World Travel Market (WTM) London

Currently reflecting on another inspiring week at #WTMLondon - a reminder of the energy, collaboration, and shared ambition shaping our industry.   A few themes from the conference stood out to me: 1. Travel demand remains strong. According to the WTTC 2025 Outlook, the sector is set to grow 3.5% annually, reaching $16 trillion by 2035. 2. Value matters, but experience matters more. The WTM Trends Report 2025 shows 42% of travellers are prioritising value-led trips, without compromising on meaningful experiences. 3. Cultural storytelling drives destination choice. From gig-tripping to set-jetting, Expedia’s Unpack ’26 notes 81% of Gen Z and Millennials choose destinations inspired by music, film, and culture. 4. Personalisation is now expected. The WTM Global Travel Report highlights growing demand for tailored, thematic, and emotional travel journeys.   At DCT Abu Dhabi, these trends reinforce our approach: - Cultural depth and year-round experiences - Itineraries that feel personal and human - Partnership-led development across markets   Thank you to all our global partners, travel trade colleagues, and media friends who took the time to meet, exchange perspectives, and explore future opportunities.   #WTM2025 #ExperienceAbuDhabi #TourismStrategy2030 #TravelTrends #CulturalDestination #TravelTrade

One week on from World Travel Market (WTM) London, I’m still energised by the conversations we sparked at this year’s Marketing Summit. I had the pleasure of opening the day alongside Matthew Gardiner, setting the tone for a programme centred on purpose, authenticity, and the evolving role of marketing in a fragile, hyper-connected world. From our panel on “Will Marketing with Purpose Survive?”—where leaders from Visit Rwanda, SimpliFlying , Blue Lagoon Iceland, Lemongrass Travel PR, and Intrepid Travel unpacked the real ROI of community-driven impact—to a powerful discussion on storytelling with inspiring voices from Expedia Group, global filmmakers, and travel storytellers (Authentic Traveling Tours), the summit reinforced one truth: the future of travel marketing lies in real narratives, local voices, and purpose that can withstand uncertainty. We also heard from airline leaders at Cathay Pacific and SAUDI AIRLINES, who added vital perspectives on resilience, innovation, and the evolving traveller mindset. Grateful to Brooke Gilbertson, as well as every speaker, partner, and attendee who helped make this year’s summit a space for reflection, creativity, and reimagining what global travel marketing can become. My biggest takeaway? Community is everything. We cannot amplify brands that shape our daily lives without first placing people—locally and globally—at the heart of every strategy. It’s more than a trend; it’s the foundation of meaningful, future-ready brand building.

When we think of “people” in travel, we usually only picture the travelers. But tourism is never just about the guest. It’s about communities, teams, and the places that hold us. At the Sustainability Summit led by the brilliant Tina O'Dwyer at World Travel Market (WTM) London, this reminder stuck with me, like gum on the side of a double-decker. And that wasn’t all. Xavier Font challenged us to rethink how certifications have become elite badges, easier for chains to get while SMEs remain underrepresented. These certifications often miss the point: sustainability should be felt by people, not just stamped on. I saw heads nodding across sessions. But my question still lingers: how do we move from words to actions? While I don’t have all the answers, I see untapped potential in the human story of sustainable tourism. The most meaningful value exchange wasn’t happening in panels or booths, but through building genuine relationships. Meeting fellow founders focused on impact projects reminded me that we need a community of doers working together if the trend of sustainability is ever to fade into the norm. Conference halls may set the stage, but real people collaborating to create real impact are what move us closer to our goal. I’ll definitely be back in 2026 to keep nurturing this community. P.S. I’ll be unpacking takeaways from WTM from a branding perspective in The Cultured Journal over the next few weeks. Get it in your inbox here: https://lnkd.in/gfTu7mai

