Travel trends for 2024
Responsible Travel founder and CEO Justin Francis on our changing travel priorities and habits…
A Malaysian cook handles half a dozen clay pots by Ash Edmonds
From climate change to flight costs, there are some inescapable truths shaping travel patterns over the coming year, but perhaps not in the way you might think.
Could 2024 be the year more travellers start to rethink their love of luxury, and look for richer experiences that benefit people and planet? As founder and CEO of Responsible Travel my first-hand experience would suggest a shift in attitude. Here are my predictions for the year ahead.
Longer – and longer-haul – holidays
We predict that people will try and make the most out of their flights in 2024. They will fly further, and stay for longer when they go. They will perhaps forgo a short haul flight or two in the year, and focus on one larger holiday. Why? Because, flights are still very expensive, and this shows little chance of changing in 2024. The shift to longer holidays might have come from necessity, but it means good things for responsible tourism. As our travellers go further, and deeper, they are more likely to go off the tourist trail and spread tourism’s financial benefits into a wider range of communities.Growing interest in China
If you’re going to go for longer, then why not tackle the third-largest country in the world? China was effectively closed to visitors during the pandemic, and only really opened its borders again in 2023, far later than other parts of the world. Tours of Japan sold out fast last year due to a similar phenomenon. We think China could follow the same pattern and be this year’s breakout hit.luxury gets redefined
Have the well-heeled of the world finally fallen out of love with cotton counts? Increasingly, luxury holidays are less about five-star resorts and more about exclusive, exceptional experiences. Think bespoke itineraries led by local people, and community-based tourism lodges in pristine natural environments. We think 2024 will see yet more people seeking a different kind of luxury – especially one that comes with five-star wildlife.Travellers chase last-minute escapes
As we saw in 2023, despite a cost of living crisis, many people are still going on holiday. But with rising prices, travellers are willing to be more flexible about their travel plans so that they can bag the best bargains. This will continue into 2024. We predict a rise in last-minute holiday bookings throughout the year, especially if it means that travellers can get a better deal.We look to the shoulder seasons
Southern Europe is looking increasingly hot and busy during July and August. More and more travellers are going to try to time their visits to traditional holiday destinations in non-traditional seasons, like spring and autumn. Historically, these ‘shoulder seasons’ have been cheaper, with cooler and less predictable weather, but climate change is changing this. In the past, whole Greek islands and entire Spanish resorts would shut down come October, but more are staying open for longer – great for local economies, and for avoiding the feast-or-famine pattern that simply relying on summer tourism brings.the rise of holidays with purpose
In the last few years we’ve noticed our travellers don’t just want to be on holiday, they want to ‘do’ a holiday. Activity holidays, artistic holidays, holidays where you learn a language, or perfect your yoga technique, are set to become even more popular in 2024. It’s all about travelling with purpose, and feeling like you’ve achieved something more than a tan when you’re away. We’re all for this trend – especially if it helps takes the pressure off over-touristed sites, in favour of small-scale tourism in villages that keeps local skills and crafts alive.
Wild bears, Alaska by Paxson Woelber
