Where the travel industry comes together for inspiration, collaboration, and meaningful change.
The World Travel Market London 2024 was a resounding success, with this year’s event drawing a record-breaking number of qualified buyers and industry leaders to the heart of London’s ExCeL. From November 5 to 7, the global tourism community gathered to explore new opportunities, celebrate innovation, and shape the future of travel.
A Celebration of Growth
This year’s 44th edition of WTM London truly raised the bar. The number of pre-qualified buyers attending the event soared to 5,049, marking an impressive 11% increase compared to 2023. That’s nearly 500 more world-class professionals ready to network, collaborate, and innovate. Overall attendance also saw a significant boost, with 46,316 attendees, a 6% jump from last year.
To accommodate this growth, the show expanded its footprint by nearly 8%, unveiling new halls on ExCeL London’s Level-0. Visitors enjoyed larger conference stages, vibrant hospitality areas, and an unmistakable buzz of energy throughout the venue.
Exciting Exhibitor Highlights
The exhibition floor was buzzing with activity, featuring a record 4,047 exhibitors from the private sector—a solid 8% rise compared to 2023. This included over 80 fresh faces making their debut, such as KOS Island, Nimax Theatres, Latvia Travel, Riyadh Air, and Grand Prix Grand Tours. These newcomers joined established players in showcasing the best in travel, from technology innovations to luxury experiences.
The event also achieved a remarkable milestone with 34,082 pre-scheduled business meetings, a 17% increase over last year, proving the event’s enduring ability to drive tangible value for its attendees.
Conversations that Matter
This year’s theme, Travelpower, focused on how tourism professionals can harness their platforms for positive global change. With over 200 expert speakers and 70 thought-provoking sessions, the event tackled key topics like Diversity, Equity, Accessibility & Inclusion (DEAI), Sustainability, Travel Trends, and Technology. It was a powerful reminder that the travel industry has a unique role to play in shaping a more inclusive and sustainable future.
The Ministers’ Summit, a marquee event at WTM London, convened over 50 political leaders from across the globe to discuss the transformative potential of artificial intelligence in tourism. The consensus? AI holds immense promise, but the industry’s voice must guide its implementation.
The Global Travel Outlook
Day one of the show unveiled the much-anticipated WTM Global Travel Report 2024. Produced in collaboration with Tourism Economics, the report forecasted a historic high of 1.5 billion international tourist arrivals in 2024—surpassing pre-pandemic levels. Looking ahead, the report predicts a remarkable 30% growth by 2030, with 2 billion global visitors traveling annually.
A Grand Finale
As the curtain closed on this year’s event, comedian and TV star Katherine Ryan took the stage to deliver an uplifting keynote. Her inspiring message to industry leaders emphasized the power of positivity, inclusivity, and gratitude in driving transformative change.
Looking Ahead
Juliette Losardo, WTM London Exhibition Director, summed up the experience perfectly:
“What an incredible three days it’s been. This year’s event was packed with knowledge, ideas, camaraderie, and enthusiasm. We’ve planted the seeds for a future filled with collaboration and positive change.”
With its record-breaking attendance and focus on the issues shaping tomorrow’s tourism, WTM London 2024 proved that the travel industry is not only back but thriving—and ready to lead the charge for a better world.
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