Outdoor adventure, subscription models, and challenging the veracity of sustainability claims are among the travel trends predicted by leading voices within the tourism industry for 2024
Geopolitical tensions, conflict, a volatile economy – there are many reasons to be despondent as the year draws to a close. The tourism industry, however, remains resilient, and a positive vehicle for change and development. ‘Tourism Opens Minds’ was the tagline at the 2023 World Tourism Day celebrations in Riyadh, demonstrating the role that tourism plays in bridging cultures and promoting inclusivity.
“Local gastronomy, nature, wellness and rural tourism experiences will take centre stage in travel in 2024,” says Ms. Sandra Carvao, director of market, Intelligence & competitiveness at World Tourism Organization (UNWTO). China has emerged as an unlikely leader in rural tourism, while domestic tourism is booming worldwide.
CHINA HAS EMERGED AS AN UNLIKELY LEADER IN RURAL TOURISM. PICTURED: SHUANGLANG HOTEL, A HIGHLAND RESORT IN SOUTHWEST CHINA
Travellers continue to prioritise sustainability but have grown wise to greenwashing and vague sustainability claims, insisting upon transparency and root and branch reform where necessary.
“Influencers and screen tourism will continue to be leading travel advisors,” continues Carvao. “Digital nomad visas have expanded worldwide, but will this trend be here to stay in 2024, or be short-lived? It’s not yet clear.”
As we embark on a new year, leading voices within the tourism industry share their take on the biggest trends in travel for the year ahead.
