Thousands of exhibitors , buyers from 180 countries participate in WTM London 2026

Travel Biz News –

London : World Travel Market (WTM) London 2026 opened with some of the travel industry’s biggest debates taking centre stage, led by the launch of WTM’s Global Travel Report, in association with Tourism Economics, alongside a newly structured conference programme.

Due to its growing popularity, the press conference launching the Global Travel Report’s findings was live streamed from the International Media Centre to all four of the event’s main stages.

Dave Goodger, managing director for Tourism Economics noted that the erosion of consumer spending power was an ongoing issue, but the bigger picture is that “travellers are reallocating resources and looking to save where they can.”

Sean Morgan, head of travel research at Tourism Economics also pointed out that 60% of travellers surveyed for the report wanted “luxury” holidays, where experiences are key.

Luxury and experiences were common themes elsewhere across Day 1 of the show. Chase Gray from Skift Advisory framed luxury as one of the “values” that its research identified as being relevant for the traveller of the future, specifically, 2036. However, he said that luxury will be about “access not excess”, and that “prestige travellers, who “want to see and be seen” were one of three cohorts who travel companies should plan ahead for.

The other two types of traveller he identified want “enrichment”, as in growth and personal development, and “connection” across family groups and friendship circles.

A similar theme exploring experiential tourism and how it drives business and revenues beyond the experience itself emerged on the Trends stage in a panel debate covering “passion tourism” – music, sports and cultural events , according to a release issued by WTM London.

The Global Trends Report found that 58% of international travelers have undertaken a trip abroad specifically to attend an event in the past two years.

Cruise lines are also seeing an uptick in experience-led tourism. China-based luxury river cruise brand Century Cruises used the first day of WTM London to outline its plans for expansion in Europe and North Africa. It introduced a Rhine-Danube ship this year, with another due in 2027 and Nile cruises will be added in 2028. Its plans include enhanced culinary experiences, frequent onboard cultural celebration evenings and exclusive onshore events, such as private opera recitals in Vienna.

David Fredericks, President and CEO for the Americas for Century Cruises explained: “If we were a hotel brand, we would fashion ourselves after Mandarin Oriental or Shangri La.” He added that Century Cruises, which typically hosts Asian, European and American travellers, was happy to collaborate on charters for the MICE market.

Century Cruises, as a growing and emerging business, has identified its target markets as most travel firms do. But Spain, already established as a global leader in international tourism, has identified accessible tourism as a way to not only increase its market share but also improve the experience for visitors with accessibility issues.

The Spanish Tourist Office launched a hotel advice guide and a series of social media ads created as part of its Spain for All accessibility strategy.

Meanwhile, another session on the Future Stage synched many of the trends talked about elsewhere. Natalia Talkowska from Natalka talked about “the neuroscience of desire” and how human emotions should be allowed to co-exist in the age of AI.

WTM London is already one step ahead, helping a global audience of travel professionals to connect. Wrapping up the opening day, Event Director Chris Carter-Chapman said there was a “fantastic buzz” about the show, with meetings in full swing. He accepted that it had been “a difficult year in many ways,” but he was proud the travel industry had shown “strong resilience,” which was apt for the theme of this year’s show. He also paid tribute to Egypt; a long-time stalwart of the show and WTM London 2026’s Premier Partner.

More than 12,000 approved buyers , thousands of exhibitors and over 4,000 media representatives from 180 countries are participating in WTM 2026 held in London . World Travel Market London 2026 is taking place on 3- 5 November at the EXCeL London convention centre.

4 November 2026