WTM Event Guide 2025

#WTMLDN

#travelpower

OFFICIAL

EVENT

GUIDE

This WTM Event Guide 2025

is brought to you by

Stand S3-520

STAND S8-210

#WTMLDN

#travelpower

OFFICIAL

EVENT

GUIDE

STAND S8-210

1

HALL PLAN

STAND S2-400

STAND

S3-520

STAND

N10-210

STAND S11-300

STAND S8-210

STAND N8-420

STAND S16-200

5

Chris Carter-Chapman

Event Director

WELCOME REMARKS FROM EVENT DIRECTOR

Shaping the future of travel

at WTM London

In May, Chris Carter-Chapman took on the role of Event Director for WTM London, bringing with

him over 15 years of experience across the media and events industries. He sat down with the

Official Event Guide to share his vision and the key highlights of this year’s show.

Congratulations on your new role! Can you

tell us a bit about your background and what

led you to join WTM London as Event Director?

Thank you, I am delighted to be joining RX

Global at what is an exciting point in WTM

London’s evolution. With over 15 years of

running and launching events in a variety of

sectors across the globe, this is my greatest

challenge yet. As the world’s most influential

travel and tourism event, WTM London is so

much more than your typical trade show.

It represents the focal point for a global

movement within our industry; a movement

focused on actively shaping the future of

travel in a changing world. It is a great privilege

to play a role in helping to encourage and

promote sustainable, experience-led tourism

across the globe.

Do you have any specific goals for the show?

With a 46-year heritage, the event has

constantly evolved in order to meet the

needs of the industry, our visitors and our

exhibitors. A key need identified by our

audience was for a more experiential format

to discover and interact with the range of

destinations and solutions on offer. So we

introduced TrendFest, a new zone this year

offering immersive activations. In addition to

delivering innovations on the show floor, I am

focused on working with the UK Government

to underline the huge economic impact WTM

has on London and the UK economy as a

whole. This year’s show is seeing an increased

presence from the UK Government and an

expansion of our Global Tourism Ministers’

Summit.

WTM London is so much

more than your typical

trade show. It represents

the focal point for a global

movement within our

industry.

WTM London continues to grow and evolve.

To what do you attribute the show’s continued

expansion and success?

A crucial platform for networking, sourcing

and learning, our comprehensive conference

programme is at the heart of our success.

Offering well-rounded conversations from

world-class speakers and industry-leaders,

we provide an exceptional depth of insight

on varying topics including sustainability,

DEAI+, marketing and more. Not only driving,

but actively encouraging positive change

within the industry, WTM London showcases

the latest trends, tools and technologies to

help business leverage innovation and drive

individual growth, and our commitment to

this sentiment has never wavered. Not to

mention, Excel London’s own expansion has

allowed us to elevate year on year. Building

on last year’s Capital Hall and Auditorium level

launch, 2025 has seen another 25% increase

in floor space, offering an additional 25,000m²

and plenty of opportunities for us.

Are there any new features being introduced

this year?

This year we are elevating both the

customer and exhibitor experience through

increased show space, content programme

enhancements and an overall deeper level

of engagement. Building on popular stand

events, the brand-new WTM TrendFest stage

offers exhibitors an opportunity to spotlight

immersive experiences to visitors on an even

larger scale while WTM TV has been designed

to educate, engage and connect audiences

with unparalleled visibility both across the

venue and online

9

Thanks to all our sponsors

Premier Partner

Official Media

Sponsor

WTM TV

Sponsor

Official Welcome

Partner

Official Technology

Partner

Official Lanyard

Sponsor

Official Charity

Partner

Official Trade Media

Partner

Official Water Bottle

Sponsor

Official VIP Transport

Provider

Thanks to our Official Conference Advisors

• Tina O’Dwyer, Founder & CEO,

The Tourism Space - Sustainability Advisor

• Matthew Gardiner, Director, Travel Massive London

- Marketing Advisor

• Uwern Jong, Experientialist®-in-Chief, OutThere

- DEAI Advisor

• Timothy O’Neil-Dunne, President,

T2Impact Ltd - Technology Advisor

• Tina Charisma, Director and Founder of

the Charisma Campaign - Marketing Advisor

• Mark Frary, Travel Perspective -

Geo-economics Advisor

Thanks to our Conference Programme Partners

• BBC New

• Bryant Media Group

• China Daily

• Codnity

• Global Travel & Tourism Resilience Council

• ITT

• Tourism Economics

• Traverse

• UN Tourism

• Wanderlust

• Women in Travel CIC

• WTTC (World Travel & Tourism Council)

Do you want to collect

exhibitor information?

Using your smartphone, scan this QR code

to get started and follow the simple steps.

You will receive a summary of collected

information via an end of day email on every

stand at the show.

Interested in an exhibitor? Scan the QR code on

their stand to Colleqt.

By scanning a QR code, you are agreeing to be contacted by that

exhibitor in the future.

10

Opening Times

Tuesday 4 November .......................... 9:30 – 18:00

WTM Networking Party ................... 17:00 - 19:30

TrendFest Main Stage

Wednesday 5 November .................. 9:30 – 18:00

Thursday 6 November ........................ 9:30 – 17:00

WTM London

Digital Offer Bag

Exclusive offers

available to

visitors from

our exhibitors

Thanks to our Media & Association

Charter members

11

New at WTM 2025

WTM TrendFest, WTM TV & Masterclasses

WTM London 2025 is set to deliver its most dynamic edition yet, with a fresh line-up

of experiences designed to inspire, educate and connect the global travel community.

This year introduces three major new features, each bringing a different

kind of energy to the show floor: WTM TrendFest, WTM TV and WTM

Masterclasses.

See. Hear. Taste. Connect.

For those who believe travel is best experienced

through the senses, WTM TrendFest is where the

future of tourism comes to life.

This vibrant new show-floor zone celebrates the

industry’s most exciting trends through live, immersive

experiences. Visitors can explore everything from

gastronomy and wellness to sport, adventure and

culture, all showcased in one dynamic space.

With an engaging main stage and cooking corner,

TrendFest blends performance, engagement and

innovation. Expect live music, dance, fashion and

food demonstrations that highlight the creativity and

diversity driving the global travel scene. Designed

for discovery and connection, it’s where destinations

and brands are showcasing their most engaging,

experience-led stories.

Each morning begins

with “Mindful Morning”

sessions (10:00–10:40) by the

Unplugged Social Club and

Brighter Club, inviting attendees

to pause, reset and start the day

with fresh energy, with each morning

designed around a different mood and

stage of travel: Energy, Balance, and Growth.

With so much happening every hour, visitors will

want to return to to TrendFest throughout the day to

experience new sounds, flavours and sensations, all

enhanced thanks to headphone technology provided

by Vox Group, ensuring every moment is felt, heard

and remembered.

To discover the

WTM TrendFest

schedule of

events, scan the

QR code

Masterclasses

Interviews. Insights. Highlights.

To capture the energy of the event as it happens, WTM

TV makes its debut this year as the official live broadcast

channel of WTM London. Streaming across the venue and

online, WTM TV will bring exclusive interviews with industry

leaders, product demonstrations, daily

highlights and session recaps, helping

visitors stay informed and inspired

throughout the show.

From on-stand conversations to live

coverage of keynotes and social events,

WTM TV connects the entire travel

community, ensuring no one misses a

moment of the action.

Scan the QR

code to watch

WTM TV

Problem solve. Learn. Debate.

For decision makers seeking more than panels or keynotes,

WTM London has introduced WTM Masterclasses: immersive,

practitioner-led workshops and think tanks built around realworld

challenges. These premium two-hour

paid for sessions offer participants the chance

to dive deep into the strategic issues shaping

the industry today.

Topics span leadership, geo-economics,

marketing, DEAI (Diversity, Equity,

Accessibility & Inclusion), sustainability, and

technology. Each session combines hands-on

collaboration, peer discussion and actionable

insights, ensuring every participant leaves

with fresh ideas and tangible solutions.

For more

information

about WTM

Masterclasses,

scan the QR code

12

Your WTM London 2025 checklist

With lots happening during the show, from

networking and meetings to conference sessions,

masterclasses and all the events taking place at

TrendFest, there are a few things you’ll want to

make sure you’ve checked off your list.

Review & confirm your pre-scheduled meetings

Collect your FREE WTM and Join The Pipe water

bottle at WTM TrendFest (limited availability)

Enter the WTM & Wanderlust Photo

Competition with a chance to win return

economy flights for 2 to a nonstop destination

from London at WTM TrendFest

Visit the WTM Community Hubs – relax,

recharge, and snap a selfie using #WTMLDN

Don’t miss the WTM Networking Party

– Tuesday 4 Nov at WTM TrendFest

WTM Guided Tours with

Women in Travel CIC

Book your guided

tour here:

Designed for first-time visitors and those

requiring extra accessibility support, WTM

Guided Tours offer a confident, inclusive,

and empowering way to explore the show

with expert guidance.

WTM Guided Tours, delivered in partnership

with Women in Travel CIC, are designed to

help participants make the most of their

time at the show. Tours from the East

Information Desk cover the Tech, Non-

Destination, Americas, Middle East and

Africa zones, while those from the West

information Desk explore Europe and Asia.

Running every hour from 10:00 a.m. to

4:00 p.m. and capped at ten participants,

these 40-minute “whistlestop” tours ensure

a focused and personalised experience for

each attendee.

The initiative is proudly facilitated by

Women in Travel CIC, a social enterprise that

empowers women through employability

and entrepreneurship in travel, tourism,

and hospitality. Together, WTM and Women

in Travel CIC are making the event more

inclusive and accessible for everyone,

helping visitors navigate the event with

confidence, clarity, and connection.

For visitors with accessibility needs, the

“Accessibility Buddy Tours” provide one-toone

support, lasting up to half a day and

designed to take participants directly where

they need to go. Carers and companions are

welcome to join, ensuring a comfortable

and supportive experience throughout.

13

At WTM London,

everyone belongs

WTM London champions inclusion and accessibility

across every corner of the show, ensuring every visitor,

exhibitor and speaker feels welcome, supported and

represented.

ACCESSIBLE PARKING

Eighty wide accessible bays in the Orange Car

Park, with gently sloped pathways and automatic doors

at all main entrances.

ACCESSIBLE TOILETS & CHANGING

FACILITIES

Over 40 accessible toilets spread throughout the venue,

along with gender-neutral restrooms and a Family

Room near S9 for expressing milk.

MOBILITY SERVICES

WTM and ExCeL London provide a range of

mobility aids and assistance.

MULTI-FAITH PRAYER ROOMS

Quiet spaces for prayer, located via the grey door

near S9, with additional male and female areas available

in the Reset Rooms.

RESET ROOMS

Need a breather? Reset Rooms at S3 and N7

(upper and lower levels) offer calm, low-sensory spaces

accessible via the boulevard or exhibition halls.

ACCESSIBILITY BUDDY TOURS

In partnership with Women in Travel CIC, these

one-to-one tours support visitors with accessibility

needs.

SERVICE ANIMALS

Guide and assistance dogs are warmly welcomed.

Please note that no other pets are permitted.

Hospitality

and benefits

for buyers

WTM London offers buyers a range of valuable opportunities that keep

them at the forefront of the ever-evolving travel industry.

HOSPITALITY LOUNGES AND

BUYER MEETING ROOMS

Take a moment to relax and enjoy

complimentary refreshments at

one of two exclusive lounges:

the Maritime Lounge (East) or the

Platinum Lounge (West). Designed

as calm, comfortable spaces away

from the busy exhibition halls, these

lounges offer buyers the chance

to recharge, meet informally, and

network in a more private setting.

For more focused discussions, a

limited number of private Buyer

Meeting Rooms can be reserved

through WTM Connect Me or

directly at the event. These rooms

are located in Hall S12, next to the

Yellow Theatre.

Scan for more

information about

opportunities and

benefits for buyers

WTM CONNECT ME:

NETWORKING AND

MATCHMAKING SERVICES

Through WTM Connect Me, you

can:

• Find and book meetings

• Download your full agenda.

• Block out times when you will

not be available, such as during

seminars you plan to attend.

• Take time for informal networking

during the WTM Power Hour:

every morning from 09:30 to 10:30

your calendar will be blocked

• Receive SMS reminders 15 minutes

before each appointment

• Use filters to search by company

profile, geographic region,

product, service type, and more.

• Decline or accept meeting

requests as you wish.

HIDDEN DISABILITIES

WTM supports the Sunflower Lanyard

Scheme for non-visible disabilities. Lanyards are

available at Information Desks and Reset Rooms for

those needing extra time or support.

INCLUSIVE CONFERENCE THEATRES

Conference theatres include wheelchair ramps,

closed captions, translation apps and reserved seating.

For more information and access needs, please contact

accessibility@excel.london or the Customer Service

Team for assistance.

Inclusion & Accessibility

at WTM

14

SPEAKER INTERVIEW

Dave Goodger / Managing Director, EMEA, Tourism Economics

Travel still tops consumer priorities

in 2025

In this exclusive interview, Dave Goodger, Managing Director, EMEA, Tourism Economics

shares insights ahead the release of the WTM Trends Report 2025 at his conference session

on Tuesday.

Can you share some of the key trends from

this year’s WTM Global Travel Report?

The most important trend that we are seeing

this year is the continued prioritisation of

travel within wider consumer spending.

People continue to value travel experiences

and the share of spending on travel remains

above longer-run averages.

This prioritisation is not new but is crucial

given the wider economic uncertainty

and the slowdown in income growth in

major markets, largely related to the tariffs

imposed by the US administration. We

have seen retrenchment in travel spending

under similar conditions in the past, but the

negative impacts are currently limited to

destination choices.

Are you seeing any shifts in traveller

behaviour that might impact tourism

strategies?

Value for money is being demanded by

travellers which is driving shifts in travel

spending patterns. This includes some

increased spending on more budget-friendly

options, with elevated domestic travel, and

some cost savings on short-haul trips.

But there are opportunities for the industry

as some of the cost-saving behaviour is

allowing longer average stays. And there

remains a high willingness to pay for the

right experiences.

Travellers are seeking more authentic and

culturally rich experiences while increased

personalisation is becoming the new normal.

Which regions or markets do you think

industry players should keep a close eye on

next year?

The Middle East, and particularly Saudi

Arabia, has seen the largest gains in

market share. New investment in capacity,

infrastructure and attractions, ahead of mega

events such as Expo 2030 and FIFA 2034, will

continue to pay dividends. Across the GCC

the introduction of the Unified Visa will ease

border processes, boost traveller confidence

and further support growth activity.

There is also strong potential for growth

across Asia Pacific with the continued

return of Chinese travellers as well as the

opportunities posed by the large number of

new middle-class households in India and

other emerging markets.

This year’s conference programme at WTM

is centred around the theme “Reimagining

Travel in a Changing World”. Based on the

report’s findings, how do you see the travel

industry evolving in the coming years?

Technology, and AI tools, will become even

more crucial as distribution channels for

the industry, which will fuel traveller desire

for more independent travel. Biometric

technology will also support more seamless

border crossings to further boost travel

confidence.

Sustainability remains the biggest challenge

for the sector in coming years and I’m excited

to see more new solutions and products

coming to market.

WTM Global Travel

Report 2025

Step into the future of travel with

WTM Trends Report 2025. Discover

the behaviours, disruptors and

cultural shifts that will shape the

coming year, and discover how to

use your TravelPower to shape 2026

and beyond.

Session on Tuesday, 4 th November

11:30 - 12:00

Yellow Theatre

15

16

INTERVIEW

Jamie Wortley / Vice President of Communications at the World Travel & Tourism Council (WTTC)

Inside WTTC’s vision for travel

and tourism

Jamie Wortley, Vice President of Communications at the World Travel & Tourism Council (WTTC),

discusses sustainable growth, workforce renewal, and innovation in the sector

As many destinations struggle with

overtourism, how do you see the industry

balancing growth in demand with

sustainable visitor management?

While overcrowding is often seen as a

Travel & Tourism problem, many of the real

pressures come from deeper issues such

as underinvestment in infrastructure, poor

planning, and fragmented decision-making.

These challenges affect both residents and

visitors and need joined-up solutions.

Our recent report, Managing Destination

Overcrowding: A Call to Action, makes clear

that there’s no simple fix to the problem.

The report urges governments, local leaders,

and businesses to work together to support

both communities and visitors. Growth and

sustainability are not opposing forces; when

managed well, they reinforce one another.

With younger generations often prioritising

flexibility and work-life balance, the tourism

sector is still facing labour shortages postpandemic.

What can be done to attract

skilled talent back into the industry?

We need to change perceptions of what

a career in Travel & Tourism offers. This is a

sector of opportunity, creativity, and global

mobility. Employers are increasingly offering

flexibility, skills development, and clearer

career pathways. WTTC is working with

Members to promote training initiatives that

align with future needs, including digital,

green, and management skills, ensuring

young people see this as a sector to build a

lifelong career, not just a short-term job.

What is WTTC’s long-term vision for ensuring

that travel and tourism remains both a driver

of economic growth and a force for good for

communities and the planet?

Our vision is for Travel & Tourism to grow in

harmony with people and the planet. That

means decarbonising operations, protecting

nature, and ensuring local communities

benefit directly from visitors. We want jobs

to be sustainable, inclusive, and future-ready.

For over three decades, WTTC has been a leading voice for an

industry that fuels global growth, jobs, and cultural exchange.

Representing more than 200 of the world’s foremost Travel

& Tourism companies, the non-profit organisation conducts

extensive research across 184 countries to inform policy and

promote sustainable development. Its latest report, “The

Future of Work in Travel & Tourism”, explores skills shortages,

shifting demographics, and the rise of AI, and how the

industry can adapt. The WTM Ministers’ summit is hosted in

partnership with UN Tourism and WTTC.

Can you tell us more about WTTC’s Hotel

Sustainability Basics initiative? How do

you address concerns that sustainability

initiatives may increase operating costs for

smaller operators?

Hotel Sustainability Basics is a globally

recognised, entry-level sustainability

verification for accommodation providers

of all sizes. It focuses on twelve achievable

actions, from reducing energy use to

supporting local sourcing, that make good

business sense. These measures often cut

costs over time through efficiency gains.

Over 4,000 properties worldwide have

already adopted Basics, demonstrating that

sustainability isn’t a luxury, it’s essential for

resilience.

To read more WTTC

insights and full

reports:

17

18

Zurab Pololikashvili

INTERVIEW

Zurab Pololikashvili / Secretary-General of UN Tourism

Guiding global tourism toward a shared,

sustainable future

Tourism is entering a new era of transformation defined by sustainability, inclusivity, and

innovation. UN Tourism Secretary-General Zurab Pololikashvili shares how global collaboration is

reshaping travel, empowering communities, and driving long-term, responsible growth worldwide

Where are you seeing the strongest tourism

growth globally, and what underlying trends

are fuelling this expansion?

