Important industry

Tourism has become an important sector of the global economy. According to Bayona, international tourism export revenues were estimated at $1.6 trillion in 2023.

"So I have to say that this is very good and we need to maintain it," she said. "Of course, China's outbound tourism is expected to accelerate the recovery. It is incredible to see that the country is implementing the visa facilitation measures for several markets and destinations so that it will help to boost Chinese domestic and international tourism."

Today, 3 percent of global GDP is linked to tourism and it can help with stability in the world, Bayona said. "As a driver of peace, I hope to help maintain good relations between countries in these difficult situations."

She said that this year is the Chinese Year of the Dragon, and the dragon is a symbol of power as well as generosity and innovation. "And those are key words for tourism," Bayona said. "We need to get stronger in our cooperation with China."

UN Tourism is also promoting tourism education, including through an online academy program, which focuses on Chinese culture, she said.

"We are working on massive online open courses for Chinese people," she said, adding that UN Tourism officials are planning to visit China for topics related to tourism, education and technology with a focus on training local people. Meanwhile, they will keep promoting connections between the private and public sectors to maintain China as a key investor in tourism.

The UN agency will continue to collaborate with Chinese universities like Beijing International Studies University and Peking University to develop joint education programs focused on tourism and technology, Bayona said.

"China is our key player in Asia and we will continue through the existing collaboration with the Ministry of Culture and Tourism," she said.