WTCF Europe Regional Tourism Conference 2025 held in Spain

Marbella (People's Daily) - The WTCF Europe Regional Tourism Conference 2025 was held in Marbella, Spain, from November 11 to 13 with the aim of further promoting tourism cooperation between cities in China and Europe and uncovering opportunities for the high-quality and sustainable development of the global tourism industry.

Themed as "Smart Visions for the Future: Reshaping High-end Tourism," the conference was co-organized by World Tourism Cities Federation (WTCF), Marbella City Council, Andalucia Tourism Board and Costa del Sol Tourism Board.

The three-day conference consisted of a thematic forum, cultural tourism promotion session, special training program, tourism B2B matching and a field study. Over 200 representatives from governments, travel companies and agencies, academia and media from 15 countries explored topics such as artificial intelligence, digital tourism, and high-end tourism, and shared the latest trends and opportunities for cooperation.

Photo courtesy of World Tourism Cities Federation

City cooperation and regional conference

WTCF is the world's first international tourism organization focusing on cities. With "Better City Life through Tourism" as its vision, it is dedicated to pushing forward cooperation and exchanges among world tourism cities. Its members cover 87 countries and regions, including 78 city members, 89 institutional members as well as 398 members among six branches.

"Cities are important joints and hubs in tourism and play a significant role in tourism development. We strive to foster cooperation between our city members and institutional members and provide support to travel industry professionals," said Chen Bo, executive director of WTCF.

The WTCF Regional Conference is organized annually by WTCF and its city members with the aim of enhancing regional collaboration. The year's conference in Europe sought to align tourism policies with resources in Europe.

New trends in tourism

Centered on the theme "Smart Visions for the Future: Reshaping High-end Tourism," guests were invited to share their thoughts on topics including high-quality tourism and AI and digital tourism.

"High-end tourism is gaining a new interpretation these years. It goes beyond luxury and zeroes in on culture, emotional experience and sustainable value," said He Yong, minister-counsellor of the Chinese Embassy in Spain.

In his speech, He pointed out that high-end tourism is characterized by travelers' deep immersion in local city life and culture.

"It's about going deep into the destination and trying to explore things that go beyond," said Danial Rosado, deputy chief of strategy, Turespaña (Spanish National Toursim Office) when asked about his understanding of high-end tourism.

During the thematic forum, guests shared previous cases of empowering tourism through AI and digital technology. For example, VR and AR technologies are offering tourists an immersive encounter with the history and exquisite craftsmanship of Jingdezhen, China's ancient porcelain capital.

People-to-people bonds

The conference reached the consensus that culture is the soul of tourism and a bond between the Chinese and European people.

More convenient experiences including improved visa policies, mobile payments and additional direct routes are attracting more European tourists. China's rich cultural heritage and wealth of tourism resources are also offering Spanish travelers a unique set of experiences, said Xu Tingting, sub-director of the China Cultural Center in Madrid.

Xu added that China and Spain now operate 61 direct air routes, making Spain one of the most sought-after European destinations for Chinese travelers.

"Tourism lets you witness how people live on the other side of the world, helping you understand the reason behind their choices—true understanding follows naturally," said one expert at the forum.

China and Spain both boast profound historical and cultural heritages. The different cultures and deep friendship between the two countries are the quintessential expression of "harmony in diversity."