We are seeing robust tourism growth

across all regions, with particularly strong

momentum in Africa, the Middle East, and

parts of Asia. Africa continues to lead relative

growth, driven by investment in connectivity

and product diversification, while Asia-Pacific

is closing in on full recovery, with destinations

like Japan and Mongolia performing

strongly. Europe and the Americas also show

solid gains, with Central and Eastern Europe

and South America delivering standout

results. This growth is fuelled by evolving

traveller preferences toward authentic,

experience‐driven tourism, improved

infrastructure and air connectivity and rapid

digitalisation shaping how people plan and

book trips. Crucially, there is also a clear

shift toward sustainability and inclusivity,

with more destinations prioritising tourism

that benefits local communities and

protects natural and cultural heritage, a

transformation UN Tourism is proud to lead

and support.

How is UN Tourism working with

governments to integrate tourism more

directly into national economic and climate

policies? Can you share any best practices or

success stories?

UN Tourism works closely with governments

to ensure tourism is integrated into national

economic strategies and climate policies,

positioning the sector as a driver of inclusive

growth and low‐carbon development.

We support countries through initiatives

like the Glasgow Declaration on Climate

Action in Tourism, the Measuring the

Sustainability of Tourism framework, and

tailored technical assistance that helps

embed tourism into Nationally Determined

Tourism has

proven its

resilience, and now we

have the chance to shape

its future together, making

it more sustainable,

inclusive, and innovative

than ever before.

Contributions and broader climate plans.

This includes guidance on decarbonisation,

regenerative practices, and circular business

models, as well as capacity‐building for

destination management and data‐driven

policymaking. We have seen encouraging

results in countries ranging from Small Island

Developing States (or SIDS) prioritising blue

and green tourism to major economies

adopting renewable energy solutions

for airports and resorts. These examples

demonstrate how aligning tourism with

climate and economic agendas can create

resilient livelihoods, protect ecosystems, and

deliver benefits for both visitors and host

communities.

The Statistical Framework for Measuring

the Sustainability of Tourism (MST) is seen

as a key milestone in aligning tourism with

the SDGs. How can the MST framework

help policymakers make better decisions in

balancing the economic, environmental,

and social dimensions of tourism growth?

The MST Framework helps policymakers

make better decisions by offering a

standardised, internationally agreed

approach to measuring tourism’s economic,

environmental, and social impacts. It defines

the key concepts, definitions, and indicators

needed to assess sustainability at national

and subnational levels. By providing a

foundation for producing trustworthy and

comparable data, the framework goes

beyond GDP to capture what truly matters

to people and the planet. This credible and

actionable data empowers policymakers and

businesses to design strategies that promote

more sustainable tourism outcomes.

How is UN Tourism working with countries

to implement this framework, and what

progress have you seen so far?

More than 30 of our Member States, along

with subnational destinations from all

regions of the world have piloted the

implementation of the MST. UN Tourism

19

is developing an implementation strategy

and a core set of internationally comparable

indicators that will be added to the UN

Tourism Statistics Database. This progress is

helping countries generate trusted, policyrelevant

data to better understand and

manage tourism’s sustainability.

The tourism workforce has seen dramatic

shifts since the pandemic. How can

tourism better attract and retain talent in

a competitive global labour market where

many industries are offering more flexible or

remote options?

The pandemic highlighted both the

vulnerabilities and the value of tourism’s

workforce. Today, attracting and retaining

talent requires rethinking how the sector

supports and inspires its people. Tourism

must compete not only on wages but also

on quality of work, opportunities for career

development, and a sense of purpose. At UN

Tourism, we are working with governments

and the private sector to address skills gaps

through targeted training, digital upskilling,

and stronger links between education and

industry.

We also advocate for better working

conditions, gender equality, and greater

inclusivity to ensure that tourism jobs are

both decent and desirable. By embracing

innovation, promoting lifelong learning, and

investing in people, tourism can secure the

skilled and motivated workforce it needs

to drive sustainable growth in a changing

global labour market.

How does UN Tourism support workforce

upskilling, digital literacy, and inclusion,

particularly for women and youth? Can

you tell us more about UN Tourism’s

360-degree approach to tourism education

and any specific initiatives that have been

implemented?

UN Tourism takes a 360‐degree approach

to tourism education, ensuring skills

development is aligned with the needs of

a rapidly evolving sector and accessible

to all. We work to bridge gaps between

education and industry through initiatives

such as the UN Tourism Academy, which

provides certified training in areas ranging

from sustainability to digital marketing, and

the Online Tourism Academy, which extends

these opportunities globally. A strong focus

is placed on women and youth, offering

mentorship, entrepreneurship programmes,

and targeted scholarships to empower those

most underrepresented in leadership roles.

Our efforts also include fostering digital

literacy and innovation skills to prepare the

workforce for the opportunities of Artificial

Intelligence, big data, and smart destination

management. By combining formal

education, practical training, and lifelong

learning opportunities, we are building

a more inclusive, future‐ready tourism

workforce that benefits both communities

and economies worldwide.

How is UN Tourism supporting destinations

in preserving cultural heritage while also

making it accessible and engaging for

modern travellers?

Preserving cultural heritage while making it

relevant and engaging for today’s travellers

is key to building a sustainable tourism

sector. We work with destinations to

safeguard tangible and intangible heritage,

from historic sites to local traditions, while

promoting innovative ways to share these

stories with visitors. Through initiatives

like the Best Tourism Villages, we support

communities to showcase their heritage in

ways that generate pride, create jobs, and

drive sustainable local development. Digital

tools, storytelling, and community-based

tourism models are key to making heritage

experiences interactive and meaningful,

especially for younger audiences seeking

authenticity.

At the same time, we emphasise the

importance of managing visitor flows

and reinvesting tourism revenues into

conservation, ensuring that heritage sites

remain protected for future generations

while contributing to inclusive growth today.

In light of increasing concerns about

overtourism, what strategies are being

implemented to balance cultural preservation

with economic opportunity?

Addressing overtourism requires moving

from managing numbers to managing

20

By embracing innovation,

promoting lifelong learning,

and investing in people, tourism can

secure the skilled and motivated

workforce it needs to drive sustainable

growth in a changing global labour

market.

impacts. UN Tourism supports destinations

in adopting strategies that spread benefits

more evenly, promoting lesser‐known

areas, encouraging travel during off‐peak

seasons, and diversifying products beyond

traditional hotspots. We emphasise

the importance of strong governance,

community participation, and data‐driven

planning to determine carrying capacity and

ensure residents’ well‐being remains central

to tourism development. At the same time,

we work with governments to integrate

sustainability standards and regenerative

practices so that cultural and natural

assets are preserved while still generating

economic opportunity. By aligning tourism

growth with long‐term community and

environmental priorities, destinations can

offer richer, more balanced experiences that

meet the expectations of modern travellers

and benefit host communities alike.

The UN Tourism Tech Adventures bring

together startups, investors, and public

institutions in various countries. What role do

these events play in accelerating innovation

at the local level?

UN Tourism Tech Adventures serve as

catalysts for innovation by connecting

startups, investors, and policymakers to

co‐create solutions tailored to local tourism

challenges. These events help identify and

scale technologies that enhance destination

management, improve visitor experiences,

and drive sustainability, from AI‐powered trip

planning and data analytics to immersive

cultural storytelling and green mobility

solutions. By fostering collaboration between

entrepreneurs and public institutions, we

create pathways for emerging business

models, such as community‐based platforms

and circular economy initiatives, to gain

traction and investment. This approach not

only accelerates digital transformation at the

local level but also ensures that innovation

contributes directly to inclusivity, resilience,

and long‐term value for both visitors and

host communities.

You’ve led UN Tourism through a transformative

period, including the Covid-19

pandemic, a rebranding, and heightened

global relevance. When you look back on

your tenure, what do you hope your legacy

will be in shaping the future of global

tourism?

Looking back, I hope my legacy will be

defined by helping reposition tourism as a

true driver of sustainable development, not

just measured in visitor numbers, but in the

lives it improves and the communities it

uplifts. Over these years we have guided the

sector through unprecedented challenges,

from the pandemic to climate and

geopolitical crises, and emerged stronger,

more united, and more future‐focused.

The rebranding to UN Tourism reflects

this shift: an organisation that is

action‐oriented, inclusive, and innovative,

working hand‐in‐hand with governments,

businesses, and communities. My goal has

always been to ensure tourism contributes

to peace, prosperity, and opportunity for all,

leaving behind a sector that is more resilient,

more equitable, and better prepared for the

challenges and opportunities of tomorrow.

Do you have a message for the tourism

industry and those attending WTM London?

My message to the industry and all those

attending WTM London is one of optimism

and shared responsibility. Tourism has

proven its resilience, and now we have the

chance to shape its future together, making

it more sustainable, inclusive, and innovative

than ever before. I encourage everyone

here to look beyond short‐term recovery

and work toward long‐term transformation,

investing in people, protecting our cultural

and natural heritage, and leveraging

technology to create better experiences

for both travellers and host communities.

WTM London is not just a marketplace; it is

a platform to forge partnerships and align

around a common vision of tourism as a

force for good. Together, we can ensure this

vision becomes reality.

21

WTM London

Conference Programme 2025

DAY 1 / TUESDAY, 4 TH NOVEMBER

10:30-12:30

Ministers’ Summit at World Travel

Market in association with UN

Tourism and WTTC

Reimagining Tourism Investment Models: Building Next-

Generation Incentives. Discover the world’s largest gathering of

tourism ministers, hosted by World Travel Market in partnership

with UN Tourism and WTTC. This influential event brings together

global tourism leaders to shape the future of travel through

dynamic discussions on policy, strategy, and investment.

Christian Fraser, Chief Presenter at BBC News

George V (Room 1), ICC Maritime Suites, Level 3

10:30 - 14:15 GEO-ECONOMICS

Geo-Economics Summit:

Macroeconomic Shifts in Travel

From oil, water and sun, to politics, power and people, this

summit dissects how global forces shape travel. Spotlighting the

Global South, supply chains, growth and tourism’s potential to

drive meaningful change in a disrupted world.

10:30 - 11:10

From Conflict to Connection - Rethinking Travel

Paige McClanahan, Author and Travel Writer

Aziz Abu Sarah, Peace Builder, Entrepreneur and Author

Magen Inon, Israeli Peace Activist

11:10 - 11:45

Oil, Water, Sun and Sand: the Geopolitics of Resources

Mark Frary, Consultant and Author

Andrew Cates, Senior Economist, Haver Analytics

Latia Duncombe (She/Her), Director General, The Bahamas Ministry of Tourism,

Investment and Avitation

12:00 - 12:30

The Global South and the Future of Travel and Tourism

Abbie-Gayle Johnson (She/Her), Assistant Professor, University of Nottingham

Adama Bah, Chairman, Institute of Travel and Tourism of The Gambia (ITToG)

12:30 - 12:50

Politics, Perception & Travel

Barry Rogers, Director of Destination Strategy, TOPOSOPHY

13:05 - 13:25

Rethinking GDP, Gentrification & Growth

Manuel Alector Ribeiro, Associate Professor, University of Surrey

13:25 - 13:45

Geo-Economics: Labour & Human Rights in Tourism Supply Chains

Julia Jeyacheya (She/Her), Senior Lecturer, Manchester Metropolitan University

Tim Nicolle, Founder, Ask the workers

13:40 - 14:15

The Power of 10%: Travel’s Potential to Make a Better World

Colin James (He/Him), CEO, Antigua and Barbuda Tourism Authority

Jeremy Smith (He/Him), Independent Expert in Climate Action

Chantelle Mayo, Senior Advisor - Human Rights, Hope for Justice and Slave-

Free Alliance

Rebecca Armstrong, Head of Impact, The Travel Foundation

Orange Theatre

11:00 - 14:30 SUSTAINABILITY

Sustainability Summit:

Sustainable Tourism is Dead.

Long Live Sustainable Tourism

Sustainable Tourism has succeeded in bringing responsibility

for people, places, and planet to the centre of the global travel

agenda. Now, as the movement evolves, it also faces the

risk of blindspots of its own - moments where progress may

slow, assumptions may harden, and new possibilities may be

overlooked. This opening provocation unpacks the Summit

theme, asking what must evolve if tourism is to stay relevant,

imaginative and purposeful in a rapidly changing world.

11:00 - 11:15

Is Sustainable Tourism Dead? Blindspots and Limitations

Tina O’Dwyer, CEO, The Tourism Space

11:15 - 11:45

Other Worlds Are Possible: Reimagining Tourism’s Purpose

Jeremy Smith, Climate Action Expert

11:45 - 12:30

When Place Speaks Back: Communities Writing the Story

Kgomotso Ramothea (she/her), CEO, Memberships, ATTA (African Travel &

Tourism Association)

Aayusha Prasain (She/Her), CEO, Community Homestay Network, Nepal

Latia Duncombe (She/Her), Director General, The Bahamas Ministry of

Tourism, Investment and Avitation

Dr. Azam Bahrami (Barogh) (She/Her), Founder, Researcher, Trainer, The

Middle East Ecotourism Network (MEEN)

12:30 - 12:45

Beyond the Badge: What Research Reveals About Certification

and Communication

Xavier Font (He/Him), Professor, University of Surrey

12:45 - 13:30

Beyond Compliance: Certification and Standards as Catalysts or

Constraints?

Nikolina Brnjac (She/Her), Member of the European Parliament,

Croatia

Claudia Bustinza (She/Her), GDS-Index Lead, Global Destination

Sustainability Movement (GDSM)

Xavier Font (He/Him), Professor, University of Surrey

Dr. Mihee Kang, Chief Assurance Officer, Global Sustainable Tourism Council

(GSTC)

Jeremy Sampson (He/Him), Chief Executive Officer, The Travel Foundation

22



13:30 - 13:45

The Future of Sustainable Travel: Data, Insight, Action

Julie Cheetham (She/Her), Chief Operations Officer, Travalyst

13:45 - 14:15

The Human Layer: Inclusion, Behaviour, and the Traveller’s

Choices

Maria Drueco (She/Her), Founder, BelongInclusivity & Marianatha Tours

Gergana Nikolova (She/Her), CEO, BehaviorSMART

Richard Lindberg (He/Him), Founder and CEO, One Planet Journey

14:15 - 14:30

Long Live Sustainable Tourism: Five Bold Moves for the Future

Tina O’Dwyer, CEO, The Tourism Space

Purple Theatre

11:15-11:30 TRAVEL TRENDS

WTM Official Welcome

Join World Travel Market’s new Event Director Chris Carter-

Chapman as he sets the scene for the week ahead.

Chris Carter-Chapman, Event Director, World Travel Market London

Yellow Theatre

11:30 - 12:00 TRAVEL TRENDS

WTM Global Travel Report 2025

Step into the future of travel with WTM Global Travel Report 2025.

Discover the behaviours, disruptors and cultural shifts that will

shape 2026 and discover how to use your TravelPower to shape

2026 and beyond.

David Goodger, Managing Director, EMEA, Tourism Economics (an Oxford

Economics Brand)

Yellow Theatre


2026 Trends Impact:

What Does the Data Mean?

Building upon the presentation of findings from the WTM Global

Travel Report, this senior panel will comment on how the trends

will impact them and their decision making. A vital discussion for

all segments of travel.

David Goodger, Managing Director, EMEA, Tourism Economics (an Oxford

Economics Brand)

Jean-Yves Minet, Global Brand President - Midscale & Economy, Accor

Steven Greenaway, CEO, Flyadeal

Yellow Theatre


From Snowfields to Screens:

How Sports, Stories and AI

Are Powering the Next Wave of

Chinese Outbound Travel

From skiing in Switzerland and Austria to strolling through

British spots made famous by Harry Potter and Sherlock Holmes,

Chinese outbound travel is increasingly driven by powerful

cultural narratives and lifestyle trends.

Mingjie Wang, Chief Correspondent, Travel Trends Podcast

Patricia Yates, Chief Executive, VisitBritain/VisitEngland

Alhasan Aldabbagh, President of APAC Markets, Saudi Tourism Authority

Boon Sian Chai, MD & VP International Markets, Trip.com Group

Sébastien Lion (He/Him), Travel tech & AI in China expert and associate

Lecturer, Sorbonne University, Lion Conseil

Yellow Theatre


The Importance of Play in

Shaping Destinations in the

Future

In partnership with Qiddiya

As the world’s first city built for Play, Qiddiya City is an ambitious,

world-class destination.

The city seamlessly integrates its Power of Play philosophy

into every aspect of its development, offering immersive

experiences across entertainment, sports, and culture. In this

session, Ross McAuley, MD Advisor and Director General, Play

Qiddiya City DMMO, will drive the conversation with experts in

the play economy, exploring how destinations that prioritise

playful experiences can stand out, inspire delight and deliver

commercial success. The session will feature exclusive new

23

Correct at the time of going to print



insights from the Destinations International PlayNext research,

presented by Cassandra McAuley, MMGY NextFactor.

Ross McAuley (He/Him), Director General, Play Qiddiya City, DMMO

Cassandra McAuley (She/Her), Managing Director, MMGY NextFactor

John S. Schreiber (he/him), CEM, Vice President of Business Sales, Las Vegas

Convention and Visitors Authority

Yellow Theatre

14:45 - 15:15 DEAI

Faith, Food and Footprints

Halal travel is far more than a niche market – it’s a dynamic

movement reshaping how the world experiences tourism. Yet

myths, misconceptions, and outdated stereotypes still obscure its

true potential. This session debunks stereotypes and gets behind

the Halal Travel revolution.

Hafsa Gaher (She/Her), CEO, Halal Travel Network

Arif Abbas Manjin, CEO, Zanzibar Commission for Tourism

Orange Theatre

15:00 - 15:40 TECHNOLOGY

Money Talks: Funding and M&A in

Travel, Tourism and Hospitality

Gather insight into startup funding trends, investor strategies,

and the next wave of M&A shaping the global ecosystem. From

valuations, to identifying the right targets, discover how investors

are navigating risk and backing the future of travel.

Virendra Jain (He/Him), Co-founder & CEO, VIDEC Consultants Private Limited

Morgann Lesné, Partner, Cambon Partners

Peter Krueger, Member of the Executive Board - Chief Strategy Officer & Chief

Executive Officer Holiday Experiences, TUI Group

Susie Stanford, Non-Executive Director (NED) Mapp

Purple Theatre


Soft Power Advantage:

Leveraging the UK’s Global

Influence

This C-suite panel is brought to you by the Department for

Culture, Media & Sport

Ewan Venters, Former Chief Executive of Fortnum & Mason & Non-executive

Director, Paul Smith Ltd.

Will Butler-Adams, CEO, Brompton Bikes

Yellow Theatre

15:30 - 17:00 DEAI

Women in Travel CIC Meetup

Join “Diversity Trailblazer” award winner Alessandra Alonso, as

she explores accessibility, allyship and delivers peer-to-peer

mentoring to finish the day of content.

Alessandra LoTufo Alonso (She/Her), MD & Founder, Women in Travel cic

Maria Drueco (She/Her), Founder, BelongInclusivity & Marianatha Tours

Hafsa Gaher (She/Her), CEO, Halal Travel Network

Sassy Wyatt, Travel & Accessibility Consultant, Blind Girl Adventures

Orange Theatre


Meet the Founders: Inside the

Journey of Building, Funding &

Scaling Travel Innovation

Designed specifically for start-ups and early-stage entrepreneurs,

Meet the Founders is your chance to get unfiltered advice,

crowdsource solutions to common hurdles, and gain insider

insights from those who’ve been there, done that, and (mostly)

survived it.

