World's First International Standard for Tourism City Brand Evaluation Released

On 9 September, the 2026 World Tourism Cooperation and Development Conference was held at the Shougang International Convention and Exhibition Center in Beijing. At the opening ceremony, the scoring rules for the ISO 11778 international standard 'Brand Evaluation—Tourism Cities' were released. Initiated by the World Tourism Cities Federation, it is the world's first international standard dedicated to tourism city brand evaluation, with 8 first-level and 53 second-level indicators, further refined into 121 third-level indicators with a total score of 1,000, covering tourism resources, infrastructure, service convenience, environmental sustainability, safety, stakeholder evaluation, visitor…