World Travel Market London: Industry leaders talk green tourism, preservation and 'slow holidays'

The World Travel Market trade event in London showcases the latest trends shaping the tourism and travel industry, now and into the future.

Thousands of representatives gathered in the UK capital to do deals, debate and discuss as the industry continues its bounce-back from the COVID-19 pandemic.

"Leisure travel is back to only 10% below 2019 levels," said Dave Goodger, the Managing Director for EMEA at Tourism Economics. "But we’ve got to remember 2019 was a peak year. So, the level of travel we’re seeing this year has only been surpassed in three years in history."

The recovery comes despite economic and geopolitical uncertainties, on top of a summer of high temperatures and devastating wildfires in countries like Greece.

"I would say that the biggest challenge for the long-term period in the future is the climate crisis," revealed Dimitris Frangakis, the Secretary General at the Greek National Tourism Organisation. "Greece has a specific plan until 2030 in order to achieve sustainability in the environment, tackle climate change consequences and, of course, adapt to the new era."

Valencia, in Spain, attracts tourists with its beaches, natural beauty and history. Recognised for sustainable tourism, the city has been named European Green Capital 2024.

"The old source of the river is now a big green area, a big green boulevard," Carlos Mazón Guixot, the President of the Valencia Region Government told Focus. "We’re working so hard, related to public transport. It’s very important for us. For new energy technologies. Just not for one year, but for the rest of our lives."

Post-pandemic, sustainability is also about keeping traveller numbers in check. Venice, for example, plans to impose a five-euro tax on day-trippers next year,