Bruce Poon Tip (He/Him), Founder, G-Adventures

Vanessa Karel (She/Her), Founder, Greether

Purple Theatre


What Makes an Experience

Exceptional?

The Experience Playbook: from gastronomy to wellness and

community, how can experiences be curated successfully and

authentically?

Tim Parker (He/Him), Brand Strategy Director, Conran Design Group

Emma Campbell, Sector Marketing Director at Department of Culture and

Tourism Abu Dhabi

Hatim Alharbi, Chief of Tourism Sector, Aseer Development Authority

Yellow Theatre

16:45 - 17:15 MARKETING

Clicks, Conversions and the

Transformation of Search

The days of relying on a single “big ad” to inspire travellers are over

- the travel industry needs to look beyond traditional advertising.

Riccardo Russo (He/Him), Director Travel Strategy and Growth Acceleration,

Criteo

Justin Reid, Senior Director of Media, Destinations, Hotels & Growth - EMEA &

APAC, Tripadvisor

Yellow Theatre


24


DAY 2 / WEDNESDAY, 5 TH NOVEMBER

10:30 - 11:15 MARKETING

Comedy Sells: How Humour

is Selling Travel

What makes travellers laugh, might also make them book! This

session, presented by BBC Studios focuses on how comedy

is infiltrating cross-media storytelling to help brands and

destinations capture attention and engage audiences like never

before.

Nick Kwek (He/Him), Presenter, BBC

Maisie Adam, Comedian

Naomi Taylor, Managing Editor, BBC StoryWorks

Ursula Horne, Head of Insights, BBC Studios

Martin Clarke (He/Him), Senior Tourism Marketing Manager, West Midlands

Growth Company

Yellow Theatre


Technology Summit:

The Technology Case for Empathy

in Travel

Travel tech legend Timothy O’Neil-Dunne returns to lead WTM’s

annual Technology Summit, this year challenging the industry

to rethink the role of empathy in travel tech - where innovation

meets human connection in an age of disruption.

10:50 - 11:05

Travel in The Time of Uncertainty

Dave Goodger, Managing Director EMEA, Tourism Economics

11:05 - 11:10

Airlines in 5 mins, Sobering Truths

Filip Filipov, COO, OAG

11:15 - 11:35

Investing: the new reality

Timothy O’Neil-Dunne, Principal, T2Impact Ltd

Andreas Nau (He/Him), Partner, Ennea Capital Partners

Min Liu (She/Her), Managing Director, Cambon Partners

11:35 - 11:55

Money Makes the world go round - FASTER

Will Plummer (He/Him), CEO, Trust My Group

James Lemon (He/Him), Global Head of Travel, Hospitality & High Growth

Industries, Stripe

Livia Vite, CEO, actuary.aero

Qais Amori, Chief Digital & Technology Officer, Almosafer (Part of Seera Group)

11:55 - 12:15

Airlines are doing OK

Amanda Campbell (She/Her), Head of Research, T2RL

Nadine Dawood Morgan (She/Her), Former Head of Distribution and

Payments at Qantas, Independent

Melissa Skluzacek, Director - Trading & Revenue Management, easyJet

12:15 - 12:30

Inspiration vs Trip Planning

Sally Bunnel, CEO & Founder, NaviSavi INC

12:30 - 12:50

Seller, Intermediary - What Are you?

James Lever (He/Him), Principal Director, CTO Advisory, DataArt

Kate Taphouse, Saga Holidays

Sacha St.Germain (She/Her), Director Technical Development, GoWay

Gulce Rozenveld (She/Her), CEO, Oojo.com

12:50 - 13:00

AR and VR

Roman Townsend, Managing Director, Belvera Partners

13:00 - 13:10

Travel and the Law - Plus Ca Change

Rhys Griffiths, Partner, Fox Williams LLP

Farina Azam (She/Her), Partner, Fox Williams LLP

13:10 - 13:30

Your clients, Your Responsibility


Thomas Dillon, Founder & CEO, A3M

James Spalding, Regional Flights Director, Trip.com Group

13:30 - 13:45

Artificial Intelligence is Travel’s Enemy


Stephen Joyce (He/Him), Global Strategy Lead - Travel, Tours, & OTAs, Protect Group

Christian Watts (He/Him), CEO, Magpie Travel

Catherine Warrilow (She/Her), Founder, theplotthickens

Purple Theatre

10:45 - 13:45 DEAI

DEAI Summit:

Reclaiming Inclusion

When it comes to truly inclusive tourism, the stakes have never

been higher. Travellers are more diverse than ever, yet many still

feel vulnerable (and today’s shifting political climate, more than

ever before). At the same time, the industry finds itself navigating

competing pressures – partisan and commercial, shifting societal

expectations, and the ongoing call to uphold the principles of

diversity, equity, accessibility, and inclusion (DEAI) – or put more

simply, the pursuit of community and humanity.

10:50 - 11:10

A World Through Many Lenses

11:10 - 11:40

Everyone’s Welcome, or Are They?

Amy Skelding (she/her), Managing Partner, FINN Partners

Edgar Weggelaar (he/him), CEO, Queer Destinations

Joanna Reeve (she/her), General Manager UK and Ireland, Intrepid Travel

Richard Thompson (he/him), CEO, Inclu Group

11:45 - 12:05

More Than a Hashtag

Mathura Premaruban (She/Her), Director of PR and partnerships, The Set

Joyce Oladeinde (She/Her), Co-Founder, Crescendo Digital

12:05 - 12:25

Not Just One Story

Aalap Shah (He/They), International Business Consultant, ELTA

25




12:25 - 12:50

The Inclusive Advantage: The Business Case for Inclusion

Debbie Flynn, Advisory Board Chair, Club Avandra

Charlotte Slater (She/Her), Director of Strategy & Growth, Trove Tourism

Development Advisors

Sadia Ramzan (she/her), Founder & Director, Muslim Women Travel Group

Sita Sahu (she/her), Founder & CEO, Future&

12:55 - 13:25

Destinations with Heart

Uwern Jong (He/Him), Experientialist®-in-Chief, OutThere

Chiravadee Khunsub (she/her), Deputy Governor, International Marketing –

Europe, the Americas, Middle East and Africa

Hanna Katrín Friðriksson (she/her), Minister of Industries (Tourism, Fisheries

and Agriculture), Icelandic Government

Tolene van der Merwe (she/her), Director UK & Ireland, Malta Tourism

Authority

13:25 - 13:45

From Compliance to Compassion:

Redefining and Elevating Accessibility in Tourism

Emma Partlow (She/Her), Director of Engagement, Transreport

Diego Aragón Lozano (He/Him), Contract Manager and Product Executive,

TUR4 all Travel

Tim Williamson, Joint Managing Director, Responsible Travel

Sassy Wyatt, Travel & Accessibility Consultant, Blind Girl Adventures

Orange Theatre


Food for Thought: How Gen Alpha

are Already Redefining Travel

Join food futurist Tony Hunter as he explores how food,

technology, and travel converge and how Gen Alpha is reshaping

gastronomy tourism.

Tony Hunter, Food Futurist, Future of Food Consulting

Yellow Theatre


WHY WE TRAVEL?

Understand Hidden Motivations

& Preferences of Travellers

Award-winning travel journalist and filmmaker Ash Bhardwaj will

unpack the key question: why do we travel?

Ash Bhardwaj (He/Him), Author and Travel Expert

Yellow Theatre


Alternative Accommodations:

Fad or Future?

The future of hospitality is not being shaped in boardrooms, but

by the travellers themselves, and hoteliers can’t afford to ignore it.

Yellow Theatre

14:00-17:00

2025 The Media & Influencer Forum

In partnership with: Codnity Creative & Bryant Media Group

The Media & Influencer Forum has become a firm favourite at

WTM London, bringing together trade, PRs journalists, editors,

influencers, and communications leaders for an inspiring and

practical session that explores the ever-evolving world of media,

content, and travel storytelling in travel. 3 hours of fresh ideas,

actionable insights, and tools to evolve your media, content, and

communication strategy for the year ahead.

14:00 - 14:45

The Business of Content:

Harnessing The $250B+ Travel Creator Economy in 2026

14:55 - 15:40

Repurpose or Be Replaced: The New Rule of Modern Media

& Marketing

15:50 - 16:35

Wellness & Transformational Hospitality: The Art and Legacy

of Rejuvenation

16:40 - 17:00 Open Q&A

Frederic Aouad (He/Him), Chief Commercial Officer, Stay22

Natalya Wissink (She/Her), Founder and CEO, Secret Experiences

Colin Carter, Director, Weather2Travel.com

Matthew Gardiner, Director, Travel Massive London

Kateryna Topol (She/Her), Design Director & Researcher, Travel Writer &

Photographer, Freelance

Frank Marr, Director, Codnity Creative

Benjamin Bryant, Founder & Executive Creator, Bryant Media Group

Media Center

14:15 - 15:00 MARKETING

Exploring Culture, History and

Heritage in Travel: Bettany Hughes

in Conversation with Wanderlust

A thought-provoking dialogue between renowned historian and

broadcaster Bettany Hughes and George Kipouros, Editor-in-Chief

of Wanderlust, on how culture, history, and heritage shape the

way we travel.

George Kipouros, Editor in Chief, Wanderlust

Bettany Hughes, Historian and Broadcaster

Yellow Theatre


Words, Warnings & Worldviews:

Storytelling in a Polarised, Crisis-

Prone World

Analyse the economic value of embracing DEI, and hear from the

travel and tourism brands that will continue their support, not

just as a tick box, but because it makes sense from a moral AND

economic standpoint.


26



Debbie Hindle (She/Her), Chair, International Centre for Responsible Tourism Global

Tolene van der Merwe (she/her), Director UK & Ireland, Malta Tourism Authority

Professor Dimitrios Buhalis, Director of the eTourism Research Lab,

Bournemouth University Business School

Orange Theatre


Sustainable Shift: Transforming

Tourism Through a Circular

Economy

This session explores how tourism can embrace a circular

economy mindset, rethinking resource use, reducing waste, and

integrating low-carbon mobility - while recognizing the unique

challenges and opportunities in emerging markets.

Thais Lima, Research & Sustainability Manager, Trove Tourism Development

Srijana Nepali, Senior Officer, Nepal Tourism Board

Purple Theatre


The New Travel Powerhouses:

How Global Geopolitical Shifts

are Redrawing Tourism Flows and

Demand

Global geopolitical shifts are redrawing tourism flows and

demand, rewriting the global travel landscape.

Tess Longfield, Sustainability Advisor

Ibrahim Osta, Senior Economic Growth Director & Global Tourism Lead,

Chemonics International

Javier Cabrerizo, Chief Strategy & Transformation Officer, HBX Group

Christian Delom, Secretary General, A WORLD FOR TRAVEL

Nikolaos Gkolfinopoulos, Head of Travel, ICF

Shabib Al Maamari, Managing Director, Visit Oman

Mariano Dima, Chairman, Civitatis

Orange Theatre


Sustainability & Lifestyle:

The Shifting All-Inclusive Mindset

Luxury is no longer reserved for the elite - today’s travellers, across

any budget, are chasing premium moments, from once-in-alifetime

splurges to small indulgences that add meaning, comfort,

and value to their journeys.

Stephen Dutton, Global Insight Manager, EuromonitorNicole Tilzer, Vice

President, All-Inclusive & Resort Strategy, Hilton

Panos Almyrantis (He/Him), Chief Growth and Commercial Officer at Ella

Resorts and President of the European Hotel Managers Association (EHMA),

Ella Resorts

Rosa Harris, Director of the Cayman Islands Department of Tourism

Barbara Buczek, Chief Destination Experiences Officer, Cruise Saudi

Nicole Tilzer, Vice President, All-Inclusive & Resort Strategy, Hilton

Yellow Theatre


Technology- Saviour or Short-Term

Solution for Sustainable Travel?

Green tech promises progress, but is it solving the problem - or

just shifting the burden? In this old-fashioned debate, climate

experts, tech innovators, and other travel execs will go head-tohead

on whether AI and carbon tech are actually moving the

needle-or just fuelling the illusion of progress.

Sofya Muhrer-Muromets (She/Her), Sustainability Manager, Evaneos

Tim Hentschel, CEO and Co-Founder, HotelPlanner.com

Jan Doležal, CEO, SmartGuide

Purple Theatre


Cool Tripping, Slow Tourism and

the Sophisticated Traveller

Sustainable tourism is no longer just about managing crowds

or offsetting carbon - it’s about intention and impact. Today’s

travellers are demanding more meaning: journeys that reflect

their values, align with their interests and deliver authentic,

responsible experiences. Can the industry deliver sustainability

that aligns with personal values?

Pippa Jacks, Content & Audience Director, TTG

Iain Powell, Chief Commercial Officer, Hurtigruten

Tricia Schers, Director, Partnerships & Development, Planeterra

Purple Theatre

16:15 - 17:00 MARKETING

Points or Presence: The Loyalty Rebuild

For years, points, tiers, and rewards programmes anchored

retention —but today’s traveller is more experience-driven than

ever. So, what really drives loyalty in 2025?

Katrina Lane, SVP Traveller Engagement and Loyalty, Expedia

Nadejda Popova, Global Head of Loyalty, Euromonitor

Yellow Theatre

16:15 - 17:00 DEAI

Overcoming Adversity in Travel Tech

This quickfire Q&A explores the challenges, opportunities, and

future of women in the travel technology sector. Hear from

leading female voices driving innovation and change in this

highly competitive industry.

Alka Carter-Manning (She/Her), Chief Commercial Officer, Vox Group

Maria von Foerster (she/her), CEO, RightRez

Orange Theatre

27



DAY 3 / THURSDAY, 6 TH NOVEMBER


Rethinking Overtourism:

<Is it the Tourist, or Tourism?

From Barcelona to Bali, iconic destinations are straining under

outdated tourism models. Who is responsible for overtourism and

what solutions can create balance?

Aleix Rodríguez Brunsoms, Director - Strategy, Skift

Tolene van der Merwe (She/Her) Director: UK & Ireland,

Malta Tourism Authority

Purple Theatre

10:30 - 14:45 MARKETING

Marketing Summit:

Travel Marketing’s Evolution

Join hosts Matthew Gardiner and Tina Charisma as they kick

off the WTM Marketing Summit 2025. Expect a day of inspiring

insights, innovation, and industry-shaping conversations. From

future-focused strategies to conversations about marketing

effectiveness and resilience, this summit sets the stage for

marketers, brands, and visionaries to connect, collaborate, and

explore what’s next for global travel marketing.

10:30 - 10:40

Welcome to the Marketing Summit

10:45 - 11:15

Will Marketing with Purpose Survive? Balancing Community

Impact and Commercial Growth

Tina Charisma, Advisor, Global Culture Consultant

Mirjam Peternek McCartney, Founder and CEO, Lemongrass

Shashank Nigam (He/Him), Founder & CEO, Simplyflying

Ariella Kageruka (She/Her), Head of Tourism and Conservation, Visit Rwanda

Sigurður Þorsteinsson (He/Him), Chief Brand Officer, Blue Lagoon Iceland

11:15 - 11:35

Beyond Escape - Marketing Wellness to Travelers Seeking

Meaning and Balance


Vivienne Tang, Founder & CEO, Destination Deluxe

Amy Hulley, Founder, Voyage Content

Joelle Edwards-Tonks, Chief Sales & Marketing Officer, Sunlife

11:40 - 12:10

Live Tourism, Shaping Events into Destination Magnets


Kershing Goh (She/ Her), Executive Director Europe, Singapore Tourist Board

Kate Irwin, Managing Director EMEA, Skift

12:10 - 12:40

Home & Away - Mastering the Domestic vs. International

Marketing Mix


Ruth Storey (She/Her), VP Marketing UK, Merlin Entertainments Ltd.

Katie Briscoe, CEO, MMGY Global

12:45 - 13:05

Flying Through Transitions: Marketing a Path to Consumer

Confidence


Lisa Delaney, Regional Head of Marketing & Lifestyle - Europe, Cathay Pacific

imagine

Khaled Tash, Group Chief Marketing Officer, Saudia

13:05 - 13:40

Authenticity in Action - Building Travel Brands That Truly Connect


Dunk Barnes (He/Him), Filmmaking Producer, Chiado Ltd

Chris Joondeph (He/Him), Travel Storyteller, Authentic Traveling

Bryan Kinkade, VP Publisher, Afar

Angelique Miller, VP, E Studio, Expedia Group Advertising, Expedia Group

13:40 - 14:15

AI Trends that will Shape Travel Marketing in 2026


Dan Christian (He/Him), Founder & Host, Travel Trends Podcast

14:20 - 14:45

The Great Marketing Debate: AI, Brand, or Performance -

Where Should Your Next Marketing Dollar Go?


Alex Hunter (He/Him), Managing Partner, Attaché/WindowSeat

Dan Christian, Founder & Host, Travel Trends Podcast

Brennen Bliss (He/Him), CEO & Founder, Propellic

Yellow Theatre


28

DAY 3 / THURSDAY, 6 TH NOVEMBER


10:45 - 12:00 DEAI

ITT Future You

This is the leading student careers event, bridges the gap

between education and industry — providing inspiration and

guidance for successful careers. It’s the perfect place for careerfocused

students to meet industry professionals, discover exciting

opportunities, and gain real-world advice on how to stand out.

With inspiring speakers from across the travel and tourism sector,

this is one event you won’t want to miss!

Claire Steiner (She/Her), Founder / UK Director , ITT Future You / GTTP

Danny Waine, Founder, Travel Nomads

Boris Bijlstra, Co-Founder, Hubby eSIM

Orange Theatre


Policies & Perceptions: How

regulations, climate concerns and

changing passenger expectations

are redefining cruise & aviation

Who should pay for decarbonising travel? Explore the business,

consumer, and government perspectives as experts debate the

future of fair, sustainable, and affordable skies.

Tess Longfield (She/Her), Sustainability Advisor

Munnmunn Marwah, COO & Director, MMGY Think Strawberries

Nico Nicholas, CEO, Zeero Group

Jane Thompson, Director, Aviation, Travel and Tourism, ICF

Purple Theatre

12:00 - 12:30 DEAI

Student Networking

Orange Theatre


Rethinking Engagement with

the Travel Consumer:

Building Data-Driven, Adaptive

Strategies in a Digital Age

In a world where being in lockstep with your customers equates

to winning, how can the travel industry leverage data, digital

transformation, and insights to deliver personalised, meaningful

experiences and drive sustainable growth?

Ani Attamian, Founder, LEMA COLLECTIVE LIMITED

Purple Theatre

Events in the programme are

subject to change.

Please scan the QR code for the

full up-to-date programme


Agentic AI: Can Tech Be Inclusive

and Intelligent?

