Travelbiz at World Travel Market 2024

World Travel Market (WTM) in London, held from November 5-7, was one of the largest travel industry events ever, showcasing a record number of exhibitors and featuring new themes and trends shaping global travel. Over 4,000 exhibitors, including 135 National Tourism Organizations and brands from diverse sectors such as accommodation, transportation, and technology, participated at ExCeL London. Attendance grew by 7% compared to previous years, and Africa notably emerged as a leading region, with countries like Morocco and Egypt strongly represented due to their active post-pandemic travel campaigns.

The Tourism Authority of Thailand (TAT) was awarded the prestigious Best Stand Feature 2024 at WTM this year.

The TAT stand won for its creative showcasing of local products. The judges remarked: “It was actually evocative of the local culture. A lot of thought went into the dressing and presentation.” They also admired “the link between tourism and local communities.”

Commenting on the win, the Governor of TAT, Ms. Thapanee Kiatphaibool said: “We are so happy to have won the best stand feature award this year. We are really proud of the design and what it embodies and are thrilled this was recognised by the judges. We continue to promote sustainability and eco-tourism and this is echoed throughout the design in particular highlighting Thai community based traditions such as weaving. The map feature at the welcome desk is created using local patterns and fabrics, hand weaved and printed, special to each region of Thailand. For example, Batik fabric from southern Thailand.”

A key highlight from this year’s WTM was the increased focus on “bleisure” travel (a blend of business and leisure), slow travel, and “frontier travel,” appealing to travelers seeking longer, immersive experiences that go beyond typical tourism. The WTM Global Travel Report, released at the event, revealed that travel expenditure has surged to nearly 9% of consumer spending worldwide in 2024, indicating a robust recovery in travel demand. Longer stays and more unique, adventurous experiences have gained popularity, especially as younger travelers look for meaningful and sustainable travel options​.

WTM 2024 also emphasized the rise of technology within the industry, with a significant increase in tech exhibitors addressing trends like artificial intelligence in travel planning, digital transformations, and enhanced booking experiences. The new “Experiences” zone saw a 71% increase in exhibitors, showcasing the industry’s shift toward curating memorable, individualized travel experiences. These innovations underscore how the industry is adapting to shifting consumer preferences, especially among Gen Z and Millennials, who prioritize experiences over possessions​

The event reinforced WTM’s role as a central networking and trend-setting platform in travel, with keynotes and seminars focused on helping industry professionals navigate ongoing changes and capitalize on emerging travel behaviors.