On May 29, the International Mountain Tourism Day 2023 kicked off in Vientiane, Laos, under the theme of "Enjoying the wonder of mountains, sharing the beauty of life, revitalizing the tourism industry." It is organized by the Ministry of Information, Culture and Tourism of the Lao People's Democratic Republic, the International Mountain Tourism Alliance (IMTA), the Pacific Asia Travel Association (PATA) and the Global Tourism Economy Forum (GTEF), and is supported by UNWTO, the World Travel and Tourism Council (WTTC), the ASEAN-China Centre, the CNIE, the Ministry of Culture and Tourism of Guizhou Province and the Foreign Affairs Office of Guizhou Province. The event brought together more than 250 participants to discuss mountain tourism offerings, market development and solutions to new consumer demands. Notable guests included Ounethouang Khaophanh, Deputy Minister of Information, Culture and Tourism of the Lao People's Democratic Republic; Fu Yingchun, Vice Chair and Executive Secretary General of IMTA; Phouvong Vongkhamsao, Deputy Mayor of Vientiane, Laos; Zhang Xilong, former Inspector in the Chinese Ministry of Culture and Tourism; Xu Peng, Vice-Chairman of the World Tourism Alliance (WTA); Phengchanh Phengmuang, Director General of the Department of Planning and International Cooperation, Ministry of Information, Culture and Tourism of the Lao People's Democratic Republic; Emma Chen, Vice-Chairman of the International Organization of Folk Arts (IOV); Darany Phommavongsa, Director General of the Department of Tourism Management, Ministry of Information, Culture and Tourism of the Lao People's Democratic Republic; Franka Gulin, Chairwoman of the European Travel Commission of China; Inthy Deuansavanh, Member of the Lao National Chamber of Commerce and Industry; Goto Satoshi, Vice-President of the Asian Union for Speleology. Opening speeches were given by Ounethouang