The conversation around AI in travel is moving fast - from basic

automation to Generative Ai, and now Agentic! Systems don’t

just respond but proactively act, learn, and adapt. As this next

generation of technology emerges, the stakes are higher: can

it deliver intelligent personalisation while also being inclusive,

ethical, and equitable?

Arturo Moreno, CTO, Civitatis

Purple Theatre


Disrupting the Travel Tech

Ecosystem: Is it the Death of GDS?

Seamless travel isn’t magic—it’s strategy. But in a rapidly evolving

ecosystem, are traditional global distribution systems becoming

obsolete, or do they remain the cornerstone of travel commerce?

Monish Luthra, President & CEO, Odysseus Solutions

Kathy Morgan, Senior Vice President, Product Management, Sabre

Daniel Reeves (He/Him), Chief Commercial Officer, Roomangel Foundation

Purple Theatre


An Audience with Richard E. Grant:

Storytelling Beyond

the Screen

Explore the world through the

eyes storyteller and national

treasure,

Richard E Grant in this exclusive

interview.

Richard E Grant, Renowned Actor,

Writer and Traveller

Yellow Theatre


WTM Closing Comments

Stay tuned for more news on what to expect at WTM 2026,

as Event Director Chris Carter-Chapman closes the show with

exciting new updates.

Chris Carter-Chapman, Event Director, World Travel Market London

Yellow Theatre

29



MASTERCLASS

PROGRAMME

Travel leaders don’t always need another panel or keynote - they need space to think, challenge and build,

alongside peers - that’s why WTM Masterclasses exist! In just two hours, each Workshop or Think Tank will

provide a focused environment to explore the industry’s most pressing challenges and debate solutions with

peers who understand your perspective. Held in the ICC Maritime Suites, Level 3, the Masterclass Agenda is as

follows:

TUESDAY, 4 TH NOVEMBER

10:00 - 12:00 DEAI

The Inclusion Illusion:

The Real Barriers to Inclusive

Change in Travel

Challenging travel professionals to go beyond good intentions

and take meaningful action on inclusion, this masterclass will

unpack common barriers, demystify what inclusive travel really

means, and outline how it connects directly to customer trust,

business growth, and future resilience.

Atlyn Forde, Founder, Inclusive Travel Forum

Albert 1

14:00 - 16:00 MARKETING

The Editors’ Roundtable: Travel

Media & the Future of Tourism

This exclusive roundtable brings together leading figures from

The New York Times, The Wall Street Journal, The Sunday Times,

Bloomberg, Adventure.com, and the BBC for a rare, behind-thescenes

conversation about the future of travel media.

Paige McClanahan, author and travel writer

Rajan Datar, Host, Journalist, The Travel Show, BBC

Amy Virshup, Travel Editor, New York Times

Meera Dattani, Travel Editor, Adventure.com

Nikki Ekstein, Global travel czar, Bloomberg LP

Claire Irvin, Head of Travel, The Times and The Sunday Times

Sebastian Modak, Travel Editor, Wallstreet Journal

Albert 3


An Audience with Anna Pollock:

Regeneration – from Principles to

Practice

Join sustainability visionaries for a rare, hands-on session

designed to spark bold thinking and meaningful collaboration.

This intimate workshop isn’t about frameworks or top-down

strategies, it’s about rolling up our sleeves, asking better

questions and exploring what’s possible when we challenge the

status quo together.

Anna Pollock, Founder, Conscious.Travel

Holly Tuppen, Journalist, Author, and Consultant

Albert 1

WEDNESDAY, 5 TH NOVEMBER

10:00 - 12:00 MARKETING

China Ready Masterclass

This Power Briefing is tailored for executive decision-makers,

offering data-driven insights, strategic guidance, and exclusive

content, with participants leaving with official online certificate.

China Ready® by CBISN is ranked No. 1 globally in Chinese

tourism preparation program.

Marcus Lee, (He/Him), CEO, China Travel Online

Albert 3


30



Cutting Through the Noise with

GSTC: Your Step-by-Step to

Credible Sustainability Success

Real-world use cases will assist participants in gaining practical

insights on GSTC-aligned standards that elevate operational

sustainability and resilience. The hands-on workshop will also

demystify ISO-aligned assurance frameworks, and provide a clear

roadmap to align their operations with global sustainability best

practices.

Michelle Janke, Strategy Advisor and Global Executive, Global Sustainable

Tourism Council

Dr. Mihee Kang, Chief Assurance Officer, Global Sustainable Tourism Council


Creative Tourism:

A Swiss Army Knife for Niche

Travel Trends and Inclusive

Destination Development

This intensive Masterclass workshop moves beyond theory

to hands-on exploration, enabling participants to co-design

creative tourism models that transform passive visitors into

active co-creators, building resilient and inclusive ecosystems for

destinations of all sizes.

Caroline Couret, CEO, Creative Tourism Network

Albert 1

Albert 1

10:00 - 12:00

Sales Success in the Hospitality

Industry: Strategies to Fast-Track

Business Growth

Hospitality sales is about people, energy, and real

conversations—not dashboards. This high-energy session

will reframe how teams recruit, focus, and perform. You’ll

leave with clarity on what to prioritize to grow faster—

without burning out your people or your brand.

Henry Walton, Co-Founder, Outsell Sales

THURSDAY, 6 TH NOVEMBER

10:00 - 12:00 LEADERSHIP

People Are the New Destination

Strategy

Designed for visionaries in travel and hospitality, this masterclass

reveals how putting people at the centre of your strategy drives

growth, loyalty, and lasting brand success. Built by FUTURE&, it

transforms destination strategy into a powerful people strategy

for the future of travel.

Sita Sahu, Founder & CEO, FUTURE&

Albert 1


Technology Think Tank - Where is

Industry Trust, AI or Humans?

Pre-booking is mandatory and can be done

by managing your WTM Booking online.

Expect keynote provocations, panel debate and audience

participation. Trust is the currency of the travel industry, as

AI accelerates its role with customer engagement, itinerary

planning and even crisis management, enter the room

questioning: who do travellers trust more-the algorithms or the

people behind them?

Andy Washington, General Manager, Trip.com Group

Xavi Godoy, Global Director for CX and Automation, HBX Group

Beth Freedman, Managing Director, UK – MMGY

Helgi Eysteinsson, CEO, Iceland Travel

Quim Martinez, VP Tourism Segment, Global Lead, Mastercard

David Bradford, Managing Director, Europe, Bloomberg Media

Albert 3

31


LEADER INSIGHTS

WTM Ministers’ Summit 2025:

Redefining tourism investment models

Tourism leaders gathering at WTM 2025

will explore how to design smarter,

more inclusive investment models that

support sustainable growth, unlock

innovation, and deliver long-term value

for communities worldwide.

The tourism sector is entering a new era,

where investment is no longer just about

growth, but about purpose. As global

tourism evolves into a cornerstone of

economic development, countries are

rethinking how to attract and deploy

investment. Traditional fiscal incentives

such as tax breaks or tariff reductions have

long been effective in drawing early-stage

capital, but are no longer enough to ensure

resilience and diversification.

SPEAKER INTERVIEW

The

powerhouses

reshaping

global travel

From diaspora travel to digital nomads,

ICF’s Nikolaos Gkolfinopoulos explains

how emerging traveller segments are

redefining tourism growth and reshaping

destinations worldwide.

Which markets do you see as the most

promising new “powerhouses”?

India and China are top of mind for most

tourism professionals. Yet, diasporas,

digital nomads, and the spiritual-uplifting

traveller deserve more attention. Diaspora

communities abroad are reshaping

tourism through migration-led mobilities

and organic promotion. Digital nomads

challenge labour norms and push

destinations to rethink visa laws and

infrastructure. The spiritual-uplifting market

is driving a shift in tourism offerings, fuelled

by a global desire to live better, reconnect

with purpose, and engage with collective

knowledge.

This year’s Ministers’ Summit will examine

how next-generation investment models

can combine fiscal and non-fiscal tools,

including blended finance and impactbased

incentives, to stimulate sustainable

growth and strengthen competitiveness.

The dialogue will also explore how good

governance, digital innovation, and youth

participation can help shape more inclusive,

future-ready tourism economies.

By highlighting successful national

strategies and cross-sector partnerships,

the Summit aims to provide governments

and investors alike with practical strategies

to channel capital into projects that

deliver measurable economic, social, and

environmental value, ensuring tourism

remains a catalyst for jobs, innovation, and

community well-being.

Are there misconceptions about these

markets that the travel industry needs to

challenge?

Diasporas are more than just the Visiting

Friends and Relatives segment. They are

powerful ambassadors. Digital nomads

need more than fast internet and coworking

spaces. Destinations must facilitate

travel and in-country dispersion, while

crafting narratives around community

engagement. The spiritual-uplifting market

seeks transformative experiences, not

ready-made packages. Destinations must

rethink their positioning and innovate to

meet these deeper needs.

Ministers’ Summit at

World Travel Market

in association with UN

Tourism and WTTC

Session on Tuesday, 4 th November

10:30 - 12:30

George V (Room 1),

ICC Maritime Suite, Level 3

Looking ahead to your session, where should

industry leaders focus their resources to stay

ahead of geopolitical and demand shifts?

The current geopolitical landscape is

heavily fragmented and unstable. One

thing is absolutely certain: working in

silos will render us unable to tackle global

challenges. The most critical issue that

tourism leaders should address is how

the sector and destinations will adapt to

climate developments by 2050.

The New Travel

Powerhouses: How

Global Geopolitical

Shifts are Redrawing

Tourism Flows and

Demand

Session on Wednesday, 5 th November

15:00 - 16:00

Orange Theatre

32

SPEAKER INTERVIEW

Tim Hentschel / Chairman & Co-CEO of HotelPlanner

Conversational commerce drives

HotelPlanner’s global expansion

Ahead of his debate-format session on Wednesday, Tim Hentschel, CEO and Co-founder of

HotelPlanner, shares insights into the company’s rapid growth and the role of AI in shaping its future.

What trends are you seeing in travel

behaviour that have most influenced

HotelPlanner’s strategy?

Our hotel booking platform has experienced

351% growth in revenue over the last 3 years.

To be honest such growth means we may

have missed a few trends but the one that is

clear to me is that conversational commerce

has fuelled our growth.

Since 2020, we’ve evolved to put

conversational commerce on the same level

of priority and the results have been pretty

amazing. From a call centre of 30, we now

have 5000 active agents.

Besides the conversational commerce, hotel

rates are rising faster in Europe than the USA,

though they are rising at a slower rate than in

previous years. Demand is growing but more

in the US than Europe. The demand for nonhotel

accommodation sold on our platform

has grown by 33% in the last year.

What inspired the creation of HotelPlanner.

ai and how does it fit into the broader

HotelPlanner ecosystem?

The creation of Hotelpanner.ai, our AI

powered voice reservation engine, came

from the resources our gig economy call

centre gave us. We had trouble balancing

the demand for calls with the supply of

reservation agents. Luckily our call centre

had recorded over 8,000,000 reservation calls

and this was an incredible resource and the

basis of the educational material that went

into creating our world first AI powered

reservation agent.

We launched the agent in October last year.

It currently it takes thousands of calls every

day. Our customers have a great experience

talking to our AI agents and often do not

know they are talking to a machine.

We are not trying to replace our human

agents. Our AI agent is great; it speaks

multiple languages and means we can

always answer a call. Essentially a human

agent is better at assessing how much a

customer wants to know about the hotel

as opposed to how quickly the customer

wants to buy. Our AI agent is superb at

providing information around the booking

such as things to do, local information and

inspiration and dealing with customer

service calls.

Given the growing focus on responsible

AI, how do you balance technological

ambition with ethical and environmental

responsibility?

The environmental impact of artificial

intelligence is huge, especially if you include

the electricity consumption for training

and using deep learning models, and the

related carbon footprint and water usage.

As AI advances I am sure it will become

greener and will indeed be vital for managing

energy usage efficiently. As to our business,

our AI agent supports over 5000 human

agents working from home not using energy

to commute, not using power to heat and

cool 5000 office spaces. From an ethical

point of view I want to ensure the people I

employ have a job for the future.

AI - Saviour or Short-

Term Solution for

Sustainable Travel?


15:30 - 16:00

Purple Theatre

33

SPEAKER INTERVIEW

Edgar Weggelaar / CEO of Queer Destinations

How travel can embrace true inclusion

Edgar Weggelaar, CEO of Queer Destinations, shares his perspectives ahead of his talk on Diversity,

Equity, Accessibility and Inclusion (DEAI)

How can businesses tap into the LGBTQ+

market authentically without falling into

tokenism or pinkwashing?

Authenticity starts with intent and

integrating inclusion into the core of the

organisation, not just a one-off marketing

campaign. Hire LGBTQ+ people in decisionmaking

roles, consult with community

organisations and associations from the

very beginning of a project, and translate

that knowledge into real changes in

products, policies, and services (safe booking

processes, non-discriminatory policies, staff

training, etc.). It’s pointless to market your

company as LGBTQ+ friendly if internally

you aren’t providing training and creating

protocols to prevent discrimination and

drive real change. You can also try to use

authentic stories in your communications

and ensure diverse representation, moving

away from stereotypes. Be transparent

about partnerships and funding, and

measure impact over time: if your support

disappears after Pride, people will perceive it

as pinkwashing.

What role do certifications and recognitions

play in moving the industry forward?

Certifications build trust and standardise

what “safe” or “inclusive” means for

consumers and buyers. Our distinction,

‘Queer Destinations Committed,’ ensures

that 100% of a company’s or organisation’s

value chain has been prepared to prevent

and appropriately respond to discrimination.

There is a real focus on providing the best

possible treatment for travellers. When these

certifications are independent, evidencebased,

and include on-site audits and

recertification, they turn inclusion from a

marketing claim into verifiable practice,

benefiting travellers, employees, and

businesses alike. They also give procurement

teams and travel agencies clear criteria

for choosing partners and incentivise

continuous improvement.

How can we make sure DEAI in tourism

doesn’t only focus on one group but

includes intersectional perspectives (gender,

disability, race, LGBTQ+, socio-economic

background)?

You need to design DEAI from the margins

inward: collect disaggregated data, cocreate

policies with representatives from

multiple communities and conduct

intersectional accessibility audits (physical,

digital, linguistic, economic).

Build partnerships with grassroots

organisations representing racialised people,

people with disabilities, trans people, lowincome

travellers, etc., and consider all these

perspectives when training staff. It’s also

ideal to include diverse viewpoints when

monitoring outcomes: inclusion must be

accountable and measurable.

How do you hope your session will influence

the way attendees approach inclusion in

their work?

I want attendees to leave with a practical

mindset: inclusion is a business imperative,

a necessary step to create real change in

the world (not just our industry), and a

continuous process, not a PR stunt. My goal

is for them to understand why this step is

necessary, how it positively impacts millions

of people, and also benefits them personally

and professionally. If, in addition, we help

them gain a clearer idea of the first steps to

take, the session will be a complete success.

This session is a part of

the DEAI Summit

DEAI: Everyone’s

Welcome, or Are They?


11:10 - 11:40

Orange Theatre

34

SPEAKER INTERVIEW

Alka Carter-Manning / Chief Commercial Officer, Vox Group

Turning diversity into strength in

the travel tech industry

Ahead of her Q&A session on women’s leadership, innovation, and resilience in travel tech, Alka

Carter-Manning, Chief Commercial Officer at Vox Group, shares her perspective on building

visibility, inclusion, and opportunity for women shaping the future of travel technology.

What are the biggest barriers for women in

travel technology right now, and how can

they be reduced?

The biggest barriers are still visibility, access,

and the first step into leadership. Too few

women are seen in senior commercial or

technical roles, so younger talent cannot

picture themselves there. In travel tech

that matters, because women make many

of the purchasing decisions in travel, yet

they are not equally represented across

different areas of travel and tech. From my

own journey, I’ve progressed when senior

leaders opened doors, made my work visible,

and backed me. We also have to be honest

about pay: gaps persist and can quietly slow

progression. Reducing these barriers is about

systems, and much of it is doable at team

level.

What are some practical steps businesses can

take to turn diversity into stronger decisionmaking

and better products?

Diversity only turns into better decisions

when it is matched with inclusion. It is not

enough to have different faces in the room;

those voices must shape the agenda and

influence outcomes. That means inclusive

meeting habits, clear space for different

perspectives at the strategy table, and

language that invites challenge rather than

shuts it down.

Make it practical for travel tech: hire with

structured interviews and diverse panels, use

clear decision frameworks and keep a record

of who was consulted, and track outcomes,

sponsorship, promotion, and retention by

function.

In product work, involve diverse travellers in

research, build accessibility in by default, use

lightweight design reviews to check for bias,

and close the loop with post-launch learning.

This is good business: when talent is visible,

fairly treated, and actively developed, you

get better decisions and better products for

more travellers.

What advice would you give to younger

women considering a career in travel tech

today?

Be curious, and back yourself. Travel tech is

moving fast and it needs fresh thinkers. Don’t

wait to feel 100% ready; put your hand up,

share the idea, take the opportunity, and

learn as you go. Build your network early and

find your cheerleaders and sponsors, the

people who will say your name in the room.

Seek out roles that stretch you, work for

leaders you respect, and choose teams you

can learn from. Your perspective is valuable;

there isn’t one “right” view in this industry,

and we move forward when new voices are

heard. Never be afraid to change your path.

Tech is vast, so pick an area that genuinely

excites you (product development,

payments, efficiency, data etc) and become

known for it, while keeping a broad

understanding of product and commercial

aspects.

Overcoming Adversity

in Travel Tech


16:15 - 17:00

Orange Theatre

35

SPEAKER INTERVIEW

Julie Cheetham / COO of Travalyst

Turning the tide on greenwashing

through data transparency

Tourism’s sustainability efforts are at a turning point. Julie Cheetham, COO of

Travalyst, introduces the Data Hub, an open-access platform built to collect,

verify, and share sustainability data at scale.

With greenwashing on the rise, why are

unverifiable sustainability claims such a risk

for the travel industry?

At Travalyst, we believe that travel and

tourism can, and must, be a force for

good. Currently, sustainability information

across travel and tourism is fragmented,

inconsistent and difficult to access.

Without a single, reliable source that

captures, consolidates and distributes travel

impact information, the risk of unverifiable

sustainability claims remains high, as it is

difficult to hold such claims to account. This

is why we’re so excited to have launched the

Data Hub together with our partners.

How does the Travalyst Data Hub work and

verify sustainability claims?

The Data Hub is an interoperable system that

collects sustainability data from individual

operators and large-scale data providers,

processes the data into clear, compliant

and comparable formats and distributes the

This session is a part of the

Sustainability Summit

The Future of Sustainable

Travel: Data, Insight, Action

Tuesday, 4 th November

13:30 - 13:45

Purple Theatre

information to support a variety of end uses.

It enables credible, compliant, and consistent

information to flow freely across platforms,

reducing duplication and supporting better

decisions by travellers, businesses, and

policymakers.

What do you hope WTM visitors will take

away from your talk?

