The 45th annual World Travel Market (WTM), the premier global tourism event, will welcome more than 40,000 industry professionals from 5 to 7 November at Excel London. This influx of tourism professionals is expected to generate a significant economic impact, estimated at £200 million (€238 million), through local spending on transportation, accommodation, and leisure activities.
According to event organisers, a substantial 82% of WTM attendees are international visitors who contribute considerably to the local economy. During the event, 40% of visitors typically stay three days in London, while 33% extend their stay to at least a week, and around 9% stay for over nine days. VisitBritain data indicates that international delegates at UK trade shows spend an average of £352 (€419) per day, totaling an expenditure of £71.2 million (€84.7 million) throughout the event.
Exhibitor Growth and Increased Participation
This year’s WTM sees a 7% rise in exhibitors, with over 4,000 participants from sectors including tourism boards, hospitality, transportation, technology, and travel associations. WTM London Exhibitor Director Juliette Losardo highlighted the appeal of London’s attractions and amenities, noting that many attendees extend their visit to explore the city’s offerings, further boosting local economic impact.
Greece as Lead Partner Country
The Greek National Tourism Organisation (GNTO) is the lead partner country for WTM London 2024, leveraging the event’s global platform to enhance Greece’s visibility. As part of the partnership, GNTO and 80 Greek exhibitors will take part in the opening ceremony and key press events, focusing on promoting sustainable tourism that balances visitor benefits with local community needs and environmental preservation.
Trip.com as Official Technology Partner
Trip.com Group returns as the event’s official technology partner, showcasing cutting-edge advancements in AI-driven travel solutions. Their flagship offerings include Trip.Best, an AI-based tool that provides tailored travel recommendations based on user reviews, and TripGenie, an AI-powered travel assistant that helps users create itineraries and answers travel queries. These tools, already popular with millions of users, aim to enhance user experience by delivering personalised travel planning solutions.
Spain’s Strong Presence at WTM London
Spain is set to have a substantial representation at WTM London 2024, with several regions emphasising their sustainable and premium offerings to attract high-spending international tourists.
- Andalusia: Andalusia will host meetings with approximately 50 international tourism representatives, doubling the number of regional companies in its exhibit area. Spanning 580.75 square metres, the Andalusian stand will bring together over 100 businesses and tourism boards from the region’s eight provinces.
- Balearic Islands: The Balearic Islands will focus on positioning themselves as a sustainable tourism destination. The stand, representing Mallorca, Menorca, Ibiza, and Formentera, spans 493 square metres and has expanded to better support co-exhibitors and local councils. The islands will highlight their commitment to responsible tourism and showcase cultural and sporting activities tailored to the British market.
- Tenerife: Tenerife aims to boost direct air connectivity with the UK while promoting itself as a sustainable and diverse destination. Focusing on high-income travellers, Tenerife will highlight its offerings in culture, gastronomy, and nature-based experiences. Additionally, on 4 November, the island will host a pre-event showcase at London’s iconic Banking Hall to present its premium attractions.
WTM London 2024 promises to be a dynamic platform for fostering international tourism partnerships, driving local economic activity, and showcasing innovation and sustainability in the global travel industry.
