Mr. Liu Shijun is a seasoned travel and tourism professional with nearly 40 years of experience spanning both private and public sectors.

Before joining UN Tourism, he served as Vice Chair and Secretary-General of the World Tourism Alliance (WTA), where he led the alliance’s establishment and growth into a global non-governmental, non-profit tourism organization with 252 members across 45 countries and regions. Under his leadership, initiatives such as the WTA Xianghu Dialogue were successfully launched, strengthening the alliance’s influence and member engagement.

Previously, at the former China National Tourism Administration (CNTA, now the Ministry of Culture and Tourism of China), Mr. Liu held senior roles in marketing, international cooperation, industry supervision, tourism standardization and trade association management, including Director-General for Marketing & International Cooperation, Deputy Director-General for Industry Supervision & Management and Tourism Quality Management Offices and Director for China National Tourist Offices in Sydney and New Delhi.

Mr. Liu played a key role in major international events, including the 22nd UN Tourism General Assembly (Chengdu, China, 2017), China-US Tourism Leadership Summit and China’s post-SARS market recovery efforts. He also led the development of China's Best Tourism Cities in collaboration with UN Tourism, Top Tourism Towns, and over 100 Excellent Tourism Cities, helping make tourism a government priority at all levels while enhancing industry infrastructure and management nationwide.

A recognized leader in tourism regulation, he contributed to the establishment of China’s tourism standardization system, overseeing key initiatives such as the Star-rating for Hotels and launching national contests for hospitality and tour guide professionals. As Secretary-General of the China Tourism Association (CTA), he was responsible for management of national trade associations namely the China Association of Travel Services (CATS), China Tourist Hotels Association (CTHA), China Tourist Attractions Association (CTAA), China Tourism Automobile and Cruise Association (CTACA) as well as their subordinate chapters. Through the creation of flagship industry events such as the China Tourism Commodities Fair and China Tourism Forum, he strengthened networks among association members and fostered greater collaboration between the public and private sectors.

Mr. Liu began his career at Beijing International Hotel and Mövenpick Hotel Beijing Airport before joining CNTA. He holds a degree from Beijing International Studies University and an EMBA from Cheung Kong Graduate School of Business. A recipient of the AAHS Diamond Five Star Award, Mr. Liu speaks Mandarin and fluent English.