For the Data Hub to scale, we need support

from the wider industry. I hope that WTM

visitors will feel inspired by its potential,

and energised by what we can achieve

together as a sector. I’d encourage potential

collaborators who are interested in helping

advance the Data Hub to get in touch and

join us.

SPEAKER INTERVIEW

Kgomotso Ramothea / CEO, Memberships, African Travel and Tourism Association (ATTA)

When communities lead, tourism thrives

Kgomotso Ramothea, CEO for African Travel and Tourism Association (ATTA) memberships,

shares how community-led tourism is reshaping Africa’s travel landscape.

How do communities benefit when they are

the ones defining tourism offerings?

When communities set the offer, three

things change: power, pay, and pride.

You see it in the Maasai-led conservancies

supported by Gamewatchers Safaris &

Porini Camps, where households are paid

for land access, benefiting over 1,000 Maasai

This session is a part of the

Sustainability Summit

When Place Speaks Back:

Communities Writing the

Story

Tuesday, 4 th November

11:45 - 12:30

Purple Theatre

families directly. Chem Chem Safaris’ work

in Tanzania’s Burunge WMA is another

example, where community land use plans

decide what’s possible, while prioritising

the community’s rights and sustainable

livelihoods.

This results in more tourism revenue staying

in the local community, more predictable

cash flow for schools and clinics, and better

jobs, including for women and youth. Any

tourism offering should be built bottom-up

(not top-down), so that community rights

and values guide the terms.

Africa is often marketed as one “destination.”

What truths are missed when communities

are not the ones telling their own stories?

You lose accuracy, consent, and value. Onesize-fits-all

approaches flatten language and

living cultures into clichés. Then travellers

arrive with the wrong expectations, and

communities carry the cost.

Homogenised marketing erases the real

differentiators and pushes buyers toward

the cheapest lookalike instead of the most

community-positive choice.

What message do you hope attendees will

walk away with after your session?

I hope everyone leaves feeling empowered

to make sure that their travel really does

make a difference. This is ultimately what

responsible tourism is: building a meaningful,

resilient and regenerative tourism that is

guided by people in communities.

36

SPEAKER INTERVIEW

Tony Hunter / Global Food Futurist

Gen Alpha’s influence on food and tourism

Global Food Futurist, Tony Hunter spends much of his time researching the food

industry and consumer behaviour, and understanding what’s going on and

what it means for the future.

How do you see food, technology, and travel

intersecting right now?

Eating and drinking are the only two

completely non-discretionary things that we

do; without them we die. So when people

travel, food and drink are an integral part

of the experience. How people will view

their food experiences is changing rapidly

as we use technology to understand what’s

good for us as individuals. From genomics

to biowearables we’re understanding more

and more about our individual nutrition.

Our future travellers will increasingly expect

deep personalisation, starting at the luxury

end, but eventually in all classes of travel.

Gen Alpha is just starting to travel. What

makes their relationship with food different

from previous generations?

With their access to technologies Gen Alpha

knows more about food, and everything

else, than any previous generation, and at

a much earlier age. They understand and

care about the sustainability aspects of their

food. This means that they are concerned

about planetary health and personal health

and wellness is top of mind. Both of these

concerns mean that they’ll expect far more

from their food than just tasty fuel.

How can destinations adapt to attract Gen

Alpha food travellers?

Alphas will expect seamless technology in

everything they experience. If you don’t have

the latest technology available they’ll want

to know why. The consultative parenting

style of their Millennial parents, combined

with the Alpha child’s technological

expertise, means that Alphas have far more

say in a family’s travel than it appears. Their

parents pay the bill, but who really controls

the purse strings?

Food for Thought: How

Gen Alpha are Already

Redefining Travel

Wednesday, 5 th November

11:30 - 12:15

Yellow Theatre

SPEAKER INTERVIEW

Ursula Horne / Head of Insights at BBC Studios

Humour goes a long way in travel marketing

In this interview, Ursula Horne, Head of Insights at BBC Studios, explains how humour

can be leveraged in travel advertising.

What do audiences actually want from travel

advertising today and where does humour

fit in?

At BBC Studios our research is showing

that audiences want to feel inspired; they

want to feel that when they travel they are

going somewhere different to everyone

else. If advertising content can challenge

their preconceived ideas of a destination

and demonstrate uniqueness, that is likely

to be a winning formula. This is where

humour comes in; it can be a useful tool to

show the unexpected and surprise or inspire

audiences.

Have you seen humour help break

stereotypes about a destination or challenge

outdated perceptions?

Absolutely. A recent Detour Türkiye

campaign produced by BBC StoryWorks

challenged perceptions of Türkiye, both as

a tourism destination and of their national

cuisine. By using comedic techniques

and showcasing all aspects of Türkiye as a

complete destination with beaches, nature

and a vast array of outdoor activities, our

content teams turned perceptions on their

head.

For travel brands worried that humour might

undermine credibility, what would you say to

reassure them?

It is important to make sure that humour

translates to international audiences and

is easily understandable. The BBC provides

a trusted environment for travel brands to

tell their story and BBC StoryWorks has the

global experience and sensibility to ensure

that those stories are authentic whilst

resonating with the right audiences.

Comedy Sells:

How Humour is Selling

Travel

Wednesday, 5 th November

10:30 - 11:15

Yellow Theatre

37

38

UNDER

THE SPOTLIGHT

Facts

EUROPEREGION

& Figures

Europe: Still a world favourite

Europe remains the number one destination in tourist arrivals.

In the first quarter of 2025, international

arrivals to Europe were up by 5%

5%

747.5 million

In 2024, Europe generated 747.5 million international

tourist arrivals

No continent in the world attracts more

tourists than Europe. Year after year, this is

the conclusion of UN Tourism with regard

to international tourist movements across

the continent. In 2024, Europe generated

747.5 million international tourist arrivals, the

equivalent to 51.7% of all tourist movements

in the world. The European Union alone

generated 38.1% of all world arrivals or the

equivalent to 551.1 million international

travellers.

Total arrivals to Europe surpassed 2019

numbers last year by 0.7% with all of the subregions

in Europe showing higher arrivals

than in 2019. Southern/Mediterranean

Europe came out on top. The highest growth

in Europe in 2024 was reported by Albania

(+80%), Andorra (+35%), Malta (+29%)

followed by Portugal (+18%), Greece and

Turkey (+14%).

The only exception continues to be Central/

Eastern Europe. At the end of 2024, arrivals to

the sub-region Central/Eastern Europe were

still 18.2% below their 2019 performance

despite growth of 8.5% between 2023 and

2024.

Europe remains extremely popular around

the world with robust demand from North

America (USA and Canada) as well as Asia and

South America. According to the European

Travel Commission’s (ETC) latest Long-Haul

Travel Barometer (LHTB 2/2025) published in

May, 39% of the respondents were planning

to visit Europe over the summer 2025.

In the USA, 33% of respondents intended to

visit Europe while Canada performed better

with 37% of respondents thinking of visiting

Europe. However, both markets remain

behind Chinese travellers’ intentions. In the

same survey, 72% of Chinese respondents

planned to visit Europe during the summer

of 2025.

In the UN Tourism analysis for the first half

of 2025, European arrivals were up by 4%,

the equivalent to 340 million international

tourists. This represents 7% more travellers

than the same period in 2019.

In Southern/Mediterranean Europe, arrivals

increased 3%, reflecting growing demand for

off-season travel to some destinations.

Surprisingly, Central and Eastern Europe

rebounded strongly during the first half of

2025 (+9% over 2024). This was especially

thanks to Baltic destinations, though visitor

numbers in the subregion still remain

somewhat below 2019 levels.

North Macedonia (+22%), Lithuania (+21%),

Malta (19%), Latvia (16%), Finland (+15%) and

Spain (+6%) showed robust performance

among European destinations with available

data for the first quarter of 2025.

Europe’s popularity remains immense

although there are some issues that could

affect tourism to the continent in the short

and medium term. In the Long Haul Travel

Barometer released this year, the European

Travel Commission highlights that the

perception of Europe as an expensive

destination remains the top barrier. Nearly

half of those not planning to visit point to

high spending, a 7% rise from 2024. Cost

concerns are especially high in the USA and

Brazil.

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© Rachel Adams - The Times News Licensing

INTERVIEW

Patricia Yates / VisitBritain CEO

Now showing at WTM London:

VisitBritain’s Blockbuster tourism

campaign

As Premier Partner of WTM London

2025, VisitBritain is shining a spotlight

on Britain’s screen-inspired destinations,

from Bridgerton-themed tours in Bath to

Peaky Blinders sets in the West Midlands,

Harry Potter-inspired broomstick lessons

in Northumberland, and James Bond selfdrive

adventures in Scotland. VisitBritain

CEO Patricia Yates shares about the new

campaign and Britain’s leading role at this

year’s show.

What does it mean for VisitBritain to be the

Premier Partner this year at WTM London?

VisitBritain is delighted to be this year’s

Premier Partner as we welcome top travel

buyers and delegates from around the

world. This major event brings tourism

suppliers together with global buyers to

do business, show the fantastic products

and experiences on offer across our nations

and regions and get those sold across

international markets. Hearing from global

travel buyers on the motivations driving

outbound travel also supports our industry

to get the right products developed to meet

those expectations and trends.

How important is inbound tourism to the UK

economy?

Tourism is a growth industry. Inbound tourism

is our third largest service export and a major

part of British trade. International visitors

are already forecast to spend almost £35

billion in the UK this year. The connections

made and business done at WTM, building

product and destination knowledge, helps

boost visitor spending across more of Britain,

driving economic growth for our nations

and regions. Our business visitors are hugely

important to us, spending a third more,

on average, than other visitors, with that

spending supporting our hotels, restaurants,

highstreets and the wider economy.

WTM is a

powerful

showcase of tourism’s role

in building cultural

understanding and peopleto-people

connections.

What can visitors expect to discover at the

VisitBritain stand this year?

We are delighted to be showcasing our

global ‘Starring GREAT Britain’ screen

tourism campaign during WTM. Using the

powerful draw of films and tv shows we’re

encouraging visitors to choose Britain for

their next trip and to explore more when

they come. Our research shows more than

9-out-of-10 potential visitors are keen to

visit places seen-on-screen. From exploring

our vibrant cities, world-class attractions and

stunning countryside, the backdrop to so

many iconic filming locations, to enjoying

our exciting contemporary culture and

hospitality, Starring GREAT Britain inspires

visitors to put themselves in the picture and

come and see the real star of the show –

Britain!

What message would you like to deliver to

the global travel industry?

WTM is a powerful showcase of tourism’s

role in building cultural understanding and

people-to-people connections. It is also a

spectacular celebration of the global travel

industry – an industry that transports us to

new places, experiences and adventures,

creating friendships and memories of a

lifetime. On behalf of VisitBritain, I extend a

very warm welcome to everyone attending

WTM London this year.

Stand N8-220

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EUROPE THE SPOTLIGHT

Seasons of Tuscany: What’s ahead in 2026

Several exhibitors from Tuscany are

showcasing at WTM London 2025,

highlighting a destination where culture,

music and tradition thrive year-round.

Tuscany is set to offer a rich programme

of cultural and seasonal experiences

throughout 2026. In spring, visitors can take

the Nature Train, a historic steam journey

through the Crete Senesi, Val d’Orcia and

Monte Amiata, timed with local fairs,

exhibitions and markets.

In May and June, Florence hosts the Maggio

Musicale Fiorentino, Italy’s oldest music

festival, featuring two months of opera,

concerts and ballet. During summer, the

region’s music calendar continues outdoors:

the Puccini Festival in Torre del Lago presents

performances on the lakeside, while the

Lucca Summer Festival brings international

artists to Piazza Napoleone.

Autumn highlights Tuscany’s wine heritage

with the Festa dell’Uva in Impruneta, known

for its processions and performances, and the

Expo del Chianti Classico in Greve in Chianti,

combining tastings with

cultural events. As winter

approaches, Florence’s

Weihnachtsmarkt and

Siena’s Mercato del Campo

add festive atmosphere

with local food and crafts.

From 14 March to 26 July,

Florence’s Palazzo Strozzi

will stage a major Mark

Rothko exhibition spanning

several venues, including

the Museum of San Marco and the Biblioteca

Medicea Laurenziana, creating a dialogue

between the artist’s work and Tuscany’s

historic setting.

Stands: N2-240, N3-200

Hidden Algarve:

Nature, heritage and coastal

treasures

At the Visit Portugal stand, visitors can

look into a different side of the Algarve,

from hidden inland towns and wild coastal

trails to peaceful islands and centuries-old

traditions.

Beyond its famous beaches, the Algarve

hides a quieter, more authentic world where

nature and heritage meet. From its western

cliffs to its eastern saltpans, the region invites

visitors to slow down and discover its hidden

gems.

In the mountains, Monchique offers a serene

escape surrounded by wooded slopes and

cobbled streets. The new Demons Creek

Walkway opens up previously inaccessible

routes through its hills, offering stunning

panoramic views of unspoilt nature.

At the western tip, Sagres evokes Portugal’s

age of discovery. The Sagres Fortress, built in

the 15th century and associated with Prince

Henry the Navigator, overlooks the Atlantic

with dramatic cliffs and one of Europe’s most

breathtaking sunsets.

Further east, the fishing town of Olhão

enchants with its bustling market and maze

of white cubist houses. From here, visitors can

take a ferry to the tranquil islands of Armona,

Culatra and Farol, part of the protected Ria

Formosa Nature Reserve.

In Tavira, long stretches of pristine beaches

and orchards of almond and orange

trees blend seamlessly with centuries-old

architecture. Nearby, Vila Real de Santo

António and its traditional saltpans reveal

another timeless, peaceful and authentic

layer of Algarve’s heritage.

Stand N4-200

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Unlocking living

history: Latvia’s

manors and castles

Latvia offers travellers a number of options for

exploring castles and manors from different

historic periods. Some of them can be visited

as tourist attractions, while others offer

overnight stays, gourmet meals and even SPA

experiences.

Each of the castles and manors in Latvia has its

own history, its own story and its own magic.

We’ve put together a non-exhaustive shortlist

of some of the many options open to travellers.

Arendole manor is located on the bank of the

picturesque Dubna river and surrounded by

a hundred-year-old park. The manor is one of

the most architecturally interesting in Latgale,

standing out for its originality and authenticity.

The manor remains architecturally intact with

no renovations, preserving its historic aesthetic.

It offers accommodation in the “gentlemen’s

rooms”, which provide a historic setting and the

tranquility of the countryside. Visitors can also

enjoy the historic black sauna on the river bank.

When heading in the direction of Kuldīga, Virka

Manor is a great place to spend the night. This

manor was constructed as a summer manor by

applying the stylistic examples of Swiss house

architecture and is the only wooden manor in

Kuldīga. Throughout the manor and its park, the

owners have tried to combine the historic spirit

with modern furnishings to ensure that guests

can enjoy a rich experience and comfortable

stay. Since 2014, the manor has been granted

the status of an architectural monument of local

significance. Visitors who choose Virka Manor as

their accommodation can decide between the

22 rooms available in different styles, spaces and

designs. At just 155km from Riga, Virka Manor is

an ideal weekend getaway.

Staying at Liepupe Manor is a special event for

architecture fans. The manor house was built in

1751 and is one of the best-preserved baroque

manors in Vidzeme. The architect was Johan

Andreas Haberland, a bricklayer from Riga, and

the current owners take the historic preservation

of the site seriously. Liepupe Manor is a place to

enjoy time with loved ones, go on leisurely walks

in the manor park, read a book in the hammock,

paint or go on a trip on the “Ērenpreiss” bicycles

made in Latvia. Visitors can also enjoy a meal

at the manor restaurant as well as the SPA

treatments. A place for rest and relaxation.

One of the most luxurious castles in Latvia is

Jaunmoku Castle. Built in 1901, the architecture

combines neo-Gothic and Art Nouveau styles.

The castle served as the hunting lodge for

George Armitstead, the mayor of Riga at the

time. Today it is equipped for the needs of

modern visitors and it is possible to spend the

night in luxurious rooms. A true oasis of peace

and romance, Jaunmoku Castle offers its visitors

educational activities and excursions in the

castle museum and park, as well as gourmet

meals in the restaurant.

For travellers focusing more on charm than

luxury, the creative residence of Abgunste

Manor is ideal for relaxation or spending

the night as it offers several apartments. The

building is a treasure that has been hidden for

decades with stories hundreds of years old. The

manor has been undergoing restoration work

since 2016 and visitors will enjoy the historic

structures, exposed walls and antique furniture.

Abgunste Manor hosts art symposia, creative

camps and a celebration of life.

Stand N7-409

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© Valdis Skudre

43

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THE SPOTLIGHT

Facts

& Figures

Asia-Pacific: Simplified entry and

a improved air connectivity boost

demand

UN Tourism points to a continuous recovery in tourism for Asia and the Pacific in 2024

and 2025 as the region catches up with the rest of the world.

92%

International arrivals in the Asia-Pacific

reached 92% of pre-pandemic numbers

in the first half of 2025.

71.2%

71.2% of foreign travellers crossing

borders in China in 2025 benefit from

visa-free entry.

Since Asia and the Pacific lifted restrictions

for international travellers at the end of

2022, tourism recovery for both continents

enjoyed strong pent-up demand. According

to UN Tourism, total international arrivals

to this part of the world in 2023 were still

35% lower than year 2019. Last year, total

international arrivals grew by almost 33%,

approaching 316 million. Compared to prepandemic

arrivals of 2019, the gap narrowed

to 12.9% lower.

For the first half of 2025, international arrivals

in Asia and the Pacific grew by another

11%, equivalent to 92% of pre-pandemic

numbers, as the region continued to bounce

back.

In 2024, South Asia showed the strongest

performance in the region according to the

UN Tourism World Tourism Barometer with

the Indian subcontinent’s recovery at 92%,

followed by Southeast Asia (88%), Oceania

(83%) and Northeast Asia (86%).

Across individual destinations, the Maldives

posted the highest growth in the region (20%

higher than 2019), followed by Japan (+16%)

which benefitted from the depreciation of

the yen and enhanced connectivity. Fiji saw

10% more international arrivals in this period

and Sri Lanka 7% more compared to 2019.

For the first half of 2025, Northeast Asia saw

20% more international arrivals than in 2024,

putting it at just 9% behind 2019 figures.

CHINA VISA POLICY LEADS

TO RESULTS

The Chinese government’s decision to

provide visa-free arrivals to over 70 countries

appears to be paying off. According to

China’s National Immigration Administration,

over 38 million border crossings were made

by foreign travellers in the first half of 2025.

71.2% of these border crossings were made

by travellers benefiting from visa-free entries,

a jump of 53.9% compared to 2024.

Japan is also growing in popularity with

travellers. A weak yen and more flights from

low-cost carriers are contributing to this

trend and according to government data,

the country welcomed a record 21.5 million

foreign visitors in the first half of 2025,

surpassing the previous high of 17.78 million

recorded last year (+21%). In June alone,

Japan recorded 3.38 million foreign arrivals,

its highest ever figure for the month.

