WTM London 2025: Reimagining Travel Amid Record Growth and Shifting Trends

Day two of the World Travel Market (WTM) London 2025 is buzzing at ExCeL London, where over 46,000 travel professionals from 180+ countries are forging deals, debating innovations, and charting the industry’s future under the theme “Reimagining Travel in a Changing World.” This year’s edition— the largest in its 45-year history with nearly 4,150 exhibitors and 115+ travel tech firms—kicked off on November 4 and runs through November 6, blending high-stakes networking with forward-looking insights. From the unveiling of the WTM Global Travel Report to pavilions showcasing emerging markets like the Global South, the event underscores a sector at record highs, poised for sustained expansion despite regional headwinds.

Attendance is on track to surpass last year’s figures, with 5,000+ pre-vetted buyers driving an estimated £2.6 billion in post-show business value, based on historical trends. Highlights include cultural performances from pavilions like Uttar Pradesh’s Raas Leela and Rai dances, alongside B2B sessions that have already secured partnerships, such as Discover the World’s new representation deal with Saudia Airlines for European markets. Egypt’s pavilion scooped “Best Design” honors for its innovative fusion of ancient motifs and modern visuals, while Pakistan’s booth, inaugurated by Advisor Sardar Yasir Ilyas Khan, spotlighted heritage trails. Bilateral meetings, like Egypt’s tourism minister hosting Qatar’s counterpart, signal deepening Middle East collaborations.

The real draw, however, lies in the content: 79 conferences across sustainability, AI, geo-economics, and DEAI (Diversity, Equity, Accessibility & Inclusion), plus summits on marketing and tech. As attendees navigate the expanded floor—now spanning aviation, cruises, and eco-lodges—the conversation is laser-focused on adaptation.

Record 2025 and Optimistic Forecasts: A Decade of Outpacing GDP

The WTM Global Travel Report, launched on opening day by Tourism Economics (an Oxford Economics company) in partnership with the World Travel & Tourism Council (WTTC), paints a bullish picture. International arrivals hit a staggering 1.5 billion in 2025, eclipsing the 2019 peak, with the sector generating over $11 trillion—10% of global GDP. Looking ahead, annual growth is pegged at 3.5% through 2035, outstripping the global economy’s 2.5% pace and swelling to $16 trillion by decade’s end (nearly 12% of GDP).

Sector-specific booms underpin this: Aviation eyes 15,000+ new aircraft orders from Boeing and Airbus; cruises project 6% deployment growth in 2025; and accommodations anticipate 500,000 new rooms this year, plus 1 million in the pipeline. Emerging Asia-Pacific markets, fueled by China’s outbound leisure spend surging 93% by 2030, will drive much of this—benefiting neighbors like Vietnam and Thailand. Yet, North America’s outlook tempers the cheer: U.S. inbound arrivals are forecast to dip 6% in 2025 due to trade tariffs, skills shortages, and geopolitical strains, delaying a 2019 rebound until 2029.

Event Director Chris Carter-Chapman emphasized the report’s role in navigating these dynamics: “With travel at record levels and set to outpace the wider economy, WTM London is the place to connect, innovate, and plan.” Dave Goodger of Tourism Economics called it “an essential manual for capitalizing on ever-changing dynamics.”

Emerging Trends: From Gigtripping to Coolcations and AI

WTM 2025 is a trend observatory, with sessions dissecting how traveler behaviors are evolving post-pandemic. Key themes:

• Gigtripping and Event-Led Travel: Live events are reshaping itineraries, with destinations luring acts like Taylor Swift’s Eras Tour (10M+ attendees) and Oasis’s 2025 revival (2M fans across 13 countries). Cities are bidding for concerts to boost shoulder-season visits, blending music with cultural extensions.
• Coolcations and Shoulder Seasons: Climate concerns are shifting demand from scorching summers to milder periods, with “coolcations” in Sweden, Norway, and Finland eyeing 9% arrival growth in 2025—outpacing sun spots. Off-peak bookings are up, favoring lesser-known spots to dodge overtourism.
• Authentic and Immersive Experiences: Travelers crave genuine connections—think community-led tours in The Gambia’s Ninki Nanka Trail or Telangana’s sustainable heritage circuits. Urban revival is hot: Paris projects 11% growth to 11.7M visitors in 2026; Barcelona eyes 33% to 8.4M.
• AI and Travel Tech: Over 115 exhibitors, including Stay22 and InterLnkd, demo AI for personalized planning, balancing tech with human touch. Sessions like “The New Travel Powerhouses” tackle geo-shifts redrawing flows, with creators as “business partners” unlocking $250B in influence.
• Sustainability and DEAI: Eco-innovations dominate, from solar guesthouses to zero-waste tours, with Saudi Arabia’s QoL Program highlighting inclusive growth in the Global South. DEAI panels push for equitable access, echoing UAE’s hospitality pledges.

Regional Spotlights and Deals in Motion

Pavilions pulse with optimism: Kazakhstan promotes Silk Road treks; Oman strengthens partnerships; Veracruz inks operator deals; and Greece targets 2026 UK growth via Jet2 and easyJet expansions. Spain’s GoNexus and Dida Holdings showcase luxury tech, while Cádiz and Valencia court British buyers.

As Day 2 winds down, WTM’s energy—fueled by WTM TV live streams and the Marketing Summit tomorrow—heralds a resilient industry. For pros and punters alike, it’s clear: Travel isn’t just rebounding; it’s reinventing, with sustainability, tech, and authenticity as its north stars.