WTM 2023 Global Report: Tourists abandon sun loungers in favour of new experiences

Α Decrease font Enlarge font
WTM 2023 Global Report: Tourists abandon sun loungers in favour of new experiencesClimate change looks set to play a bigger role in consumers’ choice of holiday destinations and timings

Research from World Travel Market London 2023, the world’s most influential travel & tourism event, has revealed that more holidaymakers are abandoning their sun loungers in favor of nature, foodie, and wellness experiences, breakingtravelnews.com reports.

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.

The report revealed at WTM London on 6 November, cites social listening data curated by tourism intelligence specialist Mabrian in 2023.

This unveiled "that experiential activities such as wellness, nature, and food tourism increased by over 10% compared with 2019”.

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

It also says how people “crave more opportunities to reconnect” in an increasingly digital world, with more meaningful in-person experiences “fast becoming the raison d’etre for travel”.

Moreover, 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 found that the popularity of Mediterranean destinations dropped by 10% compared with 2022, which was influenced at least in part by perceptions of weather.”

The climate crisis has other influences on consumer trends and government policies, says the report.

“This could mean fewer but potentially longer long-haul trips, and more local, short-haul trips,” it adds, noting a growing demand for volunteering and interacting with local communities.

“Slow travel, which involves undertaking longer but potentially fewer trips, may also become an increasingly popular trend.”

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.

Elsewhere, outbound markets in emerging economies are continuing to grow, including China, India, and Indonesia.

As these countries become more affluent, more people can afford leisure travel, prompting new trends with different demographics and cultural preferences.

“The ‘traveling class’ in China is expected to nearly double over the next 10 years,” notes the report.

“However, this represents only a very small portion of Chinese citizens (2.3%) which highlights huge potential for future growth. Similar growth opportunities exist also within India and Indonesia, to name just a few.”

It also highlights how older people in China will become more affluent over time, which could mean more demand for holidays such as cruises.

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

Juliette Losardo, Exhibition Director at WTM London, said:

“Trends in leisure travel are quickly changing, which means 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 – instead of just sunbathing, more of them want to create treasured memories by booking experiences and excursions to get under the skin of their destination, to explore cultures, cuisine, and nature.

“After lockdown, we also saw that growing desire to enjoy the outdoors and connect with other people – but in an increasingly sustainable way.

“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.”

RELATED TOPICS: GreeceGreek tourism newsTourism in GreeceGreek islandsHotels in GreeceTravel to GreeceGreek destinationsGreek travel marketGreek tourism statisticsGreek tourism report

Photo Source: pixabay.com

Tornos
  1. 12/04 00:03

    2024 marks a critical year in the enduring strength of Greek-German relations

  2. 12/04 00:00

    Greek Rural Development Minister in Italy for wine meeting

  3. 11/04 22:07

    Ambassador: US committed to upgrade of Greek military and support NATO's SE flank

  4. 11/04 19:40

    Hellenic Pride on display at rainy Chicago Greek Independence Day Parade

  5. 11/04 02:06

    Delphi Economic Forum IX: Energy collaboration a 'key' in Greek-Bulgarian relations

  6. 11/04 01:58

    UN Tourism launches investment guidelines for Albania sector

  7. 10/04 19:01

    Greek FinMin: New package of economic measures in 2025 to lower taxes, raise pensions

  8. 10/04 18:25

    Greek city of Nafplion hosts Mediterranean Yacht Show for ninth year running

  9. 09/04 23:57

    Greek PM on Tilos: Innovative projects for a cyclical economy are of key significance

  10. 09/04 23:46

    HFS presents 1968, Rousing Docudrama about Greece’s First European Cup April 21

  11. 09/04 22:48

    Stolen 7th-century BC oenochoe returned to Greece by Hanover museum, municipality

  12. 09/04 22:42

    Greek civil servants confederation ADEDY to strike on May 21

  13. 09/04 21:55

    Greek Migration Minister meets Senior US Coordinator for Lawful Migration

  14. 08/04 23:48

    Athens-Epidaurus Festival to kick off on June 1

  15. 08/04 23:41

    Elliniko-Argyroupoli Mayor marches in Greek Independence Philadelphia Parade

  16. 08/04 21:53

    Project Voria casino complex in Maroussi moving ahead after environmental report

  17. 08/04 21:36

    Minister: Up to 120 delegations to take part in 9th Our Ocean Conference in Athens

