A walk along Wukang and Anfu roads in Shanghai's Xuhui district offers a glimpse of the city's culture and landscape. The combination of historical architecture with well-designed cafes and shops draws numerous tourists, making it the trendiest place for a stroll.

This is no coincidence. Both the authorities and the community have cooperated to combine cultural preservation with contemporary vitality, striking a balance with tourism. This approach has also benefited residents by improving infrastructure and public services.

It's one of China's successful examples of developing communities through sustainable tourism, which was among the key topics at the World Tourism Alliance's Xianghu Dialogue 2024, recently held in Sanya, Hainan province, under the theme of "geared up for a new venture — the future is now".

Representatives from international organizations, tourism authorities, cities, companies and travel agencies from 32 countries and regions gathered for the discussions. These included trends in the global market and tourism between China and Europe.

"The tourism industry has become an emerging strategic pillar industry, promoting both livelihood and happiness," says Zhang Xu, chair of the World Tourism Alliance. The annual conference acts as a platform for the global tourism industry to communicate and enhance cooperation.

According to UN Tourism, formerly known as UNWTO, a leading international organization in the field of tourism, the number of tourists traveling internationally had almost returned to pre-pandemic levels in the first seven months of 2024, driven by robust demand in Europe, and the reopening of markets in Asia and the Pacific.

Jaime Mayaki, director of the Department for Technical Cooperation and Silk Road at the UN Tourism, identifies trends in the global tourism industry, including regenerative tourism, wellness tourism, sustainable development and the use of artificial intelligence.

"In community-based tourism, we should ensure that local residents benefit from tourism and preserve their culture as well," he says. "Also, the numbers of digital nomads (those who travel and work remotely) are increasing globally, and destinations should offer them the necessary infrastructure, such as reliable internet."

He believes that tourism plays a vital role in terms of driving job creation, economic development, cultural exchange, environmental conservation and poverty reduction.

"Sharing best practices among countries is important for global tourism cooperation," he says. "China excels in using technologies like AI in creating personalized experiences. It can share its popular digital payments, virtual reality and augmented reality practices."

Istvan Ujhelyi, head of the EU-China One Belt One Road Culture, Tourism, Education and Economic Development Committee, emphasizes that everyone involved in tourism, such as policymakers and corporations, should realize that it's a global industry.

"While making policies, they should consider that tourism is not targeted at a specific country or region; its impact goes beyond one place — it can affect the whole world like a chain reaction. Sustainable development and environmental management also count," he says.

Ujhelyi adds that in terms of China-Europe tourism, greater numbers of Chinese tourists visit Europe than the other way around. However, in recent years, Chinese tourism authorities and corporations have been working to balance the trend.

"They are putting greater efforts into attracting European tourists to China, such as promoting tourist itineraries and products to European travel agencies, and facilitating the recovery of flights between China and Europe."

He says that according to data, more Chinese tourists are choosing to take cruises in Europe, especially in the Mediterranean, generally 12-day voyages to seven or eight ports. "This new trend in Sino-European tourism is growing rapidly," he says.

According to Sarah Wang, regional director for Asia at the World Travel and Tourism Council, sustainable practices are essential to global businesses in tourism, such as hotels and airlines.

"Consumers, especially the younger generation, want to make a positive impact on destinations. It's a trend for both suppliers and consumers to agree on the importance of sustainable travel options and products," she says.

The WTTC's data showed that in 2023, the contribution of China's tourism industry to GDP reached $1.3 trillion. It estimated that by 2034, China is expected to overtake the United States and become the world's largest tourism economy, leading to significant changes in the global tourism landscape.

Data also showed that by the end of this year, spending by Chinese tourists on outbound tourism is expected to make up 14 percent of global spending, exceeding pre-pandemic levels.

"Chinese tourism companies wield significant global influence in the industry, serving both local and global travelers. We look forward to more Chinese companies sharing their expertise and technology, advancing the global tourism industry," she adds.

Wang also emphasizes the great potential of the Chinese inbound market. "To attract more inbound visitors, it's necessary to make travel more convenient," she says.

China has been extending its visa-free policies to include more countries. Meanwhile, many cities have rolled out 144-hour visa-free transit for international travelers.

She says it's important to continue to improve flight connections, especially direct international flights.

When it comes to promoting the country as an international destination, she recommends sharing compelling stories that resonate with people from different regions and cultures, and spark their interest in visiting, and going beyond just showcasing scenery and hospitality.

"Overseas tourists are interested in in-depth communication and interactive experience. Social media can offer diverse ways to promote China, sharing vivid stories of everyday people that foster a sense of connection," she says.

Adam Burke, president and CEO of Los Angeles Tourism and Convention Board, agrees. "Those from the US already have an awareness of the in-depth culture and ancient history of Xi'an, Shaanxi province. We'd like to build off that because there's more to see within the province than just the Terracotta Warriors," he says.

In May, Los Angeles signed a tourism partnership with the city to boost cultural and tourism communication.

"As we provide travelers from the US with more information about China, we are likely to get more help from the airline industry to increase direct flights. And it will help bilateral tourism as well," Burke adds.