The six themed areas are united under the motto “Reimagining travel in a changing world,” a clear call to rethink tourism through innovation, sustainability and technology. The ministerial tourism summit—co-organized with the UN World Tourism Organization (UNWTO) and the World Travel & Tourism Council (WTTC)—will focus on future investment in the sector and on integrating digital solutions, artificial intelligence and business models capable of keeping pace with rapid global change.
This year also brings a leadership change: Chris Carter-Chapman takes the helm following Juliette Losardo’s tenure. His appointment signals continuity in the event’s direction while introducing fresh strategic approaches to strengthen connections between exhibitors, buyers and international decision-makers.
Spain will once again field a standout delegation. Among the regions attending, Andalusia presents a pavilion of more than 580 m² with 59 participating companies and institutions, while Costa del Sol will project a 3D promotional video on London’s busy Oxford Street—an activation expected to reach nearly 3.9 million views. The Balearic Islands are also betting on high-visibility cultural programming: the Consell de Mallorca will showcase a correfoc with the Federació de Dimonis, Diables i Bèsties de Foc de les Illes Balears and the exhibition “Dins i més enllà del marc,” placing the islands’ offer center stage at one of the world’s most influential tourism showcases.
Strategically, this expanded edition of WTM underscores an industry in an expansive, reinventive phase: a larger show floor, a higher projected exhibitor count and the integration of advanced technologies suggest that tourism players are renewing their presence, deepening international alliances and launching more sophisticated products. For destinations and companies alike, the fair is a decisive platform to attract investment, generate global visibility and position themselves before a more demanding, more digital and more sustainability-minded traveler.
At the same time, WTM is not only a marketplace for promotion and sales; it is also a forum to grapple with the sector’s challenges: the transition to more responsible travel, full-funnel digital transformation and adaptation to emerging crises—whether health-related, climatic or geopolitical. In that sense, the show’s central message—“reimagining travel in a changing world”—invites all stakeholders to design bold strategies, forge new collaborations and build resilient business models.
For industry professionals and attending media, London’s WTM becomes far more than a trade show this week: it serves as a trend lab, a global tourism marketplace and a stage on which the next steps of a sector aiming to grow smartly and sustainably are defined. The architecture of the 2025 edition—more space, more exhibitors, more technology—is not just a snapshot of tourism’s present moment; it is a signal that the sector’s future hinges on its capacity to reinvent, adapt and connect with audiences around the world in new ways.
