WTM London 2024 Kicks Off with Record Turnout and Engaging Sessions

Photo source: WTM London

World Travel Market (WTM) 2024 kicked off on Tuesday, November 5, with packed halls and a busy conference schedule at the ExCeL London exhibition and convention center.

Greece’s Tourism Minister, Olga Kefalogianni, officially inaugurated the event, alongside WTM London Exhibition Director Juliette Losardo, marking the start of the 44th edition. This year, the Greek National Tourism Organization (GNTO) is the premier partner, highlighting the country’s rich cultural experiences and year-round tourism opportunities.

The official ribbon-cutting ceremony of WTM London 2024 with Greek Tourism Minister Olga Kefalogianni and the expo’s Event Director Juliette Losardo. They are accompanied by Greek National Tourism organization (GNTO) Secretary General Andreas Fiorentinos, GNTO UK& Ireland Director Eleni Skarveli, Greek Ambassador Ioannis Tsaousis, and Minister’s Cabinet Member George Papatzanis. Photo source: WTM London

As the event opened its doors on Tuesday, WTM London hailed the sector’s economic importance.

“This is the biggest WTM London to date,” said WTM Portfolio Director Jonathan Heastie, noting that more than 4,000 exhibitors from 184 countries are participating. Last year, £2.2 billion in travel deals were made, and over 200 world-class speakers will present during the event.

Diversity and Accessibility at WTM London

The first day of the expo featured a focus on DEAI (Diversity, Equity, Accessibility, and Inclusion), with travel experts advocating for long-term commitment to social inclusion in the industry. LoAnn Halden, VP of Communications for the IGLTA, emphasized the importance of travel companies fostering ‘internal allies’ to better support underrepresented groups.

Photo source: WTM London

Greece’s Accessibility Improvements

Greece showcased its advancements in tourism accessibility, particularly its Seatrack infrastructure, which now enables disabled people to access 250 beaches. Eleni Skarveli, director of the GNTO office in UK & Ireland, highlighted the country’s ongoing efforts to improve DEAI, emphasizing that hospitality is a key part of Greece’s tourism ethos. “We want visitors to feel welcomed, happy, and have a good time,” Skarveli stated.

Stereotyping in Advertising

Debbie Marshall, Managing Director of the Silver Marketing Association, cautioned against stereotyping in advertising, advising companies to engage with the demographics they target before producing materials.

Technology Track: Frictionless Travel

The first session of the Technology Track explored the challenges of frictionless travel, with executives from airlines, tech providers, and OTAs discussing the complexities that hinder its implementation on a large scale. A debate followed, where the audience voted almost evenly on whether technology or traditional industry processes were to blame for the challenges.

Photo source: WTM London

India’s E-Visa Initiative

During WTM London, India presented its free e-visa initiative, Chalo India, encouraging members of the Indian diaspora to share the program with non-Indian friends. In 2023, India welcomed 9.5 million visitors, including 920,000 from the UK, which remains its third-largest inbound market.

Visit Maldives Launches Major Giveaway

Visit Maldives used WTM London to launch the world’s biggest holiday giveaway, offering one prize per week. The destination also revealed plans to reach two million visitors in 2024, aiming for 30% renewable energy use by 2030. Next year, the Maldives will celebrate the 60th anniversary of its independence from the UK.

WTM London 2024 continues until Thursday, November 7.

The Greek Travel Pages (GTP) is an official media partner of WTM London.

Stay tuned for news and updates by following our WTM London 2024 Special.