  18. 08/04 19:22

    Direct flight from Shanghai to Athens offers access to key tourism market for Greece

  19. 08/04 18:31

    AI conference to attract distinguished speakers to Thessaloniki on April 25-27

  20. 04/04 23:28

    City of San Jose marks March 25 with 16th Annual Greek Flag Raising Event

  21. 04/04 22:16

    Urban plans published for seven townships in Thessaloniki and Attica of Greece

  22. 04/04 17:24

    FinMin: The new EU economic and fiscal framework is good for Greece

  23. 04/04 15:30

    Greek PM meets with the chiefs of the international pharmaceutical manufacturers

  24. 04/04 00:15

    Deputy Minister for Macedonia-Thrace meets US Embassy Deputy Mission Chief

  25. 03/04 20:12

    Syracuse AHEPA Chapter 37 marks March 25th Greek Independence Day

  26. 03/04 18:10

    Greece's Delphi Economic Forum on April 10-13 to focus on 'The Great Transition'

  27. 03/04 16:42

    Minister: Industrial production has returned to the pre-crisis levels in Greece

  28. 02/04 18:06

    Athens-Epidaurus Festival to kick off on June 1

  29. 30/03 23:21

    Eleni Gatzoyiannis scholarship offered to Greek students at Boston University

  30. 29/03 16:44

    3rd edition of 'This is Athens - City Festival' with 250+ events from May 1 until June 2

  31. 29/03 15:53

    Athens Metro station Aghia Varvara to stay closed on Saturday and Sunday

  32. 29/03 13:55

    Greek Foreign Minister for Economic Diplomacy concludes visit to Montenegro

  33. 29/03 12:00

    Greek PM announces minimum wage hike to 830 euros per month

  34. 29/03 11:51

    Clocks to go forward one hour in Greece on Sunday

  35. 28/03 18:41

    Attica Region to channel 640 bln euros to services of vulnerable and disadvantaged groups

  36. 28/03 17:32

    Greece to auction three-month T-bills on April 3, 2024 in a book entry form

  37. 28/03 15:46

    Greece's Meteora Pyli Geopark added to UNESCO Global Geoparks network

  38. 28/03 14:44

    IPTO announces framework agreement tender for undersea power cables in Greece

  39. 28/03 11:49

    IOBE: Construction sector in Greece records robust growth and good prospects

  40. 26/03 23:51

    St. Thomas Hellenic School honors 1821 and the Feast of the Annunciation in NJ

  41. 26/03 21:59

    PM at Economic Club of Canada: Greece is an attractive investment destination

  42. 26/03 17:56

    Greek State budget primary balance reaches a surplus of 3,378 million euros

  43. 26/03 11:45

    Ancient Messene to get upgraded visitors' facilities after approval by Council

  44. 23/03 17:43

    New requirements for 'Golden Visa' program to kick in on March 31

  45. 23/03 16:49

    Athenians continue to head out of the Greek Capital for March 25 long weekend

  46. 23/03 16:47

    Greek Parliament lights to be turned off for Earth Hour 8:30-9:30 pm

  47. 22/03 21:54

    US President on Greek Independence Day: Alliance with Greece stronger than ever

  48. 22/03 19:51

    High diplomacy and geopolitics at Delphi Economic Forum IX in Greece

  49. 22/03 19:32

    Tax authorities enable payments with foreign bank cards in Greece

  50. 22/03 14:19

    Greece to take part in Earth Hour on Saturday

  51. 22/03 00:24

    Greece ranks first on list of countries with fastest business environment progress

  52. 22/03 00:02

    Hellenic Police acquires first electric VAN-type highway patrol vehicle

  53. 21/03 22:41

    Greek Finance Ministry tightens Golden Visa rules

  54. 21/03 15:33

    Unseen Museum presents "The stele of the twin babies" exhibition in Athens

  55. 20/03 22:48

    Health Minister: 95% of Greek hospitals to perform afternoon surgeries

  56. 20/03 21:52

    Greek Deputy Minister of Justice meets delegation from US Embassy in Athens

  57. 20/03 21:44

    Greek Interior Minister to visit United States and Canada on postal vote

  58. 20/03 20:55

    Philadelphia Icarians mark 85th Anniversary and organize Apokriatiko Dance

  59. 20/03 18:01

    Development Minister: We continue the battle against high prices in Greece

  60. 19/03 22:28

    President of the Hellenic Republic meets her Ethiopian counterpart in Athens

  61. 19/03 20:57

    Greek Tourism Minιster meets Hellenic Chamber of Hotels

  62. 19/03 20:25

    FinMIn: Moody’s analysis records significant progress in the Greek economy

  63. 19/03 11:15

    Sector chiefs report: Good news for Greek tourism in 2024 at ITB Berlin

  64. 18/03 22:20

    American Hellenic Educational Progressive Association honors Past Supreme President

