Mountain tourism, a way of life which takes mountain environment as carrier, helps experience the rich
and colorful mountain life, feel the coexisting prosperous mountain history, and finally create the splen
did and brilliant mountain civilization.
Mountain land is an important landform, ecological system, and living space on the earth, as well as im
portant tourism resource. Mountain land accounts for about 1/4 of the global land area and 75 of the
countries around the world possess mountainous area. The natural and humanistic resources in the m
ountain environment are precious wealth of mankind, which plays a very important role in the develop
ment of global tourism.
Promoted by the sustainable development of the world in the new era under the background of national
strategies proposed, such as "The Belt and Road", the worlds first international organization with the
theme of mountain tourism, International Mountain Tourism AllianceIMTA, which was launched by China,
was formally established on August 15, 2017.
Members of the first session come from 29 countries and regions and the number of groups and people
totals 126, including 59 overseas institutions, 58 domestic institutions and 9 individuals.
Guided by the goal of sustainable tourism, the IMTA seeks to protect mountain resources, preserve
mountain civilization, and promote mountain economy to the benefit of the people living in mountainous
regions, and facilitate international exchanges, experience sharing and business cooperation among its
With the mission of "integrating international mountain resources, establishing and strengthening
partnerships, and opening the sharing platform to the world", the IMTA holds annual conference of the
alliance, conducts and participates in the meetings, forums and expositions that is related to mountain
tourism, and sets up platform for dialogue, exchange and cooperation among members. It would also
provide consultation and training services to members and business entities, promote the flow of
resources such as capital and talents in mountain tourism, and create excellent quality, connotation and
environment for mountain tourism.
At the same time, the IMTA studies, develops, releases and promotes international standards related to
mountain tourism, carries out the activities of evaluation on mountain tourism resources, market
investigation, prosperity index prediction and annual report issuance, and studies and predicts the paths
for the development and evaluation system of global mountain tourism. Thus, it aims at the goal of
creating the research and evaluation platform for the development of the mountain tourism industry.
The IMTA also organizes the activities of the entrepreneur club and the alliance entrepreneur salon, so
as to effectively use the investment and financing resources of tourism, and introduce high quality
projects to its members. Special mountain tourism products will be studied and developed, and market
promotion will be carried out, so as to provide guidance and promotion for its investment and
cooperation. Moreover, a platform for investment, financing and innovation of mountain tourism will be
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