Transformational Role of AI Highlighted as WTM Brings Tourism Leaders Together

Charles Ajunwa

The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC), returned to focus on the growing importance of Artificial Intelligence (AI) for the sector.

The Summit featured contributions from Ministers of Tourism from diverse destinations. Taking to the floor in London were Ministers representing more than 20 countries. Providing the voice of the private sector, leaders from Expedia, HBX Group, JTB Corp and SITA, highlighted the importance of enterprise and public-private partnerships.

Opening the timely debate, UN Tourism Executive Director Natalia Bayona said: “The tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset.  Above all, Artificial intelligence needs human intelligence to be bright.”

According to the UN Tourism website, President and CEO of the World Travel and Tourism Council, Julia Simpson said: “While we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we’re set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive.”

In London, Bayona set out UN Tourism’s vision for the future of the sector. The ‘Strategic Roadmap: AI for Good in Tourism,’ provided the backdrop for the Ministerial debate, while also setting out the work UN Tourism is already doing to transform the sector through the rapid emergence and smart adoption of new technologies.

For Nigeria, before the removal of the Tourism Minister, Lola Ade-John and scrapping of the Tourism Ministry by President Bola Ahmed Tinubu, the country was gradually returning to global tourism reckoning.

Many stakeholders and entities as it were, had looked forward to Nigeria’s participation in this year’s World Travel Market (WTM) London, a platform where ministers meet and global travel teams come to build their networks.

To this end, there were messages from the ministry’s official website promoting the three-day global travel industry event.

The messages read, “Why visit our stand: Discover Nigeria’s untapped travel gems, vibrant culture, and investment opportunities. Visit our stand at WTM London for exclusive insights and networking with key industry leaders. Don’t miss out!”

“Description: Nigeria presents a vibrant showcase of Africa’s most diverse cultural heritage, breathtaking landscapes, and thriving tourism potential. As Africa’s most populous nation, Nigeria boasts world-class attractions, from the serene beaches of Lagos to the ancient city of Benin, the wildlife of Yankari, and the rich traditions of over 250 ethnic groups. Nigeria offers investment opportunities, eco-tourism, and unforgettable cultural experiences that captivate global travelers and business stakeholders. Discover Nigeria, the Giant of Africa!”

Ade-John, who was confident about Nigeria’s participation at WTM London, had assured the National Association of Nigeria Travel Agencies (NANTA) team that visited her in Abuja of federal government’s support. She expressed willingness to collaborate with NANTA, Federation of Tourism Association of Nigeria (FTAN) and others to turn around the fortunes of tourism in Nigeria.

At the three-day travel event that took place in Excel London, there were delegates from 184 countries and over 4,000 exhibitors who gathered under one roof to discuss the latest trends, innovations, and challenges in global tourism. It had 200 world-class speakers and 70 sessions.

The first day set a dynamic pace, highlighting the event’s emphasis on economic impact, sustainability, diversity, and the role of technology in shaping the future of travel.

WTM London and its Global Travel Partner, the Saudi Tourism Authority, began the day with a shared vision of the tourism sector’s cultural and economic importance.

WTM Portfolio Director, Jonathan Heastie, expressed excitement at the turnout, noting the significance of last year’s travel deals, which amounted to £2.2 billion. Heastie’s optimism about the event underscored the potential for even greater achievements in 2024, with a packed agenda aimed at advancing the industry.

CEO of the Saudi Tourism Authority, Fahd Hamidaddin, highlighted tourism’s role in creating opportunities for youth, entrepreneurs, and remote communities. Emphasising tourism’s inclusive impact, he spoke about how travel fosters open-mindedness and strengthens cultural connections. Hamidaddin’s remarks resonated with WTM’s ongoing commitment to diversity and inclusion, a theme woven through various sessions on the first day.

WTM London’s DEAI (Diversity, Equity, Accessibility, and Inclusion) track sparked discussions on making travel more inclusive. LoAnn Halden, VP of Communications for the International LGBTQ+ Travel Association (IGLTA), stressed the need for companies to support diversity initiatives year-round, beyond symbolic gestures for occasions like Pride or Black History Month. She advised travel companies to establish ‘internal allies’ who understand the perspectives of underrepresented groups, promoting long-term inclusivity in the sector.

Adding to the discussion, Jane Cunningham, Director of European Engagement for Destinations International, emphasised that diversity in tourism should not only welcome visitors but also serve the local communities. This inclusive approach aligns with the vision of destinations that prioritise sustainable growth and positive social impact.

On the topic of age inclusivity in marketing, Debbie Marshall, Managing Director of the Silver Marketing Association, encouraged companies to collaborate with target demographics before launching campaigns. Her advice reflects a growing awareness of the importance of authentic representation in tourism marketing.

The DEAI sessions also explored practical steps for welcoming diverse groups. Director of Halal Travel Network, Hafsa Gaher, shared insights on how hotels can better accommodate Halal-observing guests. Her recommendations included offering vegetarian options, providing lists of nearby Halal restaurants, and removing alcohol from minibars upon request. Such measures, Gaher suggested, make travel more accessible and welcoming for diverse travelers.

The day’s events highlighted Greece’s advancements in accessibility, with the nation investing in infrastructure that caters for disabled travelers. A notable achievement includes the installation of Seatrack systems on 250 beaches, allowing wheelchair users to access the sea.

Director of the Greece National Tourism Organisation, Eleni Skarveli, spoke about how the initiative aligns with Greece’s hospitality values, emphasising the importance of guest satisfaction and comfort. According to Skarveli, the enhancements are part of a broader effort to improve accessibility across Greek destinations, underscoring Greece’s dedication to inclusive tourism.

Technology’s role in creating seamless travel experiences was a key theme on Day 1, with industry leaders discussing the concept of frictionless travel. Representatives from airlines, tech providers, and online travel agencies debated the complexities within the airline industry, examining how technology and existing processes contribute to travel inefficiencies.

According to the WTM Global Travel Report presented at the WTM London, international tourism arrivals are projected to hit 1.5 billion in 2024, surpassing pre-pandemic levels.

The report, compiled in partnership with Tourism Economics, analysed data from over 185 countries, providing insights into tourism trends. It predicted that overnight tourism arrivals will grow by over 30 per cent by 2030, reaching two billion, driven by emerging outbound markets. Global leisure tourism expenditure is expected to exceed US$5.5 trillion in 2024, a 24 per cent increase from 2019.

Most significantly, consumers appear to be prioritising travel with it accounting for a greater share of their spending in the major advanced economies than in 10 years pre-pandemic.

Notably, travel spending is now a larger share of consumer expenditure in major advanced economies, reaching 8.8 per cent in 2024, compared to an average of 8.2 per cent from 2010 to 2019. Even in regions like Asia Pacific, where recovery has been slower, travel spending is rebounding.

The number of overnight stays in paid accommodation is set to exceed 2023 levels by 7 per cent and 2019 levels by 16 per cent. The average length of stay for international trips has increased by 12 per cent in 2024 compared to 2019, reversing a trend of shorter stays observed in the decade leading up to the pandemic

Factors contributing to longer stays include a shift towards “slow travel” and an increase in “bleisure” trips, where business travelers extend their visits for leisure activities.

“WTM’s aim is to help attendees navigate change and equip travel professionals for the year ahead,” said WTM London Exhibitor Director Juliette Losardo. “Commissioning the WTM Global Travel Report supports our commitment to providing attendees with the latest trends shaping the travel landscape.”

The 44 years old World Travel Market London brought together the international leisure travel community; providing inspiration, education, sourcing, and benchmarking to travel professionals while providing exhibitors a place to do business and showcase their services to the international press.