Pat Riddell, editor of National Geographic Traveller (UK), was a speaker on the panel of a virtual event titled The Future of Travel Marketing, hosted by the World Media Group on 3 November. 

The alliance of prominent global media organisations assembled key figures from various areas of the travel industry to explore anticipated trends for 2024 and beyond, ahead of this year’s World Travel Market (6 to 8 November). 

Chaired by Samantha Adams, from BBC Studios, the panel, which also included experts such as Max Askwith, Global Innovation Partner, Dentsu International and Heledd Owen, Director of Marketing from Llywodraeth Cymru / Welsh Government, discussed current issues affecting the travel industry, including the climate and cost of living crises, delving into the commercial outlook of the sector and the implications for marketers and advertisers. 

Some key takeaways from the discussion include: 

1. Demand for travel: Globally, travel has returned to pre-pandemic levels. Pat highlighted how the surge in demand has prompted travellers to “seize the day” and are focusing on immersive experiences. 
2. Personalised experiences: A growing trend is trips that evoke emotions and establish deeper, more personal connections with local communities and causes. 
3. Responsible tourism: Travellers are increasingly mindful of how the money the spend is being used further down the line. There’s a rising demand for sustainable forms of travel, particularly rail travel. 

A recording is now available for viewing by clicking here.