The International Travel Fair WTM. Photo: PassportNews Preparations for WTM London 2026, one of the world's most influential and important tourism exhibitions, are already in full swing, and initial data indicates particularly high demand from exhibitors from all over the world.
The exhibition, which will take place from November 3 to 5, 2026 at the ExCeL Exhibition Center in London, is expected to host thousands of professionals from the tourism, aviation, hospitality, technology and marketing industries, with the aim of creating collaborations, signing deals and showcasing innovations in the industry.
According to organizers, 43 new or returning exhibitors have already confirmed their participation, including tourism ministries and tourism promotion bodies from Brunei, Ivory Coast, North Macedonia, Moldova, Albania, Angola, Uruguay and Panama. The Israeli Ministry of Tourism will also participate in this year's exhibition, it was officially confirmed to PassportNews.
Major commercial companies are also increasing their presence at the show. This year's exhibitors include GetYourGuide, Nomad eSIM and RateStellar, who will be exhibiting at WTM Travel Tech, the new technology complex established following the significant increase in demand for digital solutions in the industry.
In 2025, there was a 55% growth in the participation of technology companies, and the trend is expected to continue this year.
In the hotel sector, RIU Hotels & Resorts and Serena Hotels have already confirmed their participation, along with airlines such as Malaysia Airlines and AJet Airlines. Other new exhibitors include TripToGo and Saudi luxury development Amaala, which focuses on health tourism and luxury vacations on the Red Sea coast.
Event director Chris Carter-Chapman said the early response was a testament to the exhibition's continued momentum, with 182 countries attending in 2025 and a 5% increase in exhibitors. He said early registration allows exhibitors to benefit from marketing exposure throughout the year and to prepare optimally for the event.
He added that the WTM London 2025 exhibition led to transactions worth approximately £2.2 billion, and that the high demand already at this stage indicates that the 2026 edition is also expected to break new records and continue to establish its position as the central event of the global tourism industry.