In 2024, travelers will prioritize what holds significant value for them, emphasizing meaningful experiences that create a positive impact. They’ll cherish moments shared with loved ones and seek wellness activities that extend far beyond their time at a destination. Deliberately selecting destinations, they’ll take a slower approach to savor tranquility under the stars, explore diverse culinary delights in novel settings, and fully engage in wellness practices aimed at enhancing their longevity.
Sports Tourism
The 2024 sports calendar is anchored by a significant event: the Olympic and Paralympic Games. Commencing in Paris from late July to early September, this spectacle anticipates over a million tourists visiting the French capital. The games have sparked ambitious city-wide initiatives, including a monumental €1.4-billion effort to clean up the Seine. If successful, this endeavor promises the reopening of the river for public swimming after a century-long halt!
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Meanwhile, the 2024 Tour de France is set to kick off in Italy for the very first time. Cyclists will embark from Florence, traverse the Adriatic coast to Rimini, and journey north through the Apennines. Exciting times ahead.
Cool Holidays
Why is it significant in 2024? The climate crisis-induced rise in temperatures has led to the UK experiencing its hottest recorded summer, reaching just over 40℃ in July 2022. Likewise, 2023 is on course to be the hottest year globally, evidenced by scorching summers across Mediterranean Europe, North America, and China. Understandably, many travelers are reevaluating their choices before booking destinations known for intense heat, such as the South of France and Sicily during July or August.
According to a survey conducted by the luxurious travel network Virtuoso, 82 percent of its clientele are contemplating destinations offering more temperate climates in 2024. Iceland, Finland, Scotland, and the increasingly popular Latvia, as noted by Intrepid Travel, are among these sought-after destinations. Andrea Godfrey from Regent Holidays remarks, “We’re witnessing a surge in interest toward northern holidaying. Scandinavia and the Baltics are gaining attention as they provide a simpler holiday style while boasting beautiful beaches, forests, and lakes ideal for both relaxation and adventurous activities.
Cooler temperatures hold particular appeal for family travel. Liddy Pleasants, the founder of family specialist Stubborn Mule Travel, notes, “We’re receiving increased inquiries from families seeking destinations offering summer warmth while also providing relief from the soaring temperatures prevalent in beach resorts across the Mediterranean.” Destinations like Norway, perfect for kayaking under the midnight sun, and Slovenia, offering great value for cycling or hiking, are among the favored options.
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