The Asia Pacific region is poised to experience significant growth in mountain tourism, with projected annual increases of 6.5% in tourist numbers and 10% in revenue between 2024 and 2026, reaching 1.474 billion tourists and USD 1.82 trillion in revenue by 2026 (International Mountain Tourism Alliance report, 2023). As camping, trekking, and eco-tourism surge in popularity post-COVID, the industry is increasingly focused on sustainable travel, digital skilling, and community empowerment.

To explore these trends, PATA recently partnered with the International Mountain Tourism Alliance (IMTA) to host a webinar featuring global experts in mountain tourism. Attended by 70 participants, the session delved into key opportunities, challenges, and innovative solutions shaping the future of mountain tourism in the region.

💡 Key Takeaways from the Webinar

Opportunities in Asia Pacific Mountain Tourism

The growing appeal of sustainable travel and eco-tourism is reshaping the industry, with an increasing number of travellers seeking environmentally responsible experiences. Off-season travel presents an opportunity to balance demand, reduce environmental strain, and create year-round economic benefits for local communities. Additionally, advancements in Artificial Intelligence (AI) and digital technologies are enhancing visitor experiences and streamlining business operations, allowing destinations to cater more effectively to the evolving expectations of tourists.

Challenges Facing the Industry

Despite the sector's growth, mountain tourism faces significant challenges. Climate change poses a direct threat to fragile mountain ecosystems, altering landscapes and impacting biodiversity. Many emerging destinations struggle with geographic remoteness and infrastructure limitations, making access and connectivity critical hurdles. Additionally, workforce capacity constraints, particularly in developing regions, highlight the need for skills training and workforce development to sustain the industry's momentum.

Learning from European Mountain Tourism

The European mountain tourism experience provides valuable lessons for sustainable growth and resource management. Effective community engagement models have demonstrated how local participation can enhance tourism development while preserving cultural and environmental assets. Furthermore, leveraging technology has proven essential in improving accessibility and diversifying tourism offerings, making mountain destinations more appealing and resilient.

Case Studies in Asia Pacific

The webinar featured compelling case studies from Nepal, Vietnam, and the Chinese province of Guizhou. These destinations have successfully implemented digital transformation initiatives, embraced sustainable tourism practices, and fostered community-led development. By integrating innovative approaches and leveraging local assets, these case studies provide valuable insights into how mountain tourism can thrive in diverse contexts.

💬 Expert Insights from the Webinar

The discussion was led by Peter Semone, Chair, PATA; and Founder & President of Destination Human Capital Limited, who provided a comprehensive overview of the opportunities and challenges facing mountain tourism in the Asia Pacific. Hosting the session was Mark Panayiotis Notaras, Founder, Timor-Leste Food Lab, who guided the conversation and engaged with panelists on key industry topics.

The panel featured leading experts in the field:

• Armelle Solelhac, Founder & CEO, SWiTCH, who provided insights into how European mountain tourism experiences can offer valuable lessons for Asia Pacific destinations.

• Paul Rogers, Co-Founder & Director, Planet Happiness, who emphasised the importance of measuring tourism’s impact on community well-being and sustainable development.

• Ajay Prakash, Global President, International Institute for Peace Through Tourism (IIPT); Founding President, IIPT India Chapter; Chief Executive, Nomad Travels, who discussed strategies for fostering peace and community development through tourism initiatives.

Looking Ahead: A Sustainable and Inclusive Future

This webinar formed part of a consultation with mountain tourism experts, and the findings will be integrated into a report to be released in the first half of 2025. The transformative potential of mountain tourism in the Asia Pacific lies in adopting sustainable practices, enhancing digital capabilities, and prioritising local community engagement. By learning from global best practices and leveraging technology, stakeholders can create resilient and prosperous tourism economies in the region.

This blog is inspired by the PATA x IMTA Webinar "A Steady Climb: Opportunities and Constraints in Asia Pacific Mountain Tourism". We extend our gratitude to all the panellists who attended and to our friend Professor Francesco Frangialli, Honourary Secretary General, UN Tourism, who was unable to attend, for his contribution to the discussion.

PATA members, access the full webinar recording at the PATA Info Hub!