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 sessionagreed 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. 
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