Recalibrating Tourism: World Travel Market 2024
Travel experts spoke with optimism about the upward trajectory of tourism globally at this year’s edition of the World Travel Market (WTM) London conference (November 5-7). Play was a central theme, as the industry looks to capitalise on music, sports and other fun-focused offerings. Tackling travel’s most pertinent sustainability issues was also discussed at length.
The Great Travel Rebound
Tourism’s Emphasis on Play
Sustainable Tourism Recalibration
Data revealed at the conference shows that travel has made a full recovery, with tourist numbers pushing past 2019 figures despite worldwide political and economic uncertainty. Meanwhile, more affordable options are crucial to tourism’s continued growth, with travellers prioritising value-for-money destinations.
Data revealed at the conference shows that travel has made a full recovery, with tourist numbers pushing past 2019 figures despite worldwide political and economic uncertainty. Meanwhile, more affordable options are crucial to tourism’s continued growth, with travellers prioritising value-for-money destinations.
Summary
The Great Travel Rebound | Data revealed at the conference shows that travel has made a full recovery, with tourist numbers pushing past 2019 figures despite worldwide political and economic uncertainty. Meanwhile, more affordable options are crucial to tourism’s continued growth, with travellers prioritising value-for-money destinations. |
Tourism’s Emphasis on Play | Play-centred experiences were a major focus as the tourism industry centres on joy and escapism as a core strategy. Set-jetting (travelling to visit a TV or film location) was also on the agenda. For more on play, see Reclaiming Play: Brands Offer Kidults Joyful Escapism. |
Sustainable Tourism Recalibration | Addressing how climate change is impacting consumers’ travel itineraries globally – as extreme weather events increasingly affect tourist hotspots – was an important theme at WTM. Overtourism was also a key topic as destinations and travel operators scramble for solutions, particularly following the 2024 protests in popular destinations. For more, see Solutions for a New Climate Era: Hospitality & Leisure. |
Recalibrating Tourism: World Travel Market 2024
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