For proof that the travel industry is firmly back on track after the Covid-19 pandemic, look no further than this year’s visitor numbers at World Travel Market.
The annual industry event in November attracted 46,316 visitors to London’s Excel venue, with record levels of pre-scheduled meetings, at 34,082.
A packed auditorium tuned in for the WTM Global Travel Report 2024 on the opening day, which is produced in conjunction with Tourism Economics, providing a comprehensive outlook of the travel sector, with data and insights from over 185 countries.
Below are a few of the key takeaways:
- International tourism arrivals are expected to hit a record 1.5 billion in 2024, surpassing 2019 values
- By 2030, international visitors staying at least one night in their destination are projected to have grown by over 30% to two billion
- Europe continues to be a global favourite, with over 707 million international tourist arrivals in 2023 and figures from January to July 2024 just 1% below pre-pandemic levels
- Southern Europe in particular is seeing strong results – Malta, for example, saw a remarkable 31% increase in international arrivals from January to July 2024, compared with the same period in 2019
- The Middle East retained its position of the best-performing region, having surpassed pre-pandemic levels in 2023 by a whopping 30.5% and continuing to grow in the first seven months of 2024
- Authentic experiences are a key factor when it comes to choosing a destination, with activities from farming to fishing, cultural exploration, learning about local food and drink, adventure
experiences, wellness breaks and much more - The industry’s focus on sustainability is paying off, with a reduction in emissions globally for travel and tourism. Meanwhile, 45% of travellers say they’re likely to change their travel plans in future to limit their carbon footprint
- Diversity, equality, accessibility and inclusion need improvement, with seven in 10 people saying they don’t think providers are offering services tailored to diverse needs. How the industry is tackling this challenge was a major theme, with panel debates and more on the topic
There was also a Ministers’ Summit, with over 50 of travel’s most influential political figures. The theme was artificial intelligence (AI) with a debate on harnessing new technologies to do good within the sector.
We loved seeing the stands from around the globe – with some truly incredible displays – and catching up with both new and returning clients, several of our media contacts and our partner Irish agency as we embark on some collaborative projects for destinations targeting both the UK and Ireland. All in all, a WWTM – wonderful World Travel Market!