WTM London 2025: The Unfiltered Reality Check The Travel Industry Needed Before 2026

WTM London 2025 was the largest edition in the event’s history. More than 46,500 attendees, 5,500 qualified buyers and record commercial activity. (CIMunity and WTM Global Travel Report 2025)

But the real insight from London was not scale.
It was exposure.
WTM revealed which businesses adapted in 2025 and which ones are moving into 2026 with outdated structures, slow execution and declining competitiveness.

Travel demand is strong and forecast to outpace global GDP through 2035. (WTM Global Travel Report)

The market is not your problem. Your organisation’s readiness is.

What WTM Discussed Publicly: AI, Sustainability and Regeneration

WTM London 2025 placed heavy emphasis on AI, data, sustainability and regenerative travel. Panels focused on climate-aligned tourism, community impact and how AI will reshape planning and operations. These themes dominated the public agenda. But none of them will deliver results if organisations still struggle with slow quoting, weak masterdata and outdated product structures. The gap between vision and execution was the real story.

1. 2025 Was A Test. 2026 Will Be The Consequence.

Travellers in 2025 shifted clearly toward authentic, intentional and experience-driven journeys. (Euronews Business)

They rejected fast, checklist-style itineraries.
They prioritised value, clarity and operational reliability.
They rewarded suppliers who delivered depth and precision.

If your 2025 offering looked similar to your 2019 offerings, you already lost ground this year. In 2026, that gap will widen.

2. The Segments That Defined 2025 And Will Shape 2026

MICE and bleisure
The most commercially stable segment. Corporate clients expect seamless coordination and dependable delivery. Many suppliers still cannot meet that standard.

Slow and immersive FIT
Travellers want narrative, culture and rhythm, not speed or quantity.

Adventure and nature
Strongest growth from Southeast Asia, Korea, GCC and Millennial travellers.
Operators avoiding this category are walking away from high-margin demand.

Luxury
Shifted toward private, curated and meaningful experiences. Hotels alone do not define luxury anymore.

Secondary and climate-safe destinations
Nordics, rural Europe, Balkans and Caucasus regions benefited from climate-conscious choices.
Many DMCs are still not adjusting product strategy fast enough.

These are not trends. They are new baselines. 

Sustainability and climate expectations are rising across these segments, and most suppliers are not yet adjusting their product architecture fast enough to support regenerative or climate-aligned travel.

3. WTM Confirmed What Buyers Have Been Saying All Year: Speed Wins. Slow Loses.

The most common frustration expressed in London was slow quoting.
When responses take too long, buyers simply move on to faster suppliers.

This is not about product quality.
It is about operational structure, data discipline and internal processes.

AI cannot fix slow quoting or disorganised data. It will only automate the inconsistency unless foundations are cleaned first.

Most agents think they need better marketing.
Most DMCs think they need more leads.

In reality they need:
• organised masterdata
• integrated systems
• clear processes
• faster, structured execution

This is where the competitive advantage now sits.

4. What Agents And DMCs Must Fix Before Q1 2026

For outbound agents in Asia and the GCC
• Rebuild product libraries with depth, culture and clarity.
• Strengthen contracting and unify rate structures.
• Implement CRM and masterdata foundations to accelerate quoting.
• Retire outdated itineraries that weaken your positioning.

For inbound DMCs across Europe and Türkiye
• Redesign itineraries around climate shifts, seasonality and cultural access.
• Integrate enquiry, operations and accounting workflows.
• Structure your rate and product data for instant retrieval.
• Train teams in accuracy, communication and operational discipline.

For both
• Stop waiting for a “more stable market.” This is the market.
• Lead your clients with stronger insights and better product direction.
• Treat speed and data clarity as core commercial assets.

AI, sustainability reporting and climate-aligned product development all require structured data, reliable systems and consistent operational execution. Without that, none of the larger industry themes translate into commercial value.

5. The Real Message From WTM London 2025

This year’s event was not a celebration of the industry’s strength.
It was a clear signal of what must change before the next cycle.

Travel demand is growing.
Travellers are evolving.
Competitors are improving.
Operational gaps are widening.

2026 will reward the organisations that act now.
Those who wait will spend the year losing margin, clients and relevance.

WTM did not just highlight AI, data and sustainability. It exposed how few organisations are structurally ready to deliver them.

If you want to close these gaps before 2026, contact BGS today.