• Miscellaneous

WTM London 2025 Breaks Records with Surge in Buyers, Meetings, and African Insights WTM London 2025 Breaks Records with Surge in Buyers, Meetings, and African Insights

The global travel industry converged in grand style at WTM London 2025, closing on an unprecedented high with an 8% year-on-year increase in pre-qualified buyers and a surge in business-generating meetings. Held at Excel London from 4–6 November, this edition marked the largest event in WTM’s history, attracting 5,500 rigorously vetted buyers from leading travel organizations worldwide and drawing a record 46,500 total attendees from 182 countries. For Africa’s travel sector, these milestones underscore both the continent’s growing influence and the need to adapt to global trends reshaping the business of travel.

With the venue expanded by 25%, WTM London 2025 saw a notable 5% rise in exhibitor numbers, including a remarkable 55%+ growth in the Travel Tech region. This reflects the industry-wide pivot toward digital transformation and a hunger for innovative solutions among destinations and suppliers alike. The meeting floor buzzed with energy as the show recorded over 40,000 pre-scheduled business appointments—a 30% increase over the previous year—expected to generate more than £2.2 billion in direct business deals. These figures not only cement WTM London’s position as the world’s premier travel trade platform but also highlight its commercial impact for destinations looking to secure new partnerships and investment.

Day one of the event featured the release of the WTM Global Travel Report, which projects that the global travel industry will outpace the growth of the world economy, with its total contribution to GDP forecast to surpass US\$16 trillion by 2035. This bullish outlook was echoed at the 19th WTM Ministers’ Summit, hosted in partnership with UN Tourism and WTTC. Tourism ministers and CEOs from across the globe, including Africa, emphasized the critical role of investment and education in unlocking the industry’s full potential. Countries such as Kenya spotlighted public-private funding models—like tax incentives, special economic zones, and airport development—as essential tools for sustainable sector growth.

The summit also addressed the widening skills gap in tourism, calling for education curriculums that better align with industry needs, prioritize digital literacy, and elevate tourism careers through targeted training and reskilling. For African nations, these insights reinforce the imperative to invest in workforce development and nurture the next generation of tourism leaders—an area that will define competitiveness in the coming years.

WTM London 2025 introduced WTM TrendFest, a vibrant new hub dedicated to showcasing the latest innovations and emerging travel trends. The experiential travel zone proved a magnet for both visitors and exhibitors, featuring culinary showcases, dancing acts, and the opening WTM Networking Party. The presence of experience providers was up 31% over 2024, highlighting a rising demand for immersive and authentic travel experiences. For Africa’s tourism industry, this trend spotlights opportunities to leverage the continent’s unique cultures, natural assets, and storytelling traditions to capture travelers seeking meaningful connections and memorable adventures.

The event’s closing crescendo featured a fireside chat with Oscar-nominated actor Richard E Grant and Sir Chris Bryant MP, the UK’s newly appointed minister of state and trade policy. Their lively conversation, filled with anecdotes about travel and cultural encounters, underscored the enduring power of travel to inspire, connect, and transform perspectives.

Chris Carter-Chapman, WTM London Event Director, remarked, “WTM London 2025 has set a new benchmark for the global travel industry. With a record 46,500 attendees, an 8% rise in qualified buyers, and over 40,000 pre-scheduled meetings generating £2.2 billion in business deals, this year’s event has truly showcased the power of connection. Our new WTM TrendFest offered immersive experiences, from culinary and dancing acts to innovations shaping the future of travel, and was a major draw for both visitors and exhibitors. Make sure to save the dates—3rd–5th November 2026—for WTM London, where the industry comes together to connect, innovate, and grow!”

For African travel professionals, WTM London 2025 served as a blueprint for future growth and a platform to showcase the continent’s offerings to a global audience. The event’s focus on digital innovation, investment, and skills development aligns with the evolving needs of Africa’s tourism and hospitality sectors. By adapting to these trends and leveraging record-breaking opportunities for collaboration, the continent is well positioned to strengthen its global standing, attract new visitors, and build sustainable, inclusive growth in the years ahead.

As Africa’s representation at international events like WTM London continues to expand, travel industry players are urged to seize the moment—innovate, network, and build partnerships that will shape the next chapter of African tourism in the global marketplace.