7 Things I Learned At This Year’s World Travel Market

As a digital nomad and travel enthusiast, I’m always curious about how the travel industry is evolving. This year, I had the opportunity to attend the World Travel Market (WTM) in London, and I’m excited to share what I learned! My goal is to always keep you updated on the latest travel practices and trends that will make your travel easier, more sustainable, and cost-effective. 

What is the World Travel Market?

The World Travel Market is an annual gathering of the travel industry's most influential people, innovators, and organizations. It’s a hub for discussing new ideas, driving innovation, and collaborating on the future of travel. This year, WTM hosted over 4,000 exhibitors from 184 countries and welcomed more than 40,000 visitors eager to explore the latest in travel.

Beyond the exhibits, WTM featured 70+ conference sessions with over 200 speakers sharing their insights on travel trends, sustainability, and what’s next for tourism. By the end of this jam-packed event, you’ll have easily walked 20,000 steps a day, left with a notebook full of new ideas—and maybe a bucket list of countries you never thought about before!

So, what’s trending for 2024? Here’s your insider’s scoop.

7 Travel Trends We Are Seeing in 2024

Slow Travel

Covid lockdown may feel like a distant memory, but it left a mark on the travel industry. In 2020 we saw travel stop overnight and not resume at a normal pace for almost two years. Dubbed ‘the year of revenge travel’, 2022 saw an increase in tourism as people caught up on much-missed travel. After the surge in 2022, a new trend emerged: slow travel. 

In 2024, we are seeing households take fewer trips but make their trips longer. People would rather make more cost-effective decisions that allow for more meaningful time at each destination than take a shorter more extravagant trip. Despite the change in travel style, 2024 is on track to be a record-breaking year for travel. 

Cost of Travel is Becoming a Bigger Issue

It’s no secret that the cost of living is on the rise. Travelers around the globe are looking for ways to stretch their budgets without sacrificing memorable experiences. Luxury travel is being set aside in favor of more affordable, meaningful options. This means the industry now faces the challenge of providing offerings that fit the wants and needs of today’s budget-savvy travelers. 

Climate Crisis Awareness

This year, climate disasters such as extreme heat, wildfires, floods, and hurricanes made headlines. Days before WTM, Valencia was hit with nearly a year’s worth of rain in just eight hours, resulting in the deadliest floods Spain has seen in decades. With extreme weather incidents on the rise, travelers are reconsidering once-popular destinations. Could disrupted vacations finally be the push for serious environmental action?

Sustainability in Travel

On that note, sustainability was a buzzword at WTM. While travelers say they want eco-friendly options and believe sustainable travel is important, the reality is that cost is still the leading decision driver within the travel industry. With the natural world in trouble, the travel industry is evaluating its role in the climate crisis and finally taking some responsibility. The good news is that while sustainability practices are not a primary driver in first-time bookings, travelers tend to direct repeat visits and strong recommendations towards companies that, on top of being cost-effective, are highly focused on sustainability efforts. Hopefully, this spike in repeat business will encourage more businesses in the travel industry to shift toward sustainable practices. 

Destinations are Fed Up with Overtourism

Earlier this year, frustrated Barcelona locals protested rising tourist numbers, even going so far as to blast tourists with water guns, and they aren’t alone in their frustrations. Locals all around the world are fed up with the negative impacts of travel on their communities and are demanding change. In response, governments in Europe are experimenting with a tourism tax to help offset the impact on infrastructure. We’re also seeing major cities begin to regulate short-term rentals in an attempt to minimize the effects of Airbnb and vacation home rentals on rising housing costs. This is just the beginning of an industry-wide restructuring aimed at better-managing tourism.  

Seeking Adventure and Authenticity

Travelers are shifting away from popular tourist hotspots, and the crowds that go with them, in favor of more authentic, immersive experiences. They want to enjoy activities that reflect a destination’s true culture, whether it’s savoring authentic street food in a bustling market, hiking a renowned trail, or participating in a local tradition. It’s no longer just about seeing the sights; people want to come home with stories that feel unique and personal. 

AI in Travel

AI is making waves in global industries, and the travel sector is no exception. Many companies are using it to streamline processes and provide more personalized experiences to travelers. Additionally, we are seeing people begin to use AI as a travel planning tool. While AI is great for quick questions – like, “What should I do on a 4-day trip to Berlin?” – it still falls short on more complex, personalized requests. That’s where travel content creators come in (hello there)! Only a real person who has had their feet on the ground can give you the local secrets and personal touch that AI can’t replicate. 

2024 is shaping up to be a transformative year for the travel industry. Political and environmental concerns loom large, but with innovation and a commitment to sustainability, there’s hope that we can continue exploring the world safely and responsibly. 

Follow along as I dive deeper into these topics and help uncover solutions that make it possible for us to do what we love – travel– while leaving a positive impact on the world.