On My Mind

Last week, I had the chance to attend the World Travel Market (WTM) in London for the first time, and it was an incredible experience. As someone who works in events, I’m pretty picky when it comes to the organisation and execution of industry gatherings. But aside from the obligatory queue to get in (unavoidable with such a massive turnout!), I was thoroughly impressed. From the vibrant atmosphere to the diverse range of exhibitors and sessions, WTM 2024 was definitely one for the books.

Sustainability and Tech Take the Spotlight

If there was one overarching theme this year, it was sustainability. It was great to see such a strong commitment to eco-conscious practices across the board. One standout for me was the impressive Green Spain exhibit, which showcased the country’s commitment to sustainability. I even spotted one exhibitor whose stand was made entirely from cardboard — including the seating! It was a small but impactful reminder that every bit counts when it comes to reducing our environmental footprint.

Another major focus was travel technology. The dedicated tech area was buzzing with energy, featuring everything from AI-powered trip planners to immersive VR experiences that allow you to “travel” without ever leaving the venue. I attended a fantastic tech session with Dan Christian from the Travel Trends Podcast, who shared some fascinating insights on how AI and data analytics are reshaping the travel industry. It was amazing to see how innovation is driving change and shaping the future of travel.

DEAI: Moving Beyond Surface-Level Inclusion

One of the things I appreciated most about WTM 2024 was the strong emphasis on Diversity, Equity, Accessibility, and Inclusion (DEAI). I attended a thought-provoking session on the importance of genuine, long-term inclusion in the travel industry. LoAnn Halden from the International LGBTQ+ Travel Association made an excellent point about going beyond surface-level gestures like celebrating Pride Month. Instead, she emphasized the need for ongoing, meaningful efforts to ensure inclusivity year-round. It was refreshing to see these important conversations happening on such a large stage.

Impressive Exhibitors and Destinations

Saudi Arabia’s stand was impossible to miss — it was huge, and their sponsorship presence was felt throughout the event. It’s clear they’re making a big push to attract international travellers. However, I have to admit, I’m still hesitant about visiting as a western woman, especially given my personal values and concerns around LGBTQ+ rights. While I appreciate the investment they’re making in tourism, I think there’s still work to be done to create a truly welcoming experience for all visitors, and it’s not a destination I will be rushing to visit.

On a brighter note, I was captivated by many of the other exhibitors showcasing their destinations. Lots of stands caught my eye with their colourful and engaging presence (notable for me were Borneo, Sri Lanka and Costa Rica), and of course, the classic tropical paradises like the Caribbean and the Maldives never fail to inspire with their stunning blue waters.

Networking: Making Connections Across the Globe

One of the best parts of WTM for me was the opportunity to meet so many people from all corners of the world. Whether it was chatting with a tour operator from Sri Lanka or a tech startup founder from Europe, the energy was fantastic. It was a brilliant event to connect with like-minded professionals, exchange ideas, and explore potential collaborations. There’s something special about being in a room full of people who are all passionate about travel and eager to create memorable experiences for others.

Travel Trends to Watch in 2025 and Beyond

Based on what I saw and the conversations I had, I think we can expect a few key trends to shape the future of travel:

• Off-the-Beaten-Path Destinations: Travellers are increasingly looking for unique, less crowded spots. I expect to see a rise in interest for places which offer a mix of adventure, culture, and natural beauty.
• Tech-Driven Experiences: Technology will continue to play a big role, with AI taking the lead. There’s a huge focus on the idea of creating more personalised, seamless travel experiences for visitors and AI will be invaluable in aiding this.
• Sustainable and Regenerative Travel: This isn’t just a trend — it’s becoming the standard. Travellers are more conscious than ever about their impact on the planet, and destinations are responding with innovative eco-friendly initiatives.
• Wellness and Relaxation: With the rise of wellness tourism, people are seeking out travel experiences that help them unplug, recharge, and focus on their well-being.

Final Thoughts

Overall, WTM 2024 was a fantastic event that exceeded my expectations. It was a whirlwind of learning, networking, and discovering new trends and destinations. If this year’s edition is any indication, the future of travel is looking bright, innovative, and more inclusive than ever. I left the event feeling inspired and excited for what’s to come in the industry. Here’s to more sustainable adventures and unforgettable travel experiences in 2025 and beyond!