Making the Most of WTM - and the Trade Shows That Matter in Q4 and 2026
For travel brands, trade shows are more than just a chance to showcase your latest offerings - they are strategic touchpoints to connect with decision-makers, generate media interest, and shape perceptions in key markets. World Travel Market (WTM) in London remains a flagship event for the industry, but as 2026 approaches, brands are increasingly considering a broader portfolio of shows to suit their objectives and target audiences. Here’s how to make the most of WTM and a guide to other trade events that deserve a spot in your calendar.
What is WTM?
World Travel Market London is one of the world’s leading international travel trade shows, bringing together tourism boards, hotels, tour operators, airlines, media, and travel technology providers. For brands, it’s a platform to showcase products, strengthen relationships with global buyers, and influence the future of the travel industry. With more than 35,000 senior professionals attending each year, WTM is a key moment for generating business leads, boosting visibility, and positioning your brand within the global travel market.
When is WTM?
WTM London takes place from 4th-6th November 2025 at ExCeL London. Held annually in early November, it serves as a pivotal point in the travel industry calendar, allowing brands to shape partnerships and strategies for the year ahead.
Making WTM Work for You
Preparation is everything. Too often, brands assume the right contacts will simply wander by their stand. In reality, success starts long before the show opens. Start planning immediately after your last trade event: identify key decision-makers, schedule meetings in advance, and ensure your team is briefed with concise talking points. For larger activations or product launches, early planning is essential – press slots and stand space can fill quickly.
Standing out in a crowded hall doesn’t always require a lavish budget. Thoughtful activations - from immersive photo walls and VR experiences to live performances or curated cocktail hours - can draw in traffic and generate media attention. Maximise these moments with professional photography and social media coverage, tagging relevant partners and outlets to track engagement.
Networking is where the real value lies. Reaching the right people efficiently means having introductions and context at your fingertips. Follow-up is equally critical: promptly action post-show meetings, distribute clear roundup emails with next steps, and schedule check-ins to ensure momentum continues long after the show floor closes.
Authenticity and relevance resonate more than ever. Whether it’s demonstrating sustainable practices, offering meaningful giveaways, or showcasing real experiences, thoughtful, purposeful engagement cuts through the noise.
Trade Shows to Watch in 2025-2026
For 2025 and 2026, travel brands have a wealth of trade shows to choose from – but the key is aligning the right show with your brand objectives, target market, and product focus. Here’s an expert guide to the events worth prioritising:
What: A curated luxury travel trade event, bringing together top luxury hospitality & experiential travel suppliers with travel advisors, media and premium industry buyers.
When: 6th-9th October 2025
Where: Baha Mar, The Bahamas
Why: Provides direct access to a high-net-worth clientele and influential travel advisors. Perfect for brands seeking curated, high-value partnerships.
Best for: Luxury hotels, bespoke tour operators, and experiential travel brands targeting the North American market.
What: Flagship global luxury travel event by ILTM for suppliers and high-quality travel advisors from around the world.
When: 1st-4th December 2025
Where: Cannes, France
Why: An essential platform to expand international luxury connections and generate press interest.
Best for: Luxury brands with global ambitions, including boutique hotels, private islands, luxury cruises, and high-end experiential operators.
What: One of Europe’s largest trade shows, covering all aspects of tourism, from destinations and airlines to tech and luxury.
When: 3rd-5th March 2026
Why: Its timing early in the year makes it perfect for brands aiming to influence purchasing decisions and showcase seasonal launches.
Where: Berlin, Germany
Best for: Brands seeking European market penetration, particularly for seasonal offerings or new products.
What: A hub for the Middle East and broader Asia-Pacific markets, attracting travel professionals and media from across the region.
When: 4th-7th May 2026
Where: Dubai, UAE
Why: Ideal for building relationships in emerging luxury and adventure markets, and for showcasing destination experiences to high-value buyers.
Best for: Luxury hotels, resorts, airlines, and destinations looking to strengthen their presence in Middle Eastern markets.
What: Africa’s premier travel trade exhibition, offering both domestic and international networking opportunities.
When: 13th-15th May 2026
Where: Durban, South Africa
Why: Highly targeted exposure to buyers interested in African destinations, combined with a showcase of the continent’s tourism innovations.
Best for: Tour operators, lodges, and airlines focusing on African travel experiences.
What: Luxury travel event focused on the Asia-Pacific region, connecting suppliers with influential advisors and buyers.
When: 29th June-2nd July 2026
Where: Marina Bay Sands, Singapore
Why: Offers high-quality networking in an increasingly important region for luxury travel growth.
Best for: Luxury brands, experiential operators, and adventure travel providers targeting affluent Asian clientele.
How The PC Agency Trade Team Can Support Your Brand
Navigating trade shows successfully requires a strategic, hands-on approach at every stage. That’s where The PC Agency trade team comes in:
Tailored Meeting Planning: We leverage our extensive network across airlines, tour operators, and agencies to secure high-value meetings in advance, so your team has direct access to the right decision-makers.
End-to-End Stand Support: From concept to delivery, we manage stand design, sourcing, budgeting, supplier negotiations, and logistics, ensuring your stand looks exceptional while staying on budget.
Partner Coordination: If your stand involves multiple brands or international partners, we act as a single point of contact. We run pre-show briefings, guide partners through meeting portals, and ensure everyone gets maximum value from the show.
Creative Activations & Events: From immersive experiences and cocktail receptions to interactive VR demos and on-stand performances, we create activations that capture attention and generate meaningful engagement.
Media & Digital Resources: We craft press packs, digital downloads, and news updates that showcase your latest offerings and initiatives, helping to turn visitors into lasting connections.
Post-Show Momentum: Success isn’t measured on the show floor alone. We help manage follow-up emails, action points, and ongoing relationship building so that the investment in the show delivers long-term results.
Let’s Make Your Next Trade Show Count
Whether your goal is to connect with luxury buyers, showcase a new product, or create memorable media moments, the right preparation and support make all the difference. The PC Agency trade team is here to help you navigate the world of travel trade shows with expertise, creativity, and precision.
Get in touch with us at trade@pc.agency to start planning your next trade show success.
