Sustainability, tourism investments and the rise of the Chinese market were in the spotlight during the first day of World Travel Market London.
Investment and education took centre stage during the Ministers’ Summit,
which was taking place for the 19th time.
Delegates heard how public-private partnerships can be effective
mechanisms to grow tourism, with ministers from destinations as varied as the
Philippines, Kenya and Ecuador sharing how they are using fiscal incentives to
attract investment.
Educating the younger generation about the benefits of a career in
tourism was also framed as a vital part of the industry’s future success.
Representatives from Greece, Portugal and France offered slightly
different approaches to education, but all agreed about the need to have a
workforce skilled in the specific needs of tourism – as well as the role that
the industry should play in promoting tourism as a fulfilling and rewarding
career path.
The Sustainability Conference at WTM London began with a session entitled ‘Other Worlds Are Possible:
Reimagining Tourism’s Purpose’.
Independent climate action expert Jeremy Smith spoke about reframing
tourism’s role within the climate emergency. He suggested travel companies
should think not only in terms of reducing emissions but also how they could
enable tourists to see and understand the real-world impacts on communities.
Climate literacy “will come through what we feel, not what we read”, he
contested.
Smith, who launched the Travel Declares a Climate Emergency network in
2019, talked of his own experience charting wildfires near his home in France,
which, like flooding, was becoming “less and less exceptional.”
He praised companies which were enabling, for instance, hotels to be
staffed by refugees and walking tours to be conducted by people who have
experienced homelessness. “Tourism shows you other worlds are possible,”
he commented.
Among tour operators, he highlighted Blue Yonder, which has enabled rice
farmers in Kerala, India, to earn a second income as kayak guides on the
Backwaters. The same farmers have also been trained in emergency rescue
for flooding scenarios.
Smith said the travel industry tended to look at the climate emergency
as only “a technical challenge …that could be fixed like rewiring a plug”.
In another session, ‘When Place Speaks Back: Communities Writing the
Story’, community leaders shared stories from Nepal, the Bahamas and Africa.
Breaking stereotypes was the overriding theme, with travel marketing and
the media blamed for perpetuating cliches.
Kgomotso Ramothea, from the African Travel and Tourism Association, said
her continent was commonly reduced to “sunsets and safari,” though the
experience of these could vary greatly country to country.
She praised tourism businesses that were giving local people a
predictable income and sourcing food from nearby suppliers.
Ramothea also highlighted a community banana beer-making experience as a
good example of an authentic activity that could be added to a safari.
“Storytelling and respect are at the forefront of sustainable tourism,”
she said.
Meanwhile, at the Geo-Economics Summit, Palestinian and Israeli
peace activists took to the stage together to highlight how tourism can bring
communities together and build understanding.
Aziz Abu Sarah, a Palestinian entrepreneur and international speaker,
joined Magen Inon, a London-based Israeli peace activist and educator.
Both have lost family members in the conflict in Israel – Abu Sarah lost
his elder brother when he was younger, and Inon’s parents were killed in the
Hamas attack of October 2023.
In 2009 Abu Sarah co-founded Mejdi Tours, which has tour guides from
across cultural divides, and Inon opened a guest house in Nazareth almost 20
years ago as it had the largest Palestinian population in Israel.
Abu Sarah told delegates: “Conflict resolution should not be just for
conference rooms…we need to integrate it into all aspects of life.”
He said the “dual narrative” of having two guides from both sides makes
people “more open to listening”.
Inon said the guest house in Nazareth helped visitors to meet people in
the community and encouraged the establishment of other such guest houses too.
Because of the family’s personal trauma and lack of tourists, the guest
house business is being turned into a dual narrative museum.
Another session during the Geo-Economics Summit heard from speakers
talking about the growing importance of the Global South in travel and tourism.
Adama Bah, from the Institute of Travel and Tourism of The Gambia, told
delegates about the importance of storytelling, with tourists learning about
Mansa Musa, the 14th-century emperor of the Mali Empire – one of the wealthiest
people in history – and the Ninki Nanka Trail, named after a mythical dragon in
the river Gambia.
