News and Insights
WTTC Global Summit 2024: The Runway for the Future of Travel and Tourism
October 29, 2024
Choosing between Robert Irwin and John Kerry as the most inspiring speaker from this year’s World Travel and Tourism Council (WTTC) Global Summit in Perth was no easy feat. Representing opposite ends of their life stages and the globe, both brought powerful perspectives to the table.
John Kerry, former U.S. Secretary of State, reminded us how little progress has been made since the Paris Agreement was signed a decade ago. While many lessons have emerged from global convenings, he emphasized that individual countries will always chart their own paths. Kerry warned that we are teetering on the edge of a precipice and underscored the necessity of energizing the private sector to catalyze meaningful change. His reflections on the alarming decline in respect for truth—especially due to the influence of social media—were particularly striking, highlighting the fragile nature of democracy and its reliance on factual discourse.
In contrast, Robert Irwin, a renowned conservationist and television personality, exuded optimism as he spoke passionately about wildlife preservation and sustainability. His extensive work in conservation serves as a foundation for his belief that tourism can become a force for positive change. Emphasizing the theme of the summit, “Ancient Land: New Perspectives,” Irwin urged us to balance the preservation of cultural heritage with the need for sustainable growth in tourism. He articulated a hopeful vision, asserting that tourism will inspire people to protect the things they love, marking a pivotal moment for the industry.
Among the highlights of the summit was the involvement of two clients who played pivotal roles in the discussions. James Thornton, CEO of Intrepid Travel, stressed the importance of sustainable and responsible tourism. He called on businesses to create travel experiences that promote cultural exchange while safeguarding the environment. Thornton advocated for tourism practices that prioritize sustainability and empower local communities, ultimately striving for a positive impact on both destinations and travelers.
Chester Cooper, Deputy Prime Minister and Minister of Tourism, Investments & Aviation for The Bahamas, emphasized the role of innovation and technology in enhancing travel experiences. His session, “Easy but Secure,” addressed the need to balance security with accessibility in tourism. Cooper discussed how advancements in border technologies can streamline travel while ensuring safety, and highlighted the collaborative efforts necessary to enhance the visitor experience. He proudly noted that The Bahamas is emerging as an innovation hub at the crossroads of the Caribbean.
The most significant outcome of the summit was a renewed global commitment to sustainability in tourism. Leaders from various nations underscored the imperative for the tourism industry—which is projected to contribute $11 trillion to the global economy this year—to pivot towards responsible growth. Key discussions focused on enhancing environmental protection, reducing carbon emissions, and empowering local communities.
A standout moment was the announcement of the Perth Declaration, which called for greater collaboration between governments, businesses, and communities to maximize the positive impacts of tourism on both the environment and local economies. The declaration also recognized the importance of prioritizing indigenous tourism and explored how technological advancements in security and border management can facilitate safer, seamless travel experiences.
On a personal note, the live launch of Together in Travel was a highlight for me. This initiative, which we were proud to support, aims to provide resources to small and medium enterprises (SMEs) within the global travel and tourism sector, which account for over 80% of the industry. The free-to-subscribe platform will offer SMEs valuable content, networking opportunities, and educational programs designed to accelerate business growth.
As we look toward planning for our clients in 2025, several key takeaways resonated deeply:
- You cannot control what you cannot measure properly.
- Our North Star is frictionless travel.
- AI will transform how we manage and promote destination products.
- There’s a significant rise in solo travel, with 70% of millennials considering it, and the fastest-growing demographic being women over 65.
- Sports and large events tourism is projected to be worth $2.38 trillion by 2035.
With Italy being selected as the host country for the 2025 summit in Rome, there will be considerable pressure on all stakeholders in the industry to deliver tangible results from these vital conversations.
POSTED BY: Debbie Flynn
