2020 年初，新冠疫情突袭全球，旅游业陷入 “冰封”。航班停飞、景区关闭、跨境流动中断，高度依赖线下体验的全球山地旅游市场遭受重创。就在行业一片低迷之时，国际山地旅游联盟（IMTA）逆流而上，三年间交出 “会员增长、平台升级、影响扩大” 的韧性答卷。

“疫情重创全球旅游业之际，联盟发挥平台优势，为业界提供危机应对与复苏合作的核心阵地，探索出山地旅游重振的有效路径。” 联盟主席多米尼克・德维尔潘在 2022 年 12 月第二届会员大会上明确指出，这三年是联盟从 “基础构筑” 到 “品牌塑造” 的关键跨越。截至 2022 年底，联盟会员从疫情前 155 个增至 194 个，覆盖五大洲 34 个国家和地区，瑞士阿尔卑斯山旅游联盟、尼泊尔徒步协会等国际知名机构纷纷加入。

2022亚洲山地旅游推广大会

破局：线上转型开创行业复苏新范式

2020 年 5 月 29 日第二个 “国际山地旅游日”，联盟以一场 “疫情危机与山地旅游挑战机遇” 线上论坛，打响全球旅游业破冰第一枪。作为全球首个举办线上国际旅游论坛的国际组织，这场活动吸引 30 多个国家和地区的 1000 余名业界人士 “云聚首”，与各国专家通过视频连线共商复苏大计。世界旅游组织高度评价：“为新常态下旅游界搭建交流平台开了先河”。

同年，联盟推出 “后疫情时代山地旅游发展之路” 专栏，邀请世界旅游组织、联合国教科文组织专家以直播形式，解读政策红利、研判市场机遇、分享运营技巧，成为全球从业者的 “专业指南”。当年年会同步转为 “云端模式”，聚焦 “后疫情时代山地旅游发展”。

2021 年联盟抓住疫情暂时缓解的契机，首次以申办方式选定重庆市南川区金佛山为旅游日主题活动举办地，成功举办主题为 “世界遗产保护与山地旅游绿色发展” 的 “世界遗产名山（金佛山）峰会”。峰会聚焦山地旅游、温泉旅游、康养旅游新发展，推动世界遗产的保护与利用。当年年会主题升级为 “国际组织在旅游复苏中的引领作用”，彰显前瞻视野。

2020年年会会员沙龙

在疫情反复背景下，2022 年 5 月 29 日，联盟首次采取全球在线直播方式成功举办了第四届 “国际山地旅游日” 主题活动，全球五大洲、30 余个国家的会员及业界机构跨时空、跨区域联动，互相展示各国丰富多彩的山地旅游风貌，宣传推广取得前所未有的效果，全球共计近 510 万人次观看了活动直播，有效探索了推动山地旅游重振的路径与方法。

2022 年 8 月 18 日，联盟首次与中国文化和旅游部、贵州省政府联合举办 “亚洲山地旅游推广大会”。本次推广大会是落实亚洲旅游促进计划的重要举措，在疫情防控常态化背景下，多维度、多层次、多视角探讨疫后亚洲山地旅游的发展态势，倡导以亲诚惠容的理念引领亚洲山地旅游可持续发展，深化亚洲国家文化交流互鉴和旅游互惠合作，标志着联盟参与全球旅游治理与合作上升到新的层次。

2020年年会与WTA WTCF签署战略合作协议

筑基：三大平台筑牢复苏支撑体系

面对疫情带来的不确定性，联盟锚定山地旅游产业发展研究与评价平台、山地旅游投资合作与创新平台、会员之间对话交流与服务平台三大平台建设，为行业复苏提供坚实支撑。

在研究评价方面，依托 2020 年成立的专家委员会、2021 年成立的山地温泉委员会等，联盟陆续编制《世界山地旅游发展趋势报告（2020 版）》《国际山地徒步旅游指南》《国际山地温泉康养旅游地建设与评定》《世界旅游名山分类与评价体系》《国际山地生态旅游目的地指标体系》等系列研究成果，引领行业向高质量方向发展。

在投资合作方面，联盟成立投融资委员会，举办 “助力贵州山地旅游高质量发展企业家座谈会”“山地旅游商务洽谈会”“一带一路山地旅游交流合作对接会” 等活动，引导资本投向旅游开发与运营。2020 至 2022 年间，促成多项合作，推动山地旅游与相关产业融合，提升经济附加值。

