At the 5th China International Consumer Products Expo (CICPE), the China Sustainability Tribune and Visa jointly released the White Paper on Sustainable Tourism Insights and Practices, providing practical guidance for the green transformation of the tourism sector.

With the advent of mass tourism, the industry faces challenges in environmental and cultural preservation while creating economic value. The White Paper emphasizes that sustainable tourism is not a niche concept but an essential path for high-quality development, requiring systematic efforts across six dimensions, including environmental, economic, and social perspectives.

Xie Xiaonan, Head of Visa Greater China, shared that the company is promoting green travel through innovative payment technologies. For instance, the "Tap-to-Ride with Foreign Cards" service in Beijing's subway system has made transit more convenient for international visitors, increasing ridership by 10% while reducing ticketing costs by 30%. This model has now been implemented in over 870 cities worldwide.

The White Paper compiles global best practices from destinations and businesses, including:
Systematic Planning: Integrating tourism development into national sustainability frameworks.
Standards Leadership: Driving transformation through green certification systems.
Collaborative Innovation: Multi-stakeholder cooperation among governments, businesses, and travelers.
Value Conversion: Enhancing brand appeal through sustainable marketing.
The white paper highlights that sustainable tourism not only reduces ecological pressure but also creates jobs and preserves cultural heritage, achieving a win-win outcome for economic and social benefits. Visa pledged to continue collaborating with partners to advance tourism's green transition through technological innovation.