Hosted by the SHTM and the China Tourist Hotel Association, the Fifth International Forum on China Hotel Brand Development cum Ninth China Hotel Enterprise Development Summit was held at Narada Resort and Spa, Sanya, China on 19-21 June 2012. Sponsored by Zhejiang Narada Hotel Group, special support was given to the forum by the Tourism Development Committee of Hainan Province. The forum received its usual strong support from the K. Wah Group as the title sponsor.

Pioneered by the SHTM in 2007, the forum was founded in response to the fast expanding opportunities in the Chinese hospitality industry. As the only annual forum exclusively focusing on the development of hotel brands in the country, it has been successful in providing an interactive platform for industry practitioners and academics to share experience and exchange views. This year's forum took the theme "New Directions for Brand and Human Capital Development".

Chaired by Mr Zhang Huifa, Chairman of the China Tourist Hotel Association, the forum was kicked off by Mr Wu Wenxue, Deputy Chairman, China Tourism Association and Member of the Party Group of the China National Tourism Administration; Mr Wu Kunxiong, Deputy Director of the Tourism Development Committee of Hainan Province; Professor Kaye Chon, SHTM Dean and Chair Professor; and Dr Che-woo Lui, Chairman of both The Federation of Hong Kong Hotel Owners and the K. Wah Group. The official opening was followed by an invited presentation given by Mr Zhang Run Gang, Chairman, China Tourist Hotel Association and Beijing Capital Tourism Co Ltd on the topic "Key Issues of Chinese Hotel Groups Annual Report".

Prominent industry leaders and scholars attended various presentations and roundtable discussions covering a variety of topics including "Brand Landscape in the New Competitive Market – 2012 and Beyond", "Brand Innovation Case Presentations", "Achieving a Fine Balance between Brand Standards and Hotel Profitability through 'Right' Design", "The Third and Fourth-Tier Cities in China: Opportunities and Challenges of International and Domestic Brands", "The New Generation and New Thoughts: Who They are and How to Inspire Them for the Continuous Growth of China's Hotel Industry", "Hilton Worldwide – Engaging, Developing and Retaining Talent" and "Integration of Employee Career Advancement and Brand Development".

The SHTM considers hosting the forum as one way of encouraging its industry partners, educators and researchers to collaborate closely in enhancing the international competitiveness of hotel brands in China.