The "2025 World Tourism Cities Federation Hong Kong Fragrant Hills Tourism Summit" hosted by the World Tourism Cities Federation and the Hong Kong Special Administrative Region Government's Culture, Sports and Tourism Bureau opened in Hong Kong on the 15th. The theme of this summit is "Innovating City Brands to Promote High Quality Development of Tourism Industry", discussing new trends in tourism development and promoting experience exchange. The "World Tourism Economy Trends Report (2025)" released at the summit pointed out that by 2024, the tourism economy in the Asia Pacific region will grow rapidly, with a total tourism volume increase of 19.9%, ranking first among the five major regions; The growth rate of total tourism revenue reached 6.4%, which is 2.4 percentage points higher than the GDP growth rate. Looking ahead to 2025, it is expected that the growth rate of total tourism revenue in the Asia Pacific region will exceed 10%. The four-day summit includes thematic discussions, Mayor's Forum, Beijing Hong Kong Tourism Trade Fair, etc., to jointly explore topics such as urban brand building and sustainable development strategies for tourism cities in the future. During the event, Hong Kong Chief Executive Carrie Lam delivered a speech stating that despite facing geopolitical challenges, Hong Kong, as a global trading and tourism hub, maintains its position as a free trade center with transportation connections including its port and airport. In addition, the Guangdong Hong Kong Macao Greater Bay Area provides a huge consumer market and tourism opportunities. Hong Kong's rich cultural activities, Michelin starred restaurants, and outdoor activities all contribute to making it a vibrant international tourist destination. Sima Hong, Deputy Mayor of Beijing and Executive Vice Chairman of the World Tourism Cities Federation Council, stated that tourism is a means of cultural exchange, and the prosperity of urban tourism will promote inclusive understanding among different civilizations and promote world peace and development. She shared three views at the event: strengthening the construction of tourism city brands, enhancing global influence and competitiveness; Accelerate the transformation and upgrading of the tourism industry, and improve the quality of urban tourism development; Deepen process based communication and cooperation to promote the prosperous development of cross-border tourism. This summit has attracted nearly 800 government officials, representatives from international tourism organizations, industry leaders, and experts and scholars from over 40 countries and regions and over 60 cities. On the day of the event, the World Tourism Cities Federation released an initiative proposing five directions for promoting high-quality development of the global tourism industry to various tourist cities: cultural innovation as the core, technological empowerment as the means, sustainable development as the criterion, global collaboration as the path, and tourism safety as the guarantee, providing clear directions and action guidelines for opening up new paths for the future development of urban tourism. The World Tourism Cities Federation, founded in 2012 and initiated by Beijing, currently has 256 members covering 87 countries and regions. The Xiangshan Tourism Summit, held annually in April or September, is an important event of the World Tourism Cities Federation and a platform for promoting practical cooperation and achieving mutual benefit and win-win outcomes. (New Society)