The 44th edition of the World Travel Market (WTM) London concluded on November 7, 2024, with record-breaking results, solidifying its position as the world’s leading travel and tourism event. Held at Excel London, the event witnessed a remarkable 11% increase in pre-qualified buyers, with 5,049 top-tier buyers attending, up from 4,560 in 2023. Overall attendance also rose by 6% to 46,316 individuals, showcasing the sector’s robust recovery and growing collaboration.
To accommodate the rising number of attendees, WTM London expanded its footprint by 8%, adding new halls within Excel London’s Level-0. These additional spaces featured large conference stages and enhanced hospitality areas, enhancing the overall visitor experience. The event welcomed 4,047 exhibitors, an 8% growth compared to the previous year, including notable first-time participants such as KOS Island, Riyadh Air, Latvia Travel, and Grand Prix Grand Tours.
WTM London 2024 delivered measurable value, with pre-scheduled business meetings reaching a record 34,082, a 17% increase from 2023. This surge reflects the industry’s eagerness for collaboration and actionable outcomes. The event’s scale and impact underscored the tourism sector’s resilience and innovation, providing a platform for stakeholders to address challenges, embrace opportunities, and plan for a thriving 2025.
Under the theme of “Travelpower,” WTM London 2024 focused on how the tourism sector can drive positive global change. Attendees explored crucial topics such as Diversity, Equity, Accessibility & Inclusion (DEAI), Geo-Economics, Marketing, Sustainability, Travel Trends, and Technology. Over 200 world-class speakers delivered 70 insightful sessions, equipping industry leaders with the tools to navigate an evolving landscape.
Reflecting the industry’s innovative spirit, more than 80 new exhibitors showcased cutting-edge solutions and unique offerings, contributing to the event’s vibrant atmosphere. From emerging tourism boards to advanced payment systems like Barclaycard Payments, the diverse range of participants highlighted the sector’s dynamism and forward-thinking approach.
The unveiling of the WTM Global Travel Report 2024 was a significant moment during the event. Developed in collaboration with Tourism Economics, the report provided an in-depth analysis of global tourism trends. It revealed that international tourism arrivals are set to reach a record 1.5 billion in 2024, surpassing pre-pandemic levels. By 2030, this number is projected to grow by over 30%, with 2 billion visitors staying at least one night in their destination.
The Ministers’ Summit, held in partnership with the UN Tourism and the World Travel and Tourism Council, brought together over 50 influential figures in the travel industry. The 18th edition of the summit focused on artificial intelligence (AI) and its potential to facilitate sustainable tourism and enhance guest experiences. Leaders emphasized the importance of establishing guidelines to ensure ethical AI usage.
The event’s closing keynote was delivered by comedian and TV star Katherine Ryan, who inspired attendees to foster cultures of positivity, inclusivity, and gratitude within their organizations. Her address aligned with the event’s overarching goal of driving transformative change in the travel and tourism industry by promoting collaboration, sustainability, and inclusivity.
Juliette Losardo, Exhibition Director for WTM London, expressed her enthusiasm for the event’s success. With increases across key metrics such as attendance, exhibitors, buyers, and meetings, WTM London 2024 demonstrated the vitality of the tourism sector and the shared commitment to addressing industry challenges collaboratively. Losardo highlighted the event’s ability to bring together the global tourism community as a reflection of the sector’s immense potential to serve as a beacon for positive change.