World Tourism Alliance

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World Tourism Alliance The World Tourism Alliance (WTA) is a comprehensive global, non-governmental, and nonprofit tourism organization established in China.

With its mission and vision of a “Better Tourism, Better Life, Better World,” WTA is committed to promoting tourism.

23/09/2026

When a pastry roars — tradition meets creativity of the youth!

Meet Chen Xiaodong, a young chef on a mission to bring traditional Chinese pastry art back to life. His masterpiece, the "Lion Dance Pastry," is inspired by the iconic lion dance. Through studying every fluffy tuft and curled brow of a traditional Southern Lion, he recreates it layer by layer in lard-based dough — white mane, crimson brows, spiral eyes, sitting proudly in a carved red bowl, almost too beautiful to eat. 🥮✨

But fame brought doubt, too. "After it became popular, there were many skeptical voices," he says. And his answer? Just keep teaching. In his studio, the next generation of young chefs still keeps reaching back to the essence of intangible cultural heritage.

🎥 The video is produced by Beijing Normal University.
🎬Watch the full video now and see how young people in China are remaking traditions.

22/09/2026

On September 19th, the 20th Asian Games kicked off in Aichi–Nagoya.
A heart-shaped flame lit up the stadium.
It marks months of work from the team at Dafeng Industry, a member of the World Tourism Alliance.
Dafeng served as the overall solution provider for the opening and closing ceremonies: creative planning, the cauldron, stage systems, lighting and show control, all in-house. The cauldron itself was engineered at the Yuyao base in Ningbo, shipped to Japan and assembled on site.

It's the latest chapter in a journey that has taken the team from the Athens 2004 Olympics to the Beijing 2022 Winter Olympics and the Hangzhou Asian Games — with 5,000+ projects across 100+ countries, Dafeng still goes on. 🌏

One Asia. One heartbeat. ❤️

Council of Asia

15/09/2026

🌤️ What happens when an ancient village discovers its future within its own stone walls?

High on Yunqiu Mountain, mornings begin with mist drifting over a mountaintop pagoda—and with a kettle of tea steaming in a centuries-old courtyard. 🍵

Tian Wei, a villager and tea house owner, was born in these very cave dwellings, back when farming was the only way of life. Today, his stone courtyard overflows with travelers sharing tea and laughter. “This is the best thing that could happen to our community,” he says.

When Zhang Lianshui, the founder of Yunqiu Mountain Scenic Resort, first saw these ancient stone villages, he didn’t see ruins—he saw heritage worth saving. He bought them all. Now, from shadow puppetry behind lantern-lit screens🎭to elders drumming in crimson and jade🥁, every generation has found its place in this living story.

This is what tourism can do at its best: restore dignity, keep culture breathing, and call a generation home. 🌏

Produced by the World Tourism Alliance (WTA), this micro-documentary was aired on CNN. Watch the full story now and see how tourism is changing people’s lives.

11/09/2026

"Reviving Craft: China's Intangible Cultural Heritage and Contemporary Design" will be held at Somerset House, London, from September 16 to 27, 2026.

Hosted by Sun Media Group, it is an official special project of the 2026 London Design Festival.
Over 70 Chinese and international artists come together. Where craft meets the heart, let ancient skills and wisdom reach the heart again in the age of AI.

📍 Somerset House, London
📅 September 16–27, 2026

Design Festival

10/09/2026

From city boardrooms to mountain streams — D**g Jinhe came home. 🏞️

After 40 years away, he returned to Xiaonanjing Village— not to retire, but to rebuild. In 2013, he opened the Jinhe Agricultural Experience Garden, turning his hometown’s misty peaks, quiet reservoirs, and age-old crafts into a living invitation for city dwellers hungry to reconnect with their roots. 🌱

“We want visitors to reclaim that feeling of nostalgia,” he says. “To let their bodies and minds be released.”

Today, his village is thriving — young people in red vests guide visitors through fields and heritage workshops, incomes are rising, and rural China is being rediscovered, one traveler at a time. ✨

This is the story of Xiaonanjing Village: A Homecoming — a micro-documentary produced by the World Tourism Alliance and featured on CNN. Watch it now and see how tourism is changing lives.

