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Regenerative tourism, accessibility and AI: The hot topics as the travel industry gathers at WTM

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This year’s event will be the largest to date with over 80 new exhibitors.

One of the world’s most influential travel and tourism markets has kicked off in London today.

The World Travel Market sees hundreds of industry leaders, tourism boards, hoteliers, transport companies and members of the public gather from across the globe.

This year’s event will be the largest to date, with an expected seven per cent growth and over 80 new exhibitors at ExCeL London, reflecting the thriving international tourism sector.

Here are the key themes and topics of this year’s summit as the travel industry continues to grow post-pandemic and becomes increasingly conscious of its impact on the environment.

Regenerative tourism and travel as a force for good

New to WTM this year is a spotlight on regenerative tourism. The topic will be the focus of discussions at the Sustainability Summit on 6 November.

Overseen by the show’s sustainability advisor Tina O’Dwyer, a leading expert in sustainable tourism and driving impactful campaigns, the three-hour summit will focus on using travel as a force for good.

Discussions will delve into how travel can be harnessed to support resilient communities, flourishing economies and thriving ecosystems.

“The whole programme invites both exhibitors and the media to boldly rethink how we approach sustainability, re-imagine its purpose and foster prosperity for all,” says WTM’s Exhibition Director Juliette Losardo.

Diversity, equity and accessibility

WTM is expanding its coverage on diversity, equity, accessibility, inclusion and intersectionality (DEAI) this year.

A dedicated DEAI Summit is taking place from 1:15pm to 5:00pm, with dedicated networking drinks from 5:00-6:00pm, on 5 November in the Purple Theatre.

The theme is ‘from commitment to action’, and the sessions will concentrate on steps that travel and tourism stakeholders can take to deliver on promises to create a fully inclusive industry for travel businesses, their teams and their customers.

Attendees will hear from a range of important speakers on topics including implementing mentorship and allyship programmes, intercultural sensitivity in marketing and communications, making nature-based and cultural visitor experiences accessible to all and connecting travellers with Indigenous communities respectfully and equitably.

Throughout the event, there will be gender-neutral toilets, the option to add pronouns to official event badges and multi-faith rooms for prayer.

How Greece is investing in sustainable tourism

Destinations from around the world have stands at the conference to promote their countries or regions.

Greek National Tourism Organisation (GNTO), a premier partner of the show, will demonstrate how it is balancing the benefits of tourism with the needs of local economies and communities while safeguarding the natural and cultural environment.

The country has introduced policies to diversify offerings, mitigate seasonality, upgrade education and foster cooperation with local communities.

Tools have been developed for comprehensive and systematic data collection and information flow in tourism.

‘Frictionless’ travel and AI technology

This year’s Technology Track sessions will focus on how sellers and suppliers of travel can address the ongoing headaches travellers face when they search, shop, book and pay for their trip.

This will include discussions about the importance of the customer’s digital experience and the future intersection between AI and loyalty schemes.

“We’ve decided to tackle head-on one of my industry bug-bears: despite all this tech, why do sellers and suppliers make it so difficult for the traveller to find what they want, to buy our products and to experience what we offer,” says WTM’s technology advisor Timothy O’Neil-Dunne.

“I will be addressing the ‘apocalyptic inefficiency’, as I see it, across the industry and explore the tech we need to tackle this.”

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  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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A 4-year cruise or a €1 house in Italy: Inside the schemes helping Americans skip Trump’s presidency

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Searches by Americans for moving abroad soared in the 24 hours after the first polls closed, according to Google data.

Following the recent US election result, Google searches for ‘how to move to Europe’ increased by more than 1,000 per cent in some countries.

Searches by Americans for moving to Canada and Australia soared by 1,270 and 820 per cent respectively in the 24 hours after the first polls closed, according to Google data.

The interest in leaving the States has not gone unnoticed by marketing firms.

A residential cruise ship is now offering Americans a four-year ‘escape’ trip while a Sardinian village has relaunched its €1 house scheme.

Cruise company offers four-year escape from Trump

Cruise firm Villa Vie Residences is marketing a four-year round the world trip to Americans looking to skip Donald Trump’s second term as president.

The Tour La Vie programme offers passengers a stay of up to four years onboard while visiting 140 countries – which doesn’t include the US.

The irreverently named packages include a one-year ‘Escape from Reality’ cruise, a two-year ‘Mid-Term Selection’ option, a three-year ‘Everywhere but Home’ cruise, and the four-year ‘Skip Forward’ trip.

Guests would join the Villa Vie Odyssey, a residential cruise ship which set sail from Belfast in September, several months into its voyage.

“We came up with this marketing campaign before we even knew who would win. Regardless of who would have won, you would have half of the population upset,” CEO Mikael Petterson told US news site Newsweek.

“Quite frankly, we don’t have a political view one way or the other. We just wanted to give people who feel threatened to have a way to get out.”

Prices start at a little under $40,000 (€38,000) a year. For those opting for the full four-year escape, single-occupancy cabins start at $256,000 (€243,000) while double-occupancy costs up to $320,000 (€303,000).

The price includes all food and drinks (alcohol only at dinner), WiFi, medical visits, weekly housekeeping service and bi-weekly laundry.

Sardinian village relaunches €1 house scheme for Americans

In rural Sardinia, the village of Ollolai has revived its €1 house scheme, now targeting Americans exhausted by the election.

The homes-for-the-price-of-an-espresso offer has been relaunched for US citizens “worned [sic] out by global politics” and “looking to embrace a more balanced lifestyle”, local authorities write on the village’s website.

