Registration has opened for WTM London 2026, as organisers move quickly to capitalise on momentum from a record-setting 2025 edition. The long-running global travel and tourism trade show, organised by RX Global, will return to ExCeL London and is positioning its next edition as an expanded marketplace with new content features and on-site experiences.
WTM London has been a fixture on the international events calendar for nearly 50 years. With booking now available for 2026, the organisers are signalling confidence in continued demand from destinations, travel brands, technology providers and buyers, following what they describe as a landmark performance in 2025.
Background and industry context
As the travel and tourism sector continues to adapt to shifting economic conditions, evolving consumer expectations and ongoing digital transformation, large-scale trade shows remain a critical forum for commercial dealmaking and relationship-building. WTM London is widely regarded as one of the most influential events in this space, drawing national tourism organisations, hotel groups, airlines, tour operators, booking platforms and technology vendors from around the world.
The 2025 edition delivered record results across key metrics, reflecting a broader rebound in business travel and international tourism. While specific figures were not disclosed in the announcement, organisers characterised the event as record-breaking in terms of performance, underscoring strong exhibitor participation and buyer engagement.
Major sector themes such as sustainable tourism, digital distribution, data-driven marketing, AI-driven personalisation and the rise of hybrid and experience-led travel products have all gained prominence in recent years. Trade shows like WTM London increasingly function as both commercial marketplaces and knowledge-sharing platforms, where destination marketing strategies, technology roadmaps and investment priorities are tested and refined.
Key developments and highlights for 2026
Building on the success of the 2025 show, organisers plan to introduce additional features and refreshed experiences across the 2026 show floor at ExCeL London. While full details of the programme and layout are expected to be released closer to the event, the announcement indicates several areas of development:
- New show features: The 2026 edition will incorporate new content and experiential elements, designed to enhance exhibitor visibility and encourage deeper buyer engagement. These additions are expected to complement WTM London’s established pavilions, conference sessions and hosted buyer initiatives.
- Enhanced show-floor experiences: Organisers are planning standout experiences across the exhibition halls, which may include interactive zones, live demonstrations and curated networking areas. These are intended to help visitors navigate the breadth of exhibitors and foster more targeted business meetings.
- Optimised buyer-supplier interactions: Following the strong commercial outcomes reported for 2025, the 2026 event will continue to refine its approach to matchmaking and appointment scheduling, aiming to increase conversion and return on investment for both exhibitors and hosted buyers.
Registration for trade visitors and buyers has now opened, giving companies and professionals the opportunity to secure attendance and begin planning their participation well ahead of the show. Exhibitor booking cycles typically run in parallel, with stand space allocation, sponsorship packages and co-exhibitor arrangements confirmed in the months leading up to the event.
Industry impact and opportunities
WTM London’s performance is often seen as a bellwether for the global travel and tourism trade. A record-breaking 2025 edition, followed by an early push for 2026 registration, suggests that the sector is maintaining its recovery trajectory and that there is sustained appetite for in-person international marketplaces.
For destinations, the event is a platform to showcase investment in infrastructure, sustainability initiatives and new product development. For travel brands and intermediaries, it offers access to international distribution channels and a concentrated audience of decision-makers. Technology providers, in turn, use the show to demonstrate solutions spanning reservation systems, revenue management, data analytics, marketing automation, virtual experiences and on-site event technology.
The introduction of new features across the 2026 show floor will likely provide additional touchpoints for these stakeholders to collaborate. Interactive zones and content stages can create more structured opportunities for demonstrations, case studies and peer-to-peer learning, particularly around emerging technologies such as AI-driven itinerary planning, personalised offers and integrated booking journeys.
Why this matters for event professionals and technology providers
For event organisers and venue operators, WTM London’s trajectory underscores several broader trends in large-scale exhibitions:
- Experiential show design: The emphasis on standout experiences and new features reflects a wider shift away from static trade show formats toward more interactive, curated environments. This has implications for floorplan design, content programming and onsite engagement technologies.
- Data and matchmaking: As shows grow in scale, the value of intelligent matchmaking tools, lead retrieval systems and data analytics increases. Exhibitors and buyers have rising expectations around measurable outcomes, pushing organisers to invest in platforms that support pre-scheduled meetings, personalised agendas and real-time performance metrics.
- Hybrid and digital extensions: Although WTM London is primarily an in-person marketplace, its global audience profile makes digital extensions and year-round community engagement important. Event technology providers that support live streaming, virtual stands, on-demand content and digital lead capture can find opportunities around such flagship events.
- Operational resilience: Record participation figures point to complex operational requirements, from registration and access control to crowd management and exhibitor services. This environment is a proving ground for technologies related to smart badging, session scanning, wayfinding and event apps.
For technology vendors targeting the travel trade, participation at WTM London can serve both as a sales channel and as a real-world testbed for solutions designed for high-volume, international events. Demonstrations on the show floor may involve integrations with booking engines, CRM systems, marketing platforms and destination management tools, providing tangible use cases for buyers.
Conclusion
With registration now open, WTM London 2026 is set to build on the momentum of a record-breaking 2025 edition at ExCeL London. The show’s organisers are signalling an expanded and refined experience, with new features planned across the exhibition floor and a continued focus on delivering commercial outcomes for exhibitors and buyers.
As the travel and tourism sector continues its recovery and transformation, the performance of major trade platforms like WTM London will be closely watched by destinations, travel brands and technology providers alike. For event professionals, the 2026 edition offers a reference point for how large-scale, international exhibitions are evolving in response to changing market dynamics and attendee expectations.