On December 2, 2024, the prestigious International Luxury Travel Market (ILTM) event opened its doors for its 23rd edition in Cannes, attracting luxury travel professionals from around the world. This event, essential for stakeholders in the high-end tourism industry, exceeded all expectations, setting records for participation and business meetings. With over 85,000 scheduled appointments, ILTM Cannes 2024 reaffirmed its position as the global leader in the luxury travel market, showcasing the ongoing growth of this dynamic and evolving industry.
An Overview of Luxury Travel
ILTM Cannes has become a major event for luxury travel professionals, gathering buyers, tourism brands, destinations, and hospitality providers in an environment conducive to business and networking. This year, over 2,350 buyers from 84 countries had the opportunity to meet with over 2,350 brands and suppliers from 105 different countries. This impressive gathering allowed all participants to forge strong connections and explore new opportunities within the luxury travel world.
The growth in the number of buyers, 30% of whom were newcomers to the event, reflects the growing appeal of this event and the increasing popularity of the luxury market. The meetings program was designed to facilitate the exchange of ideas and the development of business relationships between key market players, further solidifying Cannes’ status as the global capital of luxury travel.

A Range of New Features and Exclusive Areas
This 2024 edition stood out with the introduction of several notable innovations. Accor, the hospitality giant, unveiled an exclusive 1,600-square-meter pavilion on the Palais beach. This new space allowed the brand to showcase its luxury offerings and services in a modern yet inviting setting. Visitors were able to closely explore the latest innovations from the hotel group.
Leading Hotels of the World (LHW), another major player in luxury hospitality, launched a new hospitality terrace, offering participants a perfect environment for quiet discussions. The terrace was an ideal space for exchanging ideas while enjoying the unique Mediterranean ambiance of Cannes.
Other newcomers also made a strong impact this year, such as the lifestyle brand CannesX, which opened a bar on the ground floor of the Palais. This modern and trendy space attracted many professionals and guests looking for a more casual setting to discuss business over refined cocktails. Destinations such as Australia, Egypt, and Mauritius also made a notable entrance, increasing their visibility and commitment to the luxury travel market.

Increased Presence of Destinations and Luxury Brands
This year, ILTM saw more destinations and brands significantly increase their presence in Cannes. Countries like California, Brazil, Oman, Japan, Croatia, and many others bolstered their marketing strategies by highlighting their luxury tourism offerings. These destinations saw an opportunity to attract discerning travelers seeking high-end vacation experiences.
In parallel, major hotel chains such as Accor, Hilton, Hyatt, InterContinental, Marriott, and Leading Hotels of the World expanded their presence by enlarging their exhibition space and offering more immersive experiences. Accor, with its new pavilion on the beach, made a bold statement about its commitment to luxury and its desire to engage with the high-end travel market. Other luxury brands, such as Preferred Hotels and Marriott International, were also present to attract international buyers seeking new business opportunities.
This year, luxury brands showcased their ability to innovate and meet the growing demands of travelers seeking unique and tailor-made experiences. The luxury travel market continues to evolve, and these industry leaders have shown that they can adapt to the new expectations of consumers.

Wellness: A Rising Trend
One of the key moments of ILTM Cannes 2024 was the presentation of the results from a study conducted by Hyatt in partnership with Altiant and ILTM. The research, which involved 800 people from various global markets, revealed that 74% of travelers now incorporate wellness practices into their travels. This figure echoed a deepening trend that continues to shape the industry: health and wellness have become major priorities for luxury travelers.
Professionals present at ILTM took note of this development, as it highlights the need to adapt tourism offerings to meet the new demands of consumers. Luxury travelers are now seeking experiences that promote their physical and mental well-being, making this a crucial factor in their choice of destinations, accommodations, and activities. This study marks a turning point for the luxury travel industry, emphasizing the growing importance of wellness in travel decisions.

Networking: A Unique Opportunity for Brands and Media
ILTM Cannes also hosted over 100 of the world’s most influential travel editors from publications and platforms that cater to high-net-worth readers. These media outlets play a key role as the voice of the luxury travel sector, conveying trends, news, and unique experiences to their affluent audience.
Exhibitors had the chance to meet with these journalists during speed networking sessions, press conferences, and one-on-one meetings. This networking platform allowed brands to increase their visibility worldwide and expand their reach to a high-end audience.
Specialized media outlets in luxury travel found ILTM to be the perfect opportunity to discover the latest market trends and build relationships with leading companies in the industry. The media coverage of the event, whether through articles, video reports, or social media posts, helped elevate the participating brands and destinations to the global stage.

Luxury Travel is Expanding
ILTM Cannes 2024 once again demonstrated that the luxury travel sector is growing and constantly evolving. The record-breaking attendance, the new trends highlighted, and the introduction of new spaces and destinations all underscored the increasing significance of this event in the luxury tourism world.
The trend towards wellness, brand innovation, and changing traveler expectations are key elements shaping the future of the industry. ILTM remains, year after year, the essential meeting point for luxury travel players, a platform where the best brands, destinations, and service providers come together to shape the future of luxury travel.