The desire to engage with the world is stronger than ever. This year’s surge in attendance at the World Travel Market London is a clear indication of the growing passion for exploration and travel. The influential travel and tourism industry experienced an impressive surge, with a 22% rise in participation compared to the previous year. A total of 43,727 travel enthusiasts eagerly joined this three-day event, which took place on the 6th to the 8th of November. Our editor, Kai Lutterodt, reveals three destinations to have your sights set on for 2024. Ready? Let’s go!
Hot off the heels of WTM (World Travel Market) 2023 at ExCel London (thank you Lizzy Line for getting me straight there from Soho in 20mins flat!), I am still buzzing from the events that brought the world to my fingertips. There were however three locations in particular that stood out. If, like me, you occasionally need a London Escape (as they say, absence makes the heart grow fonder), then you’ll definitely love these spots for your 2024 holiday plans.
1. Ibiza
Yes, the party island we all know (and love) offers more than just music and dance FYI. Besides its vibrant nightlife, Ibiza is also aiming to become a world-class sports destination. Ibiza is embracing the great outdoors with a diverse array of exciting sports events taking place in 2024. As part of its tourism strategy, the island will play host nine major sporting events from early Spring until the end of the year, which will have a positive economic impact on the island, attracting thousands of visitors and athletes from around the world. One of the highlights will be the Professional Triathletes Organisation (PTO) European Open, returning to Ibiza once again from the 8th-29th September.
Other sporting events scheduled for 2024 include the esteemed 10K Ibiza-Platja d’en Bossa race kicking off the year on 28th January. Additionally, there will be the highly anticipated La Ruta de la Sal Regatta, which will take place on the 28th and 30th March. The Ibiza Marathon takes place on the 13th April, offering the warmer climates and refreshing Mediterranean breeze. And finally if you’re planning ahead for next autumn, the Ibiza Cycling Tour, known for its seamless blend of cycling and the breathtaking beauty of the island, has gained significant popularity over the years. Some locations on the route remain the best-kept secrets of the islands.
For more information on what to see and do in Ibiza, visit: www.ibiza.travel
2. Brazil
Afrotourism may be an unfamiliar term to you, but there is a compelling reason why the recently re-elected Brazilian government is prioritising this initiative. Brazil, the country with the second largest black population in the world, is determined to showcase the full diversity of its beautiful nation. In a compelling interview with me at WTN, Marcelo Freixo, the president of Embratur shared; “There is no history in Brazil if it doesn’t involve African history“, emphasising that this is one of Embratur’s most important projects at the moment.
Between 1550 and 1850, an estimated 3.6 million enslaved Africans were brought to Brazil during the trans-Atlantic slave trade era. Today, African descendants make up 56% of the Brazilian population, which amounts to around 100 million people. Afrotourism presents an extraordinary opportunity for visitors to engage with local initiatives from communities that are often marginalised. Beyond the allure of beaches and conventional tourist destinations, Afrotourism offers an immersive experience for visitors. Consider visiting Salvador, the capital of Bahia which serves as a major symbol of Afro-Brazilian culture. The region is home to several quilombo communities in its vicinity, including Rota Da Liberdade.
Photos: editor Kai Lutterodt at WTM, a Baiana (from the state of Bahia in Brazil) smiles warmly, Kai with community activist and heritage tourism leader Ananias Vivana, and Brazilian attendees.
3. Liguria
If you love pasta, you probably love pesto, and when it comes to this basil-based wonder, there is no better place to immerse yourself than Genoa, the capital of Liguria. During WTM, the north-western Italian region sailed into London in style showcasing its famous sauce with a grand gesture of an illuminated giant pestle and mortar on the Thames. The pesto championships also took place, and the winner will head to Italy to compete in the finals next year.
Roberto Panizza, the esteemed King of Pesto, shared the authentic way to make pesto, “Pesto is a symbol of Genoa. Making pesto is my life, and it’s been my passion for over 20 years. You need seven ingredients to make the perfect authentic Genoese pesto which are; Genoese basil (which is sweet), Italian pine nuts, garlic from Vessalico (Imperia), Parmigiano Reggiano cheese, Pecorino Fiore Sardo cheese, sea salt from the Trapani salt pans and extra virgin olive oil from Riviera Ligure, all mixed together with a traditional mortar and wooden pestle. We are proud of our tradition and we want to maintain the memory of traditional Genoese pesto.“
To find out more about the region of Liguria, visit www.lamialiguria.it/en/
The World Travel Market London 2023 showcases the timeless appeal of travel and the increasing desire for exploration. With countless incredible destinations to explore, there’s never been a better time to plan your next adventure. So buckle up, pack your bags, and get ready to make unforgettable memories in the year ahead!
WTM London 2024 will run from Tuesday 5th – Thursday 7th November. For more info visit: www.wtm.com
Written by Kai Lutterodt @the.soho.girl / @travelmakerkai | Special thanks to contributors @itziarmartos and @abi.sincere for covering events from WTM.
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