The 2024 Zhangjiajie International Tourism Innovation Week, themed “Integration and Expanding Frontiers,” took place from 18th to 20th October in Hunan Province’s scenic city of Zhangjiajie. Hosted by SMART, the event aimed to foster tourism exchanges, encourage industry cooperation, and elevate Zhangjiajie’s tourism appeal by showcasing its natural landscapes as a venue for cutting-edge tourism dialogue.
The three-day event featured a comprehensive programme with one main dialogue, 23 parallel discussions, a food festival, and a culinary competition. It attracted leading tourism industry figures, including professionals, entrepreneurs, investors, and policymakers from around the world, all keen to engage in discussions about the future of global tourism and Zhangjiajie’s role in that landscape. Key themes addressed included talent development, rural revitalisation, health and wellness tourism, children’s aesthetic education, and innovations in urban tourism marketing. There was also considerable focus on the evolving homestay industry, which has gained popularity across China as domestic tourism surges.
In a notable departure from typical conference formats, the event hosted several discussions outdoors, with sessions held at iconic locations across Zhangjiajie. This innovative setup allowed for sessions set against the city’s renowned scenic backdrops, creating an immersive experience for participants. Nine prominent landmarks, including Zhangjiajie National Forest Park, Tianmen Cave, the Grand Canyon Glass Bridge, Baofeng Lake, and the Yellow Dragon Cave Landscape Area, served as open-air venues. This approach allowed attendees to experience Zhangjiajie’s natural beauty directly while discussing tourism strategies.
One organiser noted, “Our ambition is to establish this event as the largest and most forward-thinking cultural and creative industry gathering, not only in the province but nationwide.” By positioning itself as a prominent player in China’s tourism sector, Zhangjiajie aims to encourage innovation and draw attention to its potential for high-quality tourism development. Organisers highlighted the Tourism Innovation Week as a rare opportunity to showcase Zhangjiajie’s unique landscapes and cultural assets, which are instrumental to the area’s tourism transformation and upgrading plans.
The event drew over 200 invited guests from both domestic and international tourism sectors, along with more than 3,000 on-site professional visitors. It provided a valuable platform for industry collaboration and for exchanging expertise, reinforcing Zhangjiajie’s appeal as a focal point for tourism innovation. While based in Zhangjiajie, the event seeks to have an impact across the country, with ambitions to influence tourism trends on a global scale.
Through its focus on high-quality tourism development, Zhangjiajie’s International Tourism Innovation Week has highlighted the city’s growing role in China’s tourism ecosystem. The event’s organisers have expressed hopes that this annual gathering will contribute to sustained, high-quality growth in the region, marking Zhangjiajie as a pivotal site for tourism advancement.