How Travel Brands Can Make the Most of World Travel Market 2026
For travel, tourism and hospitality brands looking to grow their international profile, strengthen industry relationships and unlock new sales opportunities, few events rival the influence of World Travel Market (WTM).
Taking place from 3 - 5 November at ExCeL London, WTM brings together thousands of exhibitors, buyers, media representatives and industry leaders from across the globe, making it one of the most important dates in the travel industry calendar.
But attending WTM can be more than simply having a presence on the show floor. With the right strategy, preparation and PR support, it is a powerful platform for brand building, media-engagement and long-term business growth.
As an award-winning consultancy specialising in communications, representation and strategic PR for the world's leading destinations, travel and hospitality brands, LOTUS has more than 25 years of experience supporting organisations at World Travel Market. Here is what the team recommends to get the best return on investment during WTM.
1. Define your objectives before you arrive
Success at WTM starts long before the event opens its doors. Setting clear objectives from the outset helps ensure your time on-site is focused, strategic and productive. It also allows your PR team to align activity with your priorities, whether that’s securing media interviews, generating coverage around key announcements, or positioning executives as leading voices within the industry.
Make sure you also have a clear understanding of how your brand compares to competitors across PR performance, trade visibility, AI search and GEO. Assess how your brand is performing across different markets and equip your team with the latest travel industry intelligence and trends, so you're ready to provide journalists with valuable insights and demonstrate where your brand sits within the wider industry landscape.
2. Prepare early and plan your schedule
The busiest and most productive WTM attendees often begin planning months in advance.
Key preparations should include:
- Consider a pre WTM report to understand your key objectives for the exhibition
- Updating your profile and messaging on the exhibitor portal.
- Identifying priority buyers, partners and journalists.
- Booking meetings well ahead of time, as schedules fill quickly.
- Preparing clear messaging and supporting materials for every audience.
A well-structured diary allows teams to maximise every hour of the event rather than scrambling for opportunities once on-site.
3. Put your spokespeople in the spotlight
WTM offers numerous opportunities for brands to raise their profile through speaking engagements and broadcast opportunities.
Panel discussions, keynote sessions and interviews allow businesses to demonstrate expertise, advocate for important industry issues, build the profile of senior leaders and align the brand with key trends and conversations shaping the sector. Again, these sessions are confirmed well in advance of the event, so start discussions early to secure your spot.
4. Don't underestimate the power of evening events
Destination receptions, trade briefings, networking events and drinks functions during WTM week provide an opportunity to build stronger relationships in a more relaxed environment. Attending alongside your PR and marketing team can also ensure opportunities for introductions, photography and informal discussions are not missed.
Similarly, creating activity around your own stand can help draw media attention, attract key stakeholders and generate excitement around your destination or offering.
5. Think beyond the exhibition hall
WTM attracts an international audience and significant attention across London and the wider travel industry. Brands can maximise the buzz in London through activations beyond the event itself, through experiential activations, stunts and other creative activity. The brands that stand out at WTM are often those that think beyond traditional exhibition tactics and are recognisable to delegates once they leave the exhibition centre, so it is worth considering what else you can do around the event, if you have the budget to do so.
6. The follow-up is where the real value is created
What happens after WTM is just as important as what happens during.
Reconnect with contacts while conversations are still fresh by:
- Sending thank you emails.
- Scheduling follow-up calls.
- Organising press trips for warm media, trade, and influencers.
- Connecting on LinkedIn.
- Sharing relevant information or introductions discussed during meetings.
Your PR agency can continue to amplify your presence after the event by sharing insights, creating thought leadership content and extending the life of your WTM activity through media engagement and social storytelling.
Ultimately, WTM is not simply an event to attend - it is an opportunity to strengthen reputation, create meaningful partnerships and establish your brand as a leader within global travel and tourism.
If you're planning your presence at World Travel Market and want to maximise your return on investment, contact the LOTUS team to discover how we can support your goals before, during and after WTM.