10 Trends for 2024
2023 will end as one of the strongest years for tourism in both Portugal and across the globe. But which trends will shape 2024?
Supported by continuous market analysis and regular input from key decision-makers through the IPDT Tourism Barometer, this exercise anticipates traveller behaviours and guides the development of more conscious and effective strategies.
Source: Tourism Trends Magazine ’24
2023 ended as one of the best years ever for tourism, with the global recovery of the sector, exceeding forecasts and stabilising supply after the official end of the pandemic. This growth, driven by a strong desire to travel, reaffirmed the centrality of tourism in the economy and international mobility.
Em 2024, o setor enfrenta um ciclo mais exigente, influenciado por desafios económicos, tecnológicos, ambientais e de segurança. A personalização das experiências e a capacidade de adaptação serão determinantes num mercado cada vez mais profissionalizado e competitivo.
Trend 1.
“Chat GPT, I fancy something”
From one moment to the next, ChatGPT became part of everyday conversations and internal processes across companies worldwide.
Doubts about the limits and usefulness of artificial intelligence (if there were any) are being dispelled as people explore the tools, and it is clear that these can and should become opportunities to be exploited.
Tourism is no exception, with the potential and value that AI can add to the tourist experience being recognised in areas such as travel personalisation (almost person-to-person), customer service and the optimisation of logistical processes. On the other hand, in the near future, tourists will also be better equipped to use tools such as Chat GPT to their advantage, for example, to plan their trip.
It is true that we are still in the early stages of understanding the real impact that AI can have on society, as well as the possible restrictions that may be implemented by governments. However, the sooner companies adopt this tool as a partner (not the only one and never completely replacing human interaction), the more capable they will be of having an ally to enhance the quality of the tourist experience.
Trend 2.
Look at the price. Think first. Book after.
The recent rise in inflation has been affecting household budgets around the world. In response, central authorities have introduced a series of measures to curb the rise in prices.
Some forecasts (including International Monetary Fund), point to a possible global economic recession in 2024. Should this occur, it may lead to significant changes in travel behaviour across certain markets. It is important to note, however, that this does not necessarily mean fewer travellers, but rather a change in their priorities and needs.
In the year ahead, and even if a recession does not materialise, tourists are expected to adopt a more rational and considered approach to consumption, favouring options that ensure good value for money.
Companies and destinations must constantly monitor the economic situation in their main markets, adjusting (if necessary) their policies and priorities for attracting tourists.
Trend 3.
A four-day week? Yes! More days to travel!
After several companies implemented it, last year several countries (including Portugal) launched pilot projects to test the viability of the 4-day working week.
The results have been very positive, and it is expected that this practice will begin to be adopted more widely from 2024 onwards.
Tourism has here an opportunity to build upon — the traditional weekend getaways could, in the short term, be extended from the usual three days (Friday to Sunday) to four, giving visitors more time to explore each destination. Therefore, structuring new offers (that include more days) should be a priority in the short term.
Trend 4.
All eyes on Europe for sport.
In 2024, Europe will be at the centre of attention for sports fans, as it hosts two major events: the Olympic/Paralympic Games in France, and UEFA Euro 2024 in Germany.
It is expected that there will be a significant increase in the number of trips motivated by attending these events, but also a greater openness to taking other trips to participate in or attend sporting events of various kinds, as a result of the atmosphere that these two events manage to catapult, months before and after they take place.
As for the Olympic Games, this will be the first edition in history to achieve gender parity in competitions, with the same number of female and male athletes. This sends a clear message to the world and could represent a huge opportunity for tourist destinations, as women’s sporting events are becoming increasingly visible, which could significantly increase the economic return for these territories.
Trend 5.
2024 marks the stabilisation of travel patterns.
2020 and 2021 were marked by high demand for nature destinations, in order to avoid situations of contagion.
In 2022 and 2023, although this trend continued, there was a high demand for cities, with tourists motivated by a sense of revenge travel.
