The 2024 World Travel Market (WTM) London launched today, drawing an unprecedented global audience and industry heavyweights to the ExCeL London exhibition halls. With over 4,000 exhibitors from 184 countries, WTM London underscored its status as one of the premier gatherings in the travel and tourism industry, celebrating its largest turnout to date. From economic growth to diversity, equity, accessibility, and inclusion (DEAI) and advancements in frictionless travel, the event set the tone for a dynamic year ahead in travel.
Record-Breaking Start at the Global Travel Event
Jonathan Heastie, WTM Portfolio Director, opened the event enthusiastically, highlighting the scale and significance of this year’s exhibition. “The halls are packed for the biggest WTM London to date. More than 4,000 exhibitors have joined us this year, with delegates from 184 countries worldwide,” Heastie announced.
This year’s WTM London scale reflects the resounding recovery and innovation within the travel industry following the challenges faced in recent years. Last year, £2.2 billion in travel deals were made at the event, and this year’s expanded offerings are poised to surpass that achievement, with over 200 industry leaders speaking across 70 sessions over the coming days.
Saudi Tourism Authority: Embracing Economic and Cultural Impact
Partnering as WTM London’s Global Travel Partner, the Saudi Tourism Authority brought valuable insights into the transformative power of travel on economies and societies. Fahd Hamidaddin, Chief Executive and Board Member of the Saudi Tourism Authority, emphasized tourism’s foundational role. “Tourism powers economies more than anything. The jobs we create are for the young, the entrepreneurs, the remote, and the new rising talents,” Hamidaddin remarked, underscoring the sector’s role in shaping future opportunities and creating a vibrant, diverse travel landscape.
DEAI Focus: Paving the Way for Inclusive Travel
WTM London’s DEAI conference track highlighted the industry’s responsibility to foster meaningful inclusivity beyond seasonal promotions. LoAnn Halden, VP of Communications at the International LGBTQ+ Travel Association (IGLTA), addressed the need for year-round dedication to diversity. She urged travel companies to avoid tokenism and invest in lasting initiatives, such as recruiting internal allies who genuinely understand and advocate for underrepresented groups.
Jane Cunningham, Director of European Engagement at Destinations International, pointed to the broader impact of inclusive travel practices. “Good diversity and inclusion is not only welcoming for visitors but very much serves the citizens who live in that destination,” Cunningham explained. In discussing representation, Debbie Marshall, Managing Director of the Silver Marketing Association, stressed that travel companies must accurately reflect the demographics they aim to attract by engaging directly with those communities.
From a cultural perspective, Hafsa Gaher, Director of Halal Travel Network, provided actionable advice on accommodating Muslim travellers. Recommendations included adding vegetarian options to menus, sharing information on nearby Halal dining spots, and offering alcohol-free minibars. These measures contribute to a genuinely inclusive environment for travellers from diverse backgrounds.
Greece Leads in Tourism Accessibility and DEAI Efforts
Greece showcased impressive strides in tourism accessibility, with recent enhancements like the Seatrack system, which enables disabled visitors to access the water at over 250 beaches. Eleni Skarveli, Director of the Greece National Tourism Organisation, remarked on the country’s commitment to DEAI. “Hospitality is in our DNA. We want visitors to be well-fed, happy, and enjoy their time with us,” Skarveli said. Greece’s approach highlights a seamless blend of cultural values with DEAI efforts, reinforcing the nation’s reputation as a welcoming destination.
Technology in Travel: Navigating the Path to Frictionless Journeys
Frictionless travel was another focal point on WTM’s first day, with experts from airlines, technology providers, and online travel agencies discussing the obstacles to achieving this goal at scale. Although an industry aspiration, streamlined travel remains challenging due to complex regulations and the legacy systems embedded in the aviation sector. In a lively debate, attendees were asked whether technology or systemic processes presented the primary hurdle to frictionless travel, with responses nearly evenly split.
Maldives Launches World’s Largest Holiday Giveaway
The Maldives made waves at WTM London by unveiling what it calls the “world’s biggest holiday giveaway.” This initiative offers weekly travel prizes to entice new audiences from untapped markets. Shiuree Ibrahim, Chief Executive and Managing Director of Visit Maldives, emphasized the destination’s evolving approach to tourism. “The Maldives is evolving to cater to all interests – diversifying with sports, medical, and film tourism,” Ibrahim noted. With the Maldives on track to reach two million visitors in 2024, the island nation aims to achieve 30% renewable energy usage by 2030, positioning itself as a leader in sustainable tourism.
India Highlights Free E-Visa Scheme for International Visitors
India also leveraged WTM London as a platform to promote its new “Chalo India” free e-visa initiative, which targets the Indian diaspora and their international networks. Mugdha Sinha, Director-General of the Ministry of Tourism, encouraged Indian expatriates worldwide to invite five non-Indian friends to explore the country under this scheme. Following a strong tourism year with 9.5 million international visitors in 2023, India is eager to increase its inbound market from the UK, where nearly 2.4 million people of Indian descent reside.
Conclusion: A Landmark Year for WTM London and Global Tourism
The energy and optimism that defined Day 1 at WTM London 2024 testify to the travel industry’s resilience and ambition. As the event progresses, attendees anticipate further insights, collaborations, and announcements that promise to shape the future of global travel. With thousands of industry professionals convening to share ideas, WTM London has once again affirmed its role as a catalyst for innovation, inclusivity, and sustainable growth in travel.
Written by: Christine Nguyen