Mountain Tourism Sector Reconvened to Explore New Directions 山地旅游业再次聚会探索新方向

The 12th World Congress on Snow, Mountain and Wellness Tourism was held in late March in Andorra, attended by over 400 delegates representing 16 nationalities. Themed "Mountainlikers: Sustainability and Wellbeing, the Keys to Mountain Tourism," the hybrid event was live-streamed.

两年一度的世界冰雪、山地与康养旅游大会于3月下旬在安道尔举行。本次是第十二届，来自16个国家的400多名代表出席。大会主题为 “可持续发展和福祉——山地旅游的关键”，大会进行了现场直播。

Andorra is one of the eight smallest countries in Europe, yet the small country takes big actions. In 1995, Andorra joined the UNWTO (now UN Tourism). Subsequently, in 1998, Andorra organized the first World Congress of Snow and Mountain Tourism jointly with the UNWTO. Since then, the congress has been held every two years and hosted by the seven Andorran parishes in rotation. The parish Encomp took the helm in 2024.

安道尔是欧洲8个袖珍国之一，但是小国不乏大举措。1995年安道尔加入联合国世界旅游组织（现名“联合国旅游组织”），1998年与世界旅游组织联合举办了首届世界冰雪旅游大会。此后两年一届，由安道尔的7个教区轮流主办，今年的主办教区是恩坎普。

雕塑作品“7位诗人” (Seven Poets) 代表安道尔的7个教区 © Haybina Hao

Sustainability at the core of the sector

可持续性是行业的核心

H.E. Mr. Xavier Espot Zamora, Prime Minister of Andorra, addressed the Congress. With 83,000 inhabitants, Andorra welcomed 9.3 million visitors and 12 million overnight stays. Tourism contributes a staggering 50%+ of GDP. However, “Andorra needs premium tourism to better balance quantity and quality and to ensure the economic benefits are not diminished by negative natural and social impacts." He proudly stated that 90% of Andorra's territory continued to be protected by the Burne Convention, the European Landscape Convention, and the Convention of Biological Diversity, and Andorra was a candidate to become the first country fully recognized as a UNESCO biosphere reserve.

安道尔总理泽维尔·埃斯波特·萨莫拉在开幕式上发表演讲。他说，安道尔居民8.3万，年接待游客930万并有1,200万人次过夜，旅游业占GDP50%以上。然而 “安道尔需要优质的旅游业，以便更好地平衡数量与质量，确保经济效益不被负面的自然与社会影响而抵消。” 他说，安道尔 90% 的领土得到《伯恩公约》、《欧洲土地公约》、《生物多样性公约》的保护，安道尔也是联合国教科文组织认可的“全国生物圈保护区”的第一个候选国。

安道尔总理出席并发表讲演 © Mountainlikers

Mrs. Natalia Bayona, Executive Director of UN Tourism, stated that mountain tourism was responsible for 9–16% of international arrivals. With climate change, social and economic inequality, and geopolitical issues, “mountain tourism has unique opportunities to move forward with a positive impact on people and nature," and “the Congress fits well within the framework of the U.N. declaration of 2023-2027: Five Years of Action for the Development of Mountain Regions.” She concluded her congress addresses by saying, “Together, the sector will make sure that mountain tourism is a key driver for sustainable tourism.”

联合国旅游组织执行主任纳塔莉亚·巴约纳女士表示，山地旅游占国际入境游客的9%-16%。鉴于气候变化、社会与经济不平等以及地缘政治问题，“山地旅游业拥有独特的发展机会，能对人类和自然产生积极影响”；“大会非常符合联合国宣言 ‘2023-2027年：山区发展五年行动’ 的框架。” 在大会总结发言中她说：“山地旅游业将共同确保成为可持续旅游业的关键驱动力。”

Encamp Mayor, Hon. Mrs. Laura Mas Barrionuevo, stated that “the sustainability of our parish and the well-being of our tourists are the cornerstones of our tourism strategy. In Encamp, we are clear that natural resources are not infinite, and we must give them optimal use and maximum care.” She stated that Andorra had become the international benchmark for high-level professional sporting events and sports tourism, and it needed to protect water, snow, and mountains to sustain itself.

