Looking Back at 2024: Bonfire’s Year in Review

2024 was a year shaped by change, collaboration, and plenty of learning. AI became a common thread running through much of our work, but the real highlights were the people, places, and projects we had the chance to be part of.

From Bedouin tea at sunset in Wadi Rum to walking the streets of Addis with old friends, we carried stories and insights across borders. We experimented with async ways of working (saving around 35 hours of meetings in the process), tested new formats for online learning, and kept finding ways to bring digital thinking closer to the heart of tourism development.

Here are some of the projects that stood out:

• Ethiopia — Supporting the Ministry of Tourism with digital skills training, and helping strengthen community-based tourism in Hambaricho.

• Jordan — Launching a new digital marketing training series, supporting fam trips with tailored content, and building on sustainability practices in Aqaba.

• Artificial Intelligence Masterclass — Trialling a fresh approach to e-learning with tutorials, events, and practical modules for SMEs.

• Uganda — Adding an AI module to the TOTT digital marketing curriculum, piloting a self-assessment tool for tour operators, and mapping a scalable database of responsible tourism suppliers.

Every activity was backed by committed teams and partners, without whom none of this would have been possible.

As we step into 2025, we’re carrying forward the same energy: helping tourism teams build confidence, simplify tech adoption, and make space for ideas that matter.

Peter