WTM London 2023 commences with 4,000 exhibitors and strong Spanish representation

The 44th edition of WTM, a global tourism event, begins on November 6th in London with 4,000 exhibitors, new exhibition areas, and strong Spanish representation from regions like Andalusia, the Canary Islands, the Balearic Islands, and Valencia.

The 44th edition of the World Travel Market (WTM), the world’s leading tourism event, is set to kick off on November 6th in London, United Kingdom, at the Excel London conference and exhibition centre. This year’s event boasts around 4,000 confirmed exhibitors, introduces new exhibition areas, and promises a significant Spanish presence, with regions like Andalusia, the Canary Islands, the Balearic Islands, and the Valencia region participating.

Organizers expect this edition to facilitate a record number of deals as the number of new and returning exhibitors increases. To cater to evolving travel preferences, the show has introduced three new areas on the show floor: Accommodation & Wholesalers, Experiences, and Transport. These areas aim to showcase exhibitors from the private sector and other destinations, aligning with the growing trend of travelers making decisions based on experiences rather than specific destinations.

This change in traveler behavior, particularly among millennials and Generation Z, has led to a diverse range of offerings, from well-established international brands like Hilton Hotels & Resorts to specialized companies and brands. New exhibitors include Eurostar and ABBA Voyage, along with tourism boards like the Bermuda Tourism Authority, Sabah (promoting northern Borneo, Malaysia), and Almaty, the largest city in Kazakhstan.


WTM London 2023 commences with 4,000 exhibitors and strong Spanish representation

Andalusia plans to focus on increasing air connectivity and meeting with key players in the travel industry, such as easyJet, Jet2, and British Airways, during the event. The Costa del Sol aims to recover the British market and showcase the province of Malaga’s tourism product, with a dedicated 200-square-meter stand. The Canary Islands, the only Spanish autonomous community surpassing pre-pandemic levels of British visitors, will have a strong presence with over 250 professionals from 150 companies and institutions. The Balearic Islands will emphasize sports and cultural tourism and will meet with the Association of British Travel Agents (ABTA) and other key industry players.

The Valencian Region’s delegation at the event will be the largest in history, focusing on tourism sustainability and showcasing itself as a tax-free territory. Given the British market’s importance, the region is committed to working diligently during the three-day fair.


Morocco has been announced as the main partner of World Travel Market London 2023, aiming to double the number of incoming tourists to 26 million by 2030. The Moroccan National Tourist Office will highlight its international campaign “Morocco, Kingdom of Light,” showcasing the nation’s contemporary and dynamic attractions and experiences. This partnership aims to boost the attractiveness of Morocco as a tourist destination.

With diverse exhibitors and a focus on experiences, the 44th WTM London promises to be an exciting event for the global travel industry, facilitating networking, collaboration, and the exploration of new opportunities in the ever-evolving world of tourism.

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