London, UK – World Travel Market London 2023, hailed as the world’s most influential travel and tourism event, has reported a remarkable surge in attendance, marking a 22% increase compared to the previous year. The three-day event, held from November 6th to 8th, witnessed a total of 43,727 attendees, reflecting the resilience and resurgence of the travel and tourism industry.
This significant uptick in attendance is a testament to the event’s pivotal role in bringing together industry leaders, professionals, and enthusiasts, fostering connections, and driving meaningful discussions. The 2023 edition hosted 4,560 qualified buyers, facilitating an impressive 29,077 pre-booked meetings. These interactions served as a platform for the industry to plan, network, and forge deals that will shape the trajectory of travel in 2024 and beyond.
The number of exhibitors saw a notable rise of 23% year-on-year, reaching a total of 3,875, making the event 5.3% larger than the pre-pandemic show in 2019. The expansive representation of exhibitors reflects the resilience and vibrancy of the travel industry.
In an era where digital tools play a crucial role in business interactions, World Travel Market London introduced a suite of digital tools to capture and manage business leads and profiles. This initiative resulted in an impressive 99,355 business connections being recorded during the event.
The renowned Ministers’ Summit, a collaboration with the United Nations World Tourism Organisation (UNWTO) and World Travel and Tourism Council (WTTC), held on Day One instead of Day Two, aimed to set the agenda for discussions throughout the event. With 53 ministers in attendance, the summit provided a platform for discussions on transforming tourism through education.
The Institute of Travel & Tourism (ITT) Future You Conference on Day Two highlighted the importance of the sector’s future workforce, addressing key issues and developments.
WTM London introduced several innovations based on changing traveler trends and feedback from the previous year. Notable releases included the exclusive WTM Global Travel Report, offering insights into changing behavior and emerging markets. The Media Summit and Influencers’ Programme, featuring bespoke conference content and networking opportunities, and the new informal Networking Party in North & South Community Hubs were among the event’s successful initiatives.
Over 70 conference sessions were conducted on three new stages—Discover, Elevate, and Innovate—featuring major brands, niche specialists, start-ups, and global destinations. The Responsible Tourism Advisor, Harold Goodwin, led discussions on sustainability innovations and over-tourism, critical topics as travel volumes return to pre-pandemic levels.
Key deals signed during the event included an agreement between Jet2.com and WTM’s Premier Partner, the Moroccan National Tourism Office, and a tourism partnership between Brazil and South Africa to foster collaboration.
The event concluded with keynote speaker Louis Theroux, a renowned TV documentary maker, reflecting on the value of cultural interactions around the world.
Juliette Losardo, WTM London Exhibition Director, expressed enthusiasm about the positive mood and confidence prevailing among visitors and exhibitors. She stated, “These figures confirm that WTM London is the best place for executives in our sector to network, find out about the latest trends, and seal deals that will help travel and tourism flourish in 2024 and beyond.”
Looking ahead, WTM London 2024 is scheduled to run from Tuesday, November 5th, to Thursday, November 7th.
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