director-General and Forestry Division Director, FAO; Khalil-ur-Rahman Hashimi, Pakistani Ambassador to China; Roshan Khanal, Chargé d'Affaires and Minister, Embassy of Nepal in China; Tao Congrui, Deputy Director of Tourism Quality Supervision and Management Office, Ministry of Culture and Tourism of China; and Xu Peng, Vice Chairman of WTA. Ke Ke, Director of the Department of Culture and Tourism of Hubei Province, presided.
The kick-off ceremony was inspired by Shennongjia's folk tradition of gratitude for the five grains. Guests poured the five grains into the "Mountain Forest Basin" containing seedlings of the Qinling fir—revered as a "living fossil" among plants, thereby advocating for global efforts in the protection and cultivation of endangered species. Zhou Jun, District Chief of Shennongjia Forestry District, released the Shennongjia Declaration, calling on the global tourism community and mountain travelers to protect nature with reverence, preserve heritage with ingenuity, advance collaboration with openness, and ensure shared prosperity for all.
Liu Zhaohui, Vice Chairman of IMTA, issued plaques to two new "World Famous Tourism Mountains" designated by IMTA—Wuyi Mountain and Shennongjia of China. Annapurna Peak and Shennongjia Forestry District formally exchanged the Letter of Intent to Establish a Sister Mountains Relationship, establishing a "Sister Mountains" partnership. The two destinations will collaborate on sustainable tourism research, joint promotion, heritage protection and utilization.
The Dialogue among World Famous Mountains 2026 focused the theme of "Ecological Conservation and Pathways for Innovative Development of Famous Tourism Mountains". Representatives from mountain management bodies across China, Argentina, Saudi Arabia, and Vietnam practical pathways and sustainable development governance experience for the coordinated development of ecological conservation, cultural heritage preservation, and tourism industries at famous tourism mountains including Shennongjia, Mount Fitz Roy, Soudah Peak, Danxia Mountain, and Yen Tu Mountain. The roundtable was hosted by Xu Jing, Former Regional Director for Asia and the Pacific of UN Tourism. Panelists included Soon-Hwa Wong, Ambassador for Greater China at PATA; Tiger Wu, Founding Chairman of the International Tourism Studies Association and Member of IMTA Expert Committee; Federico Mattei, Sustainable Food Systems Specialist at MPS of FAO; Zhao Zhonghua, Chief Representative of the Beijing Representative Office, World Animal Protection; and Anu Kumari Lama, ICIMOD-nominated speaker for the event. Together they explored the way to balance tourism development with ecological protection.
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