New technology, eco-tourism and personalisation are amongst the key themes shaping the travel and tourism industry in 2024. Credit: Shutterstock / Shawn Hempel.

The global travel and tourism industry had almost entirely recovered from the impact of Covid-19 by the end of 2023, allowing new themes to emerge in 2024, as travellers and businesses alike look to the future.

In November 2023, the United Nations World Tourism Organisation (NWTO) shared data showing that several destinations had either reached or exceeded pre-pandemic arrivals and receipts. It noted: “International tourism is well on track to fully recover pre-pandemic levels in 2024 despite economic challenges.”

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The emerging trends will shape this future, as issues of eco-tourism, the integration of new technologies, and personalised experiences influence consumer behaviour. Speaking on a new episode of the Thematic Intelligence Podcast, GlobalData analyst Monia Borawi considered how themes in the industry are set to develop 2024.

She commented: “There are a lot of themes that are important within the sector but if I were to choose three that are trending in the industry right now they would be sustainable travel … personalisation and an increase in demand for that … and the biggest one disrupting the industry would be the adoption of new technology.”

Speaking to Hotel Management Network earlier this week about how developments in AI are shaping travel and offering solutions to the sector’s pain points, Borawi said: “Companies are keen to take advantage of these new capabilities, particularly in areas such as sales, marketing and customer support. Airlines, airports and travel intermediaries would benefit from investing in the human-AI interaction layer to improve operational efficiency.

“The lodging and cruises sectors would benefit from computer vision technologies for check-in and boarding processes, while attraction operators could use them for occupancy monitoring. Pattern recognition, planning and forecasting capabilities are extremely useful across all travel industry segments.”

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Borawi also spoke about the impact of consumer interest in sustainability and the eco-tourism theme shaping the industry in 2024, as environmental consciousness drives businesses to review their ESG strategies.

She explained: “Travelers are increasingly conscious of the environmental and social impacts of their journeys, leading to growing demand for eco-friendly accommodations, carbon-neutral transportation options and ethical tourism experiences. In response, industry players are implementing sustainable initiatives, such as reducing single-use plastics, supporting local communities and investing in renewable energy solutions.”

Borawi’s appearance on the Thematic Intelligence Podcast precedes GlobalData’s Key Themes in Travel & Tourism for 2024 webinar on 20 March, which will examine the trends shaping the sector.