The opening day of World Travel Market London set a forward-looking tone for the global travel industry, spotlighting sustainability, strategic investment, and the evolving dynamics of international tourism—particularly the resurgence of the Chinese outbound market.
At the 19th annual Ministers’ Summit, government leaders from destinations including the Philippines, Kenya and Ecuador shared how public-private partnerships and fiscal incentives are being used to stimulate tourism investment. Education also emerged as a critical theme, with representatives from Greece, Portugal and France calling for a tourism workforce equipped with sector-specific skills and a renewed emphasis on promoting tourism as a rewarding career path.
Reimagining Tourism’s Purpose
The Sustainability Conference opened with a session titled Other Worlds Are Possible, where climate action expert Jeremy Smith urged the industry to move beyond emissions targets and consider tourism’s role in fostering empathy and awareness. He praised initiatives that empower marginalised communities—such as hotels staffed by refugees and tours led by people with lived experience of homelessness—and cited Blue Yonder’s work in Kerala, India, where rice farmers have become kayak guides and emergency responders.
“Tourism shows you other worlds are possible,” Smith said, challenging the sector to see the climate emergency not just as a technical issue, but a human one.
Community Voices and Cultural Narratives
In When Place Speaks Back, community leaders from Nepal, the Bahamas and Africa called for a shift in how destinations are marketed. Kgomotso Ramothea of the African Travel and Tourism Association criticised reductive portrayals of Africa as “sunsets and safari,” advocating instead for storytelling that reflects local realities and supports sustainable livelihoods.
Meanwhile, the Geo-Economics Summit offered a powerful moment of reconciliation as Palestinian and Israeli peace activists Aziz Abu Sarah and Magen Inon shared how tourism can foster understanding across divides. Their dual-narrative approach—through guest houses and guided tours—demonstrates how travel can be a tool for healing and dialogue.
The Global South and the Rise of China
Speakers also highlighted the growing influence of the Global South. Adama Bah from The Gambia’s Institute of Travel and Tourism emphasised the role of heritage storytelling, while Abbie-Gayle Johnson from the University of Nottingham noted a rise in Caribbean diaspora tourism and the urgency of climate resilience.
The Chinese outbound market was another major focus. With travel volumes returning to pre-pandemic levels, panellists stressed the importance of authenticity, emotional connection, and digital engagement. Alhasan Aldabbagh of the Saudi Tourism Authority revealed plans to attract five million Chinese visitors by 2030, while VisitBritain’s Robin Johnson pointed to the success of the ‘Starring GREAT Britain’ campaign, which taps into film and TV tourism.
Experience Economy and Investment Trends
Sessions on travel trends explored the growing role of “play” in shaping destinations. Research from Qiddiya City and MMGY showed that 70% of travellers now view play as essential to travel, with major events—from Taylor Swift concerts to the FIFA World Cup—driving visitation. London & Partners and NYC Tourism + Conventions both highlighted the economic potential of the experience economy, linking tourism to inward investment.