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Posted October 2, 2023

By Kevon Wilson

9 Minutes Read


Top Travel Trends 2024: What To Expect and How to Get Ready

If you’re itching to know what the future of travel holds, you’re in the right place. 2024 is just around the corner, and if you think you’ve seen it all, think again. We’re about to explore the most anticipated travel trends 2024 has in store for us. And trust me, it’s going to be a wild ride. Here’s a sneak peek into what’s shaping up to be the hottest travel trends for next year.

1.   Travel Trends 2024: The Heat is Causing Shifts in Travel Patterns

As the world spins forward, there’s a curious pull towards the past. Classic cities like Paris, London, and Florence are back on the radar. But here’s the 2024 twist: it’s not just about where you go, but when you go. Climate change is prompting travellers to reconsider their calendars. Instead of the cliché summer Euro trip, the savvy travellers are looking at the cooler months of September or October. And while many are still eyeing these iconic cities, the real adventurers are setting their compass towards Europe’s cooler corners. Scandinavia and the Alps are gearing up to be the summer darlings. And Japan? It’s poised to be the next big thing with its serene tea ceremonies, gardens, and art experiences.

But what does this mean for traditionally hotter destinations like the Caribbean? What will climate change and warmer temperatures mean for these destinations? Well, the Caribbean might possibly experience a shift in its peak seasons. As travellers opt for cooler European destinations in the summer, the Caribbean could see a surge in the shoulder months or even during what was once considered the off-peak season.

However, there’s also a flip side. The Caribbean, known for its sun-soaked beaches and warm waters, might need to adapt its offerings. There’s an opportunity to promote other aspects of these islands – cultural festivals, culinary experiences, and eco-tourism adventures. It’s a call for diversification, a chance for the Caribbean to showcase its rich tapestry beyond just sun, sand and sea.

The moral of the story is that people want something more immersive. It’s not only about the Eiffel Tower lit up at night or gondola rides in Venice. It’s about diving deep into the culture, history, and the hidden gems that only locals know about. So, it’s time to think outside the box. Offer immersive experiences, workshops, and behind-the-scenes tours. Make travellers feel like they’re part of the fabric of the city, even if it’s just for a few days.

In our publication, Cities on the Rise – Competitive Strategies for City Tourism, We explore different strategies for city destinations to adopt to take advantage of the paradigm shift taking place in the travel and tourism industry. Download the full report here: City on the Rise.

2.   Eating Your Way Through 2024: The Culinary Travel Trends

If you’re still travelling just for that Instagrammable dish, you might want to rethink your strategy. Travel trends 2024 are all about exploring and experiencing the culinary world. It’s about ‘tasting’ the story behind every dish and drink. From sharing a meal in a local’s home in Indonesia to behind-the-scenes access at a rum distillery in Barbados. It’s about the experience, not just the plate in front of you. So, if you’re a foodie, 2024 is set to be your year.

3.   Private Jetsetters: The Elite Travel Trend of 2024

Post-COVID, the world of travel has seen a seismic shift. As the dust settles and we venture out again, there’s a palpable craving for privacy and exclusivity, and the elite traveller is no exception. Enter the rise of private jetsetters.

Ever daydreamed about flying private? 2024 might just make that dream a tad more attainable. The travel elite are no longer just settling for first-class. They’re going all out with private jets, ensuring they travel in a controlled environment, minimizing exposure and maximizing comfort. It’s not just about luxury; it’s about health, safety, and peace of mind. It’s no surprise that the Private Jet Charter Services Market is estimated to reach USD 14.3 billion in 2024 up an estimated 10.3% from USD 12.97 billion in 2023[1].

But the trend doesn’t stop at the skies. On the ground, there’s a noticeable pivot towards private accommodations. Villas are becoming the go-to choice for many. Why? They offer the luxury of space, the comfort of home, and most importantly, a break from the crowds. Imagine lounging by your private pool, sipping on a cocktail, and not having to worry about that stranger in the next sun lounger. Villas offer an exclusive sanctuary, a place where travellers can relax and recharge without the usual hustle and bustle. It’s no surprise that Airbnb saw a marked increase in revenue for the twelve months ending June 30, 2023 was $9.088B, a 23.1% increase year-over-year.

Leve Global owns and manages 3 luxury villas on the Caribbean island of Tobago, so we know a thing or two about this trend. Check out the Being Estate Villas here.

