New York – October 14, 2026 -- CSTS Enterprises, a New York-based sports, entertainment, integrated media and travel technology group, has appointed Professor Robert Li, who heads the School of Hotel and Tourism Management at The Chinese University of Hong Kong (CUHK) Business School, to its Advisory Board.
Li will advise CSTS on sports tourism and hospitality innovation
Li will provide strategic guidance on sports tourism, hospitality innovation and the broader experience economy. CSTS is expanding its international footprint and developing new hospitality products, partnerships and experiences for clients, destinations and global audiences.
Group CEO and Executive Director Abel Zhao called Li "one of the most respected voices in global tourism and hospitality."
Li brings 280-plus publications and a record of government advisory work
Li holds the Fung King Hey Memorial Professorship of Tourism Management at CUHK. He has authored more than 280 journal articles and book chapters and received more than 30 research awards. The Stanford–Elsevier global rankings place him among the top 2% of scientists worldwide in sport, leisure and tourism.
His advisory clients include the World Travel & Tourism Council, the United States Department of Commerce, Destination Canada and China's Ministry of Culture and Tourism.
Li is the first Asian to lead the Travel and Tourism Research Association
Li currently serves as president of the Travel and Tourism Research Association (TTRA). He is the first Asian elected to its leadership in the organization's nearly 60-year history.
He also spearheaded two master's programmes: the MSc in Leadership for the Experience Economy and the MSc in Sports Business Management.
Li said he will work with Zhao and his team to shape the future of tourism, hospitality and the experience economy.