Events, Tourism, Organisations & Operators,

Once exclusively known as Spain’s main party island, Ibiza has been growing its sports and wellness offering, to become a burgeoning tourism hotspot for athletic travellers and avid sports fans. Unique for its beautiful landscape of golden beaches, rolling hills, pine forests, lush mountains and warm climate with 300 days of sunshine a year, Ibiza is embracing the great outdoors with a diverse array of exciting sports events taking place in 2024.
In 2022, Ibiza hosted 9 sports events attracting 28,800 visitors to the island with an average spend of €1,047 per person and generating an economic impact of €30.1 million, according to the Institute of Statistics of the Balearic Islands.
PTO European Open
The Professional Triathletes Organisation (PTO) European Open will return to Ibiza next year on 28 -29 September, ready to crown the new ‘European Champion’. The announcement was made by the PTO and Spanish Triathlon Federation at World Travel Market 2023, in the company of the island’s president Vicente Mari, who is there to promote Ibiza’s growing reputation as a world-class sports destination.
Vicente Mari, president of the Consell de Ibiza, says:ADVERTISEMENT“It’s really important for our image and income to be recognised as a world-class sports destination because we saw when the PTO Tour came to our island at the beginning of May this year it helped create the best start to a summer season in our history. The triathlon races brought in twelve thousand [12,000] extra visitors, which in turn helped generate an estimated economic impact of €12.5 million Euros as well as repositioning how people think about us. It will also change when they consider coming to the island, by sending a clear message that we are ‘open for business’ from early Spring right through to the Autumn, rather than only over the Summer months of June, July and August.”
The course will start on the south side of the island, at Figueretas Beach, before the athletes headed out on their bikes towards San Antonio and finish with a run through Ibiza Port into the World Heritage protected old town. The event is back by popular demand, after the success of 2023, which brought in 12,000 additional visitors to the island, and provided a significant economic boost at the end of the summer season. Click here for more details and to sign up to race.
The island has an array of other exciting sporting events in the pipeline, that will help to extend the season and encourage people to travel to Ibiza before, and beyond the summer months.
10K Ibiza-Platja d’en Bossa
Kickstarting the year on 28 January, the Ibiza-Platja d’en Bossa is one of the fastest races in Spain. The race is characterised by its wide and long roads that run at sea level, through the pine-fringed park of Ses Salines and the tourist enclave of Platja d’en Bossa. A race to inspire keen aspiring runners!
www.10kibiza.com
La Ruta de la Sal Regatta
Taking place 28 & 30 March 2024, The Ruta de la Sal is the most important offshore regatta in the Mediterranean where hundreds of amateurs gather every year. It provides a unique opportunity to be part of a team of experienced and inexperienced crew members, together with professionals from the nautical world, in one of the most special events of the year.
www.larutadelasal.com
Ibiza Cycling Tour
Ibizan October is synonymous with road cycling, and this beloved cycling event, which has gained popularity over the years, seamlessly blends the love for cycling with the breathtaking beauty of the island – some locations are the best-kept secrets on the island.
­­­www.ibizabtt.com
Ibiza Marathon
Taking place on 13 April, the Ibiza Marathon is one of the most scenic. With the refreshing Mediterranean breeze and warmer April climes, Santa Eulària Ibiza marathon is physical and mental challenge, on one of the prettiest parts of the island.
www.ibizamarathon.com
Ibiza Half Marathon
The Ibiza Half Marathon will take you, covering the official distance approved by the Royal Spanish Athletics Federation, through picturesque places on the island from the town of Sant Josep to the town itself of Ibiza. The race attracts close to a thousand athletes, opening in San José and covering emblematic points such as Cala Jondal, Sa Caleta and San Jorge, culminating in the emblematic Port of Ibiza. The end of the race will give way to an event in the Port of Ibiza, full of sports exhibitions, musical performances and opportunities to enjoy, specially designed for both athletes and their companions.
www.ibizamediamaraton.com
Ibiza Trail Marathon
The Ibiza Trail Marathon is a physical and mental challenge, yet also one of the most scenic. Taking place at the end of October in warm autumnal climes, this marathon is one of the 10 races considered of tourist interest by the Consell Insular de Ibiza, providing a unique way to visit the island.
www.ibizabtt.com
With Ibiza’s year-round sunshine and quick accessibility, located just 2 hours from London, the island is the ideal holiday destination for outdoorsy travellers to get involved in key sporting events, or watch from the sidelines. Treat yourself to a stay in one of the new hotels opening on the island next year too, with the launch of Hyde Ibiza Hotel, Mondrian Ibiza or Los Felices.

