{"id":69181,"date":"2026-11-07T15:36:38","date_gmt":"2026-11-07T15:36:38","guid":{"rendered":"https:\/\/londoncult.co.uk\/?p=69181"},"modified":"2026-11-07T15:43:16","modified_gmt":"2026-11-07T15:43:16","slug":"wtm-london-2026-the-new-economics-of-travel-from-egypt-to-menorca","status":"publish","type":"post","link":"https:\/\/londoncult.co.uk\/en\/wtm-london-2026-the-new-economics-of-travel-from-egypt-to-menorca\/","title":{"rendered":"WTM London 2026: The New Economics of Travel \u2014 From Egypt to Menorca"},"content":{"rendered":"\n

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Photo: WTM<\/figcaption><\/figure>\n<\/div>\n\n\n

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WTM London has traditionally served as a platform for building business relationships and shaping the industry\u2019s direction for the seasons ahead. This year, however, particular attention focused on a shift in the very concept of the tourism product.<\/p>\n\n\n\n

For today\u2019s traveller, simply choosing a country and a hotel is no longer enough. Cultural events, gastronomy, historical heritage, bespoke itineraries and opportunities to experience local life are becoming increasingly important.<\/p>\n\n\n\n

This trend was confirmed by the Global Travel Report, presented at the exhibition and produced in partnership with Tourism Economics. According to the research, 60% of travellers surveyed are interested in luxury holidays, with unique experiences becoming an essential part of that offering.<\/p>\n\n\n\n

Another finding was even more telling: over the past two years, 58% of tourists had travelled abroad at least once specifically to attend an event \u2014 a concert, festival, sporting competition or cultural occasion.<\/p>\n\n\n\n

For travel businesses, these trends signal a broader range of opportunities. Viewed in this light, two strategies presented in London are particularly interesting: Egypt\u2019s large-scale national campaign and Menorca\u2019s programme centred on cultural tourism.<\/p>\n\n\n\n

Egypt: Two Awards and a Fresh Perspective on a Familiar Country<\/h4>\n\n\n
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Photo: Rina Ilina <\/figcaption><\/figure>\n<\/div>\n\n\n

For the first time in its history of participation at WTM London, Egypt became the event\u2019s Premier Partner. This enabled the country to showcase its tourism offering not only to the exhibition\u2019s professional audience, but also to a wider international public through an additional advertising campaign in London. The Egyptian delegation was led by Minister of Tourism and Antiquities Sherif Fathy. Together with Britain\u2019s Minister for Tourism, Stephanie Peacock, he took part in the opening of the national pavilion.<\/p>\n\n\n\n

The central idea behind Egypt\u2019s presence was expressed in the slogan Egypt \u2014 Unmatched Diversity<\/em>. The country sought to move beyond its familiar image, associated primarily with the pyramids, the Red Sea and beach holidays. Visitors were offered a broader picture: monuments of ancient Egyptian, Coptic and Islamic culture, contemporary cities, natural attractions, diving, adventure travel and a variety of year-round itineraries.<\/p>\n\n\n\n

The stand combined architectural features, historical imagery, replicas of ancient artefacts and modern interactive technology.<\/p>\n\n\n\n

Egypt\u2019s participation culminated in two awards for its pavilion: Best Stand Design and Best Stand Activation. The organisers recognised the originality of the design and the stand\u2019s ability to convey the country\u2019s historical and cultural diversity.<\/p>\n\n\n\n

Its success at the exhibition was supported by positive developments in the tourism market. According to WTM, Egypt welcomed 838,000 visitors from the UK in the first nine months of 2026 \u2014 an increase of 9.4% on the same period a year earlier. The commercial effectiveness of the country\u2019s tourism campaign, however, has yet to be assessed through booking trends, the development of air connections and interest from international tour operators.<\/p>\n\n\n\n

Menorca: Art as a Way to Extend the Tourist Season<\/h4>\n\n\n
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Photo: Fundaci\u00f3 Foment del Turisme de Menorca<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

While Egypt demonstrated the advantages of a large-scale national tourism brand, the Spanish island of Menorca presented a different approach: making cultural life a reason to travel in its own right.<\/p>\n\n\n\n

Menorca, part of the Balearic Islands, has long been known for its beaches, coves, natural landscapes and peaceful atmosphere. Yet the popularity of Mediterranean resorts brings a familiar problem: tourism infrastructure comes under considerable pressure in summer, while demand falls noticeably outside the peak season.<\/p>\n\n\n\n

At WTM London 2026, Menorca\u2019s representatives focused on developing cultural tourism capable of attracting visitors in spring and autumn. At the heart of the Inspired by Menorca<\/em> presentation was Opening Menorca \u2014 a programme of cultural activities designed to turn the start of the tourist season into an event in its own right.<\/p>\n\n\n\n

The first Opening Menorca programme took place in April 2026 and ran for around three weeks. Art galleries, museums, and local, Spanish and international artists were involved in its preparation. Plans to continue the initiative in 2027 were presented in London.<\/p>\n\n\n\n

