World Travel Market (WTM) London 2024 opened its doors on November 5, attracting thousands of industry professionals from around the world.
This year’s event, the largest WTM London to date, saw over 4,000 exhibitors and delegates from 184 countries gather to discuss the latest trends, innovations, and challenges in global tourism.
With 200 world-class speakers and 70 sessions scheduled, the first day set a dynamic pace, highlighting the event’s emphasis on economic impact, sustainability, diversity, and the role of technology in shaping the future of travel.
WTM London and its Global Travel Partner, the Saudi Tourism Authority, began the day with a shared vision of the tourism sector’s cultural and economic importance.
Jonathan Heastie, WTM Portfolio Director, expressed excitement at the turnout, noting the significance of last year’s travel deals, which amounted to £2.2 billion. Heastie’s optimism about the event underscored the potential for even greater achievements in 2024, with a packed agenda aimed at advancing the industry.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, highlighted tourism’s role in creating opportunities for youth, entrepreneurs, and remote communities. Emphasizing tourism’s inclusive impact, he spoke about how travel fosters open-mindedness and strengthens cultural connections. Hamidaddin’s remarks resonated with WTM’s ongoing commitment to diversity and inclusion, a theme woven through various sessions on the first day.
Emphasis on DEAI Initiatives
WTM London’s DEAI (Diversity, Equity, Accessibility, and Inclusion) track sparked discussions on making travel more inclusive. LoAnn Halden, VP of Communications for the International LGBTQ+ Travel Association (IGLTA), stressed the need for companies to support diversity initiatives year-round, beyond symbolic gestures for occasions like Pride or Black History Month. She advised travel companies to establish ‘internal allies’ who understand the perspectives of underrepresented groups, promoting long-term inclusivity in the sector.
Adding to the discussion, Jane Cunningham, Director of European Engagement for Destinations International, emphasized that diversity in tourism should not only welcome visitors but also serve the local communities. This inclusive approach aligns with the vision of destinations that prioritize sustainable growth and positive social impact.
On the topic of age inclusivity in marketing, Debbie Marshall, Managing Director of the Silver Marketing Association, encouraged companies to collaborate with target demographics before launching campaigns. Her advice reflects a growing awareness of the importance of authentic representation in tourism marketing.
The DEAI sessions also explored practical steps for welcoming diverse groups. Hafsa Gaher, Director of Halal Travel Network, shared insights on how hotels can better accommodate Halal-observing guests. Her recommendations included offering vegetarian options, providing lists of nearby Halal restaurants, and removing alcohol from minibars upon request. Such measures, Gaher suggested, make travel more accessible and welcoming for diverse travelers.
Greece and Accessibility in Tourism
The day’s events highlighted Greece’s advancements in accessibility, with the nation investing in infrastructure that caters to disabled travelers. A notable achievement includes the installation of Seatrack systems on 250 beaches, allowing wheelchair users to access the sea. Eleni Skarveli, Director of the Greece National Tourism Organisation, spoke about how the initiative aligns with Greece’s hospitality values, emphasizing the importance of guest satisfaction and comfort. According to Skarveli, the enhancements are part of a broader effort to improve accessibility across Greek destinations, underscoring Greece’s dedication to inclusive tourism.
Technology Track: Frictionless Travel in Focus
Technology’s role in creating seamless travel experiences was a key theme on Day 1, with industry leaders discussing the concept of frictionless travel. Representatives from airlines, tech providers, and online travel agencies debated the complexities within the airline industry, examining how technology and existing processes contribute to travel inefficiencies.
A closing debate invited the audience to weigh in on whether technology itself or the embedded processes were responsible for current challenges. The audience’s split response underscored the complexity of the issue, highlighting that while technology has the potential to streamline travel, industry-specific hurdles remain.
New Tourism Initiatives from Maldives and India
WTM London 2024 provided a platform for destinations to showcase new initiatives aimed at attracting a wider range of travelers. The Maldives, which anticipates reaching a record two million visitors in 2024, unveiled “the world’s biggest holiday giveaway,” an initiative to entice new visitors from emerging markets. Shiuree Ibrahim, CEO of Visit Maldives, explained that the Maldives is evolving to cater to diverse interests, with a focus on sports, medical, and film tourism. Additionally, the destination aims to use 30% renewable energy by 2030, a testament to its commitment to sustainability.
India also used the event to promote its tourism sector, introducing the Chalo India e-visa initiative. This program encourages members of the Indian diaspora to invite friends to visit, aiming to boost tourism through word-of-mouth. India, which welcomed 9.5 million tourists in 2023, hopes to see even more growth with this initiative, especially from the UK, its third-largest inbound market.
With a promising start, WTM London 2024 has already highlighted the industry’s commitment to progress, inclusivity, and sustainability. The first day’s discussions set the stage for further exploration into how the tourism sector can adapt to evolving traveler expectations while embracing global diversity and technological advancements. As the event continues, attendees can expect additional insights from experts and new announcements from countries and companies committed to shaping the future of travel.
