World Travel Market London : Where Cultures Collide

Lily SawyerLauren Kania
Lily Sawyer - Senior Travel Editor Lauren Kania - Travel Editor 10 Min Read
MAIN World Travel Market London

A globetrotter’s dream, each year, influential members of the travel and tourism community come together at World Travel Market London. We explore 2024’s vibrant event and catch up with key representatives of tourism boards from across the globe.

WHERE CULTURES COLLIDE


Celebrating its 44th year, World Travel Market (WTM) London has fast become the home of international travel trade. Featuring a broad range of attendees, from backpackers to businesses and government ministers, ExCel London, where the event is annually hosted, is transformed into a mecca for all things travel.  

A comprehensive programme of speakers and influencers disseminated knowledge at this year’s event based on travel trends and hot topics from across the tourism industry.  

Taking place between Tuesday 5th November and Thursday 7th November, WTM London 2024 was sponsored by its first ever Global Travel Partner, the Saudi Tourism Authority (STA), whose ambitious targets to grow its tourism sector shone through at its impressive stand situated at the heart of the venue.   

The first day of WTM did not disappoint, where the Outlook Travel team had the opportunity to become immersed in a world of international adventure, excitement, and intrigue whilst gleaning insights from influential members of the global travel community. 

A COMPREHENSIVE PROGRAMME


Kicking off with a bang, hordes of attendees flocked to the vast entrance of the ExCel Centre on Tuesday 5th November for the inaugural date of WTM London. 

Upon entry to the venue, the colours and sounds of over 4,000 exhibitors from 184 countries overwhelmed the senses.   

Divided by continent, the event’s sections were helpfully delineated by huge signs and even the colour of the carpet underfoot, making for easy navigation, further supplemented by clear maps and floorplans displayed throughout. 

Opportunities arose ahead of the event to engage with global tourism boards, scheduled through an official WTM London app complete with floorplans and exhibitor details, which integrated a ConnectMe Diary for booked meetings.  

In addition, graced by more than 200 world-class speakers, this year’s jam-packed conference programme focused on the resurgence of the tourism industry, especially given its substantial uptick since the COVID-19 pandemic.  

As tourism levels continue to rise, sustainability has also become an important focal point. As such, this year’s event spotlighted key trends such as regenerative tourism and community support and considered how we might balance the revival of international travel whilst prioritising local communities and the environment.  

Other key topics covered across WTM London’s 70 insightful conference sessions included diversity, equity, accessibility, and inclusion (DEAI) and the rise of technologies such as artificial intelligence (AI) – which informed the theme of this year’s Ministers’ Summit debate, ‘emerging technology’s potential for good in tourism’.  

IN AMONGST THE ACTION


Aside from WTM London’s comprehensive programme of conferences and talks, the buzzing atmosphere on the ground amongst the stands was not to be missed.   

The Tourism Authority of Thailand (TAT) showcased its country’s rich heritage by displaying vibrant handwoven textiles from various provinces, offering attendees the opportunity to participate in a DIY experience by creating souvenirs such as charms, brooches, and pins from traditional fabrics.  

Morocco, celebrated as the ‘kingdom of light’ by the Moroccan National Tourism Office (MNTO), presented a colourful tunnel of illuminations at its stand alongside an immersive pavilion which drew visitors in and emphasised the country’s traditional architecture. The stand closely aligned with MNTO’s ‘Light in Action’ initiative, which focuses on unlocking new, high-potential tourism markets from across the globe.  

Meanwhile, Andalusia was awarded the Best Stand Design over 150 square meters (sqm) by WTM London judges for its staggering 580 sqm space, which brought together over a hundred companies from the region, including eight provinces in southern Spain. Attendees enjoyed virtual interactions through smart bracelets and quick response (QR) technology.  

Overall, offering networking opportunities, merchandise, and the chance to closely engage with hundreds of global tourism representatives and officials, WTM London is truly a one-stop-shop for all things travel.   


Q&A WITH SABAH TOURISM BOARD

We caught up with Julinus Jeffery Jimit, CEO of the Sabah Tourism Board, who outlined ongoing evolutions across the region’s tourism offering, including details of its new campaign, Explore Sabah. 