4.   The Rise of Transformational Experiences in 2024

The horizon of travel is ever-evolving, and as we approach 2024, it’s clear that travellers are seeking more than just a change in scenery; they’re chasing transformational experiences. The age of passive vacationing is waning. Today’s voyagers want their journeys to educate, elevate, and edify. They’re not just looking to see the world; they want to be changed by it.

We’ll see a surge of educational, wellness, community-based and cultural experiences. The educational tourism market has grown by 12 percent (2023 over 2022) to reach USD 410 Billion. Community-based tourism is also growing from strength to strength. A pre-pandemic study by showed that the #1 contributor to transformational travel experiences was the interaction and engagement of the people at the destination accounting for 39% of the transformational impact.

More people are getting their basic needs met, so people have started searching for things that can fulfill them on a higher level — not just physically, but spiritually and emotionally. Richard Goodstone, co-founder, Superfly. The new travellers are looking for ultra personalisation and believe it or not technologies are facilitating this.

We have transitioned from the production to the service economy, then from service to the experience economy. And now is the age of the transformation economy, according to Dr. Auliana Poon, founder and Managing Director of Leve Global (formerly Tourism Intelligence International).

5.   Technology is Facilitating Big Changes for 2024

Alright, let’s get one thing straight: if you’re still thinking of technology as just a tool to book flights or find hotels, you’re living in the past. 2024 is about to school us all on how tech, especially Artificial Intelligence, is flipping the script on travel and tourism.

First up, the consumers. Thanks to AI, they’re not just travelers anymore; they’re travel gurus. With a world of information at their fingertips, they’re more connected, demanding, and, let’s be honest, a bit more high-maintenance. They know what they want, when they want it, and how they want it. And if you can’t give it to them? Well, there’s another supplier just a click away who can. It’s a brave new world where the consumer is king, and businesses are the court jesters, juggling and performing, trying to keep the king entertained.

But here’s the twist: while technology is empowering consumers, it’s also giving businesses some serious superpowers. Remember the days of casting a wide net and hoping for the best? Those days are gone. Now, businesses can target their market with the precision of a surgeon. Want to target 30-something yoga enthusiasts who love eco-friendly travel and have a soft spot for vegan food? There’s an algorithm for that.

And it’s not just about finding the right audience; it’s about giving them a tailor-made experience. Chatbots, for instance, are no longer those annoying pop-ups on websites. Powered by AI, they’re becoming virtual concierges, helping travellers plan their trips, make reservations, and even giving local travel tips. Think Jarvis from Iron Man, but for travel.

In 2024 it isn’t just about where you’re traveling; it’s about how you’re traveling. Technology is reshaping the landscape, levelling the playing field, and making things a hell of a lot more interesting. So, whether you’re a consumer or a business, strap in. The future of travel is here, and it’s powered by AI.

6.   Communities on the Rise

In 2024, the tourism landscape is set to undergo a significant transformation, with community-based tourism experiences taking center stage. As travelers increasingly seek authentic and localized experiences, the traditional allure of hotels and popular tourist hotspots is waning. Instead, there’s a palpable shift towards communities where visitors can immerse themselves in the local culture, traditions, and way of life.

2024 promises to be a year where tourism gets a local touch. As travelers move away from the beaten path, communities around the world have a unique opportunity to showcase their culture, traditions, and values, offering visitors a slice of authentic local life.

A report from the World Travel and Tourism Council (WTTC) highlighted that 69% of travelers were actively seeking sustainable travel options in 2023. Community-based tourism often promotes sustainability, as it involves smaller groups of tourists and emphasizes preserving local traditions and environments.

7.   Responsible and Regenerative Development is the only logical option for 2024

Let’s get real for a moment. The world of tourism is undergoing a paradigm shift, and if you’re not on board with responsible and regenerative development, you’re missing the boat. And not just any boat, but the Titanic. And we all know how that ended.

Here’s the deal: The days of mindlessly hopping from one tourist hotspot to another, leaving a trail of plastic bottles and carbon footprints, are over. The new traveller is savvy, conscious, and demands more from their travel experiences. They’re not just looking for a holiday; they’re looking for a connection, an impact, a legacy. And the data backs this up. According to the Sustainable Travel Report 2023, insights from over 33,000 travellers across 35 countries revealed that a whopping 76% of global travellers are itching to embrace more sustainable travel in the upcoming year. That’s not a minority; that’s a movement. So if you’re not on board with responsible and regenerative development then you’re living in the past.