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The Balearic Islands Government Provides Insight Into Its New Tourism Strategy At WTM

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WTM London 2023: Morocco creates a sensation More

The first day of World Travel Market London 2023 – the world’s most influential travel and tourism event – kicked off with some key international gatherings.
The WTM Ministers’ Summit, now in its 17th year, had 40 representatives present for 2023. This year’s session, in association with the United Nations World Tourism Organisation (UNWTO) and World Travel and Tourism Council (WTTC), was entitled Transforming Tourism Through Youth and Education.Natalia Bayona, Executive Director of UNWTO pointed out, “tourism is more than hotel administration,” stating that 80% of relevant degrees were focused on this subject.
Among ministers commenting at the summit, the UK’s Sir John Whittingdale said the prospect of good social mobility should be an enticement. “[In the travel industry] there are no ceilings, so you can go in at the bottom and reach right to the top… start on a hotel reception and end up running a group of hotels.”
Destinations showcased their sustainability credentials on the Discover Stage, with examples of best practice from around the world.
The German National Tourist Office is encouraging tourists to stay longer to relatively reduce their carbon footprint while the tourist boards of Greece, Italy, Spain and France outlined how they are enticing more holidaymakers to visit during the shoulder and winter seasons, as well as more off-the-beaten-track places to ease pressure on hotspots.ADVERTISEMENTPedro Medina, Deputy Director at Turespaña, the Spanish Tourist Office, said his country also has a focus on slow travel, encouraging holidays by train.
Brazil’s Embratur, highlighted Bonito, heralded as the world’s first carbon neutral ecotourism destination and Tourism Australia showcased the Discover Aboriginal Experiences collective.
Jonah Whitaker, UK and Ireland Managing Director at Visit California, said the tourist board has shifted to a “position of stewardship”, to encourage sustainable tourism practices.
Gilberto Salcedo, Tourism Vice President at Procolombia, said the country is reframing its “violent past” to ensure history won’t be repeated. Caguan Expeditions, for example, employs ex-guerrillas as guides and shifts them “from guns to paddles”.
Further innovation was celebrated on the Discover Stage when InterLnkd was named winner of the WTM Start-Up Pitch Battle, in partnership with Amadeus.
InterLnkd’dplatform connects travel and hospitality suppliers with fashion and beauty retailers.
It has a proprietary matching engine which means that travellers are presented with products from partners that are appropriate to their trip. CEO Barry Klipp said his business fills an ancillary gap and is a new, free revenue stream for the travel industry.
Simple things such as using easily readable fonts on signs are among easy ways to make neurodivergent people feel more at ease, a session entitled Spotlighting Hidden Disabilities: Successful Strategies for Inclusive Travel heard.
Neurodiversity Consultant Onyinye Udokporo said searches for the term ‘neurodivergent’ increased 5,000 per cent on Google last year, highlighting the growing importance being attributed to people with hidden disabilities. She said 15-20% of the global population is neurodivergent.
