annual gathering of global travel leaders in Perth (Boorloo), Western Australia
The World Travel & Tourism Council (WTTC) recently held its 24th Global Summit in Perth, Western Australia, from October 8-10, 2024. The city, renowned for its economic contributions, stunning scenery, biodiversity, and strong ethos of fostering connections between cultures, communities, and the environment, served as the perfect backdrop for the event.
Themed "Ancient Land: New Perspectives," the summit emphasised the importance of fresh ideas and approaches in the travel and tourism industry. The theme also highlighted Australia's unique cultural heritage and the importance of incorporating Indigenous perspectives into tourism development and storytelling.
One of the key takeaways from the summit was Australia’s leadership in the global travel and tourism sector. The event demonstrated significant contributions from both urban centres and regional areas, showcasing the country's potential as a tourism powerhouse.
Another significant focus was on sustainability and overcrowding. WTTC addressed the critical issue of tourism overcrowding, exploring its causes and discussing strategies to balance visitor growth with environmental and social sustainability. The summit featured a final list of industry leaders who addressed these challenges.
The WTTC also discussed new frameworks for sustainable tourism, aiming to manage overcrowding and protect natural and cultural sites. The summit promoted the diversification of tourism beyond major cities, supporting the development of regional and Indigenous tourism experiences that honour traditional lands and stories.
WTTC projected a robust future for Australia’s travel and tourism industry, forecasting record economic contributions in excess of AUD $315 billion, increased international visitor spending, and job growth in 2025. The summit also encouraged partnerships between governments, local communities, and the private sector to drive innovation and ensure tourism benefits are broadly shared.
Perth offers valuable lessons for other destinations due to its commitment to sustainability and cultural respect. Attendees of the summit were encouraged to share their experiences on social media using the hashtags #GSPerth and #AncientLandNewPerspectives.
The 2024 WTTC Global Summit in Perth, Western Australia, was hosted and sponsored by various entities, as acknowledged in the event. The summit aimed to support the travel sector and move towards a safer, more resilient, inclusive, and sustainable future. With its focus on unity, cultural respect, and sustainability, Perth embodied the spirit of bringing together global leaders.
- During the summit, the importance of incorporating sustainable finance practices in the tourism industry was emphasized, with a focus on managing overcrowding and protecting natural and cultural sites.
- As a result of the summit, a significant increase in business opportunities related to sustainability and the development of regional and Indigenous tourism experiences was projected for Australia's travel and tourism sector.
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