According to Adolfo Vilafranca, President of the Island Council, and Bego\u00f1a Mercadal, Director of Fundaci\u00f3 Foment del Turisme de Menorca, Menorca aims to establish a new tourism calendar in which travellers choose when to visit according to the cultural programme and new travel itineraries.<\/p>\n\n\n\n

Menorca also has substantial cultural foundations on which to build this strategy. In 2023, the archaeological site of Talayotic Menorca was inscribed on the UNESCO World Heritage List. The island\u2019s prehistoric stone structures, dating from the Bronze and Iron Ages, bear witness to the development of a distinctive island civilisation.<\/p>\n\n\n\n

Another important attraction is Hauser & Wirth Menorca, located on the islet of Illa del Rei in Mah\u00f3n harbour. The international art gallery brings together exhibition spaces, educational programmes, historic architecture and landscape design. According to Hauser & Wirth, more than 72,000 people visited the centre during the season from May to October 2025. This figure demonstrates an already established interest in contemporary art on the island.<\/p>\n\n\n\n

Xoriguer gin also remains one of the island\u2019s recognisable gastronomic symbols. It is produced in Mah\u00f3n under the officially recognised geographical indication Gin de Ma\u00f3. The family distillery was founded in 1945 by Miguel Pons Justo, continuing the tradition of making gin to an eighteenth-century recipe. Businesses of this kind hold particular value in today\u2019s tourism economy.<\/p>\n\n\n\n

They offer travellers the opportunity to discover the history of a place through a specific product, while giving local producers access to an additional market.<\/p>\n\n\n\n

This is one of the key ideas Menorca presented in London: tourism should benefit not only large hotel complexes, but also cultural institutions, craftspeople, restaurateurs and small family businesses.<\/p>\n\n\n\n

Italy: Travelling Beyond the Familiar Routes<\/h4>\n\n\n
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\u0424\u043e\u0442\u043e: Anders Jild\u00e9n\/Unsplash<\/figcaption><\/figure>\n<\/div>\n\n\n

Italy focused on the diversity of its regions and the emotional experience of travel. Across more than 2,000 square metres, the national tourism agency ENIT brought together representatives from 15 Italian regions, alongside city and tourism organisations.<\/p>\n\n\n\n

A distinctive feature of the stand was its four immersive spaces, dedicated to Italy\u2019s coastline, mountains, cities and way of life. Through three-dimensional installations, imagery, sounds and even scents, visitors could experience the atmosphere of different parts of Italy. The programme included culinary demonstrations and presentations in the Piazza Italia space.<\/p>\n\n\n\n

The British market remains one of the most important for Italy\u2019s tourism industry: the UK ranks third in tourism spending, behind Germany and the United States. Italy\u2019s strategy is primarily aimed at encouraging repeat visits. Travellers already familiar with Rome, Venice or Florence are being invited to discover lesser-known towns, rural areas, regional cuisines and cultural traditions.<\/p>\n\n\n\n

Portugal: The British Market Generates Billions of Euros<\/h4>\n\n\n
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Photo: Pascal Bernardon\/Unsplash<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Portugal presented a substantial national stand at WTM London, bringing together 110 tourism businesses and seven regional promotion agencies.<\/p>\n\n\n\n

The UK remains Portugal\u2019s leading international market in terms of visitor numbers, overnight stays and tourism revenue. According to Turismo de Portugal, revenue from British visitors exceeded \u20ac3.1 billion between January and August 2026, an increase of 4.4% compared with the same period a year earlier. The number of overnight stays rose by 0.9% to 7.1 million.<\/p>\n\n\n\n

The difference between the growth rates for revenue and overnight stays is particularly revealing. It suggests that higher tourism receipts do not necessarily require a comparable increase in the time travellers spend in a destination. Prices, spending patterns and the choice of more expensive services can all influence financial performance.<\/p>\n\n\n\n

For Portugal, participation in the London exhibition offered an opportunity to strengthen ties with a key market and broaden its range of regional tourism products.<\/p>\n\n\n\n

Saudi Arabia: New Resorts and Major Events<\/h4>\n\n\n
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Photo: Rina Ilina <\/figcaption><\/figure>\n<\/div>\n\n\n

Saudi Arabia continued to promote its extensive programme to transform the tourism sector. At the exhibition, the country presented Saudi Land, a pavilion bringing together 37 tourism partners. Key destinations included Riyadh, Jeddah, AlUla, the Red Sea coast and the developing AMAALA resort project.<\/p>\n\n\n\n

Major events featured prominently, including Riyadh Season and the Winter at Tantora cultural festival in AlUla. Saudi Arabia is seeking to establish an international tourism market that combines historical heritage, contemporary entertainment, high-end resorts and new cultural centres.<\/p>\n\n\n\n

Building tourism infrastructure, however, is only part of the task. The successful development of new destinations requires international air routes, partnerships with tour operators and travel programmes that are available to book. This is why participation in WTM London holds considerable commercial importance for the country: the exhibition enables it to present new developments to the industry partners on whom their entry into the international market depends.<\/p>\n\n\n\n

