WTM 2024: Innovation Driving the New Landscape of Tourism

The global tourism event, World Travel Market (WTM), was successfully held from November 5 to 7, 2024, at the ExCeL Exhibition Centre in London. Since its inception in 1980, WTM has grown into one of the world’s largest and most influential professional tourism trade shows, providing a platform for industry professionals to exchange ideas and seize business opportunities, fostering collaboration and innovation among individuals, businesses, and nations.

This year’s WTM hosted 4,047 exhibitors, attracting over 46,000 tourism professionals from around the globe, marking an 8% increase compared to last year. The exhibition space expanded by nearly 8%, introducing new Level-0 halls that offered larger conference spaces and networking areas. The number of participating National Tourism Organizations (NTOs) increased by 9%, with over 135 NTOs represented, including a significant presence of regional and city participants. The destination market saw notable growth, with Africa remaining the fastest-growing region, showcasing its rapid recovery in inbound tourism post-pandemic. Morocco emerged as a highlight with its “Kingdom of Light” campaign, actively promoting its “Vision 2030” (ONMT Vision 2030) strategy.

Sustainability was one of the core themes of this year’s event. Coinciding with the period between the UN COP16 and COP29 conferences, WTM adopted the theme of “Regenerative Tourism.” This emphasizes the need for the tourism industry to responsibly give back to ecosystems. New Zealand’s “Tiaki Promise” encouraged travelers to respect nature and culture, while Iceland showcased its tourism hub supporting sustainability for small and micro-operators, setting industry benchmarks.

On the first day of the event, the 2024 WTM Global Tourism Report was released, forecasting that international tourist numbers will reach 1.5 billion in 2024, surpassing 2019 levels. By 2030, this number is expected to increase by 30%, reaching 2 billion. The report identified business travel as the greatest growth opportunity in the industry, while the rising interest in adventure tourism—reported by 29% of tourists—is driving demand for new holiday experiences.

Artificial Intelligence (AI) was another major focus of this year’s event. At the Ministerial Summit, more than 50 key political figures in the tourism sector reached a consensus on AI’s potential to bring transformative benefits to the industry. The event organizers plan to further expand the Technology Summit next year to better reflect the critical role of technology in the tourism sector.