WTM London 2025 Kicks Off with Focus on Sustainability and Investment

The World Travel Market (WTM) London 2025 commenced on November 6, 2025, at the Excel conference centre in the Custom House district. This year’s event is particularly notable as London was recently named the World’s Best City in the 2026 World’s Best Cities Report. The report evaluated global cities based on liveability—including access to green spaces, public transport, and clean air—alongside factors like culture, nightlife, and economic strength.

Sustainability, tourism investment, and the resurgence of the Chinese market are central themes at this year’s WTM. The event features the nineteenth annual Ministers’ Summit, which has become a key platform for discussion on fiscal strategies and educational initiatives in tourism. Delegates from countries such as the Philippines, Kenya, and Ecuador shared insights on utilizing fiscal incentives to attract investment in their tourism sectors. Representatives from Spain, Portugal, and Greece emphasized the significance of a skilled labour force for driving tourism growth.

A recent WTM report highlights emerging trends in the travel sector, including “gigtripping,” the quest for authentic experiences, and the integration of artificial intelligence. Over the course of the conference, which includes 40 planned sessions, the overarching theme is “Reimagining Travel in a Changing World.” This theme allows speakers to explore how travel and tourism are evolving, addressing new global policies and shifting traveller behaviours.

Growth and Engagement at WTM 2025

As part of the ongoing expansion of Excel London, the WTM has increased its space by 25,000 m² for 2025. This expansion enables enhanced content, greater engagement opportunities, and the introduction of the WTM Trend Fest—a new cultural program showcasing immersive global experiences. The event promises live performances, themed activations, and daily presentations aimed at capturing the attention of attendees.

With over 34,000 meetings expected to take place, the 2025 edition of WTM London is poised to be the largest in its history. This growth reflects the increasing significance of global tourism and the collaborative efforts of countries to adapt to changing market dynamics.

As the conference unfolds, industry leaders are set to exchange valuable insights and strategies that could shape the future of travel. The focus on sustainability and investment serves as a reminder of the tourism sector’s resilience and its commitment to evolving with the global landscape.