恩坎普市长劳拉·马斯·巴里奥努埃沃女士表示：“本教区的可持续发展和游客的福祉是我们旅游战略的基石。我们清楚：自然资源不是无限的，我们必须给予其最优化的利用和最大限度的关照。”她表示，安道尔已成为高水平职业体育赛事和体育旅游的国际标杆，它需要保护水源、雪域、山地以维持自身的发展。

媒体采访安道尔政界代表 © Haybina Hao

Surrounding the sustainability issue, several congress sessions focused on building resilience for mountain communities, preserving local heritage, and sharing best practices.

围绕可持续发展问题，大会有几场讨论会的重点是增强山区社区的复原力、保护当地遗产和分享行业的最佳实践。

Strong partnerships to address industry needs  

强大的合作伙伴关系为行业需求服务

Sandra Carvao, Director of Tourism Market Intelligence and Competitiveness at UN Tourism, conducted an interactive session. Through the Mentimeter app, some 10 questions were proposed live to gather immediate answers. For Traveler Profile, audience described as “couples/active/wellness, solo/active/adventure and groups/active/adventure”; for Fighting Seasonality strategies, audience listed diversifying activities, focusing on high value, promoting year-around outdoor activities, etc.; and for Future Discussion Topics, audience named protecting local traditions, educating travelers, and building new infrastructure, etc.

联合国旅游组织旅游市场情报和竞争力总监桑德拉·卡沃女士主持了一场互动会议，使用Mentimeter 应用程序，当场提出约10个问题征集答案。对于“未来5年谁是旅行者”一问，领先的答案是 “成对伴侣/体力/康养、独行/体力/冒险、团体/体力/冒险”；关于“对应季节性旅游策略”的问题，领先答案是推出多元化活动、聚焦高价值产品、推广全年户外活动等；对于“未来的讨论题目”，与会者更关注保护当地传统、教育旅行者、新的基础设施等等。

A high-level panel was joined by H.E. Mr. Jordi Torres Falcó, Minister of Tourism and Trade of Andorra; H.E. Mrs. Rosana Morillo Rodríguez, Secretary of State for Tourism of Spain; and Mrs. Alessandra Priante, President of the National Tourism Agency (ENIT) of Italy. Moderated by Natalia Bayona, the speakers addressed policies and strategies for conquering climate change and seasonality, balancing depopulated regions vs. over-tourism, tourism investment in innovative projects and products, technology improvement, etc. Speakers pointed out that some of the strongest innovations evolved from remarkable partnerships with the private sector.

一场高规格圆桌会由纳塔莉亚·巴约纳主持，并邀请到安道尔旅游与贸易部长乔迪·托雷斯·法冦先生、西班牙旅游部长罗莎娜·莫里洛·罗德里格斯女士和意大利国家旅游局（ENIT）总裁亚历山德拉·普里安特女士。他们讨论了应对气候变化与季节性的政策、平衡人口稀少地区与过度旅游地区、技术改进等方面的政策和战略，并指出：一些最成功的创新突破和旅游投资项目，产生于与私营部门的良好合作之中。

多国旅游部长参加高规格讨论会 © Mountainlikers

Jordi Torres stated that Andorra hoped to win the Alpine World Ski Championships 2029 bid. To become a better all-season mountain tourism destination, Andorra relied on AI and new technology to help with innovation. Rosana Morillo stated that of the 83 million arrivals to Spain, 11 million came for sports tourism, which generated 17 billion euros. Being a top country for tourism investment, she shared how the Spanish government worked together with the private sector in tourism investment. Italy will host the 2026 Winter Olympic Games with a 4-billion-euro economic impact. Italy was looking into how to sustain the long-term benefits of the Games and how tourism development could become a cohesive effort in developing the cities near the mountains.