SOUTHEAST ASIA:

MALAYSIA COMES OUT ON TOP

In Southeast Asia, after a gap of a few years,

Malaysia is once again the most visited

country in the subregion, overtaking

Thailand. In the first five months of 2025,

Malaysia recorded 16.9 million international

tourist arrivals, a 20.4% increase compared to

the same period in 2024.

Another high performer is Vietnam.

Simplified entry procedures to the country

translated into growth of 20.7% during the

first half of 2025, equivalent to 10.7 million

international visitors.

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A taste of Taiwan at WTM London

From immersive cultural displays to

exclusive meet-and-greets, the Taiwan

Pavilion promises a lively and interactive

experience that captures the island’s

charm, creativity, and year-round appeal

for every kind of traveller.

Visitors to the Taiwan Pavilion and TrendFest

can look forward to a vibrant showcase

that brings the island’s culture, flavours,

and festivities to life. Reflecting Taiwan’s

Waves of Wonder brand identity, the stand

invites guests to discover the country’s

many facets, from eco-conscious travel and

slow adventures to its thriving creative and

culinary scenes.

Throughout WTM London 2025, Taiwan will

host drink tastings, traditional arts and crafts

sessions, and live music performances that

celebrate the island’s festive spirit. OhBear,

Taiwan’s black bear mascot, will make special

appearances for photo opportunities,

adding a touch of fun and friendliness to the

experience.

Sports fans will have a chance to meet West

Ham United Premier League players at the

EVA Air booth on 4 November between

3pm and 5pm, while

China Airlines will host an

interactive destination quiz

on 6 November from 10am

to noon.

Beyond the Pavilion,

visitors can spot branded

Taiwan taxis at the new

WTM TrendFest zone.

Those who snap a photo

with the taxi and share

it on social media can

redeem a special gift at the Pavilion.

Whether discovering Taiwan’s scenic rail

journeys or its rich calendar of cultural

celebrations, visitors are invited to explore

the island’s year-round experiences and

attractions.

Stands: N9-210, TF11

Sarawak welcomes

the world to Visit Malaysia 2026

Sarawak invites the world to explore

Malaysia’s largest state, a destination

where culture, adventure and nature

meet. Authentic, sustainable and deeply

welcoming, it embodies the spirit of Visit

Malaysia 2026.

As the world prepares for Visit Malaysia

2026, Sarawak warmly invites travellers

and industry partners to look beyond the

ordinary and discover a destination defined

by authenticity, diversity and sustainability.

Known as Malaysia’s largest state and the

Gateway to Borneo, Sarawak offers a rare

blend of culture, nature and community

spirit that resonates with today’s conscious

travellers.

From the UNESCO World Heritage Sites

of Gunung Mulu and Niah National Parks

to the Sarawak Delta Geopark, the region

showcases both ecological richness and

deep human history. Its five tourism pillars

– Culture, Adventure, Nature, Food and

Festivals (CANFF) – embody the essence of

the Sarawak experience, where rainforest

treks, river journeys and longhouse

hospitality create lasting and meaningful

connections.

Kuching, a UNESCO Creative City of

Gastronomy and World Craft City, highlights

Sarawak’s living heritage through cuisine,

craftsmanship and creativity. The Rainforest

World Music Festival, from 26 to 28 June 2026,

celebrates cultural exchange, sustainability

and the rhythm of the jungle.

Easily accessible from key Southeast Asian

hubs, Sarawak is a destination where

each journey gives back, supporting local

communities and preserving the heart of

Borneo for generations to come.

Stands N10-400, TF10

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ADVERTORIAL

Krabi-Rut Canal

“Healing is the New Luxury”:

Thailand unveils its latest

travel vision

The Tourism Authority of Thailand has launched a new “Amazing Thailand”

campaign, redefining luxury through the lens of personal healing, sustainability, and

cultural connections for a new generation of travellers.

The Tourism Authority of Thailand (TAT)

is setting out a bold new vision for the

country’s tourism industry with the

campaign “Unforgettable Experience:

Healing is the New Luxury”. In a world

where speed, stress and uncertainty

dominate daily life, Thailand is positioning

itself as a destination where travellers can

slow down, recharge, and reconnect with

themselves and nature.

The campaign takes wellness far beyond

traditional spa treatments or yoga retreats.

It embraces Thailand’s wide range of

experiences, from the simple comfort

of a steaming bowl of tom yum soup to

the serenity of sun-drenched beaches,

or the lighthearted fun of taking photos

in a restaurant or café. Perhaps most

importantly, it highlights the warmth of

the Thai people, whose hospitality leaves

visitors with lasting memories.

Healing, in this sense, is deeply personal.

It cannot be bought, nor is it the same for

everyone. Thailand’s goal is to provide the

canvas, with its landscapes, traditions, and

innovations enabling each traveller to find

their own form of renewal.

This message is closely linked to

sustainability, as TAT emphasises that

personal wellbeing and planetary health

go hand in hand. A key initiative is the

STGs STAR programme, a new rating

system inspired by the UN Sustainable

Development Goals, which awards Thai

businesses between three and five stars

based on eco-friendly practices. Meanwhile

TAT has been working on the Krabi

Prototype project to position Krabi as a

national pilot area for sustainable tourism.

Krabi has become a national model for

responsible tourism. More than 100

businesses are now STAR-certified, while

community-based projects, from long–

tail boat tours to batik workshops, are

empowering villages. Complementing

this, the CF-Hotels programme is helping

lodging operators measure and reduce

their carbon footprint by tracking energy,

water, waste and greenhouse gas emissions.

Many participating establishments are

now adopting clean energy, solar power,

plastic reduction and local sourcing, setting

benchmarks for sustainable hospitality

across Thailand.

Recognition also plays an important role

in promoting sustainability. The Thailand

Tourism Awards, long considered the

hallmark of excellence in the country’s

travel industry, also honour outstanding

eco-friendly practices. Krabi already counts

16 award-winning operators under this

platform, underscoring the province’s

pioneering role in balancing growth with

environmental responsibility.

Through initiatives like the Meaningful

Travel Map, developed with Tourism Cares,

Thailand is also building international

bridges, connecting local operators with a

global network of sustainable partners.

By weaving together wellness, sustainability,

and cultural richness, TAT’s new campaign

presents Thailand as a place where luxury

becomes an experience that can heal the

body, mind, spirit...and the planet.

Stand N10-210

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Phu Lang Ka National Park, Phayao

Ko Chang, Trat

Every market is vital

to us, and we aim

to provide a welcoming

environment for all


Thailand reinforces its global

appeal, ensuring a smooth journey

with lasting memories

In this exclusive interview, Thailand’s Minister of Tourism and Sports, Mr Atthakorn

Sirilatthayakorn, outlines bold plans to revitalise tourism, balancing growth, safety

and international collaboration.

What’s your key tourism policy as a newly

appointed Minister of Tourism and Sports?

Our unwavering commitment is to restore

Thai tourism to its pre-pandemic glory

by the end of next year. In 2019, the Thai

tourism industry experienced significant

growth, generating approximately

£69 billion in revenue and recording a

record-breaking number of international

arrivals of nearly 40 million. Despite

the pandemic’s global impact, we are

determined to revive these numbers.

What are any short- or long-term goals for

developing Thai tourism moving forward?

Our strategy involves proactive

engagement with high-potential markets

for Thai tourism. In collaboration with

Deputy Prime Minister Thamanat Prompow,

we are planning official overseas visits

to meet senior officials in each potential

country. This proactive approach is

designed to showcase Thailand’s readiness

and commitment to the global tourism

community, reassuring our international

partners of our dedication to the sector.

While we are focusing on seven highpotential

markets, including China, Japan,

South Korea, India, and the broader

Middle East, we are also committed to

maintaining a balanced approach to other

global markets. Every market is vital to

us, and we aim to provide a welcoming

environment for all international visitors.

The government will continue to promote

Thailand’s cultural assets in innovative

ways, including positioning the country as

a world-class film location for numerous

notable projects, such as Jurassic World:

Rebirth, Alien: Earth, and The White Lotus:

Season 3.

Can you tell us about the measures being

implemented to improve tourist confidence

and Thailand’s image when it comes to

safety?

The government’s “Travel Safe, Worry Free”

policy reinforces comprehensive safety

measures to ensure secure journeys for all

tourists throughout Thailand. As part of

this commitment, the Tourism Authority

of Thailand (TAT) has launched Trusted

Thailand, a new safety initiative that

will strengthen Thailand’s position as a

trusted and welcoming destination for


The Tourist Police will be actively

working with tourism-related agencies to

implement adequate safety measures, such

as monitoring crime statistics involving

tourists in Thailand and abroad.

Travellers can enjoy peace of mind

throughout their memorable trips with the

24-hour Tourist Police Hotline - 1155 or the

latest Thailand Tourist Police Application,

Mr Atthakorn Sirilatthayakorn

Thailand’s Minister of Tourism

and Sports

which provides quick access to safety

resources and emergency support in times

of need. The application also includes

tourist assistance in several languages,

including Chinese.

Moreover, Tourist Police and patrol vehicles

are equipped with live cameras to monitor

and broadcast the situation to the Tourist

Safety Operations Center (TSOC).

The TSOC plays a crucial public safety role,

especially during festivals, national events,

and high tourist seasons. There is also an

AI-detected facial recognition system to

scan individuals and cross-check active

arrest warrants directly from the Royal Thai

Police.

We look forward to welcoming visitors to

Thailand’s stand here at WTM London.

Stand N10-210

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TAT welcomes globetrotters

to discover unforgettable

experiences in Thailand

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT),

discusses the new “Healing is the New Luxury” campaign and Thailand’s focus on wellness,

sustainability, and meaningful travel experiences.

Can you tell us more about the new

“Unforgettable Experience: Healing is the

New Luxury” campaign, and how it reflects

TAT’s vision for the future of Thai tourism?

TAT’s new campaign will emphasise that

healing is not limited to the concept of

wellness in the narrow sense, but that

Thailand offers a much broader spectrum of

restorative experiences. Travellers can find

comfort in delicious Thai cuisine, serenity

on stunning beaches, and relaxation

through the country’s signature wellness

culture. Most importantly, they will discover

the unique warmth of connecting with Thai

people.

The new campaign aims to capture the

younger generation of quality travellers

with a focus on wellness and luxury in

today’s fast-paced world full of uncertainties

and tensions.

Travel is the only time tourists get to heal,

to be with their inner self, to reconnect with

all their senses, and to feel even more alive

again.

The key pillars of this concept are the 5Rs

of healing, which represent a wide range

of tourism products that offer lasting

values and experiences. These 5Rs stand

for Retreats for Transformation, Rituals

for Manifestation, Reels for Joy, Rhythms

for High Vibrations, and Relations for

Connection.

What is the TAT’s strategy to boost the longhaul

market?

TAT is sharpening its promotional focus

on high-potential, high-spending source

markets to drive sustainable growth. Priority

areas include long-haul markets across

Europe, with products related to wellness,

medical care, active lifestyles, and products

under the 5Rs.

TAT is sharpening its

promotional focus on

high-potential, highspending

source

markets to drive

sustainable growth

Recognising that European travellers

prioritise sustainability, TAT has

implemented sustainable practices

through several initiatives. We are elevating

industry standards through certifications,

including the Thailand Tourism Awards

2025 and the STG STAR Rating system,

Ms. Thapanee Kiatphaibool

Governor of the Tourism Authority

of Thailand (TAT)

recognising thousands of businesses that

lead in sustainable practices. Our CF Hotels

platform helps reduce carbon footprints

while promoting transparency and

credibility.

TAT has also pioneered the Krabi Prototype,

a groundbreaking model for regenerative

tourism guided by the ‘Blue Zones’ concept

that balances health, well-being, and

environmental stewardship.

What’s new in Thailand? Are there any

recently opened experiences, attractions,

or upcoming events that tourists should be

aware of?

The recent Hollywood spotlight after

Jurassic World: Rebirth has ignited a

significant step for boosting tourism

experiences, as tourists can visit Jurassic

film locations in both the southern part of

Thailand and the immersive Jurassic World:

The Experience in Bangkok, while exploring

real prehistoric grounds across the country.

In terms of global events, Thailand will

host festivals, cultural milestones, and

world-class sports events all year round —

from Creamfields Asia and Wonderfruit

to the stunning light and sound festival

like Vijitr Chao Phraya, Amazing Thailand

Countdown, and Maha Songkran World

Water Festival.

Moreover, Thailand will host the Global

Sustainable Tourism Conference (GSTC)

2026 in Phuket from 21 April to 24 April

2026. This significant event is considered

an excellent opportunity for the country

to be recognised as a leading sustainable

destination.

We are excited to welcome visitors to

Thailand’s stand to discover more.

Ko Kai, Krabi

Stand N10-210

49

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AMERICAS

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THE SPOTLIGHT

Facts

& Figures

Mixed signals for the Americas:

Strong gains in the south, slower

rebound in the north

In 2024, UN Tourism recorded 213 million international tourist arrivals to the Americas,

showing only a 2.6% gap compared to the 219 million arrivals in 2019.

213 million

In 2024, UN Tourism recorded 213

million international tourist arrivals to

the Americas

30 million

In 2024, the Caribbean welcomed 30

million international tourist arrivals,

surpassing its 2019 figure by 14.5%

While North America continued to recover in

2024, total arrivals were still 6.5% below prepandemic

levels. Meanwhile, South America

closed the gap last year, with total arrivals

just 0.1% behind its 2019 performance. In

contrast, the Caribbean (+7.4% over 2019)

and Central America (+17.4%) posted

particularly strong results.

UN Tourism highlighted exceptional tourism

performances last year in El Salvador

(+81%), Curaçao (+51%), Colombia (+37%),

Guatemala (+33%), the Dominican Republic

(+32%), Aruba (+27%), Panama (+17%)

and Chile (+16%). These were among the

strongest performers in 2024 compared to

pre-pandemic levels.

HURDLES TO GROWTH IN NORTH

AMERICA

In the first six months of 2025, the Americas

recorded 3% more international arrivals, with

several South American destinations (+14%)

enjoying strong results during the Southern

Hemisphere’s summer season.

A deteriorating image and stricter entry

requirements in the United States disturbed

the pace of growth in international tourist

arrivals. According to data released by the

U.S. National Travel and Tourism Office in

August, the United States saw a decline of

1.6% in total overseas arrivals during the

first seven months of 2025, totalling in 15.92

million visitors. In July alone, overseas arrivals

were down by 3.4%.

Canada is also experiencing a slightly

negative trend. In the first four months of

2025 (source: Destination Canada), total

arrivals were down by 5% at 3.9 million

international visitors. While major inbound

markets such as France, Germany, the

United States and Mexico reported declines,

inbound travel from Asia remains strong,

particularly from China, Japan and South

Korea.

Mexico recorded over 10% more

international arrivals in the first six months

of 2025 compared to the same period the

previous year.

TOURISM SHINES IN THE CARIBBEAN

Before the Covid pandemic, tourism

contributed 13.9% of GDP in the Caribbean

and accounted for 15.2% of all employment.

Although the sector’s contribution fell

sharply in 2020, it rebounded quickly from

2021 onwards. In 2024, the Caribbean

welcomed 30 million international tourist

arrivals, surpassing its 2019 figure by 14.5%,

according to UN Tourism data.

The swift reopening of Caribbean

destinations won the loyalty of new travellers

beyond their traditional source markets. The

outlook for 2025 appears positive. According

to a report by consultancy ForwardKeys in

collaboration with the Caribbean Hotel &

Tourism Association (CHTA), overall travel

intent to the Caribbean remains steady.

Growth rates in flight searches for Q3 2025

range from +2.5% for Barbados to +16.6% for

Puerto Rico and +31.9% for the Dominican

Republic.

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REGION UNDER

AMERICAS THE SPOTLIGHT

Guatemala’s

tourism

growth gains

altitude

Tourism in Guatemala is thriving,

combining strong economic performance

with sustainability and inclusivity, as

international arrivals and visitor spending

continue to rise.

Guatemala’s Travel & Tourism sector is on

course for a significant economic uplift, with

international visitor spending projected

to rise from GTQ 11.7 billion (£1.17 billion)

in 2019 to GTQ 20.1 billion (£2.03 billion)

by 2035, according to the World Travel &

Tourism Council (WTTC). This 72 per cent

increase underscores Guatemala’s growing

strength as one of Central America’s most

dynamic destinations.

The WTTC forecasts a compound annual

growth rate of 4.1 per cent in visitor spending

between 2025 and 2035, outpacing the

country’s overall economic growth. This

reflects major investments in tourism

infrastructure, cultural preservation, and

sustainable initiatives. Tourism Minister Harris

Whitbeck, also Director-General of INGUAT,

said the projections highlight Guatemala’s

rising global appeal, as the country

focuses on attracting high-value travellers,

expanding airline and touroperator

partnerships, and

ensuring tourism benefits

reach local communities.

Improved international

connectivity is also driving

momentum. JetBlue’s new

daily service from Fort

Lauderdale to Guatemala

City, launched in April 2025,

along with Air Canada’s

forthcoming Montreal–Guatemala City

route, will enhance accessibility from key

North American markets.

Combined with its rich natural landscapes,

ancient Mayan ruins and vibrant colonial

heritage, Guatemala offers visitors a wealth

of world-class experiences, from the volcanic

beauty of Lake Atitlán to the historic streets

of Antigua and the majestic temples of Tikal,

reinforcing its status as a destination of

culture, adventure and authenticity.

Stand S5-522

New attractions, new

adventures shine bright

in Las Vegas

Vegas Formula 1 Grand Prix, taking place

from 21–23 November, will once again turn

the Strip into a stage of speed and spectacle,

with cars racing past landmarks from Caesars

Palace to the Bellagio Fountains.

From movie magic at The Sphere to

dazzling hotel transformations and

world-class sports, Las Vegas continues

to reinvent itself with new openings and

experiences that promise even more

reasons to visit.

There’s no slowing down in the city that

never sleeps. At The Sphere, The Wizard of

Oz will soon return to the big screen in a

dazzling new format. Enhanced with Google

AI and immersive 4D effects, every scene has

been reimagined to fit the venue’s immense

curved screen, offering audiences a vivid

journey through the Land of Oz.

Excitement also builds across the city as it

prepares for another standout year. The Las

© Las Vegas Convention and Visitors Authority

Luxury hospitality is also stepping into a

new era. The MGM Grand Hotel & Casino’s

$300 million renovation, set for completion

in December 2025, will transform all 4,212

rooms with a sophisticated, disco-inspired

flair. In early 2026, The Cromwell will relaunch

as The Vanderpump Hotel, a glamorous

reimagining led by Lisa Vanderpump,

featuring chic interiors, bespoke furnishings

and a reimagined casino floor.

Looking further ahead, the city’s sporting

landscape will expand with the construction

of the new A’s baseball stadium, opening

in 2028. Visitors to WTM can discover more

at the Las Vegas Convention and Visitors

Authority stand and find out what’s next for

this ever-evolving destination.

