3 Things We Learned at WTM London 2024

We know that tourism can have a negative impact on destination ecosystems, while overtourism can contribute to distortions that affect the populations living in tourist locations. We were therefore positively struck by the attention dedicated to sustainability during WTM.

We quote the words of the director of the fair, Juliette Losardo: “Sustainability will play a crucial role in the success of the sector. For me, talking about regenerative travel means that as professionals in the sector we take responsibility to nourish the system from which we benefit. (…) We must use our power for the good not only of the tourism industry but of our planet”.

Encouraging words, which however must be followed by a commitment at all levels to ensure that there is a real turning point quickly. In our own small way, we are proud to have embraced a philosophy years ago focused on respect for places and people.

Italy and Sardinia are wonderful destinations. But be careful not to rest on your laurels.

Even today, Europe is the continent that attracts the most visitors in the world and the number of arrivals in 2024 has essentially equaled that before the pandemic. However, the distribution of travellers is changing, with emerging markets (Serbia, Albania but also Portugal, Malta and Turkey) threatening the role of mature markets such as Italy and France.

Inside the fair, the impeccable but “traditional” stands of our country were outclassed by the creativity of Spain, where several regions could count on magnificent spaces and installations capable of capturing the imagination. Not to mention the freshness of some South American countries and the opulence of the Middle East.

The lesson to be learned? If we want to maintain a leading role, we must continue to work on our appeal, highlighting what makes us truly unique. Our wonderful mix of culture, history, nature and tradition asks to be told without falling into sad stereotypes.

Is a large exhibit also useful for a small operator? Yes, with a few precautions.

Let’s face it: we attended this event but we didn’t have the time to prepare properly. Little budget, little time, little material. Considering that we closed on November 3rd and that on the morning of the 4th we were already on the flight to London, it’s understandable. But to be successful at an event like this you have to know how to plan the meetings. Or, secondarily, have a lot of nerve.

We have therefore focused on the latter to find interested interlocutors and have some significant meetings that, we hope, will bring us new opportunities to make ourselves known abroad. However, we also found several nice surprises at the stand of the Sardinia Region: demonstrating that sometimes, absurdly, you need to travel thousands of kilometers to collaborate with your neighbor.