Xu Jing served as Regional Director for Asia and the Pacific at the World Tourism Organization (UNWTO) from 2004 to 2020, and concurrently as Executive Secretary of the UNWTO General Assembly and Executive Council between 2014 and 2017. Since 2021, he has been Vice Chairman of the Global Tourism Economy Research Centre (GTERC), the institution behind the Global Tourism Economy Forum, headquartered in Macao. He also serves as a Board Member and Expert Committee Member of the International Mountain Tourism Alliance (IMTA) since 2017. In 2020, he joined the Mekong Tourism Advisory Group (MeTAG) as a member. Since 2024, Xu Jing has further taken on the role of Advisory Board Member of FIBEGA, the International Gastronomy Tourism Network headquartered in Madrid. He graduated from Beijing International Studies University and received a Master of Science degree in Tourism Management from the University of Surrey in the United Kingdom. Early in his career, he worked in international relations at the former China National Tourism Administration (CNTA). He later joined the World Tourism Organization in Madrid in 1992 as an officer in the Regional Representation for Asia and the Pacific. In academia, he has served as an adjunct professor at The Chinese University of Hong Kong and has been appointed Honorary Professor or Advisor at Taylor’s University in Malaysia, Shanghai Institute of Tourism, Hainan University, Soochow University, Sun Yat-sen University, among others. His current research interests focus on the implementation of the UN Sustainable Development Goals (SDGs) in tourism, as well as tourism development and destination marketing policies in Asia.