WTM London 2026 Closes with 50% Rise in Accredited Buyers
Written by AI from travelandtourworld.com's report. Not checked by a person.
World Travel Market London wrapped up its 2026 edition with accredited buyer numbers up 50% year-on-year, well above the 35% forecast, as artificial intelligence and responsible tourism dominated discussions at the global travel trade show.
World Travel Market (WTM) London 2026 concluded on a high note, with Exhibition Director Chris Charter-Chapman confirming that accredited buyer numbers climbed 50% compared with the previous year — comfortably ahead of the 35% growth forecast announced at the opening. The event's final day covered artificial intelligence, shifting consumer behaviour, responsible tourism and professional development. A live demonstration from Voyada showcased a conversational AI platform that guided a customer from initial request through to payment for a ten-day South Korea itinerary. Its partner TripToGo reported bookings of $28 million in the previous year, rising to $81 million so far in 2026. Marketing experts challenged the industry to move beyond age-based segmentation, arguing that travellers from different generations frequently share comparable interests and holiday preferences. On the responsible tourism front, speakers urged businesses to weave sustainability into the holiday experience itself rather than leaning on environmental jargon. The ITT Future You Summit launched Career Compass, an online video library profiling career pathways, timed to mark the Institute of Travel and Tourism's 70th anniversary. Entrepreneur Louise Truman rounded out the programme by recounting how her group travel company Plotpackers secured £120,000 from Dragons' Den investors Deborah Meaden and Steven Bartlett in exchange for a combined 10% stake, with the funding used to replace spreadsheet-based processes with more capable technology.