2020新入盟会员颁证仪式

在会员服务方面，联盟组织会员参与 “中国国际旅游交易会”“中国 - 东盟博览会” 等国际展会，并在疫情期间主动对接会员需求，精准提供交流、宣传、技术等支持，搭建起高效合作桥梁。

同时，联盟积极编织全球合作网络。在国际组织层面，与联合国世界旅游组织（UNWTO）（现联合国旅游组织 UN Tourism）、世界旅游及旅行业理事会（WTTC）、亚太旅游协会（PATA）、世界旅游联盟（WTA）、中国 - 东盟中心（ACC）、世界运河历史文化城市合作组织（WCCO）等国内外国际旅游组织、协会、机构建立了战略合作关系或保持密切交流，快速融入全球旅游治理体系。

2022 年 12 月，联盟以视频形式成功召开第二届会员大会，总结五年发展历程，规划未来四年目标，选举新一届联盟领导成员，为机制优化奠定基础。联盟会员结构持续优化，涵盖 194 个团体与个人，包括 110 家中国会员、74 家国际会员及 10 名个人会员，覆盖范围与代表性进一步增强。

从破局到筑基，从聚力到共赢，国际山地旅游联盟以生态文明为理念，以韧性发展为路径，在疫情考验中交出了一份扎实答卷。联盟不仅为全球旅游业复苏贡献了 “山地方案”，更以 “保护山地资源、传承山地文明、促进山地经济、造福山地民众” 为使命，展现出由中国发起的国际组织的开放姿态、专业精神与创新思维。

2021国际山地旅游日世界遗产名山（金佛山）峰会开幕式

The International Mountain Tourism Alliance's Response and Progress

When COVID-19 swept across the world in early 2020, international tourism came to an abrupt halt. Borders closed, flights were suspended, destinations fell silent, and mountain tourism—highly dependent on mobility and on-site experience—was among the sectors most severely affected.

Against this backdrop of uncertainty, the International Mountain Tourism Alliance (IMTA) chose not to retreat. Instead, between 2020 and 2022, IMTA steadily strengthened its membership base, upgraded its platforms, and expanded its international reach, offering a practical demonstration of institutional resilience during a period of prolonged disruption.

At the Second General Assembly of IMTA in December 2022, IMTA Chairman Dominique de Villepin reflected on this period, noting that while the pandemic had dealt a heavy blow to global tourism, the IMTA had leveraged its platform-based strengths to provide the industry with a space for coordination, dialogue, and recovery-oriented cooperation. These three years, he observed, marked IMTA's transition from "establishing foundations" to "consolidating its international profile".

By the end of 2022, IMTA's membership had grown from 155 before the pandemic to 194, spanning 34 countries and regions across five continents. Internationally recognized institutions—including the Swiss Alps Tourism Alliance and the Nepal Trekking Agencies Association（NTAA）—joined the IMTA during this period, further enhancing its global representativeness.

Visit to the Austrian Embassy in China in 2021

Breakthrough: A Digital Pivot Opening New Pathways for Recovery

The first major test came in May 2020, as the second "International Mountain Tourism Day" approached. With travel restrictions in place worldwide, IMTA responded by moving decisively online. On May 29, it convened a global virtual forum under the theme "Pandemic Crisis and Challenges & Opportunities for Mountain Tourism."

As the first international tourism organization to host a large-scale online international forum, IMTA connected more than 1,000 participants from over 30 countries and regions, enabling experts and practitioners to exchange views on crisis response and recovery pathways. The initiative was recognized by the United Nations World Tourism Organization (UNWTO) as a pioneering effort under the "new normal" of global tourism governance.

Building on this momentum, IMTA launched the livestream series "The Development of Mountain Tourism in the Post-Pandemic Era," inviting experts from UNWTO and UNESCO to interpret policy trends, assess market prospects, and share operational experience. The IMTA Annual Conference was likewise moved online, ensuring continuity of dialogue at a time when in-person exchange remained impossible.

In 2021, as conditions briefly eased, IMTA experimented with new institutional mechanisms. Through an open bidding process, Jinfo Mountain (Nanchuan District, Chongqing) was selected to host that year's "International Mountain Tourism Day" theme event. The resulting "World Heritage Mountain (Jinfo Mountain) Summit", themed "World Heritage Protection and Green Development of Mountain Tourism," focused on balancing conservation with responsible tourism use, particularly in areas such as mountain tourism, hot spring tourism, and wellness tourism.