She said hotel companies, airlines and other corporations should also make changes internally. “If you don’t look after your employees, but look after your customers, it doesn’t make sense,” Udokporo told the audience.
Hotels could help by incorporating adjustable or dimmable lighting when redesigning rooms. Another suggestion was to offer weighted blankets, which can reduce anxiety.
“Start by fixing the simple things and take a moment to consider how it may affect people who are neurodivergent,” Udokporo said.
Former WTM Director Fiona OBE joined a panel session on Empowering Women to Change Travel, in which she discussed founding clean water project Just A Drop.
She said: “My mission was to try to encourage the travel and tourism industry to give back.” Also on stage was the First Lady of Iceland, Eliza Reid, who said the country is the closest in the world to closing the gender pay gap.
Several destinations took the opportunity of WTM London to detail their plans for the years ahead. The Balearic Islands outlined how sport and culture were to be a key strategy, partly to help to extend its tourism season. Forty low season events are planned in the next year, one of which is a new triathlon in Ibiza in September.
Marga Prohens, the islands’ president, said: “One of the first decisions by the new government (elected in May) was to put tourism, culture and sport into a single department.”
Jose Marcial Rodriguez, Majorca’s tourism minister, said the island had almost reached 100% of 2019 visitor levels and looked forward to a winter with increasing airlift. Together, the four Balaeric islands saw just under 1,200,000 travellers between October 2022 and May 2023, a 24% increase year on year.
Saudi Tourism Authority chief executive Fahd Hamidaddin detailed its Vision 2030 tourism plan which he said is vital for the country’s future.
“Vision 2030 is a national transformation agenda,” he said, explaining Saudi Arabia’s population was 60% below the age of 30 and that unemployment was a threat, which tourism could alleviate.
“To us, Vision 2030 is opportunity on steroids,” he declared, adding tourism was “expected to be our greatest bridge with the world”.
He was “very hopeful” the country would hit its 2030 target of 100 million visitors this year and had revised the original target to 150 million. A total of $800 billion would be spent by 2030, he revealed.
The country’s first Red Sea resort opened on November 1, with two more expected next year on the coastline, which stretches 1,700km.
Greece is on the threshold of a “new era in sustainability”, according to the country’s tourism minister Olga Kefalogianni. Speaking at WTM London she called it, “an integral part of our identity.”
Despite the pandemic, geopolitical situations and climate change, Greek tourism has demonstrated “remarkable resilience and resurgence”, she added, with arrivals in the year to August up 18% year on year and tourism receipts up 15%.
“There are solid indications that numbers will surpass the record year of 2019,” she said.
“Success brings its own challenges, and we are now embarking on a new chapter with sustainability at its core.”
She said investment in sustainable developments will disperse visitors throughout the country and extend the season beyond the peak warmer months.
Other developments include the modernisation of ski resorts and mountain refuges; a spotlight on Greece as a diving destination; funding to make marinas more energy efficient and accessible; and initiatives to include local farm produce in the breakfast buffets of big hotels.

