WTM London 2025 Unveils Unified Theme and Expanded Programme, Spotlighting New Trends
The World Travel Market (WTM) London 2025 is set to make history with its most ambitious conference programme yet, offering a wealth of insights and opportunities for Africa’s tourism professionals. Organised by RX, this globally influential event has announced a dynamic line-up of over 40 sessions, with more to be added, all unified under the forward-thinking theme: Reimagining Travel in a Changing World[[1]](https://www.rxglobal.com/wtm-london-2025-conference-programme-one-vision-six-tracks-call-content-now-live).
This year’s theme is more than a slogan—it’s a call to action for the industry to adapt and thrive amid rapid transformation. For the first time, every stage and session will be guided by this central idea, encouraging speakers and delegates to explore how travel and tourism are evolving in response to new global policies, shifting traveller behaviours, and technological breakthroughs [[2]](https://eturbonews.com/conference-program-for-world-travel-market-london-2025/)[[3]](https://www.travelandtourworld.com/news/article/world-travel-market-london-2025-unveils-sessions-on-marketing-technology-and-sustainable-tourism/). This approach promises a cohesive and deeply integrated dialogue across all six core conference tracks, ensuring that every discussion is relevant to the challenges and opportunities facing the sector today.
The 2025 programme builds on the remarkable momentum of last year’s event, which saw a 19% surge in attendance across all sessions. Notably, the Sustainability Summit experienced a 128% increase in participation, while the Marketing and Technology Summits each recorded a 75% rise. These figures reflect the growing appetite for knowledge and innovation among industry leaders, particularly those from Africa, who are eager to harness new trends to drive growth and resilience in their markets.
Among the highlights is the highly anticipated WTM Trends Report, produced in association with Oxford Economics. This session, followed by a high-profile panel discussion, will provide a data-driven look at the forces shaping global tourism, with actionable insights for African destinations seeking to position themselves competitively. The report’s findings are expected to spark lively debate on how the continent can leverage its unique assets in a rapidly changing world.
Policy and strategy will take centre stage at the WTM Ministers’ Summit, now in its 19th year. This gathering of global tourism leaders, moderated by the BBC, will focus on shaping the future of travel through dynamic discussions on investment, regulation, and cross-border collaboration. For African governments and private sector stakeholders, the summit offers a rare platform to influence the international agenda and forge partnerships that can unlock new routes, infrastructure projects, and sustainable development initiatives.
WTM London 2025 also features a robust line-up of standalone summits, each aligned with a specific track. The DEAI Summit will address the urgent need for greater diversity, equity, accessibility, and inclusion in travel, a topic of growing importance for Africa’s emerging destinations. The Technology Summit will explore the role of empathy in digital transformation, highlighting how tech solutions can enhance the traveller experience while supporting local communities. Meanwhile, the Geo-economics Summit will examine macro-economic shifts and their impact on tourism flows, offering valuable context for African markets navigating global uncertainties [[4]](https://www.expobeds.com/event/world-travel-market).
Marketing professionals can look forward to the Marketing Summit, which will dissect the evolution of travel marketing in the digital age. With African destinations increasingly competing for attention on the world stage, this summit will provide practical strategies for building compelling brands, leveraging social media, and engaging new audiences. The Sustainability Summit, provocatively titled “Sustainable Tourism is Dead – Long Live Sustainable Tourism,” will challenge conventional thinking and showcase innovative models for responsible growth—an area where Africa’s natural and cultural heritage offers a distinct advantage.
Media and influencer engagement is another focal point, with dedicated sessions on the impact of artificial intelligence on travel media. As African destinations seek to tell their stories to a global audience, understanding the latest trends in content creation and distribution will be crucial for success.
Food tourism is also on the agenda, with futurist Tony Hunter exploring how Generation Alpha is reshaping gastronomy travel. This session promises to inspire African stakeholders to tap into the continent’s rich culinary traditions and emerging food scenes as a driver of visitor interest and economic diversification.
Brooke Gilbertson, Conference Manager, emphasised the importance of this year’s theme, noting that the pace of change in travel is accelerating. She highlighted the need for all speakers to address how the industry can not only adapt but also prosper during this pivotal period. For Africa’s tourism sector, this means embracing innovation, investing in skills development, and building resilient business models that can withstand global shocks.
WTM London’s reputation as the world’s most influential travel and tourism event is well-earned, providing a unique platform for African professionals to connect with international buyers, investors, and thought leaders [[5]](https://www.wtm.com/london/en-gb.html). The event’s expanded programme and unified theme ensure that every session delivers actionable insights, whether the focus is on sustainability, technology, marketing, or policy.
For Africa’s tourism industry, the 2025 edition of WTM London represents a critical opportunity to showcase the continent’s potential, learn from global best practices, and shape the future of travel in a way that is inclusive, sustainable, and profitable. As the sector continues to recover and reinvent itself, the conversations and connections forged at WTM London will play a pivotal role in driving the next wave of growth and transformation across the continent.
