ITIJ 2024 global travel forecast shines with promising adventures

Friday, January 12, 2024

The global travel industry has bravely faced the severe consequences of the pandemic and continues to exhibit remarkable resilience in the post-Covid-19 era. Nearly four years have passed since the pandemic was declared in March 2020, accompanied by travel bans, restrictions, and a subsequent decrease in consumer interest in travel. The journey towards recovery persisted throughout 2023.

While some experts predict a full industry recovery in 2024 or later, 2023 proved to be a robust year for international travel. According to the UN World Tourism Organization (UNWTO), international arrivals reached 85% of pre-pandemic levels in the second quarter of 2023 and 90% in July. Virginia Messina, Senior Vice President of Advocacy and Communications at the World Travel & Tourism Council (WTTC), affirms that international arrivals surpassed 2022 levels in all global regions, with expectations for this trend to continue in 2024, potentially surpassing 2019 levels by year-end.

Indicators suggest sustained growth in 2024, with opportunities for pre-pandemic focal points to regain prominence in the industry. A representative from the UK travel agents’ association ABTA expressed optimism, stating that international travel is likely to continue growing in 2024, with passenger numbers reaching or surpassing pre-pandemic levels. Many UK travel companies have already reported record numbers for 2023 and strong interest in forward bookings for 2024.

The reparative influence of technology emerged prominently during the pandemic, with digital transformation becoming a priority. Innovations such as QR scanning, biometric facial recognition, and thermal scanning replaced manual processes. In 2023, technology continued to play a vital role in recovery, viewed as crucial to enhancing global travel. William Raillant-Clark from the International Civil Aviation Organization (ICAO) emphasized the positive impact of technological innovations on the travel experience, especially in facilitation and the use of biometric identity technologies.

Looking ahead to 2024, technology is expected to remain a driving force for change and innovation in travel and tourism. Virginia Messina anticipates the widespread adoption of virtual reality (VR) and augmented reality (AR) for immersive travel experiences, enabling travelers to explore destinations from home before making decisions.

ITIJ also spoke with Roi Ariel, General Manager, Global Sustainable Tourism Council (GSTC), who agreed that advancements in technology will be a catalyst for change: “Particularly in the simplification of processes through the utilisation of AI and data analytics. As technology continues to evolve, it will reshape how we plan, book and experience travel, and hopefully enhance the overall sustainability in the industry,” he said.

Ariel underlined that sustainability will play a pivotal role in the recovery of international tourism and is a shared and crucial factor that is rising higher and higher on stakeholders’ agendas. “Travellers and stakeholders increasingly prioritise sustainable and responsible tourism practices. Embracing sustainability is not just a trend; it’s becoming a fundamental factor that will shape the future of the travel industry,” he said.

Sustainable tourism has transcended being a mere catchphrase, with an increased focus on eco-friendly practices and innovation for sustainability. Environmental conservation and responsible tourism are paramount, ensuring that local communities benefit from tourism and industry employees receive fair wages. Consumers are showing growing interest in sustainable accommodation options, recognizing the importance of choosing responsible hotel brands to reduce environmental impact.

The Singapore Tourism Board’s introduction of the Hotel Sustainability Roadmap underscores the industry’s commitment to sustainability. By 2025, the goal is for 60% of hotel room stock to achieve sustainability certification through a GSTC-accredited certification body. There is a notable shift towards a better understanding, adoption, and demand for sustainable tourism practices, emphasizing the need to move beyond considering sustainability as a mere catchphrase.

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