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Amazing Thailand Press Conference at WTM 2023

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The Tourism Authority of Thailand (TAT) is using the WTM 2023 as a platform to launch its new ‘Meaningful Relationship’ marketing communication concept to a worldwide tourism industry audience as well as to celebrate winners of the Responsible Thailand Awards 2023.Present at the Amazing Thailand Press Conference on 6 November were Minister of Tourism and Sports, H.E. Ms. Sudawan Wangsuphakijkosol, and TAT Governor, Ms. Thapanee Kiatphaibool, as well as TAT executives. The event was attended by members of the global media and industry professionals.

Miss Sudawan said “The Thai Government is committed to making the tourism sector become more environmentally friendly and applauds TAT’s establishment of the Sustainable Tourism Goals. The annual Responsible Thailand Awards also reflect our determination and enhance the image of Thailand as a responsible tourism destination.”
The annual Responsible Thailand Awards recognises the kingdom’s champions of sustainable tourism in six categories comprising 1) Animal Welfare, 2) Nature, 3) Marine and Heritage, 4) Community-based Tourism, 5) Hotel, Eco Lodge/Eco Hotel, and 6) Green Steps. This year, the winners are Mahouts Elephant Foundation, New Heaven Reef Conservation Programme, Kao Thep Pitak Community Restaurant, Devasom Khao Lak Resort, Elephant Hills, and Pattaya Elephant Sanctuary.
Following the Awards presentation, Ms. Thapanee delivered a media briefing and unveiled a new TVC on the ‘Meaningful Relationship’ communication concept.ADVERTISEMENTMs. Thapanee said “The new ‘Meaningful Relationship’ marketing communication concept is designed to encourage travellers to engage in a meaningful connection whether it is with themselves, the local people, the community, nature, or even with Thailand. When travellers form a relationship with the people they meet and the place they visit, they will have an opportunity of creating lifelong friends, cherished recollections, and enjoyable time.”
The concept will be incorporated into TAT’s ongoing promotion of Thailand as a sustainable and responsible tourism.
As well as the annual Responsible Thailand Awards, TAT has developed and implemented its own Sustainable Tourism Goals (STGs) in line with the 17 Sustainable Development Goals (SDGs) by the United Nations Development Programme.
TAT’s STGs encompass the entire Thai tourism industry in a Sustainable Tourism Acceleration Rating (STAR) system. Businesses that comply with the goals will attain a corresponding number of stars. Currently, there are 251 businesses with STAR certifications in Thailand.
Meanwhile, the biannual Thailand Tourism Awards has long signified the quality and excellence in Thailand’s tourism and hospitality operations. In the latest edition, this year awards included a new category of low carbon and sustainability.
TAT’s partner, the Thai Ecotourism and Adventure Travel Association (TEATA) in collaboration with Tourlink has developed seven carbon-neutral travel routes for travellers wanting to explore Thailand, while helping reduce the impact on the environment. Featured destinations include Bangkok, Ratchaburi, Phangnga, Trat, Phetchaburi, and the three Isan provinces of Udon Thani, Nong Khai, and Loei.
Along with sustainable and responsible tourism experiences to create meaningful relationships, TAT continues to shape supply and elevate quality in the areas of luxury, wellness, and secondary destinations.  To promote Thailand to be an all-year-round destination for the long-haul market, the ‘Thailand 365 Days’ campaign will be launched to attract the flow of international tourists to explore the diversity of events and festivals as well as destinations nationwide.
Ms. Thapanee concluded, “TAT is delighted to work with all partners, both in and outside of the tourism industry under ‘Partnership 360.’  For the tourism sector, we will continue to collaborate with strategic airline partners and tour operators to increase air access and stimulate demand. TAT will also span and strengthen joint efforts with other sectors, such as trade, real state, banking, and investment. This way will promote tourism more successfully.”
For the UK market, TAT will place focus on potential segments with higher spending, a tendency to stay longer, wanting to explore local areas and care for the environment. These segments include luxury, wellness, responsible travellers, and repeater and first-timer – Millennials and new UK cities.
From 1 January – 31 October 2023, Thailand recorded over 21.6 million arrivals and generated over 20.61 billion Pounds Sterling (927 billion Baht). The top five markets are Malaysia (3,342,819), China (2,778,595), South Korea (1,313,781), India (1,283,340), and Russia (1,097,361), while the UK market contributed 617,017 tourists.
By the end of 2023, TAT expects to see around 80 per cent of the overall tourism revenue generated in 2019, or at 52.88 billion Pounds Sterling (2.38 trillion Baht). This includes tourism revenue of 33.33 Pounds Sterling (1.5 trillion Baht) from around 25-30 million arrivals. From the UK market, the expectation is 795,214 tourists and revenue of 1.37 billion Pounds Sterling (62,000 million Baht).
The 2024 target is set at total revenue of 66.66 billion Pounds Sterling (3 trillion Baht) with 42.66 billion Pounds Sterling (1.92 trillion Baht) coming from the international market. From the UK, the target is 940,000 tourists and revenue of 1.88 billion Pounds Sterling (84,860 million Baht).

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WTM London 2023 – Day 1, Wrap Up More

Yesterday at World Travel Market (WTM) London, MyTicketPro launched a trustworthy sports ticketing platform by and for the tourism industry. This groundbreaking solution gives travel professionals access to verified live ticket inventory for North American (NA) sports events thanks to involvement from sports executives and proprietary software connections. Global uniform pricing and instant digital confirmations will be available to platform users via myticketpro.com.
According to the most recent US Travel Association (USTA) data, international interest in attending a NA sporting event increased over 10 percent in a single year to ~4 out of 10 overseas visitors. Focus groups conducted by USTA’s sports and tourism ambassadors [Global Tourism, Sports & Entertainment (GTSE)], indicate that despite this increasing consumer demand, travel professionals continue to face selling barriers.