Risco Caido and Gran Canaria Sacred Mountains (Spain)

The IMTA Annual Conference 2021 adopted a more forward-looking theme—"The Leading Role of International Organizations in Tourism Recovery"—signaling IMTA's intention to engage more actively in shaping post-pandemic tourism governance.

In 2022, as the pandemic continued to recur, IMTA further expanded its digital approach. For the first time, the "International Mountain Tourism Day" theme event was delivered entirely through a global live-stream format. Participants from more than 30 countries across five continents joined across time zones to present the diversity of mountain tourism worldwide. The event achieved a global reach of nearly 5.1 million views, demonstrating how digital platforms could sustain international engagement even under prolonged constraints.

On August 18, 2022, IMTA co-hosted the "Asian Mountain Tourism Promotion Conference" together with the Ministry of Culture and Tourism of the People's Republic of China and the People's Government of Guizhou Province. As a key action under the Asian Tourism Promotion Plan, the conference examined post-pandemic trends in Asian mountain tourism from multiple perspectives.

Against the backdrop of normalized pandemic prevention and control, the conference emphasized guiding sustainable development through the principle of "amity, sincerity, mutual benefit, and inclusiveness"—a concept rooted in China's approach to regional cooperation. The event strengthened cultural exchange and tourism cooperation among Asian countries and marked a new stage in IMTA's engagement with regional and global tourism governance.

贵州兴义万峰林

Building the Base: Three Platforms Strengthening the Recovery Framework

Throughout the pandemic period, IMTA anchored its work around three interrelated platforms: Research and Evaluation Platform, Investment Cooperation and Innovation Platform, and Member Dialogue and Service Platform. Together, they formed a stabilizing framework for recovery and longer-term development.

On the research front, IMTA established its Expert Committee (2020) and Mountain Hot Spring Committee (2021), producing a series of professional outputs, including the Report on Development Trend of World Mountain Tourism (2020 Edition), the International Mountain Hiking Tourism Guide, the Construction and Rating on International Mountain Hot Spring Wellness Tourism Destinations, the Classification and Evaluation System of World Famous Tourism Mountains, and the International Criteria System for Mountain Eco-tourism Destination. These publications helped steer the sector toward higher-quality development.

In parallel, IMTA strengthened investment cooperation by establishing a Financing and Investment Committee and organizing targeted activities such as the Entrepreneurs' Symposium on Supporting High-Quality Development of Guizhou Mountain Tourism, Mountain Tourism Business Matchmaking Meetings, and Belt and Road Mountain Tourism Exchange and Cooperation Matchmaking Events. Between 2020 and 2022, these efforts facilitated multiple cooperation outcomes and promoted closer integration between mountain tourism and related industries to enhance economic value-added.

Member services also remained a priority. IMTA organized participation in major exhibitions including China International Travel Mart and the China-ASEAN Expo, while responding flexibly to members' needs during the pandemic by providing targeted support in exchange, promotion, and technical coordination—reinforcing its role as a bridge within the industry.

Changbai Mountain (China)

At the international level, IMTA expanded and consolidated partnerships with major organizations, including the United Nations World Tourism Organization (UNWTO, now UN Tourism), the World Travel & Tourism Council (WTTC), the Pacific Asia Travel Association (PATA), the World Tourism Alliance (WTA), the ASEAN-China Centre (ACC), and the World Historic and Cultural Canal Cities Cooperation Organization (WCCO), integrating more deeply into the global tourism governance ecosystem.

In December 2022, IMTA convened its Second General Assembly online, reviewing its first five years, setting priorities for the next four-year period, and electing a new leadership team, laying the groundwork for institutional optimization. Membership continued to diversify and strengthen, comprising 194 organizational and individual members, including 110 Chinese members, 74 international members, and 10 individual members. This further broadened the IMTA's coverage across member types and geographies, enhancing its overall representativeness.

From navigating disruption to building durable support systems, and from collective effort to shared benefit, IMTA delivered a resilient response under extraordinary circumstances. Guided by the concept of ecological civilization and taking resilient development as its pathway, the IMTA contributed a distinct "mountain solution" to global tourism recovery—demonstrating how an international organization initiated in China can engage global challenges with openness, professionalism, and innovation, while remaining committed to its mission of "protecting mountain resources, preserving mountain civilization, promoting mountain economy and prospering mountain communities".

来源 | 《贵州文旅》杂志

文字 |王岳舟

编辑 | 田盛