PACIFIC Asia Travel Association ( PATA ) CEO Noor Ahmad Hamid said : “ As more and more destinations get back to pre-pandemic levels , it is important to remember that since 2019 , the travel and tourism landscape has evolved , influenced by geopolitical events , technological advancements , and changing consumer preferences .” He highlighted three major trends shaping the future of the travel and tourism industry : Sustainable and responsible travel , technological advancements , digitalisation , artificial intelligence ( AI ), and experiential travel .
SUSTAINABLE AND RESPONSIBLE TRAVEL
a . Carbon-Neutral Travel : Airlines and travel companies are investing in carbon offset programmes to neutralise the environmental impact of travel . This includes the development of more fuel-efficient aircraft , using sustainable aviation fuels , and offsetting carbon emissions through reforestation and renewable energy projects . For example , the Association of Asia-Pacific Airlines ( AAPA ) members , including Singapore Airlines , have pledged to strive towards a target of five per cent sustainable aviation fuel use by 2030 .
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b . Green Accommodations : Eco-friendly accommodations are on the rise , implementing sustainable practices such as waste reduction , energy conservation , and using locally sourced materials . Certification programmes like LEED and EarthCheck are becoming standard benchmarks for environmentally conscious travellers . c . Community-based Tourism : Travellers are increasingly seeking authentic , community-based experiences that engage with local communities , support local businesses , and participate in responsible tourism practices , thereby contributing positively to local economies .
TECHNOLOGICAL ADVANCEMENTS , DIGITALISATION AND ARTIFICIAL INTELLIGENCE ( AI )
a . Virtual Travel Experiences : VR will enable travellers to explore destinations and attractions from their homes , aiding in trip planning and allowing individuals to make more informed decisions about the destinations they plan to visit . b . Augmented Reality Navigation : AR can enhance on-the-ground experiences by providing real-time information and interactive overlays on
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historical sites , landmarks , and points of interest . AR apps can guide travellers through unfamiliar locations , offering insights and enhancing the overall cultural experience . c . Remote Work and Travel Integration : With the rise of remote work , travel and tourism will intertwine with work experiences . Digital nomads and remote workers will seek destinations that offer both a conducive work environment and enriching cultural experiences . As a result , over 19 Asia Pacific destinations have issued visas specifically designed for digital nomads , and the numbers are rising to accommodate the demand . d . AI-Powered Personalisation : AI will play a pivotal role in personalising travel experiences , from suggesting customised itineraries based on preferences to providing real-time recommendations for dining , activities , and attractions . According to a global survey of 20,000 respondents across 14 countries conducted by Expedia Group in 2023 , nearly 40 per cent of respondents would now be likely to use generative AI to help find a hotel or vacation rental , a third would use it to compare flight options or get inspiration on where to go , and 35 per cent would use it to find activities and things to do . e . Contactless Technology Adoption : Touchless check-ins , digital key access , and cashless transactions will become standard in the travel industry . Mobile apps will serve as comprehensive tools , allowing travellers to manage bookings , access information , and make payments seamlessly . |
EXPERIENTIAL TRAVEL
a . Authentic Cultural Immersion : Travellers increasingly seek more than just superficial experiences ; they want to engage with the local culture on a deeper level . This involves participating in cultural activities , interacting
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with locals , and gaining insights into the traditions and customs of the destination . b . Hands-On Activities : Travellers are now actively participating in activities that allow them to learn new skills or better understand local practices . This can include cooking classes , artisan workshops , or outdoor adventures that provide a genuine connection to the destination . c . Bespoke and Niche Experiences : Travellers are seeking tailor-made itineraries that align with their interests and preferences , whether it ’ s exploring a specific aspect of a destination ’ s history , indulging in unique culinary experiences , or engaging in adventure sports . d . Off-the-Beaten-Path Exploration : The desire for unique and off-the-beaten-path experiences is on the rise . Travellers are venturing beyond popular tourist spots , exploring hidden gems , and discovering less crowded destinations that offer rich and authentic experiences . e . Wellness and Mindful Travel : Wellness-focused travel experiences are gaining popularity , emphasising activities that promote relaxation , mental well-being , and physical health . This includes wellness retreats , spa experiences , and opportunities for mindfulness in serene natural settings .
“ As we enter 2024 , the travel industry undergoes transformative evolution , shaped by sustainability , technology , and changing preferences . Embracing these trends contributes to a more sustainable and connected global tourism landscape ,” Noor concluded .
The Pacific Asia Travel Association ( PATA ) is a not-for-profit membershipbased association that acts as a catalyst for the responsible development of travel and tourism to , from and within the Asia Pacific region .
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