Stand S7-410

53

54

MIDDLE EAST

& AFRICA

REGION UNDER

THE SPOTLIGHT

Facts

& Figures

Tourist demand remains strong

for both regions

While the Middle East remains a global leader in tourism recovery, driven by strong

performance from Saudi Arabia, Qatar, and Egypt, Africa is seeing robust and accelerating

growth, with countries like The Gambia, Morocco, and South Africa reporting significant gains.

100 million

UN Tourism indicates that the Middle East surpassed the

100 million mark for international arrivals last year.

Africa recorded a 9% rise in international arrivals

in the first quarter of 2025, exceeding pre-

+9% pandemic 2019 figures by 16%.

The Middle East continues to be driven

by stellar growth from countries such

as Saudi Arabia, Qatar, as well as Oman

and Abu Dhabi. However, the situation is

more complex for Levant countries, which

have been confronted with geopolitical

turmoil since mid-2025. Meanwhile,

Africa continues to attract more travellers,

increasingly seen as the “last frontier” in

tourism.

On a growth trajectory, the Middle East is

experiencing a slowdown in total tourist

arrivals. In 2024, total arrivals to the region

grew by only 1%. Despite this, the Middle

East (with 101 million arrivals) remained

the best-performing region globally when

compared to 2019. International arrivals

in 2024 were 32% above pre-pandemic

levels. During the first quarter of 2025, the

region recorded another 1% increase in

international arrivals, pushing numbers

44% above 2019 levels.

Strong performance in arrivals were

recorded in Egypt for the first half of 2025

(+24%), as well as Jordan (+13%) and

Bahrain (+9%) in the first quarter of 2025.

Saudi Arabia continues to rank among the

fastest-growing destinations in the world.

It recorded the highest global growth in

international tourism revenue during Q1

2025, compared to the same period in

2019, according to the UN World Tourism

Organization’s Tourism Barometer. The

Kingdom also ranked third globally in terms

of growth in international tourist numbers

during Q1 2025. In 2024, Saudi Arabia

already posted a remarkable 69% increase

in international arrivals over the previous

year.

Only one country in the region

outperformed Saudi Arabia in 2024:

Qatar, which recorded a 137% surge in

international arrivals. For 2025, Qatar

expects a further increase of over 5% in

inbound international travellers.

Other countries to watch include Abu

Dhabi, which is increasingly positioning

itself as a cultural destination, and Jordan,

which continues to thrive thanks to its rich

historical heritage.

Africa also continues to register impressive

growth in tourist arrivals. In 2024,

the continent welcomed 74 million

international travellers, a 12% increase over

2023, and 7% above 2019 levels. The first

quarter of 2025 has confirmed this upward

trend, with international arrivals growing

by 9% year-on-year and exceeding prepandemic

levels by 16%.

Top-performing African destinations in the

first quarter of 2025 include The Gambia

(+46%), Morocco (+22%), Ethiopia (+7%),

and South Africa (+6%).

Key drivers of this growth include increased

investment in infrastructure, revised visa

policies, and a rising demand for luxury,

eco-tourism, and safari experiences.

Destinations such as Cape Town, Kenya,

Morocco, Rwanda, Tanzania, Botswana, and

Namibia are emerging as top choices for

travellers.

55

REGION UNDER

AFRICA THE SPOTLIGHT

Rwanda:

Where conservation meets

contemporary luxury

At WTM London 2025, Visit Rwanda is

showing how conservation success

stories and exceptional hospitality can

come together to create meaningful travel

experiences.

Rwanda’s tourism sector is demonstrating

a unique blend of sustainability and

sophistication this year. In July 2025,

Akagera National Park marked a major

Peninsula in September. The intimate

luxury lodge sits on a private concession

overlooking Lake Rwanyakazinga, offering

guests the chance to explore Akagera’s

diverse landscapes, from open plains to

woodlands and wetlands. With over 520

bird species and 80 mammals, the park

provides an immersive and ecologically

responsible safari experience.

high-end offerings. Originally designed

as a private residence, it now functions as

an ultra-luxury hotel and members’ club,

complete with fine dining, a spa, padel

court, bowling alley and panoramic city

views.

Together, these initiatives illustrate Rwanda’s

confident stride toward a tourism model

that celebrates both its natural heritage and

modern identity, valuing

preservation, authenticity

and the art of hospitality.

Stand S15-200

© Simon Greenwood- Unsplash

© thepinnaclekigali.com

milestone with the successful translocation

of 70 white rhinos from South Africa, the

largest in the park’s history. This brings the

total white rhino population in Akagera to

over 100, underscoring Rwanda’s long-term

commitment to wildlife preservation and

its growing appeal as a premier Big Five

safari destination.

Expanding its footprint within the park,

Wilderness introduced Wilderness Magashi

Further north, Wilderness Bisate will open

The Sanctuary in December 2025. This

wellness space dedicated to reflection and

reconnection will allow guests to unwind

after gorilla trekking or conservation visits

at the Dian Fossey Gorilla Fund, immersing

themselves in Rwanda’s serene natural

environment.

In Kigali, the newly opened Pinnacle Kigali

adds an urban complement to the country’s

56

MIDDLE

EAST

REGION UNDER

THE SPOTLIGHT

From vision to reality,

Saudi is ready to be explored

Saudi Tourism is moving from ambition to delivery. In this interview, Fahd Hamidaddin,

CEO of the Saudi Tourism Authority (STA) shares how Vision 2030, mega-events and

transformative visitor experiences are driving growth.

What is STA showcasing and communicating

to the global travel industry at WTM London

this year?

The message we’re bringing to WTM this

year is not about ambition. It’s about delivery.

When we opened our doors to the world, we

set a target of 100 million visits by 2030. We

surpassed that in 2023, and now we’ve set

the bar even higher, aiming for 150 million

visitors by 2030. In 2024, we welcomed

nearly 116 million visitors, a 6% increase

compared to the previous year.

That kind of momentum only holds when

the system behind it is designed to deliver.

Saudi’s air connectivity expanded to over 170

destinations worldwide in 2024, with eVisa

access now covering 66 countries. In the

same period, inbound flight capacity from

the Europe and Americas region reached

3.4 million seats. Over 545,000 rooms are

already licensed and operating, with more

in development. These are the signals our

global partners are responding to.

What are some of the most significant

tourism developments, driven by Vision 2030,

shaping Saudi’s tourism landscape?

The primary development is the massive

scale of investment; a total of $800 billion

Fahd Hamidaddin

CEO of the Saudi Tourism Authority

(STA)

(around £624 billion) has been committed

to the sector, with over $500 billion (£390

billion) allocated to new destinations. This

investment is enabling the development

of our giga projects, which are establishing

new global standards for responsible and

regenerative luxury.

Saudi is also taking up the mantle of tourism

leadership by launching TOURISE, to shape

a new horizon for global tourism. The

inaugural TOURISE Summit is taking place

in Riyadh from November 11-13 and will

bring together leaders and innovators from

government, business, investment, tourism,

and technology to collaborate on bold ideas

and transformative partnerships.

How are the sports and entertainment

sectors contributing to the growth of tourism

in Saudi, particularly with the 2034 FIFA

World Cup on the horizon?

The way people travel is changing. It’s

no longer about sightseeing or seasonal

holidays. They travel for energy and purpose.

They choose destinations that offer shared

experiences, cultural intensity, and a sense of

being part of a community.

Visitors are building their trips around cultural

moments like MDLBEAST Soundstorm, AlUla

Moments, and Riyadh Season. People are

staying longer, exploring more cities, and

engaging more deeply with the country

than ever before.

Sport has its own place in this picture.

Since 2018, we’ve hosted over 100 major,

international events. These include some of

the world’s most followed and competitive

58

MIDDLE

EAST

REGION UNDER

THE SPOTLIGHT

fixtures, including Formula 1, UFC, LIV Golf,

WTA Finals, and the Italian and Spanish

Super Cups. The Esports World Cup brought

in more than 2 million visitors in its first year,

and this summer, we passed 3 million visitors.

All of it builds toward 2034. The FIFA World

Cup is the moment the system connects.

We’re mobilising a national visitor economy.

Over 291,000 more hotel units will be in

place. New venues like King Salman Stadium

are being built not just to host, but to create

a full visitor experience.

What upcoming flagship events in Saudi are

you most excited about for 2025–2026?

Winter has become one of the most

powerful drivers of travel to Saudi. Riyadh

Season launched in October with a strong

line-up of events and entertainment and

growing international attention. Last year, it

welcomed over 20 million visitors.

The Women’s Tennis Association Finals will

return for their second year, bringing the top

players of the season to compete on Saudi

courts. Just weeks after that, the city will

stage the WWE Royal Rumble.

Personally, however, the event I’m most

excited about and will be of strategic

importance to the sector is TOURISE.

As STA CEO and Vice Chair of TOURISE, I

see its mandate as a global catalyst for

transformation.

How is Saudi positioning itself to attract

British and European travellers?

Saudi’s strategic location is a major advantage

for British and European visitors. Saudi is just

six hours from 80% of the world, making it

one of the most accessible and connected

destinations for international travel.

We’re investing heavily in connectivity to

meet and grow this demand. In 2024, new

routes were launched by British Airways,

Virgin Atlantic, WIZZ Air, Transavia, ITA

Airways, Eurowings, and LOT.

The FIFA World Cup

is the moment the

system connects.

We’re mobilising

a national visitor

economy.

No matter the season, Saudi delivers. From

the sun-drenched shores of the Saudi Red

Sea to the refreshing summer breezes

of Aseer’s highlands, proof that Saudi is

anything but one-dimensional. Above all,

Saudi stands as the Heart of Arabia, where

ancient heritage meets modern vibrancy,

and warm hospitality is a way of life.

Which destinations or experiences in Saudi

are proving most popular with British and

European visitors?

Riyadh is quickly emerging as their top

destination. We’re seeing a surge in visitors

drawn to Riyadh’s world-class sports

and entertainment offerings that blend

modernity with a strong sense of place. Few

places reflect that more clearly than Diriyah.

The 300-year-old city is built around At-

Turaif, a UNESCO World Heritage Site and the

birthplace of the Saudi state.

We’re also seeing growing interest from

British and European visitors in the Saudi

Red Sea, our super destination with 1,800

km of pristine coastline, over 90 untouched

islands, and six ultra-luxury resorts already

open. Whether it’s retail and entertainment,

yachting and cruising, or diving and wind

sports, the Saudi Red Sea offers Arabian

adventures on land and sea, for every type

of traveler.

AlUla is another hotspot for British and

European explorers, celebrated as a living

open-air museum and oasis of luxury, history,

and natural heritage.

Stands S9-210, S9-510, S9-520

59

60

© Bambi Corro - Unsplash

TECHNOLOGY Facts

& Figures

Technology: AI and Super Apps

are transforming travel

Digital technology and Artificial Intelligence (AI) have already begun redefining travel

standards in tourism. The “new kid in town” in the travel world is now the Super App.

40%

40% of travellers have already used AI tools to

plan trips, according to Kantar

97% of travellers want a Super App offering

comprehensive travel service, according to

97% Accenture.

Digital innovation is rapidly reshaping the

travel and tourism sector, with technologies

such as Artificial Intelligence (AI) and

integrated mobile platforms poised to

revolutionise how people plan and

experience their journeys.

According to a recent report by the World

Travel & Tourism Council (WTTC), Technology

Game Changers: Future Trends in Travel &

Tourism, the industry is making a major

leap forward, not just an evolution, but a full

transformation.

At the heart of this technological shift is AI. A

joint survey by Deloitte and the International

Telecommunication Union (ITU) found that

94% of global business leaders consider AI

vital to their organisation’s success over the

next five years. Within travel, companies

are turning to Generative AI to enhance

efficiency and cut operational costs.

Research by Accenture reveals that 73%

of travel industry leaders are prioritising AI

adoption for these purposes.

Consumer trust in AI is growing steadily. A

Travelport study shows that 42% of travellers,

and 52% of frequent flyers, trust travel

companies to use AI responsibly.

Meanwhile, global insights from marketing

data and analytics company Kantar, based

on a survey of over 10,000 consumers across

10 countries, found that 40% of travellers

have already used AI tools to plan trips, and

62% are open to doing so in the future.

Half of respondents believe AI tools save

time and energy, and 55% say they would

consider paying for access to AI-powered

travel apps, highlighting the increasing value

consumers place on intelligent solutions.

But AI is only part of the picture. The WTTC

also spotlights the rise of the “Super App”: a

single platform integrating a variety of travel

services, such as booking flights, arranging

transport, ordering food, planing activities

and making payments, all into one unified

experience. Instead of juggling multiple

apps, travellers can streamline their journeys

through a single interface.

Demand for such platforms is high.

Accenture’s research indicates that 97%

of travellers want a Super App offering

comprehensive travel services, including realtime

bookings and personalised destination

suggestions. While these apps are already

widespread in Asia, their presence remains

limited in the rest of the world.

If adopted globally, Super Apps, combined

with AI-driven tools, have the potential

to fundamentally reshape travel, offering

seamless, personalised and highly efficient

experiences. As the WTTC notes, the next

chapter of travel may depend increasingly

on technologies guiding travellers in every

step.

Do not miss

the Technology Summit

The Technology

Case for Empathy

in Travel

Wednesday, 5 November

10:45 - 14:00

Purple Theatre

61

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Stand S2-400

62

We work closely with airlines, hotel groups,

attractions and destination organisations

to connect demand with supply in ways

that are measurable and sustainable

Andy Washington

General Manager for Europe,

Trip.com Group

Trip.com Group unveils smarter,

more personalised travel

Trip.com Group returns to WTM 2025 with a focus on innovation, connectivity

and partnership, aiming to build smarter journeys for travellers and stronger,

more sustainable collaborations across the industry.

Trip.com Group’s participation in WTM 2025

underscores its ambition to make travel

easier, more personal and more rewarding

for everyone, while deepening partnerships

across the global tourism landscape. As a

leading travel platform serving millions of

customers worldwide across flights, hotels,

rail and in-destination experiences, the

company continues to strengthen its local

relevance and global reach.

In Europe, we’re investing

in local relevance: better

content, richer inventory,

and seamless customer

support across languages

and channels (…)

According to Andy Washington, General

Manager for Europe, the company’s

European strategy focuses on enhancing

both customer and partner experiences. “In

Europe, we’re investing in local relevance:

better content, richer inventory, and seamless

customer support across languages and

channels,” he says. On the product side, the

group is enhancing the traveller experience

by developing intelligent tools that make

it easier to compare, plan and book, from

spontaneous weekend getaways to complex

multi-city itineraries.

Washington also points to the company’s

latest innovation, Trip.Planner, which

has been designed to simplify the

travel experience. “Our new Trip.Planner

experience is designed to reduce friction

across the journey — from smarter search

and personalised suggestions to timely

support when plans change,” he explains.

“For partners, this means higher-quality

demand, improved servicing and more

satisfied guests. For travellers, it means fewer

steps, faster answers and the right options at

the right time.”

Partnerships, he adds, remain central to

Trip.com Group’s strategy. “We work closely

with airlines, hotel groups, attractions

and destination organisations to connect

demand with supply in ways that are

measurable and sustainable,” Washington

says. “That includes tailored marketing

programmes, co-created content and datainformed

insights that help partners reach

new audiences and optimise performance.”

Recently launched worldwide, Trip.Planner

reflects the company’s ambition to bridge

travel discovery with seamless booking. By

combining AI-led itinerary curation with

live, real-time support across flights, trains,

attractions and accommodation, it aims to

enhance booking confidence and boost

uptake of complementary travel services.

Sustainability also guides Trip.com Group’s

long-term approach. The company supports

partners investing in efficiency, transparency

and community impact, while continuing to

develop tools and content that help travellers

make responsible, informed choices.

At WTM 2025, the Trip.com Group team

will meet partners to explore new routes,

campaigns and collaborations, all with

a shared goal of building smarter, more

connected travel experiences.

Stand S3-520

63

64

ACCOMMODATION Facts

& Figures

Cross-border investments in

hospitality sector remain globally

positive

Demand remains strong across the globe for accommodation, particularly for Europe

and Asia-Pacific.

75

London has the most five-star properties

in the world at 75

Global hotel investment grew 54% year-overyear

in 2024, boosting total hotel transaction

54% volumes by 16%.

While the exact number of the world’s hotel

rooms is almost impossible to determine

precisely, there is no shortage of analysis

around trends in the industry.

LUXURY HOTELS

ARE A HIT

Consultants agree on the strength of luxury

hotels, with 4,400 four and five-star hotels

around the world. Global metropolises

have the highest concentration of luxury

properties. According to a report from Knight

Frank using Five Star Alliance data, London

has 75 five-star hotels, the most of any city

globally. It is followed by Dubai with 61 fivestar

properties, New York with 59, Paris with

56 and Miami with 46. Cities having between

30 and 40 five-star properties include Los

Angeles, Bangkok, Shanghai, Washington DC

and Rome.

2024 was a good year for cross-border hotel

investment according to CBRE consultants.

Global investment grew 54% year-over-year

in 2024, boosting total hotel transaction

volumes by 16% year-over-year. Strong crossborder

investment over the past decade

has generally resulted in an increase of

approximately US$50 billion (roughly £42.9

billion) in foreign investors’ hotel ownership

and a significant expansion of hotel brands

worldwide.

EUROPE AND ASIA

EXPECT GOOD

PERFORMANCE IN 2025

Earlier this year, CBRE predicted that the

global hotel investment outlook for 2025

looked positive. The consulting firm has

since taken a more precautious approach,

mentioning the emergence of geopolitical

© Ish Consul - Unsplash

and trade challenges, which imply more

volatility.

Meanwhile, hotel investment in EMEA

(Europe/Middle East/Africa) outperformed

other regions due to strong tourism demand

for Europe. In 2024, CBRE indicated that

cross-border and total volumes increased

112% year-over-year and 65% year-over-year,

respectively. For STR, growth in revenue per

available room (RevPAR) for 31 European

forecast markets is projected at 1.7% for

2025.

STR predicts a positive outlook in 2025 in

the Middle East thanks to the UAE and Saudi

Arabia. RevPAR growth for Abu Dhabi, Dubai,

Jeddah, and Riyadh is expected to increase

by 5.4%.

Another strong region in terms of investment

is Asia Pacific. CBRE described the area as “a

bright spot since COVID-19, logging a 12%

increase in annual capital inflows during

2020-2024, driven by steady purchasing by

U.S. investors”. STR’s 16 Asia Pacific forecast

markets show RevPAR increasing by 3.0% in

2025.

In 2024, cross-border investments’ share of

overall hotel investment in the Americas

remained below the pre-COVID-19 level of

15% - 25% due to the strength of the U.S.

dollar and high interest rates. A weakening

dollar and strong incentives to invest in the

U.S. should positively influence the market.

65

A greener stay: YHA Australia

expands its eco-certified network

YHA Australia marks a major milestone in

its sustainability journey, with half of its

nationwide accommodation network now

certified by Ecotourism Australia.

YHA Australia, one of the country’s leading

providers of affordable accommodation,

continues to strengthen its sustainability

credentials with 50% of its properties now

certified by Ecotourism Australia. Recent

additions, including YHA Sydney Central, YHA

Cairns, YHA Thredbo, and YHA Newcastle,

join seven other certified sites as part of the

organisation’s long-term commitment to

responsible, low-impact travel.

