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Thursday, April 18, 2024

Lijiang Leads the Way: Pioneering Sustainable Tourism for Tomorrow

Mekong Tourism - logoIn the heart of China’s picturesque city of Lijiang, an unprecedented gathering is on the horizon. The Mekong Tourism Forum 2024 (MTF2024), slated for April 23-25, promises to be a watershed moment for the Greater Mekong Subregion (GMS) travel industry. Under the banner “Visionary Journeys Redefining Tomorrow’s Travel,” this year’s forum is more than an event; it’s a clarion call for a collective leap forward into a future where tourism is sustainable and a vehicle for profound cultural integration and economic prosperity.

The scenic environs of Lijiang, known for its ancient town and breathtaking natural landscapes, will host over 200 delegates, including tourism ministers, industry leaders, and visionaries from across the GMS. Together, they will embark on a collaborative journey to redefine the contours of travel in a world still reeling from the impacts of a global pandemic.

Lijiang 2024 - A Beacon for Future Tourism - Discover Innovative Strategies at the Mekong Tourism Forum.
Lijiang 2024: A Beacon for Future Tourism – Discover Innovative Strategies at the Mekong Tourism Forum.

The forum’s theme is both a mission statement and a challenge to the conventional wisdom that has long governed the tourism sector. It underscores the imperative for innovation, cooperation, and forward-thinking strategies prioritising economic benefits, environmental stewardship, and cultural enrichment.

A highlight of the event will be a keynote speech by Ms Suvimol ‘Dee’ Thanasarakij, Executive Director of the Mekong Tourism Coordinating Office (MTCO). Her “Visionary Journeys Redefining Tomorrow’s Travel” address is anticipated to shed light on the transformative shifts towards more sustainable and conscious tourism practices. “MTF 2024’s theme highlights the importance of cultural integration and international cooperation in shaping the future of GMS tourism,” Ms Thanasarakij noted, emphasizing the forum’s commitment to fostering a more connected, responsible, and productive tourism sector.

In addition to visionary speeches, the forum will feature panel discussions focused on enhancing international cooperation to propel tourism growth, ensuring a unified and prosperous future for the GMS. Delegates will also have the unique opportunity to engage in a field study, exploring Lijiang’s Old Town and its rich cultural heritage, further grounding the forum’s discussions in the tangible realities of the region’s tourism offerings.

The Mekong Tourism Forum 2024 is not just an event but a testament to the power of collaboration and vision in driving positive transformation across the tourism sector. Hosted by a consortium of organizations, including the Bureau of International Exchanges and Cooperation of the Ministry of Culture and Tourism of China, Yunnan Provincial Culture and Tourism Department, the People’s Government of Lijiang City, and co-organized by the Lijiang Municipal Administration of Culture and Tourism and Network International Culturalink Entities, MTF2024 symbolizes a significant step towards realizing a more sustainable and vibrant future for travel.

For those looking to be part of this groundbreaking event, registration is open at no cost on the MTCO’s website, with spaces allocated on a first-come, first-served basis. As the forum approaches, the anticipation builds for what promises to be a pivotal moment in the history of GMS tourism, setting the stage for a new era of travel that is as responsible as it is enriching.




Written by: Supaporn Pholrach







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