WTM Report: Tourists Abandon Sun Loungers in Favor of New Experiences

More holidaymakers are abandoning their sun loungers in favour of nature, foodie and wellness experiences, according to a report released during the World Travel Market (WTM) that opened in London on Monday.

The exclusive WTM Global Travel Report – compiled in association with renowned researchers at Oxford Economics – notes “increasing demand for unique, authentic and personalised experiences” while people are away on vacation.

Citing data curated by tourism intelligence specialist Mabrian in 2023, the report highlights that experiential activities such as wellness, nature and food tourism increased by over 10 percent compared with 2019.

“Meanwhile, traditional activities such as sunbathing were less important in travellers’ motivations compared with 2019,” says the report.

WTM London Exhibition Director Juliette Losardo says that trends in leisure travel are quickly changing.

“This WTM Global Travel Report is a vital snapshot for the industry to see how markets fared in 2023 and what is in store for 2024 as post-pandemic consumer demands evolve… Holidaymakers seem more determined to make the most of their precious time away,” Losardo adds.

Climate change influencing travel patterns

Furthermore, climate change looks set to play a bigger role in consumers’ choice of holiday destinations and timings.

“This is already influencing travel patterns after successive hot European summers,” according to the report.

In 2023, data from the European Travel Commission (ETC) found that the popularity of Mediterranean destinations dropped by 10 percent compared with 2022, which was influenced at least in part by perceptions of weather.

The report notes that the climate crisis has other influences over consumer trends and government policies.

“This could mean fewer but potentially longer long-haul trips, and more local, short-haul trips,” it adds, noting that slow travel, which involves undertaking longer but potentially fewer trips, may also become an increasingly popular trend.

Overtourism

Maya Beach, Thailand.

Meanwhile, many destinations have been grappling with the problems of overtourism, such as Thailand which had closed Maya Beach as thousands were lured there after it featured in The Beach.

And next year, Venice will trial a new tax on day visitors, who have a significant impact on the city’s infrastructure.

Furthermore, the report notes a resurgence in the demand for travel agents as consumers seek help to make the most of their time on holiday.

“Our report is vital for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it – and the discussions it will prompt can help to re-frame travel and tourism in a positive way for us all,” Losardo highlights.

The exclusive WTM Global Travel Report presented findings from international research, using an expansive databank covering nearly 185 countries worldwide as destinations and as origin markets.

WTM London 2023 will run until Wednesday.

The Greek Travel Pages (GTP) is an official media partner of WTM London.