ZHU SHANZHONG

Executive Director WORLD TOURISM ORGANIZATION (UNWTO)
Zhu Shanzhong is currently serving as the Executive Director at the World Tourism Organization (UNWTO) headquarters in Madrid, Spain. From late 2008 to 2013, Mr. Zhu was Vice Chairman of ChinaNationalTourismAdministration(CNTA),overseeing international relations, marketing and promotions in domestic and overseas markets, tourism information center, tourism security and the establishment of a public service network. During his vice chairmanship, he also oversaw the composition and editing of key tourism documents such as the Mid and Long Term Planning of Inbound Tourism in China and the 12th Five Year Plan of Tourism Information Construction. He was also behind the launch of The Outline of National Tourism and Leisure. From 1989 to 2008, Mr. Zhu served CNTA in different capacities, namely as Director of CNTA Sydney Office, Director of CNTA New York Office, Deputy Director General of International Marketing Department and Director General of the Marketing and Communication Department of CNTA. From 1985 to 1989, he was Department Manager of China International Travel Service (CITS), the biggest travel company in China. Mr. Zhu received his Master’s Degree in Tourism Economic Management from the Graduate School of New York New School in 1988. Prior to that, he received his Bachelor Degree of Arts in English Language and Literature from Nanjing University in China.
Speaker’s sessions
Mon, Oct 14, 03:45PM - 05:15PM

PANEL SESSION I: FACE TO FACE – MINISTERS AND PRIVATE SECTOR CEOS: HOW TOURISM, LEISURE AND SPORTS LEAD TO A BEAUTIFUL LIFE (in cooperation with UNWTO)

SI: Cantonese, English, Putonghua, Portuguese, Spanish

Global tourism drives international cooperation as well as innovation and development in complementary sectors; as a result, it also acts as a transformative force, creating positive ripple effects that empower communities and improve livelihoods. In essence, tourism is a key element in the realization of a beautiful life for people – enhancing a quality of life that encompasses comfort, security, and happiness.

At this high-level session, leaders from the private and public sectors will discuss how tourism and leisure lead to a beautiful life, enhancing the lives of both the traveller and the local host community. What are the policies, strategies, and products that are optimizing tourism’s transformative force? How has the development and growth of diverse tourism markets, such as adventure, eco-tourism, sports, and wellness, affected the industry both regionally and globally? How are destinations and companies offering experiences that contribute to a beautiful life? What impact will technology and innovation have? How does culture play a role? And as more people cross international borders every day, how can tourism and leisure continue to fulfil their potential?