The primary concern travel professionals shared was lack of digital access to verified tickets at competitive prices. MyTicketPro’s introduction solves this and additional pain points.
ADVERTISEMENT“MyTicketPro represents a new standard in tourism sports ticketing and debuts today built upon a software solution I am proud to have developed and tested in the market over the past fifteen years,” said Jonathan Zuk, Founder and President MyTicketPro and Amadeo Travel

Solutions. “Thanks to this foundation, MyTicketPro’s proprietary software connections are already trusted by and familiar to the travel trade, who can quickly and comfortably start selling.”

“I’m immensely proud to launch MyTicketPro for my colleagues across the tourism industry who’ve been wary of selling sports due to past experiences with fraudulent online platforms, illegal brokers and scams. I’m so grateful to introduce trust into the equation thanks to my relationships with executives at world-renowned sports teams,” said Luisa Mendoza, Founder & CEO MyTicketPro and Global Tourism, Sports & Entertainment (GTSE). “MyTicketPro’s unique value is in its ability to automate transactions, increase travel pros’ capacity to sell sports at scale and generate shared economic returns, resulting in increased satisfaction for us all.”

The proprietary software that powers both MyTicketPro and Amadeo is connected to leading Online Travel Agencies (OTA’s) and regional tourism market leaders worldwide. Its robust API meets the tourism industry’s recently established OCTO standard. MyTicketPro complies with all domestic and international data privacy and protection standards and laws, including GDPR.

Partner sports teams at launch hail from top U.S. destinations visited by overseas travelers across all major NA Sports including basketball, baseball, hockey, soccer and beyond.

Currently, NA sports are internationalizing rapidly. Worldwide, new fan bases are emerging due to streaming, foreign investment, games hosted abroad and more. Through MyTicketPro, travel professionals can now reap the economic benefits of effectively selling the NA Sports Market, the value of which PWC estimated would reach a staggering $83.1 Billion USD this year.

Travel professionals attending WTM can visit booth #S4-200 (Visit Florida) to meet with MyTicketPro’s founders, learn about this emerging market segment and discuss onboarding.

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New research from WTM reveals that most major travel markets in the Americas have recovered from the pandemic, apart from the US which is due to get back to 2019 levels next year.
The WTM Global Travel Report, in association with Tourism Economics, is published to mark the opening of this year’s WTM London, the world’s most influential travel and tourism event.
For the current year, the Americas as a whole falls short of 2019 in both volumes and value. The region is expected to welcome 117m inbound leisure visitors, 4% down on 2019’s number. In dollar terms the shortfall is negligible, only 2% shy of pre-pandemic earnings.
When looking at the region country-by-country, it emerges that the other major markets have had a very strong year. The US is by far the biggest market in the Americas, and saw a 17% drop in the value of its inbound leisure market. In contrast, number two Mexico was 128% ahead of 2019 with Canada up by 107%.
However, the US domestic market has performed strongly and is in positive territory, with 2023’s domestic spend tipped to come in at 130% of 2019. All of the major domestic markets are ahead. Mexico is 144% ahead and Brazil, the third largest domestic market, is 118%.ADVERTISEMENTVenezuela is the eighth biggest domestic market in the region. It is predicted to reach levels 325% higher than 2019, the second highest percentage increase of any market registered in the report.
Overall, domestic tourism in the Americas for 2023 will be 31% ahead of 2019 by value.
The immediate future is looking positive, with the report confirming that the US will catch up with pre-pandemic levels in the next year. The findings show that 2024 will end with the US inbound in positive territory, 8% ahead of 2019. Domestically, the US will continue to grow, with the value of domestic tourism tipped to come in at around $1000 billion dollars.
Further out, the report looks forward to 2033 and says that the US inbound leisure market will remain the second largest in the world and be worth 82% more than 2024. This is among the strongest growth of the ten largest inbound markets, with only China (158%), Thailand (178%) and India (133%) registering a bigger increase. The US will also outperform its regional rivals, with Mexico looking at an 80% increase in inbound spend over the next decade; Canada is in line for a 71% jump.
Over the same period, outbound leisure travel from US is expected to grow in value by more than one-third (35%) in value, although this is the lowest of the ten countries analysed for this part of the report.
Juliette Losardo, Exhibition Director, World Travel Market London, said: “The strong showing for this year’s domestic market across the region aligns with what we’re seeing elsewhere – the substitution effect which came into play when international travel was restricted is still relevant, with many more people choosing to explore what is on offer within their own borders.
“US inbound is taking longer to get back to pre-pandemic volumes, but 2024 will see the turnaround completed. WTM London has a positive and long-standing relationship with the US market and the team are proud to be a contributing factor to its recovery.