The certification process involves more

than 200 criteria across four key pillars

© YHA Australia

(environmental, socio-economic, cultural,

and responsible business practices),

demonstrating each property’s dedication

to global best-practice standards. Paul

McGrath, CEO of YHA Australia, said the

milestone “reflects our commitment to

sustainability and allows travellers to choose

stays that align with their values.” The

organisation aims to have all 19 properties

certified by the end of 2025.

YHA’s eco-certified accommodation spans

some of Australia’s most iconic locations,

from Sydney Harbour to the Great Ocean

Road and the Grampians. The network has

also expanded its use of renewable energy,

with 22% of sites now powered by 100%

GreenPower and several generating solar

energy on-site. Additional initiatives include

waste reduction partnerships, water-saving

systems, and a Sustainable Properties Fund

that invests in further eco-upgrades across

the network.

Stand N9-510

Regnum Hotels - The Crown:

A new luxury family escape

on Turkiye’s Riviera

Regnum Hotels is showcasing its brandnew

resort, Regnum The Crown, at WTM

London 2025, a landmark opening that

redefines family-friendly luxury on

Turkiye’s sun-drenched Riviera.

Regnum Hotels has officially opened

Regnum The Crown, the sister property

to the renowned Regnum Carya.

The launch in July was celebrated with an

exclusive live performance by global artist

Jennifer Lopez, marking the debut of a new

destination for entertainment and refined

leisure.

Designed to balance sophistication with

comfort, Regnum The Crown features 343

suites and 15 private villas offering BVLGARI

amenities, butler service, private infinity

pools and scenic views of the coastline or

gardens. A rooftop sanctuary reserved for

adults includes an infinity pool, fine dining

and a sky bar, providing a peaceful retreat

overlooking the Mediterranean.

Families are at the heart of the Regnum

experience. The resort’s 4,000-square-metre

Bamboo Kids World includes themed play

areas, a cinema, LEGO labs and a Princess

Spa. For adults, the 4,500-square-metre

Revive Spa and open-air Amber Lagoon Spa

offer extensive wellness options in tranquil

surroundings.

With 22 restaurants and 30 bars shared

across both Regnum resorts, guests can

enjoy a wide variety of cuisines and facilities.

Combining sustainability with modern

comfort, Regnum The Crown marks an

important new chapter in luxury travel on

Turkiye’s Riviera.

Stand N5-500

66

ADVERTORIAL

Retaj Hotels: Innovation, authentic

hospitality and international growth

Overseeing 30 properties across eight

countries and managing an asset portfolio

worth over £3.6 billion, H.E. Sheikh Nayef

Bin Eid Al Thani, Chairman and Managing

Director of Retaj Group of Companies,

shares the company’s expansion plans and

what makes the brand stand out.

Can you tell us about Retaj Hotels &

Hospitality and what sets it apart?

Retaj Hotels & Hospitality stands as one of

Qatar’s leading hotel groups, recognised

for combining authentic Arabic Qatari

hospitality with world-class service. Our

portfolio spans business hotels, resorts, and

long-stay residences, designed to meet

the needs of both corporate and leisure

travellers. What truly sets us apart is our

ability to blend authentic Arabic hospitality

with modern global standards and our

commitment to delivering experiences built

on genuine care, comfort, and respect for

culture. Every interaction reflects our culture

of generosity, respect, and attention to detail.

By blending these values with innovation

and modern comfort, Retaj Hotels acts as

a proud ambassador for Qatar’s hospitality

excellence.

What are some of your upcoming projects for

expansion?

We are implementing an ambitious Vision

2030 strategy that aims to expand our

presence across the Middle East, Africa, and

Europe. Upcoming projects include new

openings in Qatar, Egypt, Saudi Arabia, and

Asia, with several other destinations under

active negotiation. Each development is

carefully selected to ensure sustainable

growth while introducing Retaj Hotels’

distinctive brand of hospitality to new

markets.

What are your goals for WTM London this

year? Why is this an important show for you?

For Retaj Hotels, it’s an opportunity to

strengthen relationships, showcase our

upcoming projects, and explore new

markets. We also see WTM as a stage to tell

our story—to share how a Qatari-born brand

has evolved into an international name

rooted in authenticity and innovation.

Stand S8-210

H.E. Sheikh Nayef

Bin Eid Al Thani

67

68

EXPERIENCES Facts

& Figures

Experience tourism:

Travellers are prioritising

experimental activities over the

destinations themselves

Travellers today are no longer simply chasing destinations. They are chasing moments,

according to a report by McKinsey & Company and travel intelligence platform Skift.

US$3

trillion

The global market for travel

experiences now exceeds US$1

trillion per year and could grow to

US$3 trillion.

40% engagement

40% of total travel experience spending

attributed to live events and cultural

(McKinsey/Skift study)

While the desire for travel remains high

around the world, there are changing

patterns in the way tourists perceive

their travel experiences. Authenticity and

uniqueness are increasingly a criteria.

Travellers today are looking for something

unique and memorable. According to a

recent report by McKinsey & Company

and travel intelligence platform Skift,

experiences have become THE central

driver of leisure travel decisions, reshaping

how people plan trips and what they

expect along the way.

Rather than choosing a destination first

and figuring out what to do later, many

travellers now begin their planning

with a desired activity in mind, be it a

mountaintop hike, a street food tour, or an

intimate cultural encounter, and select their

destination accordingly. A recent McKinsey

survey found that, apart from core practical

concerns like safety and affordability, the

availability and quality of local experiences

ranked among the top factors influencing

destination choices. 63% of McKinsey

respondents are influenced by the range

and quality of cultural and natural visited

sites, 61% want to explore something new

and 58% prioritise authenticity in cultural

experiences.

This trend reflects a broader shift in

consumer values. Particularly among

younger generations, there is a strong

preference for spending on experiences

rather than possessions. The global market

for travel experiences now exceeds US$1

trillion and is expected to grow further to

US$ 3 trillion as digital booking becomes

more widespread.

According to the study, destination visitors,

both domestic and international, account

for roughly 30 percent of the experience

market, spending about US$1.1 trillion to

US$1.3 trillion on experiences. Roughly

40% of this sum is attributed to live events

and cultural engagement, 23% to nature,

adventure and active travel, 14% to iconic

places and museums while the theme

parks, gambling, gaming and spa/health

experiences account for the remaining

share of spending.

Yet despite its enormous potential, the

experiences sector remains fragmented and

under-optimised. Many travellers report

feeling overwhelmed by the sheer volume

of available activities and want easier

ways to discover and book meaningful

experiences.

At the same time, small-scale operators,

often deeply passionate about their

offerings, struggle to stand out on major

platforms that don’t adequately showcase

their uniqueness. Distribution platforms,

for their part, face the difficult task of

consolidating a chaotic landscape of

offerings while trying to scale profitably.

The McKinsey-Skift report calls for a

rethinking of how travel experiences are

created, marketed, and distributed. It

highlights the need for user-friendly digital

platforms, smarter discovery tools, and

more collaborative ecosystems that benefit

both providers and consumers.

69

70

Malta’s smart management

of the Blue Lagoon

A new booking system at Malta’s Blue

Lagoon has significantly reduced

overcrowding, marking a major step in the

Malta Tourism Authority’s ongoing efforts

to balance environmental protection with

visitor experience.

Malta’s iconic Blue Lagoon has seen a major

reduction in visitor numbers this summer,

following the introduction of a new booking

system designed to combat overtourism

and safeguard the site’s natural beauty.

The system, launched in May by the Malta

Tourism Authority (MTA) and its dedicated

Team Blue Lagoon, has reduced peak visitor

concentrations by 68 per cent compared to

summer 2024. The highest recorded number

of visitors at any one time in July and August

was 3,830, down from last year’s 12,000.

On average, each of the three daily time

slots—morning, afternoon, and evening—

welcomed around 1,979 visitors.

The initiative, part of a wider strategy to

ensure sustainable management of the

Natura 2000 site, limits the maximum

number of visitors to 4,000 at any one time.

Complementary measures include

an expanded swimming zone,

enhanced cleaning operations,

improved waste management, and

stricter on-site enforcement. A new

capitainerie managed by Transport

Malta now oversees vessel traffic,

while additional lifeguards, police

officers, and environmental monitors

ensure safety and compliance.

The MTA has also commissioned

Mizzi Studio, an internationally

recognised architecture and design

practice, to propose long-term

rehabilitation plans to preserve the

area’s ecological balance.

MTA CEO Carlo Micallef said the results

demonstrate “the effectiveness of the

measures taken so far” and reaffirm the

team’s commitment to protecting the Blue

Lagoon while offering visitors a better, safer

experience.

Stand N3-410

of high-adrenaline exploration amid the

breathtaking snow-covered peaks of the

Kerlingarfjöll mountains. In contrast, the

five-day “Hidden Powers & Volcanic Views”

summer tour allows guests to discover

Iceland’s dynamic landscapes through

volcano visits, glacier hikes, and a relaxing

dip in the Blue Lagoon.

© Emmanuel Cassar - Unsplash

Further enhancing the visitor experience,

Iceland Travel has introduced 24/7 Customer

Care, ensuring agents and travellers receive

round-the-clock support for everything

from rebookings due to weather changes to

last-minute itinerary updates.

Exploring every season with

Iceland Travel

With new seasonal adventures, upgraded

customer care, and enhanced comfort

for travellers, Iceland Travel continues to

reinvent the way visitors experience the

Land of Fire and Ice — all year round.

Iceland Travel, the country’s longestestablished

destination management

company, is showcasing Iceland as a yearround

destination with a new range of

seasonal tours. Each experience has been

crafted to highlight the nation’s extraordinary

contrasts — from icy mountain peaks to

geothermal lagoons.

The new “Kerlingarfjöll Deluxe Winter

Highland Adventure” offers three days

Among its latest additions, the newly

opened Laugarás Lagoon brings a fresh

wellness option to the popular Golden Circle

route. This two-storey geothermal retreat,

complete with a cascading waterfall, is set

to become a must-visit for travellers seeking

relaxation amid Iceland’s dramatic scenery.

Partnering with ME Travel, Iceland Travel now

operates a modern coach fleet designed for

ultimate comfort, complete with spacious

interiors and panoramic windows. Together,

these innovations reaffirm Iceland Travel’s

mission to deliver seamless, memorable

experiences for explorers of every kind.

Stand N8-400

71

72

© Aleksey Cherenkevich - Unsplash

AVIATION Facts

& Figures

Global headwinds unlikely

to alter the growth in air

transport

Despite a more challenging environment, the International Air Transport Association

(IATA) still expects passengers’ demand to grow again in 2025 while airlines will post

improved profitability over 2024.

US$36

billion

Net profits are expected to reach

a new record of US$36.0 billion,

improved from the US$32.4 billion

earned in 2024.

+4%

high

Total travellers’ number reaching a record

US$4.99 billion (+4% on 2024).

“The first half of 2025 has brought

significant uncertainties to global markets.

Nonetheless, by many measures including

net profits, it will still be a better year for

airlines than 2024, although slightly below

our previous projections,” said a confident

Willie Walsh, IATA Director General during

the last annual meeting of the association

at the end of May 2025.

Despite economic uncertainty and

geopolitical tensions, net profits are

forecast at US$36 billion, up from US$32.4

billion in 2024, though slightly under

the previous estimate of US$36.6 billion.

Margins are expected to improve to 3.7%,

while operating profits will reach US$66

billion. Total industry revenue is projected

at a record US$979 billion, a 1.3% increase

over 2024, with expenses rising just 1% to

US$913 billion.

Passenger numbers are expected to climb

to 4.99 billion (+4%), and cargo volumes

to 69 million tonnes (+0.6%), both below

earlier forecasts. A key factor in profitability

is the 13% drop in jet fuel prices year-onyear,

despite persistent tensions in the

Middle East.

“Despite volatility, the industry’s resilience

shows in its improved net margins,” said

Walsh. “Still, profits equate to just US$7.20

per passenger—a thin buffer in the face of

rising taxes, fees or regulations,” he added.

Passenger revenue is set to reach US$693

billion, driven in part by a 6.7% rise in

ancillary revenue. Load factors are forecast

to hit a record 84% in 2025, despite supply

chain delays hampering fleet expansion.

Meanwhile, average real airfares are

expected to drop 4%, continuing a decadelong

trend of more affordable travel. IATA

indicates that the real average return airfare

(in 2024 US dollars) is expected to be $374

in 2025. This is 40% below 2014 levels.

Strong demand continues to drive

airline profits, according to IATA’s latest

survey conducted in April 2025, which

shows encouraging results. Some 40% of

respondents expect to travel more over

the next 12 months than they did in the

previous 12-month period. The majority

(53%) said that they expect to travel as much

as they did in the previous 12 months. Only

6% reported that they expect to travel less.

Some 47% of respondents expect to spend

more on travel over the next 12 months

than they did in the previous 12 months. An

almost equal proportion (45%) expect to

spend the same on travel over the next 12

months while only 8% expect to spend less.

Looking at preliminary data in 2025,

international Revenue Passenger Kilometres

(RPK) growth reached 6.7% in May year-onyear,

with growth in all regions but a mixed

picture on load-factors, which increased by

just 0.2 ppt. Traffic expansion on most key

international routes to the Americas slowed

in May, apart from Transatlantic with a

modest 2.5% year-on-year increase.

Asia-Pacific airlines achieved the highest

growth for the same period, with a 13.3%

year-on-year increase in demand. Second

in growth were African airlines with a 9.5%

year-on-year increase in demand followed

by Latin American airlines (up 8.8% year-onyear).

73

ADVERTORIAL

EgyptAir showcases Egypt’s new

era of travel at WTM London

As Egypt marks the opening of the Grand

Egyptian Museum in Giza, EgyptAir is

positioning itself at the heart of the nation’s

aviation and tourism transformation.

With the long-awaited opening of the Grand

Egyptian Museum in Giza on 1 November,

Egypt is stepping into a new era of cultural

and economic dynamism. As the official

carrier of this landmark occasion, EgyptAir

embodies the spirit of renewal driving the

country’s broader transformation under

Egypt Vision 2030, a national strategy to

position Cairo as a leading regional hub and

strengthen tourism and civil aviation in line

with the UN Sustainable Development Goals.

This vision is already taking flight. Between

July 2024 and June 2025, EgyptAir

connected more than 80 destinations

worldwide, operating over 40,000 flights

and welcoming 11 million passengers.

“Through a combination of strategic

network expansion, fleet renewal, and trade

partnerships, we will develop and grow our

fleet,” says Captain Ahmed Adel, Chairman

and CEO of EgyptAir Holding Company.

“Standing at the crossroads of Africa, the

Middle East, and Europe, Egypt has a unique

geographic advantage, making it a natural

gateway for intercontinental travel.”

Its ongoing expansion includes a major fleet

modernisation, with 16 Airbus A350-900s

and 18 Boeing 737 MAX 8s entering service

from December 2025, boosting efficiency

and reach to key cities such as London, Los

Angeles, Toronto, Tokyo, and Shanghai.

The airline’s modernisation aligns with

growing UK–Egypt trade and tourism

LATAM to introduce Premium

Economy class in 2026

ties, following high-level talks to attract

British investment into Egypt’s aviation

infrastructure. As the sole Star Alliance

member in the MENA region, EgyptAir

continues to strengthen global links, inviting

travel partners to build the next generation

of connections.

WTM visitors can discover EgyptAir’s latest

initiatives at its stand and enter a chance to

win flights on 4 and 5 November.

Stand S6-530

South American carrier LATAM is

experiencing exceptional growth and

preparing to launch new premium

products, explains executive Davide

Ioppolo.

“It’s been an exceptional year,” enthuses

Davide Ioppolo, recently appointed

Managing Director France for LATAM. In

the second quarter of 2025, the South

American airline posted a profit of $242

million (approximately £172 million). “That’s

a record, but what’s even more impressive is

the growth in profits: up 66% compared to

2024. Our profits had already doubled last

year compared to 2023, reaching nearly $1

billion (£790 million),” he says.

These results have enabled LATAM to make

a significant investment. “We have just

ordered 74 E190s for our regional network.

We are continuing to revamp our business

class with new seats, and in 2026 we will be

the first airline in South America to introduce

a Premium Economy class. We will also be

creating a Business Class Premium Suite in

2027,” he adds.

For European travellers, LATAM offers

seamless access to South America with

direct flights from Madrid, Barcelona, Milan,

Frankfurt, and London to its main hubs.

These nonstop connections cut travel

time and eliminate unnecessary layovers,

providing a comfortable and efficient option

for long-haul journeys.

Stand S5-222

74

Singapore Airlines elevates travel

with daily Gatwick–Changi Service

Singapore Airlines has taken things to new heights with the addition of a daily direct

flight from London Gatwick to Singapore Changi Airport.

Launched on 22 June 2024 with five weekly

flights, Singapore Airlines has expanded

the service to a daily frequency just ten

months after its debut. UK & Ireland General

Manager Mohamed Rafi Mar said: “There’s

no greater testament to the success of our

London Gatwick service than the expansion

of our schedule within its first year.”

Singapore Airlines is to date the only airline

out of London Gatwick to offer a nonstop

daily flight to Singapore, providing

enhanced connectivity across Asia,

Australia and New Zealand. The London

Gatwick departures enable connections

via Singapore to Sydney in 21 hours and 30

minutes, one of the fastest current air links

to Australia from the UK.

Flying out of London Gatwick with

Singapore Airlines represents a new

convenient opportunity for travelling to

Singapore and beyond.

London Gatwick can be reached by an

extensive public transport system with the

largest rail catchment of any UK airport,

with direct connections to over 120 train

stations including London in under 30

minutes.

The airport offers less crowded facilities

than many other international airports

in the UK and is a great alternative for

premium passengers, including business

travellers and luxury travellers, as well as

solo travellers, couples and families.

Flying out of London

Gatwick with Singapore

Airlines represents a new

convenient opportunity

for travelling to Singapore

and beyond.

LONDON GATWICK SERVED WITH

BRAND-NEW AIRBUS A350-900

For the airline’s new route, the 13-hour

flight to Singapore is using one of the most

recent aircraft, the Airbus A350-900. This

quiet plane offers elevated service with

its award-winning cabins and guarantees

relaxed seamless onward connectivity

through Singapore Changi Airport with

an extensive network throughout Asia,

Australia and New Zealand. The flight also

includes a free stopover in Singapore for

layovers at least 5.5 hours long and under

24 hours if travellers wish before travelling

onward.

Onboard, passengers have a choice of three

cabin classes including Economy Class,

Premium Economy and Business Class. They

all provide a comfortable experience with

world-class entertainment programmes,

carefully crafted cuisine and above all,

the award-winning service of Singapore

Airlines’ cabin crew.

On the ground, Changi Airport offers a wide

range of facilities while Singapore Airlines

provides lounges, assistance and services.

Stand N9-510

75

WTM Event Guide 2025

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