08/09/2026

The mountains of Enshi Grand Canyon are more than a sight to see — they are home.

For Peng Changwen and Peng Xianhuai, two longtime villagers who have spent much of their lives here, these mountains have been part of everyday life for as long as they can remember.

But as more travelers arrived, something quietly changed.
A small food stall welcomed new customers. A local guide began leading visitors into the mountains. Folk songs and the sound of a bamboo flute became part of the journey.

Tourism here is not simply about discovering a beautiful destination. It is also about creating new possibilities for the people who call it home — while keeping local flavours, stories and traditions alive.

Sometimes, you understand a place not through its famous landmarks, but through the people who live among them.

Come check out this micro-documentary — commissioned by the World Tourism Alliance and aired on CNN — and see how tourism is changing the lives of rural communities.

04/09/2026

From a homemaker to a local song and dance performer — tourism changed Huangjujin’s life.

🌿Discover a person behind the tour, and the story behind the destination.

For one woman in a rural community, the growth of tourism brought more than visitors to Zhongliao village.
Through bamboo dance, she found a new way to share local culture with travelers — while gaining greater independence and new opportunities for herself.

This Micro-documentary, commissioned by the World Tourism Alliance (WTA), aired on CNN, takes you closer to people whose lives are shaped by tourism.

02/09/2026

When tourism transforms a village, it changes more than a destination.

Nestled among spectacular mountains and clear waters, Yesanpo has experienced a remarkable journey through tourism.
Once facing challenges with roads, infrastructure and access to basic services, local villagers began working together to build a better future. Roads were improved, the environment was upgraded, traditional homes were transformed into B&Bs, and new expertise was brought in to develop tourism.
Today, tourism is creating new opportunities for local residents while helping revitalize the village.

This is a story about more than a beautiful place. It is a story about people, community and the power of tourism to create lasting change.
This Micro-documentary was produced by the World Tourism Alliance (WTA) and aired on CNN.

What happens when Hangzhou's heritage meets its tech future? 🌴A night to remember in Langkawi.🌊On July 22, "The Night of...
25/07/2026

What happens when Hangzhou's heritage meets its tech future? 🌴A night to remember in Langkawi.🌊

On July 22, "The Night of Hangzhou" brought nearly 400 guests together at the China-ASEAN Tourism Dialogue — and dropped some real news:

🤝A new MOU between Hangzhou Tourism and Tourism Malaysia —more direct flights? joint promos? stay tuned.
📱Alipay+ is now live on Malaysia's TNG eWallet with a dedicated "Hangzhou Pavilion". Translation: Malaysian travelers can plan trips, book tickets, and pay in Hangzhou with zero friction.
📊Fliggy launches "Hangzhou Tech Study Tours"—think: test-driving Geely's smart cars, visiting Alibaba's campus, and watching tea leaves get sorted by drones. Hands-on, mind-blowing, and totally Instagrammable.

And beyond all that tech, Hangzhou is also West Lake, the Grand Canal, and Liangzhu's ancient ruins — a city where 5,000 years of history live side by side with tomorrow's innovations. It's one of China's first "digital friendly" pilot cities, so seamless entry, payments, and refunds make your trip effortless.

For Southeast Asian travelers, Hangzhou just got a whole lot closer —not just in miles, but in experience.
Who's booking their next trip? ✈️

On the afternoon of July 22, the Malaysia-China Tourism Dialogue was also convened. Tourism industry representatives fro...
24/07/2026

On the afternoon of July 22, the Malaysia-China Tourism Dialogue was also convened. Tourism industry representatives from China and Malaysia held in-depth thematic exchanges on two-way tourist flow exchange, cross-border product development, and joint market promotion. In parallel, the China-ASEAN Business Networking Session was held to build a pragmatic matchmaking platform, resulting in multiple cooperation agreements.

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1368 Xiangxi Road, Xiaoshan District, Hangzhou City
Hangzhou
1368

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+8657182370573

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