WTCF Hosts Special Forum Titled "The Future of Travel: Emerging Markets and Trends in China's Cross-Border Tourism" at ITB Berlin

From March 4 to 6, 2025, the ITB Berlin 2025 took place successfully in Berlin, Germany.

As a key event of the trade fair, the World Tourism Cities Federation (WTCF) hosted a special forum titled "The Future of Travel: Emerging Markets and Trends in China's Cross-Border Tourism", bringing to the forefront an insightful discourse on China's role as a vital emerging market propelling the global tourism industry, while anticipating and dissecting the future trajectory of China's inbound tourism.

Ms. Bao Hong, the representative from the Beijing Municipal Bureau of Culture and Tourism, delivered a keynote speech entitled "Beijing's Policies and Practices of Inbound Tourism Development". She elaborated on Beijing's pioneering policies as a pilot city for China's inbound tourism and recounted diverse instances of Beijing's marketing endeavors and international promotions tailored for inbound tourists. She highlighted, "Beijing has distributed 39,000 BEIJING PASS cards to foreign visitors, covering various scenarios such as transportation and consumption, thereby significantly elevating the convenience and shopping experiences for inbound tourists. Through international campaigns like 'Hello, Beijing' Overseas Promotion, the World Conference on Tourism Cooperation and Development, and the 'Great Wall Hero' live streams, the influence of 'Charming Beijing' has been magnified."

At the ensuing thematic forum, an esteemed panel comprising experts and corporate executives from various countries convened for an insightful deliberation on the topic "The Future of Travel: Emerging Markets and Trends in China's Cross-Border Tourism." The forum was moderated by Richard Matuzevich, a senior manager at the WTCF. Among the participants were Bao Hong, Deputy Director of the Administrative Approval Office at the Beijing Municipal Bureau of Culture and Tourism; Wolfgang Georg Arlt, Director of the China Outbound Tourism Research Institute; Li Yang, General Manager of Public Affairs at Alibaba Fliggy; and Laura de Arce, a representative from the Marbella Tourism Board. Each panelist drew upon their respective countries' experiences in fostering inbound tourism to share successful practices of achieving sustainable tourism growth and promoting cultural tourism. They also conducted a thorough analysis and projection of Beijing's inbound tourism potential and trends, concurring that China is on the cusp of experiencing a significant influx of inbound tourists in 2025.

This forum not only underscored China's leading role in the global tourism landscape but also served as a conduit for industry collaboration and knowledge exchange. It facilitated a joint exploration of the future trajectory of China's inbound tourism sector.

The WTCF, an international tourism organization spearheaded by Beijing with cities as its core, has flourished since its inception in 2012. Presently, it boasts 249 member organizations spanning 87 countries and regions worldwide. The federation steadfastly adheres to the principle of "Better City Life through Tourism", and through the establishment of various platforms for industry exchange and cooperation, it actively contributes to the sustainable development of the global tourism industry and its affiliated members.