ITB Berlin 2024: Travel is Booming, Says WTTC CEO

This year is set to be a bumper year for tourism in Germany, Europe and the world, World Travel and Tourism Council (WTTC) President & CEO Julia Simpson said on Monday.

Speaking during the opening ceremony of the ITB Berlin 2024 travel trade show, Simpson presented WTTC data and referred to “massive increases” in the number of international arrivals across Europe.

“Last year, right here on this stage, I said travel is back. Now, just 12 months later, it’s not just back, it’s booming,” she said.

According to WTTC data, arrivals into Greece and Portugal are up more than 20 percent year on year.

“Spain, the second most popular destination in the world, is also set to have a great year with arrivals already up 13 percent,” Simpson said.

Referring to the German tourism industry, the WTTC’s CEO noted that compared to 2023, double digit growth in visitor numbers from key source markets such as the UK, Spain, and Greece, have been recorded.

“Further afield, our data shows more travellers from the U.S. will visit Germany this year than last,” she said.

“2024 is set to be not just a bumper year for tourism here in Germany, but for Europe and the world.”

WTTC President and CEO Julia Simpson speaking during the ITB Berlin opening ceremony. Photo source: ITB Berlin

Highlighting tourism’s contribution to the global economy and employment, Simpson said that by 2033, more than one in nine jobs worldwide will be in the sector.

“In just nine years, we will account for 11.6 % of global GDP. And over the coming decade, Travel & Tourism will grow at double the rate of the wider economy.”

Challenges

Moreover, during her speech, Simpson said the sector must be “open-eyed” about the challenges travel faces.

“WTTC data shows that our sector was responsible for 8.1% of global emissions in 2019. That’s why our sector’s efforts towards more sustainable fuels like SAF, biodiesel, and alternative marine fuels are so important.

“We as a sector must also embrace future technologies and most importantly, the AI revolution. The effect of AI on Travel & Tourism will be more profound than any technological development since the invention of the world wide web”.

ITB Berlin 2024 opened at the Berliner Exhibition Grounds on Tuesday and will run until March 7.

GTP is attending ITB Berlin 2024. Updates can be found through our special ITB Berlin 2024 section.