🌍✨ Reflections on WTM (World Travel Market) ✨🌍 Even though the longevity and scale of major trade fairs like WTM may not be what they once were, their value in today’s world remains undeniable. In an age ruled by high-tech solutions, virtual meetings, and AI-driven insights, it’s easy to assume that in-person events have lost their shine. But what keeps trade fairs relevant is something technology can’t replicate — the human touch. Face-to-face conversations spark genuine trust. A handshake seals a deal that countless emails never could. The buzz of a live event, the energy of real people exchanging ideas, and the serendipity of meeting someone new at a booth — these moments still power the travel industry (and business at large). Technology connects us efficiently. Human connections move us meaningfully. That’s why events like WTM continue to matter — not just as showcases of destinations and innovations, but as living reminders that relationships are the true currency of our industry. #WTM #WTMLondon #WTM2025 #WorldTravelMarket #TravelIndustry #TravelTrends #Tourism #GlobalTravel #TravelNetworking #B2BTravel #TravelTradeShow #TravelBusiness #DestinationMarketing #TravelInnovation #SustainableTourism #FutureOfTravel #TravelPartners #MeetTheWorld #ExploreOpportunities #TravelProfessionals

So it was my first visit to World Travel Market for a few years this week and there were a few things that struck me as I walked the show and attended seminars: 1. The show was huge. The power and importance of face to face connections in tourism is still absolutely vital. It took me 30 minutes to get in the front entrance on the first day. 2. Some regions and countries seemed buoyant with a large presence. Saudi Arabia, Egypt, Italy and Greece for example. While others were hardly noticeable. Australia, New Zealand, Canada, USA (except for some of the states and cities). 3. The technology area was so much larger than I remember with a growth in the number of travel tech providers offering seamless booking of all the travel components and an increase in those suggesting AI was a tool they were using more extensively. 4. The importance of China and India as growth markets for international tourism as a result of the exponential growth in emerging middle classes with a desire to travel. 5. Sustainable and responsible tourism didn't seem to be a message from many destinations in their promotion apart from some obvious leaders (Slovenia for example). 6. Price, cost and VFM are major drivers for bookings with global economic headwinds driving lower daily spend. But consumers are protecting their leisure spend as a proportion of overall consumption. 7. Visitor research suggests over-crowding is a deterrent to travel - while conversely honeypot destinations are continuing to have some of the fastest growth rates. 8. VisitBritain and the home nations had a really strong presence and one of the busiest stands. Great to see support from UK destinations aiming to attract international business. 9. I don't think I have attended an event where so many people were hanging outside the main entrance smoking. Was it the international profile of those attending that reflect the different health cultures or does the tourism industry just attract more smokers? 10. Tourism will outperform global economic growth. The fastest growth has and is likely to be in emerging destinations and those which provide the greatest value for money e.g. Albania. #wtm #tourism #destination #destinationmanagement World Travel Market (WTM) London

Last week, I had the pleasure of attending World Travel Market (WTM) London 2025, this time representing both Pembroke and Rye and Go Türkiye. It was a pleasure to reconnect with familiar faces, meet once again with Mayor of Alanya Osman Tarık Özçelik and Alanya’s tourism representatives, our valued business partners from Aria Resort Hotel and Hotel Winterberg Resort, and engage with the Türkiye Turizm Tanıtım ve Geliştirme Ajansı | Türkiye Tourism Promotion and Development Agency and the Ministry of Culture and Tourism. It was a productive and inspiring week, and I'm looking forward to future travel markets that continue strenghtening the connection between Türkiye and the rest of the world. #WTMLondon #GoTürkiye #PembrokeandRye #TurkishTourism #Alanya

I’m excited to share my recent experience representing Via Natura DMC at World Travel Market (WTM) London 2025. It was a fantastic opportunity to reconnect with our international partners, strengthen relationships, and share the latest updates about our fleet: the Hermes Ultra-Luxury Superyacht and the newly renovated Monserrat First-Class Yacht. Feeling inspired and grateful for all the conversations and enthusiasm received. We truly value these personal connections that allow us to build meaningful collaborations and showcase the unforgettable experiences that our yachts offer in the Galapagos Islands. I look forward to seeing you all again next time!