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WTM Global Report: China holds back APAC’s recovery but bumper growth to come over next decade More

New research released today by WTM reveals that while Chinese tourism has yet to recover from the pandemic, growth will return and by 2033 Chinese outbound by value could be “double the size” of the United States.
The WTM Global Travel Report, in association with Tourism Economics, anticipates that the growth in the value of outbound travel from China between 2024 and 2033 will be 131%, by far the largest increase for any major market.“There is potential for China to become double the size of the United States as a source market in terms of spending,” the report claims.
The number of Chinese households earning enough to be able to afford to travel will “roughly double” by 2033, with an additional 60m-plus households in the market.
Elsewhere, Indonesia and India will also see significantly more households able to afford to travel over the next decade.
For 2023, APAC tourism is still lagging behind 2019 levels. Overall, the region will welcome 149m leisure arrivals this year, 30% fewer than 2019 levels volumes. In terms of value, the region as a whole will end the year at only 68% of 2019’s return.ADVERTISEMENTBy country, China’s inbound leisure is only 60% recovered by value, with other big markets also behind – Thailand and Japan are at 57% of 2019. India is the region’s strongest performer and is only 6% shy of matching 2019.
Domestic tourism is proving more resilient. China and Japan, again, are the only countries in the region’s top ten underperforming 2019 levels, but the gap is closer, with China at 93% and Japan at 82%. Australia tops the regional charts for domestic with 2023’s value coming in a 124% of 2019.
APAC’s tourism market will continue to improve into 2024, although the picture is mixed. China will end the year slightly ahead in value, as will India and Australia. Thailand and Japan will still not have got back to 2019 levels.
In contrast, domestic travel in 2024 will be stronger than 2019 for almost all countries in the region. Many travelers “substituted” domestic trips for international ones during the pandemic and this trend is now established, despite the lifting of restrictions. Japan is the only exception, “reflective of the historical downward trend in domestic leisure and domestic travel demand more generally within Japan”.
Juliette Losardo, Exhibition Director, World Travel Market London, said: “The WTM Global Travel Report proves essential reading for anyone in the industry wanting a first glimpse of future opportunity. The global perspective on how regions and countries are faring after the pandemic, and the prospects for next year and the longer-term are not to be missed.
“APAC is a critical driver of the world’s inbound, outbound and domestic tourism sectors, and the growth profile for China and other countries in the region is extremely positive news for us all.

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WTM Global Report: Domestic and inbound travel revive Middle East’s tourism economies

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Research released today confirms that the strong performance from Saudi Arabia and United Arab Emirates is behind the Middle East tourism industry’s full recovery from the pandemic.
The WTM Global Travel Report, in association with Tourism Economics, is published to mark the opening of this year’s WTM London, the world’s most influential travel and tourism event.The number of leisure visitors to the region in 2023 is expected to reach 33 million, compared with 29 million in 2019. This 13% increase means that the Middle East is the only region fully recovered from the pandemic in volume. When measured in dollar terms, the Middle East leads the way, in growth terms, with a 46% increase in inbound spend compared with 2019.
The Middle East is also outperforming all other regions for domestic travel, which has grown by 176% since 2019, albeit from a low base.
The success of the region’s recovery from the pandemic is driven by Saudi Arabia and the United Arab Emirates, with their commitment to tourism showing signs of success. The report notes that “both countries are investing heavily in tourism infrastructure, viewing tourism development as a key strategy to diversify away from hydrocarbons reliance.”
Inbound and domestic in both markets is fully recovered from the pandemic. For Saudi, inbound is outperforming 2019 by 66% in dollar terms, with the UAE registering a 21% increase. For domestic visits, the countries are ahead by 37% and 66% respectively.ADVERTISEMENTThe next year is also looking good for the region’s overall inbound and domestic market as well as its two major markets. “Saudi Arabia will lead growth due to new visa arrangements and continued capacity development,” the report says, also noting Dubai’s “ability and desire to attract and host large-scale events of all types…” The picture is similar for domestic, with Saudi and the UAE reinforcing their leadership position in 2024.
The long-term picture is also positive for the region and Saudi in particular. Over the next decade, the value of inbound leisure tourism to the country will increase by 74%, comparable with the growth profile for established markets such as Spain (74%) and France (72%).
Juliette Losardo, Exhibition Director, World Travel Market London, said: “The Middle East is one the most exciting and dynamic regions for tourism. The positive findings from WTM Global Travel Report show that the initial investments made in developing new tourism infrastructure are already paying dividends.
“The WTM team continue to work closely with our sister event, Arabian Travel Market, to ensure continued support to the region in its ongoing endeavours.”

