The Chongqing International Travel Agent Conference 2024 kicked off in Southwest China's Chongqing Municipality on November 26. 

As an important international brand event in Chongqing, this conference has been successfully staged for three consecutive sessions in 2018, 2019, and 2023. This year's conference is co-sponsored by the Chongqing Municipal Commission of Culture and Tourism Development and the People's Government of Jiulongpo District and supported by the Pacific Asia Travel Association (PATA), with Malaysia as the Guest of Honor. 

The event has attracted nearly 400 participants, including diplomats and consular officials from over ten countries, representatives of international tourism organizations, government departments, tourism industry associations, airlines, travel companies, media, and online influencers from over 30 countries and Hong Kong, Macao, and Taiwan regions, persons in charge of relevant organizations in Chongqing, and tourism business representatives from Chongqing and Sichuan.

At the opening ceremony, tourism enterprises in Chongqing signed project cooperation agreements with foreign counterparts. In addition, five foreign online influencers and artists were awarded the honorary title of "2024-2025 Chongqing Tourism Promotion Ambassador" during the conference.

Chongqing International Travel Agent Conference 2024. (Photo/Chongqing Municipal Commission of Culture and Tourism Development)

Making friends and sharing opportunities

The hosts and the guests were all highly enthusiastic about this conference, which is dedicated to making friends and sharing opportunities.

"True friendship brings people close, however far apart they may be." Tao Xiaofeng, Deputy Director of the General Office of the Chongqing Municipal People's Government, said in his speech that no mountain or river can hinder a traveler's journey or the deepening of friendships. He cordially invited colleagues from the global tourism industry to visit Chongqing, settle down, and nurture a strong connection with this city.

"This year is particularly significant as we celebrate the 50th Anniversary of diplomatic relations between Malaysia and China.," said Samuel Lee, Deputy Director General of Tourism Malaysia. In his speech, he mentioned that this milestone coincides with the Visit Malaysia 2026 campaign, strengthening the long-term cooperation between Malaysia and China in the tourism industry. China is one of the world's largest and most influential tourism markets. As of September 2024, Malaysia had received 2.5 million tourists from China. In the second quarter of 2024 alone, the country's tourism revenue reached MYR 4.2 billion. Malaysia has also become the largest source country for inbound tourism to Chongqing. These figures highlight the close ties and importance of tourism cooperation between China and Malaysia.

"Partnership is critical to tourism success, and the Chongqing authorities should be applauded for pursuing this partnership with Sichuan," said Soon-Hwa Wong, PATA Ambassador for Greater China, in a video speech. He called for the establishment of partnerships with participants in the value chain by taking the Bashu Cultural Tourism Corridor as an example.

Win-win cooperation to promote International tourism collaboration

During the cooperation project signing ceremony at the conference, several memorandums of cooperation were signed between the Chongqing Municipal Commission of Culture and Tourism Development and Tourism Malaysia, between the Jiulongpo District Commission of Culture and Tourism Development and the Indonesian Travel Agents Association (ASTINDO), and between the Chongqing Culture and Tourism Association and the Association of the Indonesian Tour & Travel Agencies (ASITA). Since the beginning of this year, Chongqing has launched new direct flights to Penang, Malaysia, and Jakarta, Indonesia. Malaysia and Indonesia have become Chongqing's top two inbound tourism source markets. The signing parties will jointly explore various possibilities for exchange, cooperation, and mutual market expansion.

Market cooperation agreements were also signed between Chinese and international tourism enterprises. These include partnerships between Chongqing New Century International Travel Service Co., Ltd. and EGL Tours (Shenzhen) Company Limited, between Chongqing Xingrui International Travel Agency Co., Ltd. and Suka Travel Agency Co., Ltd., between Grass Culture and Tour (Chongqing) Co., Ltd. and New Zealand's Worldwide Holidays; and between Chongqing New Journey International Travel Service Co., Ltd. and Happy Travel Agency Co., Ltd. in Hanoi, Vietnam. The Chinese and foreign travel agents aim to strengthen their cooperation in investment and group tour organization areas through these partnerships. The key cooperation projects reached include chartered-ship-themed tours for Hong Kong and Macao visitors to explore the Chinese mainland, tours for around 1,000 New Zealand visitors to experience the beauty of Chongqing, and cruise tours along the breathtaking Yangtze River and Three Gorges.

Signing Ceremony. (Photo/Chongqing Municipal Commission of Culture and Tourism Development)

The Chongqing Culture and Tourism Association and the Taiwan Association of Travel Agents were formally established as friendly cooperation partners during the conference during the conference. Representatives from the two sides exchanged a commemorative plaque that symbolizes their friendly partnership, longstanding friendship, and close exchanges between Chongqing City and Taiwan Province.

In addition, the conference provided participating guests with a comprehensive introduction to Chongqing's tourism offerings and presentations on visa facilitation policies. These sessions enabled all travel agents to better understand Chongqing’s diverse attractions and accessibility.

Presentations on Exit-entry Facilitation Policies. (Photo/Chongqing Municipal Commission of Culture and Tourism Development)

Tourism promotion ambassadors

Another highlight of the conference was the presentation of awards to the Chongqing Tourism Promotion Ambassadors for 2024-2025, a group of five Internet influencers who attracted a lot of followers for promoting Chongqing.

They are Lengyel Bence from Hungary, Alex Reporterfy from Canada, Jack Torr from Australia, Michele Ponte from Italy, and Swann Ronne from France. As representatives, Lengyel Bence and Alex Reporterfy took the stage to receive their certificates of honor.

Chongqing Tourism Promotion Ambassadors for 2024-2025 Awarded. (Photo/Chongqing Municipal Commission of Culture and Tourism Development)

Lengyel Bence once studied in China for five years, during which he traveled extensively across the country in his free time. He documented his personal feelings and insights through text and vlogs. His works gained recognition, leading the China Cultural Center in Budapest to invite him to create a column titled "Lengyel Bence in China." In June this year, the Chongqing Municipal Commission of Culture and Tourism Development, in collaboration with the China Cultural Center in Budapest, invited him to Chongqing for the "Chongqing Through the Eyes of Foreign Media" themed activity under the "Telling Chongqing’s Story to the World" series. His work Lengyel Bence in China: Chongqing Chapter garnered significant attention from international audiences.

Alex Reporterfy, a Canadian Western China International Communication Organization expert, is also an Internet-famous video creator with over 220,000 followers. His content primarily promotes an authentic view of China to overseas audiences. Since joining the Western China International Communication Organization in 2021, Alex has led a team to produce creative videos and run social media accounts. He produced many domestically and internationally influential work series, such as "Bridge Capital of China." He has been recognized as a key foreign talent in communication produced by Chongqing.

During the conference, international travel agents and other participants will embark on field visits across Chongqing to explore the region's tourism resources. These visits aim to create opportunities for deeper cooperation in the future.