WTM London 2023 (World Travel Market) wrapped up last week with the world’s largest English-language trade show giving all appearances of being its first to truly take place in a post-pandemic world. While the P word was still prevalent, the W word (war) carried more resonance, not least due to the not-surprising absence of Israel tourism delegates.
And the annual guessing game – “it feels busier this year”/ “last year seemed busier” – leaned decidedly towards the former, especially on a hectic Day 1, and at The Fox and Hound where getting a post-show drink (and where the real business gets done) at the end of the day was exceedingly deliberate endeavour amongst the mask-free masses.
Even a DLR (rail line) strike on Days 2 and 3 that made it considerably more difficult for delegates to reach the ExCel Centre in West London, didn’t seem to diminish the enthusiasm, or attendance.
For it’s part, WTM officials reported it to be 22% larger than 2022 and 5.3% larger than 2019, with 3,875 exhibitors new – a 23% jump year over year.
Saudi Arabia, an official partner, was omni-present and cemented a more permanent status going forward at the conclusion of the event.
Canada – again – was absent, having pulled out last year. And whereas Brand USA was similarly absent, individual tourism enclaves from south of the border, notably including Orlando, Las Vegas, New York, and (returning this year) Visit Florida, gave the US a sizeable presence, if not what it once was.
Attended by travel and tourism professionals from around the world, including a typically robust delegation of Canadian buyers (we saw Goway Travel, Air Canada Vacations, Huntington Travel, and Eat and Play Card, among the 43,727 delegates), along with media that included Travel Industry Today.
Beyond the trade show, more than 70 conference sessions took place on three new stages which were named Discover, Elevate and Innovate – a reflection of their goals. The sessions heard from major brands such as Hilton, TUI, easyJet Holidays and Virgin Atlantic, as well as niche specialists, start-ups, and destinations across the globe.
WTM London’s Responsible Tourism Advisor Harold Goodwin heard about sustainability innovations and over-tourism, which is back in the spotlight as travel volumes return to pre-pandemic levels.
Other debates looked at the tourism benefits of hosting major sporting and cultural events, and the importance of diversity and inclusion.
The event wrapped up with keynote speaker TV documentary maker Louis Theroux reflecting on the value of cultural interactions around the world.
(Ed note: Stay tuned to Travel Industry Today in the coming days and weeks for ongoing coverage of some of the endless supply of topics discussed, as well as news, trends, plus on-the-ground interviews).
That includes the latest data from the annual WTM Global Travel Report, by renowned researchers Oxford Economics, which provides delegates with valuable insights into the trends shaping the future of travel, including the changing needs of travellers, emerging and growing destinations, and uncovering behaviours and trends for 2024 and beyond. Spoiler alert: Canada comes off pretty well.
Exhibition Director Juliette Losardo said WTM was “thrilled” that business was back to – and exceeding – normal. “It is a really encouraging reflection of the confidence and optimism in travel and tourism,” she said.