Published on
November 5, 2025
At WTM London 2025, Saudi Arabia along with France, Portugal, the Philippines, India, Argentina, Brazil, Israel, Gambia, and others came to focus the attention of the world on the importance of investment and sustainability on the future of global tourism. Ministers from these and other countries underscored a shared desire to rethink the future of tourism by promoting investment that is sustainable and supporting new approaches to growth. The focus of the debate was on the dual role of tourism in the world economy, the world’s ecology, and the world’s future which, in some respects, makes this year’s gathering a milestone in the quest of the world to ensure that tourism in the future is both profitable and responsible.
The World Travel Market (WTM) London 2025 has redefined the global travel conversation, bringing together nations from every continent under one roof to set new directions for the future of tourism. The event, hosted at ExCeL London from November 4 to 6, gathered over forty-five thousand travel professionals and five thousand vetted buyers. Its unifying theme, “Reimagining Travel in a Changing World,” perfectly captured the spirit of transformation sweeping across the industry.
Global collaboration reshaping tourism
This year’s WTM focused heavily on sustainability and investment, the two forces now steering tourism’s evolution. Ministers and representatives from across the world — including Saudi Arabia, France, Portugal, the Philippines, India, Ecuador, Kenya, Greece, Nepal, The Gambia, Argentina and Brazil — used the platform to share strategies for responsible growth. The message was consistent: tourism can no longer rely solely on promotion; it must be built on sound policy, strong investment, and genuine sustainability.
The United Kingdom, as host and Premier Partner through VisitBritain, utilized the event to advance its national target of fifty million international visitors by 2030. London’s leadership role in WTM underscored how established destinations are using the summit not only for business connections but also as a policy tool to sustain global influence in an increasingly competitive market.
Investment, sustainability and the rise of emerging markets
The Ministers’ Summit — now in its nineteenth edition — became the heartbeat of WTM London 2025. Delegations from the Philippines, Kenya and Ecuador emphasized the value of public-private partnerships to attract capital and ensure the benefits of tourism reach local communities. Similar messages came from France, Portugal and Greece, highlighting how fiscal incentives and targeted reforms could de-risk investments in sustainable infrastructure.
Saudi Arabia stood out as a major policy influencer. As part of its Vision 2030 initiative, the kingdom showcased tourism as a strategic pillar of economic diversification. Its presentation linked investment strategies directly with sustainability goals, echoing global ambitions to align tourism growth with the UN’s sustainable development framework.
At the Geo-Economics Summit, discussions shifted toward how tourism could transcend economic value and serve as a bridge for global understanding. Delegates from Israel and the Palestinian territories demonstrated how shared tourism initiatives can promote reconciliation by offering visitors perspectives from both communities. This joint presentation positioned tourism not just as an economic driver but as a catalyst for peace — an idea that resonated strongly with attendees and highlighted WTM’s growing focus on cultural empathy and global dialogue.
Sustainability as a necessity
The sustainability agenda dominated every hall of WTM London. The conference’s most impactful sessions examined how the travel industry must respond to the climate crisis. Speakers urged industry leaders to move beyond simple emission reductions and adopt a more holistic understanding of sustainability — one that prioritizes the well-being of local communities and fragile ecosystems.
Case studies from South and Southeast Asia illustrated how tourism can support livelihoods while protecting the environment. For example, rural initiatives in India demonstrated how eco-tourism can empower local farmers by diversifying income sources through guided experiences and nature-based travel. These examples made it clear that sustainable tourism is no longer an optional niche; it is the foundation of the industry’s survival.
Education and workforce development
Education emerged as another critical theme. Representatives from Greece, Portugal and France underscored the urgent need to attract young professionals into tourism careers. The next generation must be equipped to navigate sustainability challenges, digital transformation, and cultural diversity. By encouraging universities and training institutions to embed tourism management and sustainability modules into their curricula, European nations are preparing for a workforce capable of meeting future demand.
WTM’s focus on education also reflected a global concern — that without skilled professionals, sustainable tourism cannot thrive. Governments are now rebranding tourism as a purpose-driven career path that offers opportunities to make a tangible difference in communities and the environment.
Community-driven storytelling
Authenticity and community involvement also took center stage at this year’s WTM. Discussions from African tourism organizations revealed how nations are breaking away from outdated stereotypes and reclaiming their narratives. Countries across the continent are now marketing themselves through storytelling that highlights diversity, resilience and cultural pride.