2024, in turn, is expected to be a year of normalisation in travel patterns, with tourists likely to show more rational, balanced, and time-conscious behaviour, resembling pre-pandemic trends in the distribution of travel across rural, urban, and sun-and-beach destinations.
It should be noted, however, that today’s tourists differ greatly from those who travelled in 2019. Although consumption patterns have stabilised, needs are different and more demanding, and destinations must prepare offers that can compete in the tourism market.
Discover more trends in the Turismo’em Trends Magazine.
Trend 6.
Climate change is becoming a key factor in travel planning.
After several decades of talking about climate change, in recent years we have witnessed several examples of its impacts: storms, floods, fires, and extreme heat waves are some of the most frequent phenomena.
While these are extreme and often unpredictable events, certain destinations are beginning to be associated with them, as they have recorded a higher number of such occurrences.
It is to be expected that tourists will begin to consider these factors when deciding on their travel destination or planning their itinerary – for example, by seeking solutions that guarantee their safety in critical situations or flight cancellations (such as travel insurance).
On the destination side, creating action plans to respond to adverse situations (and making them known to the trade and tourists themselves) can be a useful practice for conveying confidence and motivating visits. It also presents an opportunity to promote travel during other times of the year, when weather conditions are more stable.
Trend 7.
“Attenzione borseggiatrici!” – The catchphrases that exposed the pickpockets.
Attenzione borseggiatrici! Attenzione pickpocket!” was arguably one of the most iconic catchphrases of summer 2023.
The videos posted on TikTok by Monica Poli brought public attention to an issue that has affected some of the world’s leading tourist destinations for years: pickpocketing targeting visitors.
Although recurrent, the magnitude and global visibility of these videos have led tourists to label certain destinations (or specific areas) as risky. Safety is once again a central factor in the travel decision-making process, and may even determine the rejection of certain destinations.
On the other hand, when tourists choose to travel to these destinations, they tend to adopt a more defensive stance. It is essential that visitors feel that there are security mechanisms in place to prevent robberies, giving them the confidence to enjoy the destination.
Trend 8.
The future of travel is cashless.
The use of physical cash is increasingly falling into disuse, being replaced by technological solutions such as contactless payments, which are present in most transactions today.
Sweden, for example, is in transition to becoming a completely cashless society.
Esta mudança estende-se também ao setor do turismo. Por conveniência e segurança, os turistas optam cada vez mais por efetuar pagamentos com cartões eletrónicos, viajando com pouco ou nenhum dinheiro físico.
Therefore, companies and destinations must ensure that electronic payments options are available throughout the entire travel experience.
Trend 9.
“Your train will depart from platform…”
In 2023, France decreed a ban on flights between french cities where a rail connection of less than two and a half hours is available – a measure to combat CO₂ emissions.
Although this decision is local for now, a global increase in demand for train travel is expected, driven by environmental concerns and the comfort this mode of transport offers.
To keep up with this trend, destinations should invest in improving rail connections and even develop tourist experiences that begin at the stations.
Trend 10.
Travel, for the sake of your mental wellbeing.
The increase in cases of depression and burnout has placed mental health at the centre of social and political concerns.
Younger generations, in particular, seek a better balance between personal and professional life, adopting different attitudes towards work.
Travel is increasingly seen as a way to recharge and escape daily routines. The trend points towards more frequent short getaways throughout the year, or alternatively, longer and more immersive journeys.
It is up to destinations and businesses to responsibly explore this growing need by promoting services and experiences focused on wellbeing and relaxation.
Travel Trends
Discover the trends we have identified for recent years
Tourism has been one of the most dynamic and innovative sectors. Year after year, tourists exhibit new travel behaviours, to which tourism operators must adapt.
In line with national and international tourism dynamics, IPDT – Tourism and Consultancy has been publishing its ‘Turismo Em’ Trends Magazine since 2007.
