‘No destination stands alone’

The physical return of global leaders to WTM was an overt expression of the international travel community’s confidence in the world of travel safely, steadily re-opening, some places more confidently than others, after almost two years of global grounding due to COVID-19, including the forced transfer of WTM 2020 into a virtual format.

WTM is an annual pilgrimage for both government and business tourism leaders from across the world in many respects. Every year as November nears, world leaders turn their attention and travel towards London for the event. A critical event in the Travel and Tourism year, it has been a bookmark, enabling direct discussion about the year just gone by and the year(s) ahead for the sector.

WTM provides a forum for government tourism ministers and heads of national tourism authorities to showcase bold elements of destination invitation to the travellers, reflecting both the spirit of hospitality and the competitive spirit.

WTM 2021 was different, very different. How could it not be? The physical return of global leaders to WTM was an overt expression of the global travel community’s confidence in the world of travel safely, steadily re-opening, some places more confidently than others, after almost two years of global grounding due to COVID-19, including the forced transfer of WTM 2020 into a virtual format.

Central to the willingness of leaders to show up was the understanding of the fundamental need for industry recovery. Never has the sector seen such devastation – never has it needed such united support. To both the travel industry and travellers alike, the recent challenges have revealed vividly how critical travel and tourism is as a lever for the protection of people and places worldwide, past, present and future. As expressed by Zurab Pololikashvili, Secretary General, UNWTO, “Around the world, in countries at all development levels, many millions of jobs and businesses are dependent on a thriving tourism sector. Tourism has also been a driving force in protecting natural and cultural heritage, preserving them for future generations to enjoy.”

Without question, a source of immense confidence at WTM was the presence of destinations from the Middle East, a region keen to convey a clear welcome to the world. This was true for the KSA, premier partner of WTM 2021. The Kingdom proudly shared its Saudi Vision 2030-inspired global ambitions with magnetic strength of presence, creativity, and inclusivity. This was done recognising overtly that, as reinforced by Fahd Hamidaddin, CEO, Saudi Tourism Authority, no destination stands alone. “The pandemic has shown us the global tourism sector is not interlinked but interdependent.”

This spirit of collective strength is central to STA’s tourism development strategy, which was shared through the CEO, “As the sector rebuilds globally, we are forging partnerships at all levels to support the recovery and growth of the sector.”

In any other year (barring 2020), this expression of invitation would risk being muted by similar invitations from across the world. Again, 2021 was different – a difference that could not only be seen, but also felt, and it was a feeling that leaders in the travel community have so dearly needed. One of the touching aspects of WTM 2021 was the way the leaders looked at every destination pavilions, but at each other, looking for signs that there were reasons to remain confident and reasons to exhale.