WTM Day Three – Ryanair videos praised & a tribute to the enduring power of the travel agent

The role of video in travel was the subject of lengthy discussion at WTM Day Three, with Ryanair singled out for special mention.

An expert panel emphasized the effectiveness of longer video content, over one minute, in promoting destinations, challenging the dominance of short TikTok formats.

Paula D’Urbano from TikTok stressed the importance of short-form content, noting that many travel brands still lack a presence on the platform, while also recognizing the potential of longer videos in capturing audience attention: “Short form has boomed for a few years, travel brands need to be there, I still see so many that aren’t.”

She praised Ryanair’s as “a brand that has grabbed the playful, quirky audience that exists on Tik Tok and advisedHaving a hook in the first three seconds is super important Fifty per cent of the time on Tik Tok is spent on videos of one minute-plus. Travel leans very well to these videos that are longer.”

Dan Gordon from Google highlighted the travel industry’s unique appeal, stating that video content should not be limited to short formats.

‘Tremendous impact’ of travel agents

Travel agents still retain a key role in driving business, another forum was told. Tolene van der Merwe from Visit Malta highlighted the significant influence of travel agents in attracting tourists, noting their “tremendous impact” in 2023.

Ibrahim Osta from USAID emphasised the importance of B2B channels for raising the tourism profile of emerging destinations, alongside the need for training in the hospitality sector.

58 fake websites offering visas

Delegates from established European destinations were warned about the emergence of fake ETIAS websites ahead of the system’s rollout in mid-2025, with 58 fraudulent sites already identified.

Izabella Cooper from the European Border and Coastguard Agency emphasised the risk of misuse and misinformation, urging travelers to only obtain ETIAS through the official site, europa.eu/etias.

Luke Petherbridge from Abta highlighted the importance of European Commission publicity campaigns regarding ETIAS and the Entry-Exit System (EES) set for 2024 to prevent disruption in travel processes.

Sierra Leone’s new airline

Speakers from three African nations showcased their advancements in adventure travel and efforts to simplify the leisure tourism experience for international visitors.

Rwanda introduced a ‘one-shop’ tourism policy to streamline licensing, Sierra Leone is working on establishing a leisure airline for European visitors, and Zambia is focusing on sustainable tourism by favouring safari lodges over five-star hotels.

Niche travel sectors, including Halal travel, food travel, and healthcare travel, are experiencing growth aligned with the rising demand for experiential travel.

“Travel brands lack differentiation’

Jamie Donovan from Kantar emphasized that many travel brands lack differentiation, which presents a significant opportunity for improvement in branding strategies.

He encouraged travel businesses to draw inspiration from successful non-travel brands, such as Johnnie Walker and Coca Cola, particularly in creating effective loyalty schemes.

During the Marketing Summit, Sarah Moxom stressed the importance of personal branding, urging individuals to consider how they present themselves and the emotions they evoke in others.

Moxom advised attendees to secure their personal domain names, utilize video testimonials, focus on one social media platform at a time, and maintain a consistent schedule for branding efforts, likening it to a daily routine: “If you haven’t purchased the domains of your name, why don’t you go and do that? Have you got any video testimonies about what you can do?” Start on one social media platform rather than trying them all. Try to understand where your audience is. People should set a regular schedule to work on their brand, just like brushing your teeth”.

‘A buffet and an Elvis show’

The Sustainability Summit moderated by Harold Goodwin, highlighted the need for better sharing of successful practices in managing overtourism, with Barcelona cited as a notable example.

The event addressed key issues in sustainable travel amid the resurgence of travel volumes to pre-pandemic levels, with overtourism re-emerging as a significant concern.

Documentary maker Louis Theroux emphasized the importance of meaningful experiences and personal connections over superficial tourism options, advocating for deeper engagement during travel: Have experiences that mean you get deep quickly, rather than places that are giving you a buffet and an Elvis show… not that I’m not partial to an Elvis show.”

Martin Brackenbury, former President of the International Federation of Tour Operators and Advisor to UNWTO, noted that responsible tourism is increasingly prioritized by travel organizations, marking a shift from previous decades when environmental concerns were often overlooked.

“Forty years ago I first became more concerned with effects of tourism on the environment, but the board members weren’t interested. That was 1982. I don’t think there would be a single boardroom these days where that could be the case”.

Bjorn Bender, CEO of Rail Europe, highlighted his weekly train commute from Switzerland to Paris, advocating for more executives to adopt green travel practices.

‘Regulate sustainability standards’

Isabel Hill from the Sustainable Tourism Global Centre warned of existential risks if sustainability standards are not implemented: “The risk of not regulating at this point is existential.” She added that working together on green issues should be permitted. “I’m afraid the industry is competing on sustainability and this is crazy and we need to redefine how companies can collaborate without violating anti-trust regulations.”

Hill expressed concern over the current competition among companies on sustainability, suggesting the need to redefine collaborative efforts while navigating anti-trust regulations.

Aviation experts discussed initiatives aimed at reducing the environmental impact of flying and the growth of the importance of sustainable practices in the industry.

Dom Kennedy from Virgin Atlantic announced the airline’s progress toward obtaining regulatory approvals for a transatlantic flight powered entirely by sustainable aviation fuel by the end of the month.

Simon McNamara from Heart Aerospace introduced the development of a 30-seater electric aircraft designed for regional routes, with operations expected to start in 2028.

Sasha Dench, CEO of the UN’s Convention on Migratory Species, said sustainability is more than climate, urging the travel sector to leverage tourism as a force for environmental and ecological good “Nature really, really does need a helping hand. There are opportunities where tourism could be the most powerful force for good.”

Stephanie Boyle, Head of Campaigns at the Safer Tourism Foundation talked about behavioural science: “It’s amazing how if you don’t supply plastic straws, people don’t use plastic straws.”