On November 17, 2025, the First International Travel Services Conference and Trade Exhibition was successfully held in Sanya, China, bringing together leaders, experts, and stakeholders from across the tourism and MICE industries to discuss the future of international travel.
Representing GSTC, Cathy He, Co-founder of Colorful Earth — GSTC’s official training partner in China — delivered a keynote speech introducing the Global Sustainable Tourism Council (GSTC) and its GSTC MICE Standard.
In her presentation, Cathy shared the mission and global role of GSTC in setting and managing international standards for sustainable tourism. She explained how the GSTC MICE Standard provides a comprehensive framework for Meetings, Incentives, Conferences, and Exhibitions (MICE) organizers to integrate sustainability into every aspect of their operations. She also highlighted that as the global MICE industry continues to grow, it also carries a unique responsibility to promote environmental stewardship, social inclusivity, and economic balance. She emphasized that adopting the GSTC Standards and fostering international cooperation are essential to achieving sustainable development across the MICE sector.
The conference brought together representatives from international organizations, tourism administrations, travel service enterprises, and academia, offering a valuable platform for knowledge exchange and partnership building.
