NEW YORK, Oct. 14, 2026 /PRNewswire/ -- CSTS Enterprises (CSTS), a New York-based sports, entertainment, integrated media and travel technology group, today announced the appointment of Professor Robert Li, an internationally recognized thought leader in tourism and hospitality, to its Advisory Board. The appointment further strengthens CSTS' commitment to tourism innovation and long-term growth across its global portfolio of travel, sports, and entertainment businesses. 

Currently the Fung King Hey Memorial Professor of Tourism Management and Director of the School of Hotel and Tourism Management at The Chinese University of Hong Kong (CUHK) Business School, Professor Li is globally renowned expert in destination marketing and tourist behavior. He has authored more than 280 journal articles and book chapters and received more than 30 research awards during his distinguished academic career. He has been named among the top 2% of scientists worldwide in sport, leisure, and tourism in the Stanford–Elsevier global rankings.

Throughout his career, Professor Li has worked with major organizations, government agencies, and corporations, including the World Travel & Tourism Council (WTTC), the United States Department of Commerce, Destination Canada, and China's Ministry of Culture and Tourism among many others. In addition, Professor Li currently serves as the President of the Travel and Tourism Research Association (TTRA), making him the first Asian elected to the organization's leadership in its nearly 60-year history. His research and advisory work have helped shape tourism policy, destination strategy and industry development on an international scale. Demonstrating his forward-thinking leadership, Professor Li has spearheaded the creation of two innovative master's programmes: the MSc in Leadership for the Experience Economy and the MSc in Sports Business Management.

As a member of the CSTS Advisory Board, Professor Li will provide strategic guidance on sports tourism, hospitality innovation and the broader strategy tapping on the growing experience economy. His expertise will support CSTS as it continues expanding its international footprint while developing new hospitality products, partnerships and experiences for clients, destinations and global audiences.

Abel Zhao, Group CEOand Executive Director of CSTS Enterprises, said: "We are delighted to welcome Professor Robert Li to CSTS' Advisory Board. He is one of the most respected voices in global tourism and hospitality, combining world-class academic credentials with deep practical experience working alongside governments, industry bodies and international brands. His insights will be invaluable as we continue to evolve our businesses and create innovative experiences that connect people, destinations and communities."

Professor Li added: "I am deeply honored to serve on the Advisory Board of CSTS Enterprises. Collaborating with Mr. Abel Zhao and his team to shape the future of tourism, hospitality, and the broader experience economy is a thrilling opportunity—especially as we harness these sectors to elevate human well-being and foster societal flourishing."

About CSTS Enterprises

CSTS Enterprises is an integrated media, entertainment, sports, and travel technology group. Headquartered in New York City, the company develops and partners with intellectual properties and brands to deliver compelling experiences that connect with audiences across the world. In addition to its own initiatives, including Generation C and PremierX, it collaborates with international IPs including FIFA World Cup, UEFA European Championship, and Formula 1.

CSTS integrates experiential marketing, travel, data, and technology to deliver seamless end-to-end audience experiences. The company engages consumers across physical events and digital channels, executing at scale worldwide, turning complex activations into co-ordinated, measurable outcomes.