Record-breaking WTM London 2025 drives global reach, rising buyer numbers and strong business growth

International

Biggest edition in the event’s history welcomes 5,500 vetted buyers, 46,500 total attendees and more than £2.2 billion in projected deals

WTM London 2025 has closed on a high note, marking an 8% year-on-year increase in pre-qualified buyers. Over three days at ExCeL London, organisers welcomed 5,500 rigorously vetted buyers from leading travel organisations worldwide, reinforcing WTM London’s status as the most influential event for the global travel and tourism industry.

With ExCeL London expanded by 25%, this year’s edition was the largest in WTM’s history. A total of 182 countries were represented, exhibitor numbers rose by 5%, and the Travel Tech section alone grew by more than 55%. Total attendance reached 46,500, underscoring the show’s growing international impact.

The momentum continued with a record number of pre-scheduled meetings. Confirmed business appointments surged by 30% to more than 40,000, generating an estimated £2.2 billion in business deals directly attributed to WTM London 2025. These gains further cement the event’s role as a global platform for connection, commercial growth, and industry leadership.

Growth and investment shaping the future of travel

On day one, the WTM Global Travel Report projected that the global travel industry will grow faster than the world economy, with its contribution to GDP expected to exceed US$16 trillion by 2035.

At the 19th WTM Ministers’ Summit, held in partnership with UN Tourism and WTTC, tourism ministers and CEOs highlighted investment and education as essential drivers of long-term industry progress. Countries including the Philippines, Kenya, Ecuador and Lebanon pointed to blended public-private funding models—such as tax incentives, special economic zones and airport expansions—as key to unlocking sustainable growth.

Addressing the tourism skills gap, ministers called for curricula that better match industry needs, strengthen digital competencies and enhance career pathways through targeted training and reskilling.

WTM TrendFest makes its debut

A major new addition to this year’s show, WTM TrendFest showcased cutting-edge innovations and emerging travel trends. The experiential travel zone proved a standout attraction, hosting the opening Networking Party and a diverse lineup of global culinary and dance performances. Exhibitor participation from experience providers rose by 31%, reflecting the rising demand for immersive and experiential travel products.

A memorable finale

WTM London 2025 concluded with a fireside chat featuring Oscar-nominated actor Richard E. Grant and Sir Chris Bryant MP, the UK’s newly appointed Minister of State for Trade Policy. Grant shared humorous travel anecdotes, from visits to UK stately homes to time on a kibbutz and a memorable encounter with the King of Swaziland.

Chris Carter-Chapman, WTM London Event Director, said: “WTM London 2025 has set a new benchmark for the global travel industry. With a record 46,500 attendees, an 8% rise in qualified buyers, and over 40,000 pre-scheduled meetings generating £2.2 billion in business deals, this year’s event has truly showcased the power of connection. Our new WTM TrendFest offered immersive experiences and innovations shaping the future of travel. Save the dates — 3–5 November 2026 — when the industry comes together again to connect, innovate and grow.”

A downloadable copy of the WTM Global Travel Report is available online.