乔迪·托雷斯表示，安道尔希望获得2029年世界高山滑雪锦标赛的申办权。为了成为更好的全季节山地旅游目的地，安道尔依靠人工智能与新技术来帮助创新。罗莎娜·莫里洛表示，在西班牙8,300万入境游客中，有1,100万奔体育旅游而来，创收益170亿欧元。作为旅游投资大国，她分享了西班牙政府如何与私营部门合作开展旅游投资。意大利将举办2026年冬季奥运会，带动40亿欧元的经济影响力。意大利正在研究如何维持冬奥会的长期效益，以及山地旅游如何与邻近城市共同凝聚发展。

夜晚在滑雪场举行的招待会 © Mountainlikers

The industry is seeking broader partnerships worldwide to achieve sustainability. A joint project between National Geographic and Andorra Tourism to produce a documentary, Andorra al natural, the environment where ideas germinate, was presented by Javier Corso, a Nat Geo explorer. The film addresses Andorra‘s advantages as a sports destination, wellness destination, and premier destination.

为了实现可持续发展，山地旅游业在寻求全球范围的合作伙伴关系。国家地理杂志探险家哈维尔·科索介绍了一部纪录片，即《国家地理杂志》和安道尔旅游局联合制作的《安道尔，一个思想萌芽的自然环境》。影片描述了安道尔作为体育目的地、康养目的地和优异目的地的多种优势。

南欧最大的水疗设施-安道尔水疗中心加勒底(Caldea) © Haybina Hao)

Wellness tourism a major opportunity

康养旅游是重大机遇

Tourism and wellness are two multi-trillion-dollar industries. The Global Wellness Institute measured wellness tourism expenditures at $720 billion in 2019, and the sector would continue to accelerate.

旅游和康养是两个价值数万亿美元的产业。根据全球康养研究所的测算，2019年康养旅游消费为7,200亿美元，并且行业在加速发展。

In 2023, the Hilton trends report stated that overall wellness remains a priority for travelers, as 50% of respondents seek travel experiences that align with their wellness goals and priorities, addressing the mind, body, and spirit. It revealed “rest and relaxation” to be a top driver for travel decisions across generations in 2024. A Hilton survey found that “travelers will reduce other areas of personal spending to prioritize... Their No. 1 reason to travel in 2024 will be to rest and recharge, with more emphasis on sleep than ever before.”

2023年“希尔顿趋势报告”指出，全面的健康状态仍然是旅行者的追求重点，50%的受访者寻求与健康目标相关的旅游体验，以满足身心和精神的需求。报告显示，“休息与放松”将成为2024年旅行决策的驱动因素，无论是哪一代人。希尔顿的调查发现，“旅行者将减少其他个人支出领域…… 他们2024年旅行的首要原因将是休息和充电，比以往任何时候都更加重视睡眠。”

Sleep tourism is emerging, and it’s predicted to expand to $400 billion in the next four years. Hotels move quickly to restructure with new sleep-aide AI tools, beds, massage tools, etc. These specialty suites are selling at premium rates.

睡眠旅游适时兴起，预计未来4年产业将扩大到4000亿美元。酒店在迅速采取重组措施，推出新的睡眠辅助人工智能工具、床、按摩工具等等，这些特色套房售价可观。

Mountains have healing effects, contributing to psychological well-being and general health. Addressing wellness tourism and health tourism, speakers included the Ministry of Tourism of Greece, the European Spas, Health Tourism Worldwide, based in Hungary, the CHENOT GROUP of Switzerland, and Iconic Andorra. Discussions were geared toward the improvement of the added value to visitors’ experiences in the mountain territories.

山脉具有治愈作用，有助于心理健康和整体健康。大会讨论了康养旅游和健康旅游，发言机构包括希腊旅游部、欧洲水疗中心、总部位于匈牙利的健康旅游世界、瑞士的切诺特集团、安道尔标志；讨论旨在提高游客在山区体验的附加价值。

恩坎普的山间跑道 © Encamp恩坎普旅游局

An Intrepid Travel survey found that the fastest-growing segment for adventure tourism was women aged 45 and older, which grew by 83% yearly, and they wanted soft adventure. This is a huge opportunity for the sector to include the whole wellness journey in product offerings.

Intrepid 旅游公司的一项调查发现，冒险旅游增长最快的群体是45岁及以上的女性，年增长83%；她们希望“软性冒险”。对于探险旅游业这是将整个康养之旅纳入产品供应链的巨大机会。

Research report to aid the sector  

协助该行业的研究报告

A research report, Understanding and Quantifying Mountain Tourism, released in 2023, was presented by UN Tourism and Pas Grau International (Andorra) representatives. It was jointly developed by the U.N. Food and Agriculture Organization (FAO), the Mountain Partnership Secretariat, and the UNWTO.