8.   Bleisure: The Art of Mixing Business with Pleasure

Alright, let’s cut the crap and talk about the hottest trend in travel right now: Bleisure. Sounds like a weird word, right? Like someone tried to make a smoothie out of “business” and “leisure” and ended up with this funky concoction. But stick with me here.

Bleisure is the love child of your boring business trips and those Instagram-worthy vacations you’ve been daydreaming about during those endless Zoom meetings. Imagine this: You’re flying out for a conference in Bali. Instead of packing up and heading straight home after the last PowerPoint slide, you slap on some sunscreen, grab a cocktail, and hit the beach. Or maybe you drag your family along for a week-long escapade in the city after nailing that big presentation. That’s bleisure for you.

Now, here’s the kicker: This isn’t just some hipster trend that’ll fade faster than your tan lines. In 2023, as the world started to stretch its legs post-lockdown, bleisure took off like a rocket. And guess what? It’s not slowing down. A staggering 89% of folks are now saying, “Why not?” and tacking on some sweet vacation time to their business trips.

9.   Wild Wellness: The Natural Trend of 2024

Wellness in 2024 won’t simply be about a spa day. It’s going to be more about connecting with nature and yourself. Forest bathing in Europe’s heart, wild swimming in remote lakes, traditional bush baths in the Caribbean, and meditation hikes in serene spots like the Dominica Waitukubuli Trail, are all on the menu. If you’re looking to recharge both physically and mentally, 2024’s got you covered.

Get Ready to Up Your Game in 2024

The year 2024 is shaping up to be a game-changer in the world of travel. From rediscovering old favourites to new ways of experiencing wellness, the travel trends 2024 are offering are both exciting and refreshing. 2024 isn’t just another year; it’s a wake-up call. It’s a chance to adapt, evolve, and rise to the new challenges. And with these challenges come new opportunities. So, to all destinations and businesses out there: Get ready to up your game. The future of travel is here, and it’s nothing like we’ve ever seen before.

Looking Back to Look Forward: The Prophetic Power of ‘The Paradigm Shift in Travel and Tourism: Win or Die’

As we stand on the cusp of 2024, it’s impossible not to look back and marvel at the foresight of our 2012 report, “The Paradigm Shift in Travel and Tourism: Win or Die”. While many were skeptical of its bold predictions, time has proven its uncanny accuracy.
The rise of regenerative and responsible tourism development wasn’t just a fleeting trend; it became the backbone of modern travel. Safeguarding the environment and involving local communities isn’t just a ‘nice-to-have’ – it’s the gold standard. And it’s not just about preserving our planet; it’s about ensuring that the very essence of travel – the cultures, the communities, the experiences – remain authentic and untouched for generations to come.
The report also nailed the rise of individualization in travel. The era of one-size-fits-all tourism is long gone. Today’s travellers, like the private jetsetters, aren’t just looking for experiences; they’re looking for experiences tailored to them. They want exclusivity, luxury, and above all, personalization.
Perhaps the most profound prediction was the rise of the transformational economy. Travelers are no longer content with just seeing new places; they want to be changed by them. They seek experiences that challenge, inspire, and transform.
“The Paradigm Shift in Travel and Tourism: Win or Die” wasn’t just a report; it was a roadmap to the future of travel. And as we navigate the ever-evolving landscape of tourism for 2024 and beyond, it’s clear that the insights from this report will continue to guide, inform, and inspire us.


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About the Author:

Dr. Auliana Poon
Managing Director/Chief Strategist
Leve Global

auliana poon

Dr. Auliana Poon heads Leve-Global.  She is a courageous and passionate businesswoman. A trained Economist, Dr. Poon is a management consultant and strategist with a focus on sustainable and responsible tourism, climate adaptation, and regenerative economic development. Dr. Poon led teams that developed innovative economic solutions for over 50 countries around the world including Australia, Barbados, the Bahamas, Iceland, Indonesia, Jamaica, Mauritius, Mozambique, Singapore, Seychelles, South Africa, Swaziland, Switzerland and Zambia.

An experienced researcher and analyst with fiercely independent thought, Dr Poon believes that developing countries cannot continue to compete with natural attributes – Sun, Sand, Sea, Oil and Natural Gas alone.  For success and sustainability, a more people-centred, culture-oriented, innovation-based, sustainability-directed, technology-focused and talent-driven approach is needed. 

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