The 2025 UN Tourism/PATA Forum on Tourism Trends and Outlook brought together global leaders, policymakers, scholars, and industry professionals at Guilin of Guangxi in China, from 18 to 20 September.

Co-hosted by the UN World Tourism Organisation (UN Tourism) and the Pacific Asia Travel Association (PATA), the three-day event focused on resilience, sustainability, and smart tourism. Delegates from more than 20 countries, including the United States, Australia, France, and Singapore, joined discussions through keynote addresses, panels, and expert dialogues.

Sessions explored tourism governance, resilience, and talent development, with contributions from Slovenia, Indonesia, Nepal, Spain, and The Hong Kong Polytechnic University. A dedicated Guilin Session highlighted innovations in the MICE sector with expert insights from Greece, South Korea, and China.

A major highlight was the global launch of UN Tourism’s latest World Tourism Barometer, offering updated data on travel flows and economic impact. Industry giants such as TUI Group and Alipay’s Fliggy presented fresh perspectives on European markets and digital tourism models.

Delegates also visited Guilin’s cultural and tourism landmarks, witnessing the city’s integration of culture, technology, and sustainability in its tourism strategy.

The forum concluded with the “Guilin Solutions,” a set of recommendations to advance sustainable and intelligent tourism worldwide, reinforcing Guilin’s role as a hub for global dialogue and innovation.