2023年发布的研究报告《理解和量化山地旅游》由联合国粮农组织 (FAO)、山区伙伴关系秘书处和联合国世界旅游组织 (UNWTO) 联合推出。大会上联合国旅游组织和帕斯格劳国际组织（安道尔）的代表对此报告进行了详细阐述。

The report states that the mountains are home to 15% of the world´s population and host about half of the world's biodiversity hotspots. 150 countries identified as mountain destinations as per the existence of mountains account for 87% of international tourist arrivals. “Walking and hiking,” “nature tourism,” and “rural tourism” are the predominant activities in mountain destinations, according to the report survey. The full report is available for view and download at: https://www.e-unwto.org/doi/epdf/10.18111/97”89284424023

报告指出，山区居住着15%的世界人口，也是世界近一半生物多样性的热点区域。150个国家因为山脉被定义为山地旅游目的地，它们的入境游客人数占国际游客总量的87%。调查表明，“徒步远足”、“大自然旅游”和“乡村旅游”是山区目的地的主要活动。此完整报告见链接：https://www.e-unwto.org/doi/epdf/10.18111/97”89284424023

恩坎普的山间自行车道 © Encamp恩坎普旅游局

Building human capital

建设人力资本

Tourism is a sector of human capital. Focusing on people means focusing on teams, clients, and the communities. Andorra is the host of the UN Tourism Academy, which offers more than 250 programs to over 40 countries. A congress session on education and training hit many key points, including the critical role of equipping human capital with essential knowledge and skills to thrive in a digitalized world; the three-party partnerships with the public sector, private sector, and academia, which drives better data collection and research analysis to provide a better foundation for policy and decision-making. On a personal level, monitoring small progress and engaging in 1% daily enhancement could lead to a major improvement over time.

旅游业是一个人力资本的产业。以人为本意味着关注团队、客户和社区。安道尔是联合国旅游学院的东道国，该学院向40多个国家提供250多个项目。大会关于”教育与培训”的讨论会，涉及到许多关键点，包括为人力资本提供必要的知识和技能以在数字化世界中蓬勃发展的关键作用；加强公共部门、私营部门和学术界三方面的伙伴关系，以推动更好的数据收集和研究分析，为政策与决策提供更扎实的基础。在个人层面上，把控微小的进步，每天1%的改进可以随着时间带来质变。

An AI discussion encouraged the adaptation of the use of AI tools. A nine-element model of "Sustainable Tourism Strategy Powered by AI" was shared with the audience, which includes data centralization, sustainability dashboards, dynamic pricing, etc.

有关人工智能的讲演鼓励人们大胆使用人工智能工具，并向与会者介绍了一个 “人工智能驱动的可持续旅游战略”九要素模型，包括数据集中、可持续发展仪表板、动态定价等。

Overall, the congress provided delegates with a full scope of exchange and learning experiences. Through various social events, delegates enjoyed rich learning and networking experiences. Tailor-made tours offered a taste of Encamp’s diverse tourism resources as well as its vibrant business activities carried out in the 12,000-person community. For business practitioners, especially, the takeaways included new ideas and tools for business development.  

总之，本次大会为代表们提供了全方位的交流和学习机会，通过各种社交活动获取了更多的信息。量身定制的旅游活动，使代表们体验了恩坎普的多样化旅游资源，以及这个1.2万居民社区的活力满满的商业活动。对于旅游从业者来说，更是收获了关于发展业务的新点子和多种工具。

恩坎普一家滑雪场的儿童区 © Haybina Hao

The 13th World Congress on Snow, Mountain, and Wellness Tourism will be held in 2026 and hosted by parish Ordino.

第十三届世界雪地、山地与健康旅游大会将于2026年举行，由安道尔的奥尔迪诺教区主办。

Congress recording大会录像：https://www.youtube.com/results?search_query=12th+congress+on+snow+and+moutain%2C+wellness+toruism