Currently serving as the Director of the School of Hotel and Tourism Management at The Chinese University of Hong Kong, Li brings an academic portfolio featuring over 280 published articles. His inclusion in the Stanford–Elsevier global rankings as a top 2% scientist in his field underscores his standing as a leading voice in tourism management. Beyond academia, he holds the distinction of being the first Asian president of the Travel and Tourism Research Association.

Li’s advisory role will focus on guiding CSTS through the complexities of the experience economy, specifically targeting innovations in hospitality and sports tourism. His background includes high-level collaborations with organizations such as the World Travel & Tourism Council and the United States Department of Commerce. Group CEO Abel Zhao noted that the partnership is designed to bridge world-class research with the company’s ongoing efforts to develop global destination strategies and consumer-facing experiences.