“Of course, we can’t specifically mention the name of one US president who just got elected, but we all know that he’s the one from whom many Americans want to get away from now and leave the country,” village mayor Francesco Columbo told US news site CNN.

“We have specifically created this website now to meet US post-elections relocation needs.”

Those needs include slowing down and recharging with Ollolai’s dreamy Mediterranean lifestyle.

“Nestled in pristine nature, surrounded by incredible cuisine, and immersed in a community with ancient traditions in the rare Earth’s Blue Zone, Ollolai is the perfect destination to reconnect, recharge and embrace a new way of life,” the website claims.

Available properties will soon be listed online with prices ranging from €1 for houses needing substantial renovations to €100,000 for those that are ready to live in.

This is not the first time the village in Sardinia has put houses for a pittance on the market. In a bid to halt a steep population decline, Ollolai began selling off abandoned homes in 2018 to people willing to carry out $25,000 (€24,000) of renovations within a three-year timespan.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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Catalonia’s holiday rental ban may not be allowed under EU law as Airbnb pushes back

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Catalonia has said they want to rid Barcelona of its 10,000 holiday lets in the next 5 years.

Catalonia’s recent ban on Airbnb-style holiday rentals breaches EU law, according to a complaint filed with the European Commission by an industry group.

The European Holiday Home Association claims that the ban, introduced by Catalonia in June this year, breaches the provision of services directive.

The Spanish region announced that they wanted to rid Barcelona of its 10,000 tourist flat licences over the next five years. The city has not granted new licences since 2014 but this has not helped to stem a housing crisis, with locals saying they can not find places to live at affordable prices.

Why has Barcelona’s Airbnb ban been challenged?

“We are convinced that EU law has not been respected,” Viktorija Molnar, Secretary General of the European Holiday Home Association (EHHA), said in a statement released on Wednesday.

“By submitting the EU complaint, we hope that the European Commission will take a step further and open a formal infringement procedure against Spain,” added Molnar, whose group represents short-term rental platforms like Airbnb and Expedia’s Vrbo.

The move follows legal concerns raised by the European Commission itself that restrictions brought in by the Spanish region were disproportionate to the aim of tackling housing shortages.

EHHA argues that “unjustified, disproportionate and unsuitable” restrictions breach the EU’s Services Directive, which regulates a swathe of activities from hotels to legal advice. They also said that claims about the impact of Airbnb on housing affordability are “politically inflamed”.

The lobby group may have support from the European Commission itself, whose officials wrote to Spanish authorities to protest the law in February according to a document seen by Euronews Travel.

“The Commission services consider that the restrictions laid down in [Catalonia’s] Decree-law 3/2023 are not suitable to attain the objective of fighting housing shortage and are disproportionate to that objective,” the document said.

Spanish authorities could have also considered less swingeing restrictions and hadn’t offered evidence that short-term rentals were responsible for housing market tensions, it added – noting that there were three times as many empty dwellings as tourist rental properties in Catalonia.

Barcelona is just one European holiday destinations trying to find ways to tackle overtourism.

Cities like Venice have banned cruise ships from stopping on their shores, Athens regularly restricts visitor numbers at the famous Acropolis and Amsterdam is moving its red light district out of the city centre to try and clean up its image.

How the European Commission is taking on holiday rentals

Brussels has already taken action to bring the sharing economy within the regulatory fold, offering new rights to platform workers and hiking value-added tax on short-term lets and ridesharing apps such as Uber.

But the issue could prove totemic for Commission President Ursula von der Leyen – who has created the first-ever European Commissioner for Housing as part of her second mandate, set to take office within weeks.

She has told Denmark’s Dan Jørgensen to “tackle systemic issues with short-term accommodation rentals”, in a mission letter that handed him the housing brief alongside responsibility for energy policy.

A spokesperson for the Catalan government did not immediately respond to a request for comment.

CORRECTION(20 November, 10:02): corrects spelling of Molnar’s name

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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Microsoft pitches AI agents that can perform tasks on their own at annual Ignite event

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The move has been criticised by other tech companies who have branded Microsoft as being a “panic mode”.

In opening remarks to a company conference in the United States on Tuesday, Microsoft CEO Satya Nadella has set the stage for where the company is taking its artificial intelligence (AI) business.

AI developers are increasingly pitching the next wave of generative AI (GenAI) chatbots as AI “agents” that can do more useful things on people’s behalf.

But the cost of building and running AI tools is so high that more investors are questioning whether the technology’s promise is overblown.

Microsoft said last month that it’s preparing for a world where “every organisation will have a constellation of agents – ranging from simple prompt-and-response to fully autonomous”.

Microsoft elaborated in a blog post Tuesday that such autonomous agents “can operate around the clock to review and approve customer returns or go over shipping invoices to help businesses avoid costly supply-chain errors”.

Microsoft’s annual Ignite conference caters to its big business customers.

Microsoft criticised

The pivot toward so-called “agentic AI” comes as some users are seeing limits to the large language models behind chatbots like OpenAI’s ChatGPT, Google’s Gemini and Microsoft’s own Copilot.

Those systems work by predicting the most plausible next word in a sentence and are good at certain writing-based work tasks.

But tech companies have been working to build AI tools that are better at longer-range planning and reasoning so they can access the web or control computers and perform tasks on their own on a user’s behalf.

Salesforce CEO Marc Benioff has criticized Microsoft’s pivot. Salesforce also has its “Agentforce” service that uses AI in sales, marketing, and other tasks.

“Microsoft rebranding Copilot as ‘agents’? That’s panic mode,” Benioff said in a social media post last month. He went on to claim that Microsoft’s flagship AI assistant, called Copilot, is “a flop” that is inaccurate and spills corporate data.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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