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WTM Global Report: China holds back APAC’s recovery but bumper growth to come over next decade More

New research from World Travel Market London 2023, the world’s most influential travel & tourism event, has revealed that “affordable luxury” is becoming more popular – despite the squeeze on many holidaymakers’ budgets.The exclusive WTM Global Travel Report – compiled in association with renowned researchers at Oxford Economics – has revealed that consumers generally remain determined to go on holiday and plenty are still prioritising upmarket options.
The report, unveiled at WTM London on 6 November, says “affordable luxury” is becoming more popular “amid promising sentiment overall”.
It explains that this growth area in travel aligns with a broader trend for consumers to seek out new and unique experiences on holiday.
“After the pandemic and restrictions on travel, many have wanted to upgrade their experience…as consumers proactively catch up on missed tourism experiences,” says the report.
Some of this demand may be the result of continued pent-up demand and savings accumulated during lockdowns – and relatively low unemployment rates in most countries.ADVERTISEMENTThe report notes: “Consumers unaffected by economic downturns are likely to continue opting for luxury destinations.
“Meanwhile, those in lower income groups might increasingly feel the impact of squeezed personal incomes and seek out more budget travel options or reduce their travels overall.”
The report cites United States consumer data from MMGY which suggests that the cost of living is having more of an effect on households with annual incomes under $50,000.
However, those earning more indicated a “high likelihood” of future travel.
Nonetheless, the report warns that some of the post-pandemic drivers of travel demand may have “gone into reverse in recent months”, posing a risk to continued expansion.
It points to persistently high costs and the recovery of sterling and the euro, which is making the purchasing power of the US dollar weaker in Europe.
The price of jet fuel is significantly higher than at the start of the year, putting pressure on air fares.
Meanwhile, the travel industry continues to face supply side problems, amid geopolitical events such as Russia’s invasion of Ukraine – and staff shortages still affect many markets because large numbers of workers switched to other sectors during the pandemic.
Consumers’ personal disposable income is also under pressure as their own transport and other living costs rise.
Despite these headwinds, the report notes: “Higher costs have not yet been a significant deterrent to growth and travellers appear willing to pay higher prices.”
Juliette Losardo, Exhibition Director at WTM London, said:
“Commissioning the WTM Global Travel Report demonstrates our commitment to helping attendees at World Travel Market make informed decisions about up-to-date trends.
“We are witnessing a remarkable resilience as people are still prioritising travel and many are seeking ‘affordable luxury’, such as higher rated accommodation or premium economy and business cabins instead of economy.
“This offers those in the travel industry a chance to help consumers who want simple travel hacks to get more bang for their buck, such as being more flexible with departure dates or finding destinations that offer better value for money.
“Savvy travel firms can capitalise on this tendency for consumers to value comfort over saving money by providing top tips for clients, loyalty schemes or added extras, for example.”
Dave Goodger, Managing Director EMEA at Tourism Economics, said:
“Findings show how consumers have a seemingly insatiable demand for travel despite a complex economic backdrop.
“We hope this report sparks useful conversations over the course of WTM London and empowers tourism organisations to make better decisions about their strategies for 2024 and beyond.”

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