Reflecting on the year and looking ahead
As 2024 draws to a close and we welcome the festive season, I want to take a moment to reflect on the incredible journey we’ve shared this year and to look ahead to an exciting 2025. Christmas is a time for gratitude, and I am immensely thankful for the remarkable support, resilience, and engagement of our UKinbound members and colleagues. Together, we have navigated challenges and embraced opportunities, demonstrating once again the strength of our industry and the power of collaboration.
This year has been pivotal for UK tourism. With international travel steadily recovering, we saw an influx of visitors eager to experience the magic of the UK. From the serene beauty of our countryside to the vibrant energy of our cities, the world has been reminded why the UK remains a top destination.
2024 has not been without its hurdles – the budget in late October will present many challenges to employers this coming year; and with a weak domestic season, inbound has been filling the gap. But cost rises means that there are affordability challenges for our customers, and we need to make sure that any increases in price are reflected in the quality of our offering and to ensure we deliver real value for money. The cost-of-living crisis and the challenges posed by changing travel patterns demanded innovation and adaptability. However, our collective efforts have not only helped overcome these obstacles but also set the stage for sustained growth. Your commitment to showcasing the very best of what the UK has to offer has been inspiring.
A particular highlight of 2024 was the success of major UKinbound events, which underscored the strength of our community and the value of collaboration, with our biggest ever Convention in the city of Liverpool, our largest ever presence at WTM in November, and more widely, over 50 events across the year including Discovers, fam trips, general meetings and Members Networking Evenings – thank you to all of our wonderful hosts.
As we prepare for 2025, the future shines bright with opportunities for UK tourism. Next year promises to be packed with events and milestones that will capture the world’s attention and undoubtedly attract visitors from far and wide, showcasing our nation’s cultural richness and innovative spirit.
We have a new government in Westminster and an ambitious Tourism Minister in Sir Chris Bryant – we look forward to working with him to develop a sustainable growth plan for UK tourism, building towards the target of 50 million visits per year by 2030 that was announced in late November.
Such figures, whilst undoubtedly positive for the UK economy, bring to the fore the importance of sustainable and responsible tourism. Sustainability is no longer an option—it is a necessity. As an industry, we must take decisive steps to minimise our environmental footprint and promote responsible tourism. As we move forward, our commitment to sustainability will not only enhance the visitor experience but also ensure that we protect and preserve the destinations we hold dear. If you haven’t already, now is the time to begin or advance your sustainability journey.
In addition to sustainability, 2024 has also highlighted the transformative potential of artificial intelligence. AI is already reshaping how we interact with travellers, manage operations, and analyse data. By leveraging AI, we can enhance efficiency, personalise experiences, and anticipate future trends. I encourage all members to explore the benefits of AI and consider how it can be integrated into your strategies to stay ahead in this ever-evolving industry. As my colleague Antony says, “If you’re not using AI, you are wasting your time!”.
To our UKinbound members, thank you for your unwavering dedication. You are the backbone of our industry, and your passion is what makes the UK a world-class destination. Whether you are working on the frontline, developing strategies, or forging international connections, your efforts do not go unnoticed.
Thank you as well to our partners, stakeholders, and supporters. A huge thank you also to colleagues within the secretariat. Collaboration has been the cornerstone of our achievements, and I look forward to continuing to work together to grow the industry.
As we gather with loved ones to celebrate this festive season, let us also take pride in our collective achievements and look forward to the opportunities ahead. May your Christmas be filled with joy, relaxation, and cherished moments. Here’s to a successful and prosperous 2025 for all of us.
