WTM 2024: Shaping the Future of Global Travel
In November 2024, the bustling halls of ExCeL London once again played host to the world's leading travel trade show, World Travel Market, and as the world’s luxury travel consultancy, we had front row seats. Alongside our diverse roster of destination and aviation clients, we immersed ourselves in the conversations, exhibitions, and insights that defined WTM 2024.
What did we learn? A profound transformation is underway, with travellers' priorities, behaviours, and expectations evolving at a rapid pace. From the surge of experiential tourism to the mainstreaming of sustainability, the travel landscape is being reshaped before our eyes. And as our clients demonstrated, those who can adapt and innovate will be poised to thrive.
Key Industry Trends & Insights
The Evolution of Experience-Led Travel
The shift towards experiential travel continues to accelerate, with 60% of Gen Z and millennials preferring to invest in travel experiences rather than material possessions. This trend is particularly evident in the surge of adventure tourism, projected to grow by an impressive 15% annually over the next decade. For destinations, the variety and uniqueness of experiences have become crucial differentiators, with 27% of international travellers citing "range of things to see and do" as a primary factor in their decision-making.
Sustainable Tourism Takes Centre Stage
Perhaps the most significant shift we observed is the mainstream adoption of sustainable tourism practices. With 65% of travellers now acknowledging tourism's environmental impact, the sector is responding accordingly. The sustainable tourism market is projected to reach £11.4 trillion by 2034, growing at 14% annually. This isn't merely a trend - it's a fundamental reshaping of how we approach travel, with 83% of consumers actively seeking sustainable options.
The Rise of Emerging Markets
The global travel landscape is being transformed by the expanding middle class, particularly in Asia. By 2030, travel is expected to account for 24% of the global population, with China adding 44 million middle-class households and India contributing 9 million. This demographic shift is already evident in booking patterns, with Chinese outbound travel expected to surge 80% above pre-pandemic levels by 2030.
Economic Pragmatism Meets Luxury Aspirations
While 83% of consumers express concerns about travel costs, we're seeing a fascinating evolution in travel patterns. Rather than foregoing travel altogether, consumers are opting for fewer but longer stays, embracing the "slow travel" movement. This shift is reflected in the 12% increase in average international trip duration compared to 2019.
Our Clients at WTM 2024
Destinations
Dubai showcased its continued innovation in tourism with over 60 stakeholders representing various sectors. A highlight was the exclusive breakfast hosted by Visit Dubai, where Hoor Al Khaja, Senior Vice President of International Operations at DCTCM, shared compelling insights into Dubai's tourism future. Zambia Tourism Agency achieved its largest-ever private sector participation, with 25 stand sharers joining their exhibition. The presence of Mr Evans Muhanga, Permanent Secretary of the Ministry of Tourism, underscored the nation's commitment to tourism development. Grenada's presence within the Caribbean Tourism Office stand highlighted the island's unique offering, conducting valuable media and trade meetings throughout the event.
Aviation
Our aviation clients demonstrated strong leadership in their respective markets. RwandAir engaged with key industry media, with CCO Fouad Caunhye providing insights into the airline's strategic direction. TAP Air Portugal conducted strategic meetings focusing on their 2025 communications agenda. Turkish Airlines impressed with their innovative two-floor chalet featuring their new Crystal Business Class seat, which is being rolled out next year.
Looking Ahead
The successful media engagements, strategic meetings, and future-focused discussions at WTM 2024 have laid a strong foundation for an exciting year ahead in luxury travel, and it's clear that the travel industry is actively evolving to meet the changing needs and expectations of modern travellers. The PC Agency remains committed to helping our clients navigate these trends and opportunities, ensuring their stories resonate with both trade and consumer audiences in authentic and impactful ways.
Ready to elevate your brand's global impact? Reach out to the PR experts at hello@pc.agency, or give us a call on +44 207 768 0001.
