News and Insights
How travel brands can make the most of World Travel Market
October 28, 2025
A cornerstone event for the global travel and tourism industry, World Travel Market (4-6 November) attracts thousands of exhibitors, buyers and media from across the world. The three-day event sees every country and destination jostling for attention in the halls of London’s Excel.
In this blog, you will learn:
- Why World Travel Market matters and how the scale and spectacle of the event attract thousands of brands, destinations and agencies
- Four top tips for a successful World Travel Market
- How World Travel Market provides a powerful opportunity to strengthen reputation, create partnerships and position your brand at the forefront of global travel trends.
Whilst Excel is known for its trade shows, it is only World Travel Market (WTM) that sees the whole venue taken over. The halls are split into continents; each country takes a slice of Excel to showcase the wonders of their destination. From national tourism boards to small independent hotels, thousands of brands, destinations and agencies will showcase the very best of their regions in a bid to attract tourism to their corner of the world.
Why World Travel Market matters
The run up to World Travel Market can be pretty busy for us PRs and those in travel as we all clamour to secure the best locations, the leading speaker opportunities and the most important meetings. Over time, the stakes have become higher as each year exhibitors hustle to make an even bigger impact.
Exhibition stands grow upwards as well as outwards with multi layers. Technology can be a huge wow factor, with interactive screens and experiences bringing the magic of a destination to this small corner of London. From celebrities to animals including iguanas, parrots and horses, each country will go to extreme lengths to ensure it makes the biggest impact at the show.
World Travel Market is indeed a spectacle and for all the hard work involved, those three days are full of unbridled joy for anybody that has a passion for travel.
Top tips for World Travel Market
For those heading to World Travel Market for the first time, or those simply after a refresher on how to make the most of it this year, here are our top tips for a successful WTM:
1. Work out what you want to achieve
Before you step foot in the Excel, be clear on why exactly you’re attending. Are you hoping to strengthen your existing partnerships, generate new ones, or build-up your relationships with media?
Defining success from the get-go ensures your time at WTM is targeted and productive, and it also helps your PR team support you in achieving any key deliverables, such as media coverage and introductions to sought after media targets.
2. Prepare and plan effectively
Preparation makes a world of difference. Use the official WTM portal to book meetings well in advance. Journalists, partners, and buyers all have busy diaries and slots will fill up quickly.
Block out your schedule to balance key meetings but also make sure to carve out some time to explore the show and attend any networking sessions or panels that might have caught your eye. Just remember that WTM involves long days and up to 30k steps per day – comfy shoes are key!
3. Maximise the opportunities
WTM’s value goes far beyond the meetings you book ahead of the show. Be open to spontaneous connections you make while moving around the floor and look out for panel sessions and talks that might be relevant to your brand.
Don’t overlook the value of evening events – whether it’s to a destination drinks reception or an awards ceremony, these occasions are often where relationships are actually formed! Attending with your PR team also helps ensure media introductions and photo opportunities aren’t missed.
4. Do post-show follow-up
What happens after WTM is as important as what happens during. Take the time to reconnect with contacts while the conversation is still fresh in both of your minds, whether that’s sending a thank you email, scheduling a follow-up call, or connecting on LinkedIn. Your PR agency can also help amplify your presence post-show by sharing insights, photos, or thought leadership around the trends you discovered.
Brand benefit of PR at World Travel Market
While WTM is certainly a significant investment in time and energy, it can deliver long-term value far beyond the three days walking the halls of Excel. With the right preparation and PR support, WTM can become a powerful opportunity to strengthen your reputation, create meaningful partnerships and position your brand at the forefront of global travel trends.
FINN Partners makes meaningful connections between your brand and the media you want to take notice. Find out more about FINN Partners travel and tourism.
POSTED BY: Rosie Crass
