WTM London, the world's most influential travel event organized by RX, has recognized VisitBritain, the British national travel agency, as its main partner this year.
This reflects the closer collaboration between WTM London and the UK government, which last year announced plans to increase the number of international visitors to 50 million annually by 2030, surpassing the 2024 total of nearly 43 million. In line with this ambition, there will be a greater government presence at this year's show.
VisitBritain CEO Patricia Yates said:
"WTM London is the flagship global travel event in the industry calendar, a catalyst for new business for over four decades, and we are delighted to be this year's premium partner as we prepare to welcome the best travel buyers from around the world. We look forward to working with WTM to showcase our outstanding travel offer, our hospitality and warm welcome, and the UK's ability to host events of the highest caliber."
"With more than £34 billion predicted to be spent by overseas visitors in the UK this year, this important event also draws timely attention to the economic importance of tourism and its huge potential to drive economic growth for local economies in all countries and regions."
Chris Carter-Chapman, WTM London's Director of Events, said:
"We are delighted to welcome our host country, the United Kingdom, as the main partner of this year's show. The UK has been home to WTM for 45 years and the economic benefits, which in 2024 alone amounted to over £200 million for the London economy, have been significant."
WTM provides VisitBritain with a great opportunity to showcase what the country and regions have to offer to a global audience of travel professionals. This year's show is the perfect forum for VisitBritain to strengthen its role in achieving the UK government's ambitious target of 50 million international visitors annually by 2030.
At WTM London, VisitBritain will showcase its global tourism campaign, Starring GREAT Britain, which harnesses the powerful appeal of movies and TV shows to inspire visitors to choose Britain for their next trip. VisitBritain's research shows that more than 9 out of 10 potential visitors are interested in visiting film and TV locations during their trip. From exploring Britain's vibrant cities, world-class attractions and stunning countryside that is the backdrop to many iconic filming locations, to enjoying its exciting contemporary culture and hospitality, Starring GREAT Britain inspires visitors to imagine themselves in the spotlight, discover more and book their trip to Britain now.
Tourism and the creative industries are emerging sectors. The UK's ability to host major film and television productions, as well as its world-class product offering, is expanding the range of screen-related experiences and places for visitors, driving economic growth and strengthening the UK's perception around the world as a place to visit and invest.
VisitBritain's premium partnership strengthens the UK's already strong presence at WTM London this year. VisitBritain is partnering with UKinbound at its stand N8-220, connecting suppliers and destinations from different countries and regions with the global travel industry to offer travel products and experiences in international markets and include them in future visitors' itineraries.
Last year, more than 40,000 tourism professionals attended WTM London, with four out of five (82%) of them coming from overseas, contributing to the country's year-on-year growth in visitor numbers. The EIA recently announced that the events, business, conferences and exhibitions industry adds a total of £11.5 billion to the UK economy, of which WTM London makes a significant contribution.
This year's WTM London will take place from Tuesday, November 4 to Thursday, November 6 at Excel London.
