Travellers are increasingly seeking adventure and outdoor experiences, as well as new places to visit, and some are actively avoiding destinations that are exposed to extreme weather, according to the latest findings from World Travel Market (WTM).
Activities in the “new” outdoors
A report produced with Tourism Economics shows that 29% of travellers expressed an increased interest in adventure activities and “experiences”, and 34% said they are increasingly leaning towards countryside and nature vacations. Interest in new destinations is up too, says the research, with 57% of respondents reporting that they are more interested in new destinations now than five years ago.
With travellers increasingly interested in spending active time in nature and outdoors, the impact of poor or extreme weather on their plans becomes a greater consideration. Accordingly, the increased taste for new places coincides with a marked distaste for the possibility of danger or travel disruption posed by the risk of bad weather.
Destinations with extreme weather rejected
The report found that in the last year, 29% of tourists from major world markets have rejected a destination on the basis of its inclement or extreme weather. This trend is more pronounced among Gen Z consumers, with 43% of 18-to-34-year-olds saying they had changed their minds about a choice of destination due to its weather record.
One reference point to which they could turn for help with their choice of holiday, is an MIT study that coined the idea of measuring the number of so-called “outdoor days” at destinations worldwide. This is the quantity of days per year at any given destination where outside activity can be safely and comfortably enjoyed. The WTM report notes that by 2100, Thailand, for example, will have 55 fewer “outdoor days”.
And signs are that the potential travel bucket list could shrink even further for travellers concerned about storms, heavy rains, floods, droughts, heatwaves and wildfires. Recent findings by the London Stock Exchange Group show that, if emissions continue at a high rate, almost half the world’s major cities will be at risk from climate hazards by 2050.
75% of consumers don’t trust eco claims
Travel is perhaps the industry most exposed to the climate emergency and the wider concerns around sustainability.
Juliette Losardo, Exhibition Director, World Travel Market
Unfortunately for stakeholders, travel consumers display significant reluctance to believe in the green transition. A whopping 75% of travellers are sceptical about travel firms’ sustainable practices, the WTM found. Nonetheless, green initiatives and eco-consciousness are “issues which are embedded into what travellers want and how the industry operates”, Losardo said. The report quotes Booking.com figures from 2023 showing that 74% of travellers “want more sustainable options made available,” and that “65% would feel better staying in accommodation with sustainable certification.”
