Ambassadors' Views on Tourism: Gathering the Strength of Cities to Revitalize World Tourism

On 10 May, the World Tourism Cities Federation Changsha Fragrant Hills Tourism Summit 2023 (hereinafter referred to as the "Summit") took place in Changsha, China. A special forum for foreign ambassadors to China was organized during the Summit, themed "Tourism Recovery: Challenges and Cooperation". Eight ambassadors to China from Colombia, Ethiopia, Jordan, Malta, Moldova, Seychelles, Sri Lanka, and Trinidad and Tobago attended the Forum. They shared their countries' resources and innovative measures for tourism recovery and discussed emerging trends and needs in the global tourism landscape. Tian Wei, a host from CMG-CGTN, moderated the forum.

Sharing Resources and Measures to Facilitate the Revitalization of World Tourism

The global tourism industry has reached a critical turning point in its recovery after the pandemic. At the Summit, participating ambassadors shared their countries' tourism resources and measures aimed at promoting the post-pandemic recovery of tourism, in a bid to facilitate the revitalization of world tourism.

Listed as one of the world's megadiverse countries, Colombia possesses a rich complexity of ecological, climatic, and biological features. H.E. Mr. Sergio Cabrera, Ambassador of the Republic of Colombia to China, revealed that Colombia has made considerable investments in its tourism industry, geared toward the establishment and improvement of national parks to promote biodiversity and preserve flora and fauna. These investments also focus on creating more attractive tourist destinations, giving full play to tourism in Colombia's economic growth.

H.E. Mr. Sergio Cabrera, Ambassador of the Republic of Colombia to China

Ethiopia serves as the travel hub of Africa. H.E. Mr. Tefera Derbew Yimam, Ambassador of the Federal Democratic Republic of Ethiopia to China, said the national airlines of Ethiopia are connecting the African continent with countries outside the continent. This move is making it possible for people around the world to visit Africa and Ethiopia for the country's rich cultural heritage, diverse tourist attractions, time-honored history, and stunning natural scenery.

H.E. Mr. Tefera Derbew Yimam, Ambassador of the Federal Democratic Republic of Ethiopia to China

H.E. Mr. Hussam Al Husseini, Ambassador of the Hashemite Kingdom of Jordan to China, stated that Jordan remains a cultural melting pot that showcases the intersection and coexistence of various civilizations throughout the history of mankind. He noted that Jordan possesses abundant archaeological and historical resources, and that each visitor can also enjoy a distinctive experience of exploring the country's featured attractions, which offer Mars-like landscapes during the day and breathtaking Moon-like views at night.

H.E. Mr. Hussam Al Husseini, Ambassador of the Hashemite Kingdom of Jordan to China

Malta, located near the central Mediterranean Sea, is renowned for its rich history. According to H.E. Mr. John Busuttil, Ambassador of the Republic of Malta to China, the annual 330 sunny days make his country an attractive destination for retirement. Moreover, the waters surrounding Malta have numerous shipwreck sites that arouse the interest of adventurous tourists who are eager to dive there and explore the underwater world. In light of this, Malta has established informative websites that enable visitors to learn about various shipwreck sites present in Maltese waters.

H.E. Mr. John Busuttil, Ambassador of the Republic of Malta to China

Moldova is home to the world's oldest underground winery, famous as a country of wines. H.E. Mr. Dumitru Braghis, Ambassador of the Republic of Moldova to China, spoke with great assurance about the quality and affordability of Moldovan wines. These wines have garnered international recognition and are exported to over 70 countries worldwide. Moldova also has numerous festivals. Braghis extended a cordial invitation for visitors to participate in the festivities and discover the art of wine-making and wine production.

H.E. Mr. Dumitru Braghis, Ambassador of the Republic of Moldova to China

Seychelles' main economic driver is its tourism sector, which has largely recovered to its pre-pandemic levels. H.E. Ms. Anne Lafortune, Ambassador of the Republic of Seychelles to China, shared three crucial measures that help revitalize the country's tourism. The first one entails the diversification of the target markets and expansion of the country's reach beyond traditional markets, with a particular emphasis on tapping into the Asian markets, especially that of China, to make more people aware of Seychelles. Second, it is important to explore various market segments such as sports, healthcare, family tourism, weddings, and other relevant niches. Third, it is crucial to offer various services and enhance the quality of services provided.

H.E. Ms. Anne Lafortune, Ambassador of the Republic of Seychelles to China

Sri Lanka also heavily relies on tourism to support its economy. H.E. Dr. Palitha Kohona, Ambassador of the Democratic Socialist Republic of Sri Lanka to China, highlighted the richness of Sri Lanka's food, tea, ancient cities, Buddhist culture, and biodiversity. He extended a warm invitation to tourists from around the world to visit Sri Lanka and experience its beauty and hospitality.

H.E. Dr. Palitha Kohona, Ambassador of the Democratic Socialist Republic of Sri Lanka to China

Trinidad and Tobago is characterized by cultural diversity, as evidenced by the country's bountiful array of festivals, with the most prominent being its globally acclaimed carnival. H.E. Ms. Analisa Low, Ambassador of the Republic of Trinidad and Tobago to China, said the country launched national policies for tourism recovery in 2021, to facilitate the development of smart tourism destinations by focusing on several key areas, such as enhancing the overall capacity of the tourism industry through various projects, promoting capacity-building for human resources as well as retraining and reeducation of service personnel, and providing incentives to remove obstacles that could hinder the growth of tourism.

H.E. Ms. Analisa Low, Ambassador of the Republic of Trinidad and Tobago to China

Exploring New Opportunities and Challenges to Envisage the Future of Tourism Cities

Tian Wei, a host from CMG-CGTN, moderates the forum.

The participating ambassadors expressed their positive feedback on the Summit and offered valuable recommendations regarding the future direction of collaboration for tourism cities around the world.

H.E. Ms. Analisa Low underscored the importance of utilizing the Fragrant Hills Tourism Summit as a platform for exchanging information, sharing experiences, and analyzing data to address challenges facing the tourism industry effectively.

H.E. Ms. Anne Lafortune called for enhancing air travel connectivity and ensuring smooth and seamless air travel experiences.

H.E. Mr. Hussam Al Husseini highlighted the significant impact of social media during the pandemic. He stated that it would be an effective aid in promoting tourism with fruitful returns.

H.E. Mr. Tefera Derbew Yimam pointed out that the recovery of the tourism industry requires both innovation and sufficient financing. Therefore, he suggested innovating financing methods to support investments in tourism resources.

A group photo of the participating ambassadors

The World Tourism Cities Federation (WTCF), voluntarily formed by famous tourism cities and tourism-related institutions in the world under the initiative of Beijing, stands as the world's first international tourism organization focusing on cities. The Fragrant Hills Tourism Summit, the annual international event hosted by WTCF, has been developed into a comprehensive platform in the tourism industry for member cities and institutions to facilitate exchanges, foster cooperation, boost the economy, and build consensuses.