Julia Bradbury and Kate Humble Call for More Meaningful Outdoor Holidays

Broadcasters Julia Bradbury and Kate Humble urge travel industry to embrace nature at WTM London, highlighting the growing importance of outdoor wellness, authentic experiences and responsible tourism. Speaking at the global travel trade event, both presenters encouraged tour operators to rethink marketing strategies, reduce digital distractions and promote meaningful travel experiences.

Julia Bradbury and Kate Humble champion outdoor wellness and authentic tourism at WTM London

British television presenters Julia Bradbury and Kate Humble have called on the international travel industry to prioritise outdoor experiences, meaningful human connections and more inclusive holiday marketing during separate discussions at World Travel Market (WTM) London.

Appearing on the Wanderlust Stage, both broadcasters emphasised the benefits of spending time in nature, discovering lesser-known destinations and reducing dependence on smartphones during holidays.

Their discussions also highlighted an important challenge for tour operators: understanding different customer groups and communicating travel opportunities in ways that encourage participation rather than create unnecessary barriers.

While Bradbury concentrated on the relationship between nature, wellbeing and recovery, Humble explored the importance of local expertise, independent travel and genuine experiences in an increasingly digital tourism marketplace.

Julia Bradbury highlights nature’s role in health and wellbeing

During a session titled Room to Breathe: Why the Outdoors Is the New Wellness, Bradbury discussed how her relationship with the natural environment developed following her breast cancer diagnosis in 2021.

Speaking with Wanderlust founding editor Lyn Hughes, the broadcaster explained that spending time outdoors became particularly important following her mastectomy.

Although she had long supported the benefits of nature, her personal experience strengthened her determination to pursue outdoor activities and reconnect with the environment.

One significant milestone involved climbing Mam Tor in the Peak District alongside three generations of her family.

The experience demonstrated how accessible outdoor activities can provide opportunities for emotional recovery, family connection and personal achievement.

Bradbury subsequently travelled to the Falkland Islands, South Georgia and Antarctica for a television production developed in partnership with HX Expeditions.

Despite encountering extraordinary wildlife and landscapes, including a humpback whale during an Antarctic camping experience, she acknowledged feeling disappointed that her family could not share those moments.

Her reflections illustrated the importance of emotional connections alongside the physical and psychological benefits associated with nature-based travel.

Wellness tourism extends beyond spas and traditional retreats

Bradbury also challenged the travel industry’s conventional interpretation of wellness tourism.

Referring to a forecast that places the global wellness market at $2.5 trillion by 2035, she argued that wellbeing experiences should not be limited to luxury spas, yoga retreats or specialist accommodation.

Walking holidays, outdoor exploration, nutritious local food and adequate sleep can all contribute to a more accessible approach to travel-related wellbeing.

For tour operators, this creates opportunities to develop itineraries that appeal to customers who may not traditionally consider themselves adventure travellers.

Bradbury suggested that providing essential outdoor equipment, including walking boots and waterproof clothing, could make nature-focused holidays more accessible.

She also warned that promotional terminology can discourage potential customers.

Words such as “trek”, “challenge”, “adventure” and “expedition” may suggest demanding physical activities, even when an itinerary is suitable for travellers with moderate fitness levels.

More inclusive descriptions could therefore help operators communicate the accessibility of outdoor holidays.

City breaks offer opportunities for accessible wellness tourism

Bradbury identified younger travellers as another important audience for tourism businesses.

Although short city breaks remain attractive to this demographic, she suggested that even a 48-hour urban holiday could incorporate meaningful wellness experiences.

Exploring local food markets, walking through neighbourhoods, enjoying outdoor spaces and prioritising restful sleep can introduce wellbeing into conventional sightseeing itineraries.

This approach offers destinations and travel companies an opportunity to position wellness as an everyday element of tourism rather than a separate luxury product.

Bradbury also encouraged businesses to consider multiple communication channels when promoting holidays.

Although active on social media herself, she acknowledged that television and print publications remain valuable for reaching audiences with different preferences and purchasing behaviours.

Kate Humble calls for greater human connection in tourism

In a separate session titled Why the Future of Travel Is Human, Kate Humble reflected on how independent exploration shaped her understanding of tourism.

Speaking to Hughes, she recalled travelling across Europe by rail after completing her O Levels, before smartphones, social media and online influencers became central to holiday planning.

The experience encouraged curiosity, independence and spontaneous encounters with unfamiliar destinations.

Humble subsequently entered travel broadcasting after an article she wrote about Madagascar for The Telegraph led to an opportunity with the BBC’s Holiday Programme.

Her Humble Holidays segment focused on independent and unconventional travel experiences.

Drawing on that background, she praised specialist tour operators for connecting visitors with knowledgeable local guides and experiences that support destination economies.

Such businesses, she suggested, can help ensure tourism spending benefits the communities receiving visitors.

Tour operators can build trust through local knowledge

Humble also questioned the reliability of online travel reviews.

She recalled staying at an exceptional bed and breakfast in Canada’s Bay of Fundy that had experienced a damaging online smear campaign.

The incident highlighted the difficulties travellers may face when distinguishing genuine recommendations from misleading digital commentary.

According to Humble, experienced tour operators can provide reassurance through destination knowledge, established relationships and informed recommendations.

This expertise can help holidaymakers navigate overwhelming online information and make better-informed travel decisions.

Her comments reinforced the commercial importance of trust, credibility and personal service within the tourism industry.

Social media tourism faces criticism over visitor behaviour

Humble expressed concern about travellers prioritising social media photographs over meaningful destination experiences.

She recalled encountering an “Instagram tree” promoted by a guide in Costa Rica and observing visitors climbing Lion Rock in Sri Lanka while wearing high heels to obtain sunrise photographs.

These examples raised questions about how digital trends influence visitor expectations and behaviour.

Humble also challenged the industry’s reliance on influencers, arguing that social media marketing does not appeal equally to every traveller.

She urged tourism businesses to recognise the continuing value of credible advice, personal recommendations and authentic storytelling.

Julia Bradbury and Kate Humble’s discussions at WTM London reinforced the importance of accessible outdoor wellness, responsible tourism and trusted travel expertise. Their message offered tour operators a practical direction: promote authentic experiences, understand customer expectations and encourage travellers to discover destinations through meaningful connections rather than digital distractions.

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