We were at WTM London 2024 — here’s what blew us away
We’ve just wrapped up three packed, energizing days at WTM London 2024, and we can honestly say: this year’s event was next-level.
From the moment we stepped into the halls of ExCeL London on Tuesday morning, it was clear that this wasn’t just another travel trade show — it was a glimpse into the future of our industry.
With more than 46,000 attendees, over 4,000 exhibitors, and an incredible 34,000+ pre-scheduled meetings, WTM 2024 was a global hub of energy, innovation, and real business. You could feel the momentum everywhere — from the networking hubs to the packed conference stages to those impromptu coffee queue conversations that somehow always turn into something valuable.
The Theme: #TravelPower – and It Delivered
This year’s theme, #TravelPower, wasn’t just a buzzword on banners. It shaped the entire tone of the event. Everywhere we turned, we heard conversations about how travel can be a force for positive change — economically, socially, and environmentally. And that optimism wasn’t naive. It was informed, ambitious, and backed by action.
From the high-level Ministers’ Summit (where AI and tourism took center stage) to hands-on discussions about regenerative travel and inclusive design, there was a shared sense that our industry is not just bouncing back — it’s evolving into something better.
The Meetings That Mattered
Let’s talk numbers: over 5,000 qualified buyers attended this year, and there were a staggering 34,082 meetings logged. We had our own packed calendar, and nearly every conversation we had felt intentional and energizing. People came ready to do business, collaborate, and exchange ideas — not just collect brochures.
A Truly Global Perspective
The exhibitor list was more diverse than ever. We hopped from Caribbean cruise lines to emerging Asian ecotourism brands in minutes. It was inspiring to see so many countries investing in sustainable growth, and hearing firsthand how destinations are adapting to new travel trends — whether it’s catering to Gen Z digital nomads or preparing for over-tourism in a post-pandemic world.
Conference Sessions Worth Taking Notes On
We sat in on a number of sessions across the Discover, Elevate, and Innovate stages. Topics that really stood out included:
- The future of travel marketing in an AI-driven world
- How to build truly inclusive experiences for all travelers
- What travelers want in 2025 and beyond, based on deep data from the WTM Global Travel Report
- And yes, plenty of discussion around sustainability that goes beyond lip service
The speaker lineup included some heavyweights (TUI, Marriott, and VisitBritain, to name a few), but also passionate voices from smaller destinations and startups who are shaking up the space in real ways.
Special Moments
A few highlights we’ll never forget:
- The Influencers’ Lunch — a brilliant mix of content creators and tourism brands making real collaborations happen.
- The community vibe in the Networking Hubs — relaxed, friendly, and perfect for spontaneous meetings.
- Katherine Ryan’s keynote to close the show — funny, heartfelt, and a powerful reminder to build workplace cultures based on positivity and purpose.
Our takeaway?
WTM London 2024 wasn’t just a trade show. It was a community coming together to reset, rethink, and reimagine travel. We left with fresh contacts, meaningful ideas, and a renewed sense of purpose about where this industry is headed.
Whether you’re a destination marketer, a tech innovator, a sustainability champion, or just someone who loves building bridges through travel — this is where you need to be.
So yes, we’ll be back for WTM London 2025 (November 4–6!). And if you’re not already planning your trip, you might want to start now.