Abbie-Gayle Johnson, associate professor at the University of
Nottingham, said tourism to the Caribbean is changing, with more travellers
exploring their ancestral roots – and highlighted the importance of climate
action, especially in the wake of the devastation in Jamaica after Hurricane
Melissa.
Mohammed Alshabaili, from Saudi Arabia’s Quality of Life Programme, said
sustainability is one of the main pillars of the kingdom’s 2030 vision, which
aligns with the UN’s sustainable development goals.
Destinations and travel brands are adapting their marketing and
offerings to cater to Chinese travellers who are increasingly confident,
curious and connected, according to panellists discussing the next wave of
China’s outbound travel.
Alhasan Aldabbagh, from the Saudi Tourism Authority, said China is the
kingdom’s number-one source market, and it is aiming to attract five million
visitors from China by 2030.
“The Chinese are looking for value for money – not cheap – and they want
authenticity, true to culture and heritage, and an emotional connection,” he
said.
Boon Sian Chai, from Trip.com Group, said the outbound market has
returned to pre-Covid levels and urged the trade to prepare for next year’s
Chinese New Year holiday which will last for nine days.
Robin Johnson, of VisitBritain, said the tourist authority’s ‘Starring
GREAT Britain’ campaign – which showcases film and TV locations associated with
shows such as Harry Potter, Bridgerton and Peaky Blinders – has been one of its
most successful initiatives.
He said working with content creators in China on campaigns is
“fundamental” as the aim is now to “inspire journeys” rather than just selling
itineraries.
Daniel Cheng, from MDS Collective, noted how the Chinese market ranges
from tour groups with older travellers to younger independent travellers with a
“ton” of money.
The panellists at the Travel Trends session agreed that events
such as pop concerts and sports tournaments are key motivators for Chinese
travellers – a theme which was explored further during the “Importance of Play
in Shaping Destinations in the Future” debate.
Delegates heard about MMGY research conducted in partnership with
Qiddiya City, which is an entertainment and tourism megaproject in Saudi
Arabia, said to be the first city based on “play”.
The research highlighted how 70% of travellers say play is essential to
travel and how play has evolved from leisure to a global economic and cultural
force.
John Schreiber, from the Las Vegas Convention and Visitors Authority,
talked about how the city has developed the infrastructure to host major
events, such as Super Bowl in 2024 and global pop stars such as Taylor Swift.
London & Partners’ Simon McCaugherty said the experience economy is
a priority sector, especially as those who are visitors to the UK capital are
also more likely to invest in the city.
Robert Beckham, NYC Tourism + Conventions, highlighted the opportunities
with the FIFA World Cup next year, as eight matches including the final will be
played in New York.
The city also has a new campaign highlighting sport, entertainment and other
activities, using the tagline ‘Where the World Comes to Play’.
Dima Malibary, of Qiddiya City, described play as “an economic engine”
for the destination, with the hosting of major events such as the Esports World
Cup.
The importance of sports and culture was also debated at a third Travel
Trends session, entitled ‘Soft Power Advantage: Leveraging the UK’s Global
Influence’.
Patricia Yates, of VisitBritain, said this year has seen inbound tourism
to the UK rise by 6% year on year, noting how the destination “punches above
our weight” – but noted a key challenge is getting more visitors to explore
beyond London.
Charlotte Keesing from luxury brands association Walpole described
Britishness as a “competitive advantage” – and highlighted another key
challenge as the need for tax-free shopping.
Dan Huson, from the British Grand Prix at Silverstone, said he’d like to
see a global campaign promoting events such as Glastonbury, Wimbledon, the Open
golf tournament and others.
Will Butler-Adams, from Brompton Bikes, highlighted how Brits can be
quirky, idiosyncratic and modest – and how there are myths about the safety of
travellers in the UK that need to be busted.
On the Purple Stage, Virenda Jain from software company VIDEC hosted a discussion about the mergers and acquisition landscape. His presentation highlighted that early-stage investment - from pre-seed to Series B - is down to a single-digit percentage of the $18.7 billion put into travel companies so far this year. He explained that money is still there for early stages but the trend post-Covid has been for later-stage investments. -TradeArabia News Service