Can you talk us through the origins of the Sabah Tourism Board and your initial vision?

Julinus Jeffery Jimit, CEO (JJJ): The Sabah Tourism Board was first established in 1976. At the time, it was known as the Sabah Tourism Promotion Coporation. In 2002, we rebranded to Sabah Tourism Board. Our vision is to promote the region as a premier destination for culture, adventure, and nature. 

Each year, we have a goal to achieve an increased number of visitors. This year, the goal is about 3 million, and as of September, we already hit about 2.4 million with a ratio of about 40 percent international travellers and 60 percent domestic. 

The largest number of visitors stems from China, Brunei, and the UK. 

We understand you have a new campaign, ‘Explore Sabah’. Can you tell us more about it?

JJJ: We wanted to be different, so we thought of ‘Explore Sabah’ to encourage visitors to explore, enjoy, and have fun. We have more than 40 ethnic groups in the country and house the top five mountains in Malaysia. 

We also have the oldest orangutan conservation in Sepilok, the Golden Triangle in Sabah, they call it Maliau Basin – The Lost World of Sabah, and first-class forest reserves in the Danum Valley, where Prince William and Princess Kate travelled recently. 

We really want to push ‘Explore Sabah’. That’s why we are collaborating with several airlines, including AirAsia, Royal Brunei Airlines, and China, as 90 percent of arrivals into Sabah are by air. 

How have you seen the Kinabalu Global GeoPark impact tourism in the region?

JJJ: Through the Kinabalu Global GeoPark, we have achieved Triple Crown status, an award given to World Heritage Sites covering the World Biosphere Reserve, Global Geopark, and World Natural Heritage. In the world, there are only three countries which have the Triple Crown status: Jeju Island in South Korea, Shennongjia in China, and now us. We want to position that Triple Crown and use tourism not only to preserve those pristine assets in terms of conservation but also to empower the local people via tourism in a sustainable manner. 

How would you summarise tourism in Sabah?

JJJ: We have the highest peak in Southeast Asia, the plunging depths of the waters of Sipadan Island, and everything in between. Sabah has culture, nature, and adventure that, when moulded together, exemplify the country to the world, making it a wild element for you to come and experience. 


Q&A WITH NATIONAL TOURIST BOARD OF SIERRA LEONE

We sat down with Nabeela Farida Tunis, Minister of Tourism and Cultural Affairs for the National Tourist Board of Sierra Leone, who spoke at length about the Tourism for All campaign and her aspirations for the future of travel in the country

Tourism For All’s 2024 monthly tourism themes:

  • January – Explore and discover
  • February – Travel and hospitality
  • March – Create and innovate
  • April – Gateway to freedom and liberation
  • May – Culture and heritage
  • June – Monuments and relics
  • July – Environmental awareness for ecotourism
  • August – Partner and promote
  • September – Tourism multiplier benefits
  • October – Women in tourism
  • November – Wildlife conservation and communities
  • December – Festivals and entertainment

“This year-long programme showcases how people are beginning to understand what tourism in Sierra Leone is all about. It is a space that encompasses everyone, especially because of the creativity, innovation, arts, and culture we have added.

“The essence of the Tourism for All campaign is about getting people engaged and involved in the conservation, preservation, and protection of our unique cultural and touristic heritage sites. These monthly themes are an example of the new initiatives we’ve rolled out, and we’ve received a lot of interest as to how we’ve managed to re-engineer our culture regarding tourism and the many benefits it brings” – Nabeela Farida Tunis, Minister of Tourism and Cultural Affairs.


CONNECT WITH WORLD TRAVEL MARKET LONDON

https://www.wtm.com/london/en-gb.html

Senior Travel Editor
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Lily Sawyer is an in-house travel writer for Outlook Travel Magazine, where she is responsible for crafting original travel features for the magazine, travel guides, and the digital platform.
Travel Editor
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Lauren Kania is an in-house travel writer for Outlook Travel Magazine, where she is responsible for crafting original travel features for the magazine, travel guides, and the digital platform.