ABTA’s 2024 Travel Convention in Greece Attracts 300 UK Sector Professionals

Photo source: GNTO

ABTA – The Travel Association recently highlighted global tourism challenges and trends to 300 members during its annual convention held at Costa Navarino in Messinia. ABTA is the largest travel trade body in the UK.

Considered the UK travel industry’s forward-looking and flagship event, the 2024 ABTA Travel Convention provided opportunities for professionals to network and discuss the future of travel and tourism. ABTA members – senior professionals spanning the travel sector, including tour operators, cruise lines and travel retailers, attended this year’s convention held in Greece.

Entitled “Shaping our future”, the convention ran from October 7 to 9 with the Greek National Tourism Organization (GNTO) as Host Partner.

ABTA Chief Executive Mark Tanzer (center) with GNTO Secretary General Andreas Fiorentinos and GNTO UK & Ireland Office Director Eleni Skarveli. Photo source: GNTO

The two-day convention featured presentations, breakout sessions, and panels with leading experts and decision-makers from companies including EasyJet Holidays, Jet2, MSC Cruises, Global, Intrepid Travel, G Adventures, Simpson Travel, and SkyExpress.

Additionally, speakers like Baroness Minette Batters, former Thomas Cook CEO Jo Rzymowska, BBC journalist and analyst Ro Atkins, and Olympic gold medalist Emily Campbell emphasized new approaches the tourism industry should adopt to navigate its ongoing challenges.

“The convention came at a time when travel was in the news, including Hurricane Milton – with members supporting affected customers, alongside the support of the ABTA’s destinations team through our operational bulletin service,” said ABTA Chief Executive Mark Tanzer in a statement.

Sustainable Travel Agora for tourism

The Sustainable Travel Agora initiative by GNTO. Photo source: GNTO

A highlight of the 2024 ABTA Travel Convention was the Sustainable Travel Agora initiative, which was highlighted in the breakout session “Balancing Act: Integrating Nature Protection with Responsible Tourism”.

Established in 2022 by the GNTO’s UK and Ireland office, the initiative aims to emphasize the importance of sustainability in tourism. It consists of tour operators, institutions, and media and communication professionals.

During the session, attendees shared suggestions for promoting sustainable tourism development, focusing on protecting natural resources, enhancing tourism’s positive impact, and advancing educational strategies for travelers.

Moreover, two studies on the current state of global tourism were presented during the convention.

The first study, titled “Investment in Travel”, focused on investment trends. Conducted by PwC, a global professional services firm, it highlighted experiential travel, luxury travel, silver travel, sustainable travel, and digital intermediaries as the most promising categories for expanding the tourism market. It also confirmed the strong growth potential of cruise travel.

The second study was ABTA’s “Holiday Habits 2024-25” report that highlighted the recovery of travel to pre-pandemic levels, as reflected in strong demand. According to the report, although the tourism industry continues to face a range of challenges, including geopolitical developments and natural disasters, the positive trends remain strong.

This was the second time Costa Navarino hosted ABTA’s travel convention. Navarino Dunes of Costa Navarino hosted the 2015 ABTA Travel Convention.

The association announced that Calvià, Mallorca will be the destination for next year’s Travel Convention, which will take place from October 6 to 8, 2025.