The Maldives: A Full Year of Tourism Event<\/h4>\n\n\n
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\u0424\u043e\u0442\u043e: Pelayo Arbu\u00e9s\/Unsplash<\/figcaption><\/figure>\n<\/div>\n\n\n

The Maldives used the exhibition for the official international launch of Visit Maldives Year 2027 \u2014 Celebrate the Sunny Side<\/em>. The initiative involves creating a calendar of events spanning the whole of 2027. It will include cultural festivals, gastronomic events, wellness programmes and sea voyages. The programme is intended to broaden the familiar image of the Maldives as a destination primarily for beach holidays and romantic escapes.<\/p>\n\n\n\n

According to Visit Maldives, the country welcomed 1.76 million tourists between January and October 2026. Europe accounted for 56.9% of all arrivals. With almost 136,000 visitors, the UK ranked third, behind China and Russia.<\/p>\n\n\n\n

A delegation of 161 representatives travelled to London, including participants from 62 tourism businesses. One tangible outcome of the exhibition was the publication of the official Visit Maldives Destination Guide for 2027.<\/p>\n\n\n\n

Northern Europe: Joint Promotion Rather Than Competition<\/h4>\n\n\n
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Photo: Vidar Nordli-Mathisen\/Unsplash<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Denmark, Norway and Finland offered an example of regional cooperation. VisitDenmark returned to WTM London for the first time since 2017, joining Visit Norway and Visit Finland on a shared Nordic Stand featuring 44 partners.<\/p>\n\n\n\n

This format allows the countries to promote Northern Europe together while retaining the distinctive character of their national tourism offerings. It is particularly relevant to travellers interested in nature, Nordic culture, gastronomy and longer journeys across several countries.<\/p>\n\n\n\n

Japan: Bespoke Itineraries and an Introduction to Local Life<\/h4>\n\n\n
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Photo: David Edelstein\/Unsplash<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Japanese exhibitors demonstrated the potential of small-scale, tailored journeys designed to offer a deeper understanding of a region. Among the offerings presented was the Smart Discovery itinerary on the island of Hokkaido.<\/p>\n\n\n\n

Designed for groups of two to six people, the programme combines gastronomy, culture and encounters with local craftspeople and producers. Travellers are offered a private vehicle, an English-speaking guide and the opportunity to adapt the itinerary to their own interests. Trips are scheduled from May to October.<\/p>\n\n\n\n

Such offerings reflect growing interest in personalised tourism. For small regional businesses, this model opens up opportunities to work with an international audience without having to rely exclusively on mass tourism.<\/p>\n\n\n\n

Accessibility and Artificial Intelligence: Two Themes for the Future<\/h4>\n\n\n
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Photo: WTM<\/figcaption><\/figure>\n<\/div>\n\n\n

Alongside national presentations, WTM London 2026 provided a platform for discussing systemic changes in the travel industry. Spain became the exhibition\u2019s Lead Accessibility Partner for the first time.<\/p>\n\n\n\n

The Spanish Tourist Office presented a practical guide for hotels. The initiative formed part of the Spain for All<\/em> strategy. The focus extends beyond the provision of accessible infrastructure to the quality of the information travellers need to make decisions.<\/p>\n\n\n\n

Another important theme was the use of artificial intelligence. Garry Wilson, Chief Executive of easyJet holidays, highlighted the potential for automating routine customer enquiries. In his view, technology can free staff from repetitive tasks, allowing them to concentrate on more complex situations.<\/p>\n\n\n\n

Discussions also addressed the influence of artificial intelligence systems on how people search for and choose holidays. For travel companies, it is becoming increasingly important not only to maintain a presence on traditional booking platforms, but also to ensure the accuracy of the information used by new digital services.<\/p>\n\n\n\n

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WTM London 2026 has ended, but the real test of the strategies presented is only beginning. The results will be measured in actual journeys, new partnerships, the length of visitors\u2019 stays and the income generated for host destinations.<\/p>\n\n\n\n

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World Travel Market 2026 has drawn to a close in London, bringing together travel industry representatives from across the globe. Three days of meetings, presentations and business negotiations revealed which destinations are gaining momentum, how countries intend to attract travellers in the coming season, and how the approach to planning holidays is changing.<\/p>\n","protected":false},"author":2,"featured_media":69185,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[159],"tags":[],"type_post":[184],"column":[],"class_list":["post-69181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-travel"],"_links":{"self":[{"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/posts\/69181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/comments?post=69181"}],"version-history":[{"count":8,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/posts\/69181\/revisions"}],"predecessor-version":[{"id":69206,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/posts\/69181\/revisions\/69206"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/media\/69185"}],"wp:attachment":[{"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/media?parent=69181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/categories?post=69181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/tags?post=69181"},{"taxonomy":"type_post","embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/type_post?post=69181"},{"taxonomy":"column","embeddable":true,"href":"https:\/\/londoncult.co.uk\/en\/wp-json\/wp\/v2\/column?post=69181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}