Summer is in full swing, and today’s travel stories continue to prove just how dynamic the travel and tourism sector remains. Travel demand is high, driven by major global events such as the Summer Olympics in Paris and mega concert tours by world-famous artists such as Taylor Swift , Olivia Rodrigo, Bad Bunny, Bruce Springsteen and more.
However, issues related to overtourism continue to make headlines across the globe, alongside natural disasters. In North America, forecasters have predicted an active hurricane season which began with Hurricane Beryl, a massive storm that left significant damage across several Caribbean islands, most notably Grenada. It was not only the first storm of the Atlantic hurricane season but the first storm to reach a Category 5 designation this early in the season, raising concerns for what is to come. Closer to home, in Europe many destinations are experiencing temperatures that are much higher than average, with high alerts for wildfires currently in place for Greece.
While tourism demand overall doesn’t appear to be slowing down, travel to some destinations has been slower to reach pre-pandemic levels, leading these destinations to get creative in order to attract visitors. An initiative that caught the media’s attention was the launch of South Korea’s K-Culture Training Visa, with an announcement from the finance ministry confirming that the new visa will allow visitors to train in K-pop dancing, choreography and modelling.
Meanwhile, Sardinia’s ‘Leg’s Go in Cammino’ campaign invites avid hikers under 35 to hike the Santa Barbara Mining Trail in exchange for free accommodation. The campaign, launched last year, has received renewed interest as travellers’ final chance to redeem the offer will be September 15–December 15, 2024.
We’re certainly in the middle of an eventful summer. Below is a summary of industry shifts, global travel trends and the latest insights that our PR teams in the UK, U.S. and Europe have compiled from recent media feedback, widespread coverage, industry conferences and webinars:
TRENDS IMPACTING THE TRAVEL INDUSTRY
• Overtourism Continues to Make Headlines: Stories highlighting overtourism are all over the news. In Barcelona, anti-tourism protestors confronted travellers with water guns and signs warning tourists they’re not welcome. Locals are citing increased cost of living and lower quality of life as some of the reasons they want visits to the city to be curtailed. Meanwhile, Amsterdam, which has also been dealing with issues of overtourism and its impact on the environment, recently announced that starting in 2026 the destination will reduce the maximum number of cruise ship visits to 100 per year, nearly half of the current maximum of 190. As tourism demand remains strong, we’re likely to continue seeing destinations implement new regulations in an effort to reduce the negative impact of overtourism. An opportunity exists for destinations to proactively share their plans for doing so with media.
• The Surge of ‘Slow Travel’: The slow travel movement, which promotes disconnecting from everyday life and truly switching off, has become a defining feature of 2024, with travellers prioritising mindful experiences that inspire them to stay longer and see the destination through the lens of a local. Recent research reveals that 81% of Brits are prioritising travel this summer as a means to slow down and alleviate stress, while over 90% of U.S. travellers are interested in slow travel. However, 57% admit they can’t imagine going on a trip without their phone, and 50% struggle to go 24 hours without checking social media. Reflecting its rise in popularity, Google searches for ‘slow travel trips’ have surged by 61% in the past three months, and the trend has been tagged nearly 20,000 times on TikTok.
• The Rise of ‘Coolcations’ Amid Rising Summer Heat: With rising global temperatures, travellers are increasingly seeking out cooler destinations by opting for northern European vacations to countries such as Norway and Sweden. Google Trends reported a 300% surge in searches for ‘cooler holidays’ in early 2024 compared to the same period last year.
• “Rawdogging”… What In the World Is It?: If you haven’t heard of “rawdogging,” this trend has been all over TikTok recently. It’s the idea of not engaging with any entertainment on a flight, meaning no music, no movies, no books – just a traveller enjoying the views from their window and the hum of the aircraft engine. While this may seem like something easily accomplished on a short-haul flight, travellers have reported rawdogging long-haul flights as well. While it’s an unfortunate name for the trend, the key takeaway here is that people continue to look for ways to disconnect and detox.
