WTM London 2026 opens with focus on luxury, experience and technology in global travel
WTM London 2026 opened with a strong focus on luxury, experience and technology in the travel industry. The event began with the launch of the WTM Global Travel Report, produced with Tourism Economics. The report found that travellers are reallocating resources and looking for ways to save, but 60% of those surveyed want luxury holidays where experiences are central. The press conference was live streamed to all main stages, showing the growing interest in these trends. This year’s conference programme was restructured to highlight the most important debates for the industry.
Speakers at the show explained that luxury travel is changing. Chase Gray from Skift Advisory said that by 2036, luxury will be about access, not excess. He identified three types of future travellers: those seeking prestige, those wanting enrichment and those looking for connection with family and friends. The importance of experiential tourism was clear, with a new hub at WTM London dedicated to this theme. Angela Val from Visit Philadelphia described how immersive activities around concerts and sports events can boost local economies and attract visitors for longer stays.
On the Trends stage, the focus was on passion tourism such as music, sports and cultural events. Luiza Fortuna from Superstruct Entertainment shared that 80% of international visitors to the Awakenings festival in the Netherlands would not visit the country if not for the event. The Global Trends Report found that 58% of international travellers have travelled abroad for an event in the past two years. Cruise lines are also responding to demand for experiences. Century Cruises announced plans to expand in Europe and North Africa, with Nile cruises starting in 2028 and enhanced onboard and onshore experiences for guests.
Spain used the event to launch its Spain for All accessibility strategy, including a hotel advice guide and social media campaign. The Spanish Tourist Office said accessible tourism is “what better tourism looks like.” easyJet Holidays CEO Garry Wilson discussed how artificial intelligence (AI) is helping staff focus on complex customer needs, while automation handles simple queries. Ani Attamian highlighted a 3,500% increase in AI traffic to US travel sites, showing rapid adoption of new technology in the sector.
Event Director Chris Carter-Chapman said there was a “fantastic buzz” at the show, with over 12,000 approved buyers and 4,000 media registered. He praised the industry’s resilience and paid tribute to Egypt as Premier Partner for 2026. For African travel sellers, the focus on luxury, experience, accessibility and technology at WTM London may shape future products and client expectations. Agencies should watch for new opportunities in these areas as global trends evolve.
