Where Does the Future of Tourism Lie? - Notes from London

I remember my travel "firsts" vividly. First flight I ever took. First time outside of Europe. First nomad trip in Latin America. First time in Asia. First reconnection with friends that I met on the other side of the globe. First client since switching to work in tourism. Last week, I got another big first in my travel life. As a dedicated remote worker - attending an in-person event felt somewhat strange & pointless at first. The more people from the industry I spoke to in the past months just underlined the importance of attending events like WTM in London. Despite being one of the biggest industries in the world, tourism is still a heavily connection-driven industry. So, what does the future of travel hold for everyone?

Back in London

This trip was my first time back in London since 2022. I used to visit quite frequently between 2016-2018, just when the Brexit topic was hotter than ever. Two years ago, I got here on my way to Scotland and spent a few days just before summer. Back then, I couldn't quite pass my judgment. This time as a seasoned nomad - I was flabbergasted by the costs. Costs, quality, efficiency. While I'm still fully aware that not everyone can work remotely, and while I understand cities are fundamental for any economy to work, I still cannot wrap my head around the incredibly high prices & low quality products people are forced to consume, while the salaries are nowhere near.

According to current data, London's cost of living is approximately 15% lower than New York City. However, when it comes to salaries, the average London salary is about 30% lower than in New York. While London remains one of the most expensive cities globally, its wage levels haven't kept pace with other major financial centers.

Immediately on day 1, my mind was quickly reminded how globalization & remote work changed lives.

World Travel Market

World Travel Market (WTM) London is one of the leading global events for the travel industry. It serves as a major B2B exhibition where travel professionals worldwide converge to network, negotiate, and discover the latest industry trends. The event typically features:

• Exhibitors: Tourism boards from over 180 countries, hotel chains, airlines, tour operators, and technology providers
• Buyers: Travel agencies, tour operators, and corporate travel managers
• Traders: Technology companies, marketing agencies, and travel-related service providers

The event is particularly valuable for forming business partnerships, discovering new destinations, and staying current with industry developments.

I have been working in tourism for 6 months now, with a clear vision & data-backed research confirming remote work will shape the industry's future. I've had hundreds of conversations in that time with hospitality businesses, coliving operators, community builders, hostel owners, tourism entrepreneurs, tourism boards, Destination Management Organizations, and national offices. Some of them had heard of nomads before, some never. Some were talking about this being out of their budget.

The main reason I spotted is that, compared to industries like finance or tech - building trust was much harder through sheer online presence. So I decided to fly to London & see if personal contact could change anything.

As a person coming from the remote world - networking in life felt strange in the first hour. However, realizing this was basically a great opportunity to get hundreds of "discovery calls" together in a short space of time - I found my feet.

Where does the Future of Tourism Lie?

So many buzzwords are flying around tourism with many end consumers having no idea what they actually mean. After chatting to 200+ professionals, I can firmly say that some of the industry's biggest challenges are:

• Fighting over-tourism & focusing on sustainable growth
• Increasing pressure to attract next-generation travelers
• Growing competition from neighboring destinations
• Struggle to maintain consistent visitor numbers during off-season periods
• Need to adapt infrastructure for modern travelers' expectations
• Supporting residents' economy by attracting visitors who spend money in local businesses
• Gaining more international recognition

While there are many ways to solve them and many approaches - there is a clear path to leverage remote work & its effect on tourism. Together with adventure tourism, authenticity & the interest in local cultures - it will shape the future of travel & experiences for the next decade.

As most of you here are lifelong explorers, travelers & adventurers - let me know what your single most amazing travel experience was - just reply to this newsletter.

Together - we may start shaping the product ideas of future travel.