In July 2025, ICCTA supported international cultural tourism exchange connected with Hubei's Shennongjia-Wudang Mountains-Three Gorges tourism route, bringing together destination promotion, FAM trip logic, international guest contribution and travel trade storytelling.
In July 2025, ICCTA supported international tourism exchange activity connected with Hubei's Shennongjia-Wudang Mountains-Three Gorges cultural and ecological tourism route.
The programme introduced international guests, travel trade representatives and media-related participants to Hubei's destination resources, including Wudang Mountain, Shennongjia and the Three Gorges. It also created a platform for sharing Ireland's experience in destination branding, community-led tourism, heritage storytelling and sustainable visitor development.
For ICCTA, the case shows how FAM trips, destination promotion and international knowledge exchange can work together as a practical cultural tourism cooperation model.
The case is especially relevant for destinations, scenic areas, cultural tourism bureaus and travel trade partners seeking Ireland/Europe-facing visibility, familiarisation visits, media storytelling and long-term cooperation.
Hubei's Wudang Mountain, Shennongjia and Three Gorges route brings together cultural heritage, natural landscapes and ecological tourism potential. International promotion requires clear storytelling and trusted channels between destinations, travel professionals and media audiences.
The activity used a familiarisation approach, bringing international guests and tourism-related participants closer to the destination experience through agenda planning, site context and practical travel preparation.
This case shows how ICCTA can support destinations by connecting FAM trips, cultural tourism narratives, media-ready materials and future cooperation pathways.
Selected images from the activity, used to give partners and visitors a clearer sense of the programme.
