WTM London puts spotlight on tourism sustainability, investments , growth

Travel Biz News —

World’s biggest travel event – World Travel Market London has started with active participation of hundreds of travel trade professionals representing different parts of the world .

Sustainability, tourism investments and the rise of the Chinese market were in the spotlight during the first day of World Travel Market London. Investment and education took centre stage during the Ministers’ Summit, which was taking place for the 19th time.

Delegates heard how public-private partnerships can be effective mechanisms to grow tourism, with ministers from destinations as varied as the Philippines, Kenya and Ecuador sharing how they are using fiscal incentives to attract investment.

Educating the younger generation about the benefits of a career in tourism was also framed as a vital part of the industry’s future success.

The Sustainability Conference at WTM London began with a session entitled ‘Other Worlds Are Possible: Reimagining Tourism’s Purpose’.

In another session, ‘When Place Speaks Back: Communities Writing the Story’, community leaders shared stories from Nepal, the Bahamas and Africa.

Meanwhile, at the Geo-Economics Summit, Palestinian and Israeli peace activists took to the stage together to highlight how tourism can bring communities together and build understanding.

Another session during the Geo-Economics Summit heard from speakers talking about the growing importance of the Global South in travel and tourism.

Destinations and travel brands are adapting their marketing and offerings to cater to Chinese travellers who are increasingly confident, curious and connected, according to panellists discussing the next wave of China’s outbound travel.

The panellists at the Travel Trends session agreed that events such as pop concerts and sports tournaments are key motivators for Chinese travellers – a theme which was explored further during the “Importance of Play in Shaping Destinations in the Future” debate.

Ministers identify investment and education as key to delivering on tourism’s global potential

Similarly , Ministers gathered at WTM London 2025 shared their views on how smarter, more inclusive investment models can help destinations to share more widely the benefits of travel and tourism.

The 19th edition of WTM London’s Ministers’ Summit, in association with UN Tourism and WTTC, offered examples of how the public and private sectors are working together to fund the opportunities and mediate the challenges of growing travel and tourism markets.

WTTC’s Gloria Guevara , in her introductory address,noted that one way to encourage young people to consider a career in travel, tourism and hospitality was “to work on the narrative” and highlight the benefits of the industry such as earning potential and mobility.

Her sentiments were echoed by Stephanie Peacock, the recently appointed tourism minister for the UK. She said that the UK was looking to broaden the definition of education and to provide young people with the specific skills needed by businesses, including travel and tourism.

Digital literacy is already part of many countries’ curriculums, although Antonio Lopez De Avila from UN Tourism noted that travel and tourism needed to be better at not only collecting data but having people skilled in turning data into actions ,according to a release issued by WTM Secretariat in London.

Chris Carter-Chapman from WTM London said: “This year’s Ministers’ Summit was focussed on investment. We covered investment in airports, incentives and tax breaks, and the long-term value that can be extracted by putting money into training, education and reskilling.We look forward to working on a theme for 2026 that will be appropriate for the 20th anniversary of the Ministers’ Summit.”

5 November 2025