  65. 16/03 13:01

    Greek Deputy Foreign Μinister meets her Slovenian counterpart in Athens

  66. 16/03 12:56

    Greek-Canadian Diaspora to welcome Greek Prime Minister to Toronto

  67. 16/03 11:28

    Greek Migration Minister visits refugee hosting facilities in Kavala, Drama and Serres

  68. 15/03 21:50

    Greek Minister announces conference on defence ecosystem in Athens from Lithuania

  69. 15/03 13:45

    PM: More than 80 hospitals and 156 health centres being upgraded in Greece

  70. 15/03 12:55

    Piraeus Port and Genoa Chambers of Commerce ink memorandum of cooperation

  71. 14/03 23:43

    President of Hellenic Republic meets Prime Minister of Slovakia in Bratislava

  72. 14/03 22:58

    American Express report highlights Global Travel Trends during 2024

  73. 14/03 22:52

    Four hospitals in Attica Region already organizing afternoon surgical procedures

  74. 14/03 22:49

    US Ambassador to Athens: More flights from the United States to Greece and Thessaloniki

  75. 14/03 22:43

    Greek archaeologists discover ten ancient shipwrecks off Aegean island of Kasos

  76. 14/03 19:32

    No new intubations for Covid-19 recorded in Greece for the first time

  77. 14/03 18:36

    Extra road safety measures adopted for Greek pre-lent carnival and Clean Monday

  78. 14/03 14:48

    HRADF eyes bidders for Lavrio Port majority share

  79. 14/03 12:54

    Electric buses to be deployed on the streets of Athens and Thessaloniki by May

  80. 13/03 22:23

    Chairman: 2023 was an exceptional one for AEGEAN Airlines

  81. 13/03 20:11

    Prices of basic lenten products either lower or equal to last year's in Greece

  82. 13/03 19:15

    US Ambassador to Athens: Greece secures NATO readiness via Alexandroupolis

  83. 13/03 17:19

    Greece shines at 1st European Cruise Exhibition

  84. 13/03 12:26

    Greece shows new costumes for revamped Olympic Flame-lighting ceremony

  85. 12/03 22:46

    Epirotes Society of Philadelphia ‘Omonia’ organized 16th Annual ‘Tsipourovradia’

  86. 12/03 21:38

    The President of the Hellenic Republic to visit Slovakia on March 13-15

  87. 12/03 20:29

    First afternoon surgeries in Greece kick off at Papageorgiou Hospital in Thessaloniki

  88. 12/03 01:35

    UN Tourism to make residents focus of Greek island of Thassos’ sector recovery

  89. 11/03 23:58

    Greek Foreign Minister: We stand behind Montenegro's European perspective

  90. 11/03 23:47

    Visa Express for Turkish citizens to commence on five Greek islands in March

  91. 11/03 19:40

    Amadeus acquires travel payments expert Voxel

  92. 11/03 18:49

    Microsoft Data Center construction kicks off in Spata next to Athens Airport

  93. 11/03 17:53

    Dodecanese Federation marked 76th Anniversary of Unification with Greece

  94. 09/03 22:23

    The future of travel planning is multimodal and interactive

  95. 08/03 14:27

    Prime Minister: Radical change in Greek education and a brave reform for growth

  96. 08/03 14:24

    Traffic restrictions expected in Athens mid-morning to evening on Friday due to protests

  97. 08/03 14:24

    Applications to out-of-court settlement more than doubled in Greece in February

  98. 08/03 13:18

    Metro station 'Maniatika' near Piraeus Port to be closed on Saturday and Sunday

  99. 07/03 14:12

    Athens wins World Travel Award 2024 as the top city-break destination in Europe

  100. 06/03 22:51

    WTTC data show Greece and Portugal lead league for growth in tourist arrivals