• Canadians Are Ranked Among Top Travel Spenders in 2024: Earlier this year, American Express Travel revealed that Canada ranked as the second-highest market with a projected average spend of $8,824 on leisure trips in 2024. So where are Canadians looking to vacation this year? Air Transat’s Travel Trends Report revealed Punta Cana and Rome as top destinations amongst families, while cities such as London, Paris and Lisbon top the list for solo travellers.
MEDIA OPPORTUNITIES
• Proposal Season Is Coming: The Knot Worldwide released its 2024 Global Wedding Report, and there are a few key takeaways that can create media opportunities. Firstly, winter continues to be the most popular time for engagements, particularly for couples in North America and Western Europe, making it an opportune season to promote proposal packages or unique proposal locations. The report also placed an emphasis on the importance of speciality vendors that can accommodate cultural traditions and trends. For example, more than half of French newlyweds have kids, so they’re often in need of babysitting services, while ham cutters remain an integral part of many weddings in Spain.
• Summer of Sport:With the Euros, U.S. Open and Olympics capturing the world’s attention, this summer emerges as the ‘summer of sport,’ aligning with the surge in sports tourism. As these prestigious events bring together athletes and fans from all corners of the globe, there is a unique opportunity to spotlight our destinations and their rich sports offerings. From state-of-the-art facilities and picturesque golf courses to stunning hiking trails and vibrant local hot spots, the beauty and diversity of our destinations provide the perfect backdrop for sports enthusiasts and casual fans alike.
• Foodie Road Trips: Seemingly inspired by the 20th anniversary of the comedy film “Harold & Kumar Go to White Castle,” where two best friends set out on a quest to enjoy their favourite burger, Bloomberg published an article outlining road trip itineraries that are focused on restaurants instead of sightseeing. The road trip continues to be a popular vacation choice, and the idea of pegging it to restaurants and dishes as opposed to attractions and towns makes for an interesting new way to inspire travellers to hit the road.
• This Summer, TikTok Presents a Tour of the Grocery Store: The latest trend on TikTok is focused on exploring local grocery stores while travelling. Driven by an interest in engaging with local cultures, young people on vacation are opting to head to local grocery stores in search of local delicacies and souvenirs. Travellers have even reported stumbling across grocery stores that feature a champagne bar, a wine-tasting area, a jamón sampling station and even a MICHELIN-starred restaurant.
UK MEDIA SHIFTS
• Within the national newspapers, Ben Parker has been appointed travel editor at The Independent, Blossom Green has left Food and Travel and will be moving to The Times, and Katie Gatens has been promoted to deputy editor at The Sunday Times.
• The Times is currently looking to reach a wider digital audience and a younger female demographic.
• Within the lifestyle titles, Lauren Ho has been newly appointed as the travel director of Wallpaper*, Naomi May has been appointed deputy site editor at ELLE and Victoria Lissaman has been promoted to deputy travel editor at Reach PLC.
• FACT Magazine, a luxury art and lifestyle publication in the Middle East, has announced the launch of FACT London.
• The Evening Standard announced plans to drop its daily print edition and move to a weekly edition. In an email to staff, it cited more working from home and the addition of Wi-Fi on the Tube as factors in the decision.
• Forbes U.S. editors have reissued guidelines to UK freelancers confirming that freelancers are no longer able to take free media trips. They are now required to pay media rates and provide invoices as backup.
U.S. MEDIA SHIFTS
• Arts and culture magazine The House is set to launch a kid-focused publication called The Little House. While a launch date has yet to be announced, the editor-in-chief described the publication as “centred around our youth, their stories, their creations and curations.”
• Editors for the Los Angeles Times have noted that the publication will be primarily focusing its travel coverage on California and the West Coast moving forward.
• Bloomberg Businessweek recently relaunched with a premium monthly print magazine and enhanced digital experience. The redesigned print magazine features long-form stories for in-depth reporting, and the back of the book will feature a ‘Pursuits’ section. The shift comes as Bloomberg Businessweek’s new editor strives to meet the unique needs of the publication’s subscriber base.