In The Gambia, community-based projects such as the Ninki Nanka Trail exemplify how heritage storytelling can transform destinations. By drawing on legends and local traditions, African nations are successfully attracting travelers seeking more meaningful experiences. This shift marks the broader rise of the Global South — a region increasingly shaping the world’s tourism narrative through creativity and cultural identity.
Tourism as a bridge for peace
WTM’s Geo-Economics Summit reinforced the concept of tourism as a peace-building tool. The collaborative efforts between Israeli and Palestinian tourism initiatives were presented as living examples of how travel can help rebuild trust in divided societies. These programs pair guides from different cultural backgrounds, allowing tourists to hear balanced historical perspectives and experience both sides of shared heritage sites.
By placing these sessions within an economic context rather than a purely humanitarian one, WTM demonstrated that stability and cooperation are essential foundations for tourism investment. The message was clear — peace is profitable, and inclusive tourism policies can foster long-term prosperity.
The global south takes the lead
A major highlight of WTM London 2025 was the recognition of the Global South as the next powerhouse of travel. Experts emphasized that Africa, South America and parts of Asia will soon dominate future travel demand. With increasing economic growth and improved infrastructure, these regions are becoming central to global tourism investment strategies.
Speakers from across Africa showcased how cultural storytelling and local entrepreneurship are redefining visitor experiences. Latin American nations such as Brazil, Argentina and Ecuador were praised for positioning adventure and nature-based tourism as engines for sustainable growth. Meanwhile, Central and South Asian destinations — including Uzbekistan, Mongolia and Bangladesh — were highlighted as new investment frontiers offering unspoiled landscapes and immersive cultural experiences.
WTM’s official charity partner, Just a Drop, extended this message by channeling real impact to the Global South. Through water and sanitation projects in Kenya and Nicaragua, the organization illustrated how tourism events can directly support community development. These projects underline that social responsibility and tourism growth must progress hand in hand.
The Chinese market redefines global travel
A recurring focus across WTM sessions was the booming Chinese outbound market. With rising disposable incomes and stronger global mobility, Chinese travelers are reshaping international tourism trends. Unlike previous years, the demand is no longer dominated by group travel and shopping tours. Modern Chinese tourists seek authenticity, emotional connection and culturally immersive experiences.
Saudi Arabia and the United Kingdom were among the nations aligning their strategies to attract this demographic. Saudi Arabia revealed its target of welcoming five million Chinese visitors by 2030, while the UK emphasized new marketing initiatives designed to strengthen emotional appeal through storytelling and digital campaigns. The scale of the Chinese market continues to dictate global tourism strategies, reinforcing Asia’s dominance as the industry’s growth engine.
A data-driven roadmap for investment
According to the WTM Global Travel Report, prepared with Oxford Economics, tourism growth is projected to outpace global GDP over the next decade. The report identified key emerging destinations that present exceptional opportunities for investors — among them Saudi Arabia, Albania, Uzbekistan, Guyana and Serbia. These nations are combining strategic investment with sustainability to attract travelers looking for off-the-beaten-path experiences.
The report highlighted a growing appetite for rural and nature-based tourism, signaling a long-term shift toward conscious travel. Investors are now encouraged to look beyond traditional markets and explore smaller destinations with high cultural and ecological value.
The power of policy over promotion
WTM London 2025 proved that the future of global tourism lies in collaboration, not competition. The world’s top destinations are moving from short-term marketing toward long-term policy alignment. Nations are judged less by the beauty of their beaches and more by their governance frameworks, sustainability initiatives and ability to attract responsible investment.
The United Kingdom’s integrated hosting strategy demonstrated how nations can use major events to strengthen global presence. Saudi Arabia’s proactive leadership in geo-economic discussions showed how emerging destinations are seizing influence by contributing knowledge, not just products.
Saudi Arabia, alongside France, Portugal, the Philippines, India, and others, joined forces at WTM London 2025 to highlight the vital role of sustainability and investment in shaping the future of global tourism, marking a unified push towards responsible growth and long-term innovation.
As the curtain closed on the world’s largest tourism marketplace, one message stood above all others — tourism has entered a new era defined by cooperation, responsibility and innovation. Nations that invest wisely in sustainability, education and community engagement will not only attract travelers but also build a more equitable global future.
