China Correspondent: The 2025 UN Tourism/PATA Forum on Tourism Trends and Outlook, jointly hosted by the UN World Tourism Organisation (UN Tourism) and the Pacific Asia Travel Association (PATA), convened in Guilin, Guangxi, from September 18 to 20, 2025.

With a central focus on resilience, sustainability, and smart tourism, the forum brought together distinguished leaders, policymakers, scholars, and industry professionals from more than 20 countries and regions—including the United States, Australia, France, and Singapore—to shape the future of the global tourism industry.

Over three days, participants engaged in keynote addresses, thematic panels, and expert dialogues aimed at sharing international experiences, highlighting innovative practices, and strengthening cooperation to drive sustainable tourism development across the Asia-Pacific and beyond.

Key discussions were structured around three pillars, including Tourism Governance, led by UN Tourism, with perspectives from Slovenia, Indonesia, and Brazil. Tourism Resilience in the Asia-Pacific, organised by PATA, featuring practical case studies from Nepal and Spain. Tourism Talent Development, hosted by The Hong Kong Polytechnic University, focuses on cultivating skilled professionals to meet the evolving needs of the sector.

A dedicated Guilin Session explored innovations in the meetings, incentives, conferences, and exhibitions (MICE) sector. Chaired by Xu Jing, former UN Tourism executive, it featured expert contributions from Greece, South Korea, and China.

One of the forum’s most anticipated highlights was the global launch of UN Tourism’s latest World Tourism Barometer, providing updated data and insights into international travel flows and economic impacts. Leading industry representatives—including TUI Group with an in-depth analysis of European tourism markets and Alipay’s Fliggy presenting new models in digital tourism—delivered keynote speeches followed by panels on smart tourism destinations and tourism economic measurement.

The opening ceremony on September 19 was addressed by Liu Shijun of UN Tourism, the President of PATA, and local leaders, setting the tone for productive exchanges. Delegates from countries including Slovenia, Indonesia, and the Maldives, alongside experts from institutions such as The Hong Kong Polytechnic University and South Korea’s Youngsan University, contributed valuable case studies and policy insights. Together, these contributions formed the foundation for the “Guilin Solutions”—a set of recommendations aimed at advancing sustainable and intelligent development of global tourism.

In addition to formal sessions, delegates visited Guilin’s cultural and tourism landmarks, gaining first-hand insights into the city’s efforts to build a world-class tourism destination. The visits also showcased Guilin’s progress in integrating culture, technology, and sustainability into its tourism strategy.

By convening global expertise in Guilin, the 2025 UN Tourism/PATA Forum reinforced the city’s role as a hub for international dialogue and innovation in tourism, while offering actionable pathways for building a more resilient, sustainable, and innovative global tourism industry.