As a CEO leading a travel risk management company, I’ve witnessed firsthand how traveller attitudes and behaviours shape travel. In 2024, the world’s most experienced travellers embarked on their long-postponed dreams of global travel, fueled by a stabilizing economy and a renewed focus on meaningful experiences over material possessions. However, this travel surge brings challenges, notably an uptick in overtourism, overpacking, and the ongoing need for travellers and destination hosts to plan thoughtfully.

One of the most notable shifts in traveller behaviour is the reduced impact of rising costs on travel plans. With inflation at a three-year low, fewer travellers cancel or postpone trips. According to the Global Rescue Traveler Sentiment and Safety Survey, only 12% of travellers cited inflation as a reason to cancel or delay international travel this year, a dramatic 20% decrease from 2022. This economic stability encourages more people to book trips, particularly those hesitant due to financial constraints.

For many, travel has become an elevated priority. Over half of survey respondents (53%) reported that travel holds greater significance today than before the pandemic—a 71% jump from just six months ago. Nearly 80% said they value travel experiences more than acquiring physical assets, a testament to the growing societal trend of prioritizing experiences over material goods. This mindset has reignited the wanderlust of millions but has also resulted in some problems, including regions suffering from overtourism.

In 2024, 76% of travelers expressed worries about overtourism, with 31% having experienced it firsthand. Overtourism has emerged as a concern. Popular destinations like Machu Picchu, the Great Barrier Reef, and Florence, Italy, faced strained local resources due to their immense popularity. Addressing this requires collaboration between governments, travellers, and the tourism industry.

Governments can set visitor limits, promote off-peak travel, and invest in sustainable tourism infrastructure to preserve these destinations for future generations. On the other hand, travellers can make a difference by seeking lesser-known locales, travelling during off-peak seasons, and embracing responsible tourism practices. These measures alleviate pressure on popular destinations and allow travellers to discover hidden gems and enjoy a more authentic experience.

Beyond overtourism, travellers grapple with common mistakes that often detract from their experiences. Overpacking remains the most frequent blunder, with 32% of respondents admitting they bring too much. Overpacking leads to excess baggage fees, difficulty navigating airports, and unnecessary stress. Packing light not only streamlines the journey but also reduces environmental impact.

Another common mistake is booking flights with connections rather than opting for nonstop flights. Layovers introduce risks of missed connections, delays, and lost luggage, making direct flights a more intelligent choice whenever possible. Nonstop flights simplify travel, providing peace of mind and minimizing disruptions.

Another pitfall is planning overly ambitious itineraries. Travellers eager to see and do everything often end up exhausted and unable to enjoy their destinations fully. Slower, more immersive travel allows for richer experiences and fosters meaningful connections with the places and people encountered along the way.

While logistical challenges like overtourism and overpacking dominate the conversation, the survey reveals that geopolitical instability and health risks remain top concerns. Nearly a third of travellers (30%) identified geopolitical instability as their most significant perceived risk, followed by economic instability (12%) and terrorism (11%). These concerns highlight the importance of staying informed and having contingency plans, especially when travelling to high-risk regions.

Health risks, however, overshadow geopolitical concerns for nearly half of respondents (45%), underscoring the need for robust support systems. Injury or illness abroad can turn a dream trip into a nightmare, making medical evacuation and advisory services essential. More travellers also rely on destination reports and travel advisories to proactively address potential risks before departure.

Despite these challenges, the travel industry is experiencing a robust recovery. In 2024, 95% of survey respondents reported travelling, and TSA passenger volumes have risen by 7% compared to 2019. This surge in travel signals growing confidence and a resurgent desire to explore the world, but it also demands careful management by destinations to balance growth and sustainability.

To adapt, destinations must invest in infrastructure, educate visitors, and involve local communities in tourism planning. Promoting off-peak travel and encouraging sustainable practices efforts can mitigate the adverse effects of overtourism while enhancing the travel experience for everyone.

As a leader in travel risk management, I see these changes as opportunities and challenges. The growing emphasis on immersive experiences, sustainable tourism, and thoughtful planning reflects a deeper awareness of travellers’ impact on the world. By embracing responsible practices and leveraging the tools and resources available, we can create an enjoyable travel landscape that respects the places we visit and the people who call them home.

Written by: Dan Richards

BIO:

Dan Richards is CEO of The Global Rescue Companies, the world’s leading medical, security, evacuation and travel risk management services provider. He serves on the U.S. Travel and Tourism Advisory Board at the U.S. Department of Commerce and is a Global Member of the World Travel and Tourism Council.

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