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In 2023, WeTravel’s platform enabled more than 5,000 travel companies to send half-a-million travelers to more than 150 countries. We looked at all the booking data and combined it with world-known events in 2024, to pull together a list of the must-visit destinations, so travel businesses can use this information to expand their tour offerings.
Ready to explore our list, so are we:
London, England
In anticipation of the annual Trooping the Colour parade on June 8, 2024, travelers are setting their plans to witness the more than 260-year-old tradition–dating back to King George the Second in the 1700s–to celebrate the birthday of the reigning monarch, held in London, England. This year’s celebration is the second for King Charles the Third, who came into reign two years ago, and takes on a grander appeal as it’s the King’s 75th birthday.
During the spectacle parade, the King will ride on horseback through the crowds–which his mother, Queen Elizabeth, did early in her reign, but in 1987 began riding in carriage–giving onlookers a chance to glimpse at the King and other Royal Family members, including its famous Royal Family balcony appearance from Buckingham Palace.
The annual spectacle is set to draw large, global crowds, including more than 1,500 officers, whom the King will inspect, and nearly 300 horses. According to data from WeTravel, a booking and payment platform used by 5,000 tour operators, bookings to the United Kingdom for 2024 departures have doubled compared to 2023, with the top departure month being June 2024. This data places the United Kingdom as the second-most booked country in the world for 2024.
Florence, Italy
Florence is poised as one of the premier travel destinations in 2024, as the region has enhanced the traveler experience with new, sustainable transportation modes and the reopening of popular activities. With the launch of FS Treni Turistici Italiani by Ferrovie dello Stato Italiane–three new traveler-focused trains–travelers can look forward to effortlessly traversing the country while embracing a sustainable approach to exploration. In addition, the Vasari Corridor, a historic passageway connecting the Uffizi Galleries, Palazzo Pitti, and the Boboli Gardens, will reopen for the first time since 2016, easing the exploration of renowned attractions in the city.
Adding to the city’s thick history, rich architecture, and glowing artistry, the new travel experiences launching next year are additional attractions for travelers to see the region in a new way. According to data from 5,000 tour operators–booking nearly one million travelers in 2024 through WeTravel’s platform–travelers booking tours in Italy have increased by 50 percent in 2024 compared to 2023.
Paris, France
With a grand parade down the Seine River and a myriad of captivating events planned, next year’s Olympics, hosted in Paris, will make history by taking place 100 years after the city's last hosting in 1924. This monumental occasion is poised to welcome thousands of the world's top athletes and is sure to enthrall countless tourists.
According to a report from the Tourist Information Center, Explore France, the 2024 Olympic Games are expected to draw in more than a million tourists to France’s enchanting streets.
In alignment with the commencement of ticket sales for Paris 2024, France's tourism sector has already witnessed a substantial 12.3 percent surge during the first quarter of 2023. For trips set to depart in 2024, clients using WeTravel reported that their travelers spent on average 20 percent more on trips to France compared to the previous year, with bookings also increasing by nearly 50 percent in 2024 compared to 2023.
Chile
Offering a breathtaking mountain landscape and world-class hiking trails, Chile remains a captivating destination for 2024 travelers. A recent study released by the World Tourism Organization (UNWTO) has unveiled that mountain tourism constitutes a substantial portion of tours booked, ranging from nine percent to sixteen percent of global international tourist arrivals. As per the same report, there were an estimated 195 to 375 million tourists who sought out mountain destinations while traveling in 2019.
Chile's appeal aligns with the trend of travelers seeking simpler, authentic experiences. WeTravel's 2023 Travel Trends Report, which surveyed hundreds of global tour operators, revealed that 55 percent of travelers crave authentic, immersive experiences when booking travel. Chile answers this call by allowing travelers to disconnect from daily life and acquire skills like starting a bonfire, sourcing clean water, and foraging for food in its diverse terrain.
Ghana, Africa
According to booking data from WeTravel, Ghana is quickly becoming a top travel destination, drawing the attention of wanderlust seekers from around the globe. This newfound popularity can partly be attributed to the visit of U.S. Vice President Kamala Harris, an event that garnered widespread media coverage and sparked a renewed fascination with this West African gem. Harris, during her visit, emphasized a vision of partnership with Africa that revolves around harnessing African innovation. Her message resonated with the masses gathered at Accra's Independence Square, waving both U.S. and Ghanaian flags.
Ghana's appeal extends beyond its newfound political prominence. In the wake of the second-ever U.S.-Africa Leaders Summit held in 2022, the U.S. committed to various initiatives, including significant financial support and trade partnerships. With trade volumes exceeding $1.2 billion between Ghana and the U.S., this relationship has become increasingly pivotal. Based on WeTravel’s client data from thousands of tour operators, one-third of the number of 2023 Ghana visitors have already booked trips for 2024.
Morocco, Africa
Despite the significant, devastating earthquake that shook central Morocco in 2023, causing tragic loss of life and extensive damage, the country remained firm in its voice that travel in the region must remain strong to support the country’s economic and social recovery. While the country saw a dip in travel in the latter half of 2023, according to WeTravel’s booking data, through a resilient pursuit to rengage travelers seeking immersive, authentic experiences in a country that is deeply rooted in Middle Eastern culture, while sitting in the African region, with significant Spanish and French influence.
WeTravel reports that, despite a dip in 2023 tours, Morocco ranks as its top-10 most booked destinations for 2024, and bookings in the region continue to grow. With operators like African Travel Inc. adding Morocco to its offerings for the first time in 2024, while 30-year-old companies like Intrepid continue to add Moroccan profile to its extensive portfolio, Morocco will continue to attract travelers to the region – and these travelers will bring social and economic healing to the wounded country.
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