Next month, people of all levels, job types, and seniority within the travel sector will be heading to East London to be part of the most influential travel and tourism event globally, World Travel Market London.
If last year is anything to go by, where WTM (World Tourism Market) welcomed over 40,000 professionals from 184 countries, the three-day exhibition kicking off on November 5th is going to be a celebration of all things travel.
Ahead of the event, we’ve identified what we believe will be the biggest talking points and will give an indication as to what’s in store for the travel sector in 2025.
The Rise of Regenerative Tourism
Earlier this year, we suggested that sustainability would continue to be a major challenge for brands operating within the travel sector to tackle across the year, given the obvious negative effects of travel on the environment.
One trend born out of sustainability is the rise of regenerative tourism.
Whilst net positive tourism is a process that aims to put more back into the environment, society and the global economy than it takes out, regenerative tourism is a practice that aims to create a net positive impact on the environment and communities by restoring and enhancing the destination’s natural and cultural resources.
Consumers are becoming increasingly aware of their carbon footprint, and want their holiday spending to have a positive impact on the destinations they visit, and in some cases are even willing to pay more for activities that give back to local communities.
This year will be the first time in history that WTM London has hosted a Regenerative Tourism Summit. This session moderated by Tina O’Dwyer, Founder and CEO of the Tourism Space, will challenge conventional tourism wisdom, tourism’s role in economic, environmental and social regeneration and what the future looks like – promising to be a jam-packed insightful session.
Preventing the Destructive Peaks of Mass Tourism
From economic growth to job creation and infrastructure development, tourism has its obvious benefits, but the question is at what cost?
Mass tourism can lead to a magnitude of significant problems such as placing a strain on natural resources that in turn can lead to pollution, habitat destruction and wildlife disruption. Whilst mass gatherings can also increase the risk of disease transmission, such as COVID-19.
Addressing challenges of these scales is no easy task and requires careful planning, regulation and ultimately ensuring sustainable tourism practices are followed.
But how are these sustainable practices communicated from Government to brands within the travel industry?
The Future of Travel
In the not-too-distant past, the travel sector relied heavily on print media mostly in the form of travel magazines and brochures. Fast forward to 2024, and whilst some travel agencies and tour operators might still produce brochures, the majority of industry have made the shift to digital.
From utilising influencers to market cruise holidays to younger audiences to setting up retargeting social Ad campaigns to drive prospects through the funnel towards purchase, digital marketing strategies are a key consideration for businesses operating within the travel industry, and it will be fascinating to see what the future will hold.
Will we see culturally personalised adverts based on a consumer’s location become a key marketing asset in the armory of travel brands to ensure they’re considering audiences all over the UK?
To discuss how your business can make a splash in the travel industry in 2025, get in touch today with our team of specialists.