In November 2024, PMA Group’s CEO, Ahmet Pandır, and COO, Levent Pandır, attended the World Travel Market (WTM) in London, a premier event in the global travel industry. The 44th edition of WTM London was notably successful, with overall attendance increasing by 6% to 46,316 individuals, and the number of pre-qualified buyers rising by 11% to 5,049 compared to the previous year.
During the event, PMA Group engaged in productive meetings and social gatherings with leading CEOs and partners from prominent travel companies, including Rocket International, ETS Technology, SAN TSG Group, TripX Group, Hotel Runner, Amadeus, Aurum Tour, Tourism 365 of Abu Dhabi, and Der Tour, among others. These interactions provided valuable insights into current industry trends and fostered discussions on future collaborations.
The global tourism sector has demonstrated significant growth, with international tourism arrivals expected to reach a record 1.5 billion in 2024, surpassing pre-pandemic levels. By 2030, this number is projected to grow by over 30%, reaching 2 billion visitors. In Europe, the world’s largest destination region, international arrivals reached 747 million in 2024, marking a 1% increase over 2019 levels and a 5% rise compared to 2023.
The packaged holiday segment has also seen a resurgence. Spending on package holidays is expected to reach $117 billion in 2024, with a projected growth to $125.9 billion in 2025. This trend is particularly notable among European travelers seeking cost-effective and convenient travel options.
A significant focus at WTM London 2024 was the tangible growth of interest in travel technology, a sector where PMA Group is heavily invested. The global travel technology market reached $10.7 billion in 2024 and is expected to grow to $18.6 billion by 2033, exhibiting a CAGR of 6.05% during 2025-2033. Notably, artificial intelligence (AI) and blockchain are rapidly entering various areas of tourism. For instance, companies like Booking.com have introduced AI-based trip planners to enhance customer engagement and increase bookings.
Despite the chilly weather, PMA Group concluded that WTM London 2024 was an exceptional global trade show. Key takeaways included a positive outlook for tourism among industry leaders, heightened interest in technology—particularly AI and blockchain—and growing attention to regions like the Middle East and Far East. However, challenges such as geopolitical tensions, overtourism, pollution, and economic uncertainties remain areas of concern for the industry.
Overall, the event underscored the resilience and adaptability of the travel sector, with technology playing a pivotal role in shaping its future.
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