WTM London opened on November 3 with more than 12,000 approved buyers and over 4,000 media registered, and with experiences, events and accessibility dominating the first day’s sessions, organisers said.
Experience-led travel is drawing new capacity into emerging destinations. China-based luxury river cruise brand Century Cruises used the show to outline its expansion into Europe and North Africa, adding Nile cruises in 2028 after launching a Rhine-Danube ship this year, with a second due in 2027. Its plans include onboard cultural evenings and exclusive shore events, such as private opera recitals in Vienna.
“If we were a hotel brand, we would fashion ourselves after Mandarin Oriental or Shangri-La,” said David Fredericks, Century Cruises’ president and CEO for the Americas, adding that the company was open to MICE charters. The Nile is getting busier at the top end, with Viking adding a 19-day Grand Nile Journey and Mandarin Oriental taking over historic hotels in Luxor and Aswan.
WTM’s Global Travel Report, produced with Tourism Economics, found that 58% of international travellers had taken a trip abroad specifically to attend an event in the past two years, and that 60% wanted “luxury” holidays built around experiences. Dave Goodger, managing director of Tourism Economics, said consumer spending power was being eroded but that “travellers are reallocating resources and looking to save where they can”.
Event-driven travel featured across the stages. Angela Val of Visit Philadelphia said the city now builds itineraries around concerts and events, and that its FIFA World Cup Fanfest was the tournament’s most attended. Luiza Fortuna of Superstruct Entertainment said 80% of international visitors to its Awakenings festival in the Netherlands would not otherwise visit the country.
The Spanish Tourist Office launched a hotel guide and social media campaign under its Spain for All accessibility strategy. “Today we’re publishing a report which gives hotels in Spain and around the world the tools they need to communicate how accessible they are,” said José Manuel de Juan González, its UK director.
Artificial intelligence ran through the programme. easyJet holidays CEO Garry Wilson said AI would handle simple queries such as airport transfers, freeing staff for complex ones, while Ani Attamian told the Future Stage that “correct, connected and clear data” was essential for companies adopting AI.
Event director Chris Carter-Chapman said there was a “fantastic buzz” despite “a difficult year in many ways”, and paid tribute to Egypt, the show’s Premier Partner. WTM London runs at ExCeL London until November 5; the Emerging Travel News team is at the show.
