WTM London Forms Strategic Partnership with VisitBritain to Drive Global Tourism Growth and Showcase UK as a Top Destination
WTM London has officially entered into a strategic partnership with VisitBritain, marking a significant move aimed at bolstering global tourism and highlighting the UK as a premier travel destination. This collaboration comes at a time when the tourism sector is recovering from the pandemic’s impact, and the need to attract international visitors has never been greater. By joining forces, WTM London and VisitBritain aim to leverage their combined expertise and resources to drive tourism growth, enhance the UK’s visibility on the global stage, and showcase its diverse cultural, historical, and modern attractions. This partnership underscores the shared goal of positioning the UK as a must-visit destination for travelers from all corners of the world.
WTM London, the leading global event for travel and tourism, hosted by RX, has selected VisitBritain, the UK’s national tourism authority, as its primary partner for this year’s event.
This partnership highlights a strengthened collaboration between WTM London and the UK Government, which revealed its goal last year to boost international visitor numbers to 50 million annually by 2030, surpassing the nearly 43 million expected in 2024. Reflecting this ambition, the government’s involvement at this year’s event will be more prominent.
VisitBritain CEO Patricia Yates said:
“WTM London is a flagship global travel trade event in the industry’s calendar, acatalystfor new business for more than four decades, and we are delighted to be this year’s premium partner as we gear up to welcome top travel buyers from around the world. We look forward to working with WTM to showcase our outstanding tourism offer, our hospitality and warm welcome and the UK’s ability to host events of the highest calibre.
“With international visitors already forecast to spend more than £34 billion in the UK this year, thismajor event alsoshines a timely spotlight on tourism’s economic importance and its huge potential to generate economic growth for local economies across the nations and regions.”
Chris Carter-Chapman, Event Director at WTM London, said:
“We are delighted to welcome our host nation, Britain as Premier Partner for this year’s show. Britain has been the home of WTM for 45 years and the economic benefits, over £200 million to the London economy in 2024 alone, have been significant.
WTM represents a great opportunity for VisitBritain to showcase to a global audience of travel professionals what the nations and regions can offer. This year’s show is the perfect forum for VisitBritain to further its role in achieving the UK Government’s ambitious target of 50 million international visitors annually by 2030.”
At WTM London, VisitBritain will highlight its global “Starring GREAT Britain” screen tourism campaign, which leverages the global appeal of films and TV shows to inspire travelers to choose Britain for their next vacation. Research from VisitBritain reveals that over 90% of potential visitors are keen on exploring the film and TV locations during their stay. Whether it’s discovering Britain’s dynamic cities, renowned attractions, or breathtaking landscapes—many of which serve as the backdrop to iconic film scenes—or immersing themselves in the country’s vibrant culture and hospitality, “Starring GREAT Britain” motivates travelers to step into the frame, explore further, and plan their visit to Britain now.
The tourism and creative industries are key drivers of growth. The UK’s ability to host major film and TV productions, coupled with its world-class production facilities, enhances the range of screen-related tourism experiences, fueling economic growth and enhancing Britain’s global reputation as a top destination for both travel and investment.
VisitBritain’s strategic partnership amplifies Britain’s strong presence at WTM London this year. In collaboration with UKinbound at stand N8-220, they are connecting suppliers and destinations from across the UK with the global travel industry, promoting tourism products and experiences to international markets, and securing spots on the itineraries of future visitors.
WTM London has formed a strategic partnership with VisitBritain to boost global tourism and promote the UK as a top destination. The collaboration seeks to enhance the UK’s visibility, attract international visitors, and drive growth in the tourism sector, leveraging both organizations’ expertise and resources.
Last year, over 40,000 travel professionals attended WTM London, with 82% of them coming from abroad. This helps drive an increase in inbound tourism to the UK each year. The Events Industry Association (EIA) recently reported that the events, business, conference, and exhibitions sector contributes £11.5 billion to the UK economy, with WTM London playing a significant role in this impact.
The WTM London 2025 event will be held from Tuesday, November 4th to Thursday, November 6th at ExCeL London.
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