Conversations around diversity and inclusivity in travel often run the risk of being all talk and no action, but this year’s WTM London aimed to rewrite that narrative with its landmark DEAI Summit, organised and moderated by WTM’s newly appointed DEAI (Diversity, Equity, Accessibility, and Inclusion) adviser and OutThere’s very own Experientialist®-in-Chief, Uwern Jong. In case you missed it, we’ve got the highlights and key takeaways.
The halls of the ExCeL exhibition and convention centre once again became the grounds of a gathering of travel professionals eager to network, conduct business, and uncover the trends and innovations that are shaping the future of global tourism, with the return of one of the world’s most influential travel events: The World Travel Market (WTM) London. This year’s event was (and certainly felt like) the largest to date, heaving with over 45,000 travel professionals – an increase from the 43,727 attendees in 2023 – which included approximately 4,000 exhibitors from over 135 destinations and various sectors, from tourist boards, hotels, and tour operators to transportation and technology services.
Throughout WTM London 2024, delegates were treated to over 60 conference sessions across six different tracks. One of these was the all-new DEAI Summit, which brought together some of the most inspiring industry voices from different backgrounds and areas of expertise with a shared focus: to drill down into real, actionable steps based on case studies and solid research to forge a truly inclusive travel culture – to go ‘from say to do’, as Uwern expressed in his opening segment, which tied into the first panel of the two-day event, led by Moonlight Experiences Founder and Director, Aisha Shaibu-Lenoir.
Joining Aisha on stage, Destinations International’s Director of European Engagement, Jane Cunningham, outlined a strategic roadmap for social inclusion that teaches businesses how to foster a sense of belonging by implementing inclusive practices in key areas like accessibility, representation, and cultural sensitivity. It also underscored the value of sustained community engagement. Aisha chimed in, mentioning that businesses will often support communities only for their dedicated month or international day, only to disappear once it’s over – something that resonated with Vice President-Communications for IGLTA, LoAnn Halden: ‘It’s not just about what LGBTQ+ travellers are doing for you but how can you support the community…. you have to walk the walk.’ She went on to talk about the IGLTA Accredited™ program, a detailed 8-criteria assessment designed to ensure travel brands actively support equality and safety for LGBTQ+ people.
Among the countless “isms” we confront in society, ageism rarely makes headlines, yet it is felt profoundly by a growing number of people – in fact, it is predicted that 50% of the population in England and Wales will be 50+ by 2040. Debbie Marshall, Managing Director of the Silver Marketing Association, partook in the panel to tackle this issue head-on. She didn’t mince her words, shining a light on the subtle and not-so-subtle ways age bias manifests across marketing campaigns.
CEO of Communicate Inclusively, Atlyn Forde, took to the stage and delivered a compelling case for why passionate individuals from diverse backgrounds – or ‘Change Makers’ – can drive impactful change, especially when they’re supported by dedicated executive sponsors. She laid out how DEAI initiatives benefit businesses at every level, and had the stats to support it. For example, studies show that companies with gender-diverse leadership teams are 21% more likely to achieve above-average profitability, and 69% of travellers from minority ethnic groups say inclusive representation impacts their loyalty to brands.
The next panel brought together some inspiring Change Makers, including Elle Pinkard, whose own personal experiences as a lesbian traveller with children inspired her to found the independent travel agency Destination Rainbow. ‘We are not just a check box. We are not just a flag during Pride Month,’ she said. ‘We need to feel respected in places that we go.’ Her words struck a chord with Hafsa Gaher, Director of the Halal Travel Network, who spoke of the difficulties faced by Muslim travellers and how they can be overcome by community outreach – echoing what Jane Cunningham had discussed earlier in the summit. Raj Tamang, founder of Responsible Adventures, also weighed in, sharing how he champions fair employment opportunities in his company. For Raj, DEAI isn’t just a policy; it’s a reflection of his faith, which has taught him to value every person equally, regardless of sexuality, skin colour, or gender, something he’s previously mentioned in conversation with OutThere.
Greece took centre stage as WTM London’s Premier Partner this year. Eleni Skarveli, Director of the Greek National Tourism Organization (GNTO) UK and Ireland, spoke passionately at the DEAI Summit about Greece’s dedication to sustainable tourism and accessibility. She shared the impact of initiatives like Seatrac, which allows people with disabilities to enjoy over 250 beaches across the country, a simple yet profound way of making Greek coastlines more inclusive. Similarly, Ryan Smith, Founder and CEO of The Access Agency, praised accessibility efforts by organisations like Parks Victoria, Accessible Travel Peru, and the Makingtrax Foundation in a powerful talk on how the great outdoors should be open to all, including disabled travellers.
“There is a whole body of evidence that talks to travel being a driver of peace.” MMGY Global‘s first President of EMEA, Caroline Moultrie, took to the floor to discuss how travel can be a force for good and how intercultural marketing communications can drive business success. Women in Travel CIC’s Alessandra Alonso then led a fireside discussion on the value of allyship with mentors and mentees Shayna Zand (WeTravel), David Atkin (Atkin Jones Ltd), Andrew Hunt (Holiday Architects), and Nelma Neto (Tour Partner Group).
Strengths-based leadership expert Mark Julian Edwards came to the topic of DEAI from a thought-provoking angle in the next discussion. According to him, some strengths manifest with our differences, and they can be positively utilised by both ourselves and the companies we work for. He shared the stage with the equally inspiring Jo Rzymowska (Jovolution) and Rosina Budhani (Palm PR), who drew from their own experiences to support his point.
Indigenous tourism was a pervading theme at the DEAI Summit – and the wider WTM London exhibition, for that matter – reflecting the sector’s remarkable growth and expanding role in the global tourism landscape. Earlier in the day, Caroline Moultrie shared that Indigenous tourism is predicted to contribute a staggering $67 billion to the global economy by 2034, and we think that this number will only continue to grow with more and more travellers today seeking authentic, sustainable, and culturally immersive experiences that give back to local communities (as reported at Virtuoso® Travel Week 2023). In the summit’s closing session, the World Travel and Tourism Council (WTTC)’s Lethabo-Thabo Royds welcomed Tamara Littlelight of the Indigenous Tourism Association of Canada, Fernando Rodriquez of Intrepid Travel, and Sharzede Datu Hj Salleh Askor of the Sarawak Tourism Board to the stage for a poignant discussion on building a sustainable travel and tourism industry that gives Indigenous communities a seat at the table.
If there’s one thing to take away from this year’s DEAI Summit at WTM London, it’s that said table is big enough for everyone. As the travel industry continues to grow – it’s projected to contribute trillions to the global economy in the coming years – embracing DEAI is not just an empathetic and humane choice but a business-minded one. The summit’s focus on real, tangible steps rather than just buzzwords and empty promises reminded us that building an inclusive travel landscape doesn’t have to feel like an uphill battle. With the right tools in hand, we can all reap the rewards of an industry that’s richer (figuratively and literally speaking) when every voice is represented.
Photography by Martin Perry and Bradley Burke
