World Travel Market (WTM) London 2026 opened with debates on shrinking consumer spending power, the rise of experience-led travel, accessibility and artificial intelligence. The show launched its Global Travel Report, produced with Tourism Economics, alongside a restructured conference programme. Because of the interest in the report, the launch press conference was live-streamed from the International Media Centre to all four main stages.
Dave Goodger, Managing Director of Tourism Economics, said that weaker consumer spending power remains a concern, but that travellers are reallocating their budgets and looking to save where they can. Sean Morgan, the firm’s Head of Travel Research, noted that 60 per cent of travellers surveyed want “luxury” holidays, with experiences at the centre of that wish. The report also found that 58 per cent of international travellers have taken a trip abroad specifically to attend an event in the past two years.
Experience-led travel was a common theme across the day, and it now has a dedicated hub at the show. Chase Gray of Skift Advisory said luxury in 2036 will be about “access not excess”. He identified three traveller groups that companies should plan for: prestige travellers who want to see and be seen, those seeking enrichment and personal growth, and those who value connection with family and friends.
Angela Val of Visit Philadelphia described how the city builds itineraries and activities around major events. Taylor Swift concerts have changed how it approaches them, with visitors increasingly wanting to experience the city for the full three days. During this year’s FIFA World Cup, Philadelphia ran free fringe events, and its Fanfest was the best attended of the tournament, drawing on the fact that around 70 per cent of World Cup visitors do not hold a match ticket. A panel on “passion tourism” covering music, sport and cultural events offered similar evidence. Luiza Fortuna of Superstruct Entertainment said half the audience at the Netherlands’ Awakenings techno festival is international, and that 80 per cent of those visitors would not travel to the country but for the festival.
The cruise sector is also moving towards experience-led products. Chinese luxury river cruise brand Century Cruises outlined its expansion in Europe and North Africa, with a Rhine-Danube ship introduced this year, a second due in 2027 and Nile cruises planned for 2028. Its plans include culinary experiences, onboard cultural evenings and exclusive shore events such as private opera recitals in Vienna. David Fredericks, President and CEO for the Americas, positioned the brand alongside luxury hotel names such as Mandarin Oriental and Shangri-La, and said it is open to charters for the MICE market.
Spain, already a global leader in international tourism, is treating accessible tourism as a way to grow its share and improve the visitor experience. The Spanish Tourist Office launched a hotel guide and social media campaign under its Spain for All strategy, developed over three years with an advisory council of UK and Spanish industry members, many with lived experience of disability. The guide gives hotels in Spain and elsewhere the tools to communicate their accessibility. Miguel Carrasco, who works with several accessibility organisations, said accessible tourism is simply what better tourism looks like.
AI was part of nearly every conversation. Garry Wilson, CEO of easyJet Holidays, one of the biggest sellers of package holidays to Spain, expects AI to free staff to handle complex customer queries while automation deals with routine ones such as airport transfers. He added that the company is focused on making its content attributable to easyJet Holidays when AI search tools surface it. On the Future Stage, Ani Attamian stressed that correct, connected and clear data is essential for using AI in both operations and customer experience. She cited a 3,500 per cent year-on-year rise in generative AI traffic to US travel sites as of July 2025. She also described how Ikea retrained 8,500 customer service staff as remote interior design advisers after introducing its Billie chatbot, rather than laying them off, and generated $1.37 billion in revenue from the new advisory business. Natalia Talkowska of Natalka reminded delegates that stories evoking emotion drive desire, and urged companies to create dinners and spaces where clients can connect away from technology.
Event Director Chris Carter-Chapman said there was a “fantastic buzz” at the show, with meetings under way across the halls. While acknowledging a difficult year in many ways, he praised the industry’s resilience, which is the theme of this year’s show. He also paid tribute to Egypt, a long-time supporter of WTM and this year’s Premier Partner. More than 12,000 approved buyers and over 4,000 registered media attended, which he said reflects the show’s importance to the UK economy.
The India delegation at WTM London 2026 included the Incredible India team led by Gajendra Singh Shekhawat, Union Minister of Tourism, Government of India, along with Kerala Tourism, led by Minister P.C. Vishnunadh, and Goa Tourism, led by Rohan Khaunte, Minister for Tourism, Government of Goa. Kerala’s “State of Wonder” pavilion was inaugurated on the opening day by Sudha Murty, Member of Rajya Sabha and Founder-Chairperson of Infosys Foundation.