Published on
November 7, 2025
By: Tuhin Sarkar
St Lucia joins an impressive lineup of destinations, including the Bahamas, Dominican Republic, Romania, Croatia, Greece, Peru, and Ecuador, making the final day of World Travel Market (WTM) 2025 an unforgettable showcase of global tourism with cultural tourism.
This exciting update highlights the growing influence of St Lucia as it continues to captivate the attention of travel professionals and industry experts. As the final day at WTM 2025 unfolds, St Lucia’s participation marks a significant milestone in the island’s tourism development, alongside other renowned countries and regions like the Bahamas, Dominican Republic, and Greece.
The event has proven to be a powerful platform, bringing together top destinations from across the globe. Travel professionals are eagerly embracing these opportunities for collaboration and growth, and St Lucia’s presence only adds to the vibrant energy at WTM 2025. Keep reading to discover the latest updates from this pivotal event that is shaping the future of travel.
The Grand Finale of WTM London 2025: A Game-Changer for the Travel Industry
The World Travel Market (WTM) London 2025 wrapped up with an unforgettable closing session that set the stage for the future of global tourism. A fireside chat featuring Richard E Grant, the Oscar-nominated British actor, and Sir Chris Bryant MP, the UK’s newly appointed Minister of State for Trade Policy, left the audience captivated and inspired. What followed was a whirlwind of debates, discussions, and revelations that could potentially redefine how the travel industry evolves in the coming years.
Celebrity Insights: Richard E Grant’s Passion for Travel
The session with Richard E Grant was nothing short of legendary. The Swaziland-born actor, known for his exceptional performances and globe-trotting adventures, shared candid insights into his love for travel. Over the years, Grant has ventured to eight different destinations across Africa and Europe, often choosing the freedom of solo travel with only hand luggage. For Grant, the essence of travel isn’t in following the well-worn paths suggested by Google Maps or Instagram—it’s about embracing spontaneity and uncovering hidden gems on your own.
His advice to fellow travellers? “Walk, explore, and get lost,” he urged, emphasizing the thrill of discovering a destination without the constraints of traditional tourism guides. Grant’s words resonated deeply with the audience, particularly as he underscored the joy of being a “constant tourist” wherever he goes. His revelation of an under-the-radar destination—a sticky toffee pudding factory in Bristol—left the crowd eagerly considering the authenticity that lies in small, local experiences rather than the typical tourist hotspots.
Tackling Overtourism: The Fight for Sustainable Travel
Another major highlight of the summit was the impassioned discussion on overtourism. As European cities face growing resentment from locals frustrated by overcrowding, tourism models are under intense scrutiny. Aleix Rodriguez Brunsoms from Skift pointed out that Europe alone accounts for nearly 25% of global tourism, yet the sector continues to face significant challenges. These include poorly managed infrastructure, over-commercialisation by tour operators, and marketing strategies that fail to consider local sustainability.
However, the conversation wasn’t all doom and gloom. Experts like Joanna Reeve from Intrepid Travel stressed that the future of tourism lies in authenticity and sustainability. There’s a growing demand for “real” experiences—travel that benefits both locals and travellers. Reeve noted that a staggering 80% of the money spent by tourists often leaves the destination, rather than staying within the local economy. But there is hope. The future is about collaboration, with more emphasis on responsible tourism that ensures the benefits of tourism are felt at the grassroots level.
Malta Takes the Lead in Rethinking Visitor Spend
A powerful example of a forward-thinking tourism model comes from Malta. The Malta Tourism Authority is shifting its focus from sheer visitor numbers to the value of each visitor. By encouraging a deeper appreciation for local culture, Malta is not just attracting tourists, but also educating them on the importance of sustainable travel. Tolene van der Merwe highlighted a groundbreaking initiative—limiting the number of visitors to the iconic Blue Lagoon through a free reservation system. This innovative approach has successfully reduced overcrowding, allowing visitors to experience the lagoon in a more intimate and sustainable manner.
Sustainable Aviation and the Need for SAF Investment
One of the most pressing issues discussed at the summit was the future of aviation fuel. Sustainable Aviation Fuel (SAF) is seen as a key solution to the industry’s carbon emissions problem. However, the challenge remains—SAF is currently prohibitively expensive, costing up to five times more than traditional fossil fuels. Jane Thompson from ICF pointed out that wind power required significant government support in its early days, and the same will be true for SAF. Without substantial investment from both governments and the private sector, scaling SAF to the levels required to make a meaningful impact will remain an uphill battle.
The conversation didn’t just focus on the cost of SAF; it also touched on the broader responsibility of the entire tourism supply chain to proactively invest in sustainable technologies. As Nico Nicholas of Zeero Group emphasised, the travel industry must take the lead now to avoid penalties and environmental degradation in the future.
AI: The Game-Changer for the Travel Sector
Artificial Intelligence (AI) continues to dominate discussions across all sectors, and WTM London 2025 was no exception. Ani Attamian from LEMA Collective cautioned companies to consider the “guardrails” necessary when implementing AI. From platform vetting to ensuring data privacy, the ethical and practical challenges of AI adoption must be addressed before it can be fully integrated into the travel industry.
In a provocative session titled “The Death of Distribution?”, industry leaders discussed AI’s impact on traditional distribution models. Some experts, like Brian Reeves from Roomangel Foundation, believe the costs of AI will decrease as the technology becomes more efficient. Others, like Monish Luthra from Odyssey Solutions, argued that the battle for AI talent will keep costs high for the foreseeable future. Regardless of these debates, it was clear that the traditional distribution model would not disappear, but it would undergo significant transformation driven by AI and automation.
The Death of Generic Content: How AI Will Transform Travel Marketing
AI is already reshaping how the travel industry markets itself to consumers. Dan Christian, from the Travel Trends Podcast, expressed concern that AI is being overhyped, but he acknowledged its potential to revolutionise travel marketing. He drew parallels to the early days of the internet, pointing out that while we may be in the “dotcom boom” phase of AI, the long-term impact will be profound.
The key takeaway here is that trust and authenticity will become more important than ever in an AI-driven world. With up to 70% of travellers using AI tools for holiday planning, marketers must adapt quickly. The days of generic, one-size-fits-all content are over. AI-driven marketing will push brands to create more tailored, contextually relevant content that speaks directly to the needs and desires of individual travellers.
Live Events as Tourism Magnets: The New Era of Destination Marketing
The summit also highlighted the growing influence of live event tourism. Kate Irwin from Skift revealed that an overwhelming 68% of global travellers begin their trip planning based on a live event, rather than the destination itself. Singapore, with its recent success in hosting major events like Taylor Swift concerts and the Formula 1 race, has capitalised on this shift in consumer behaviour. The Singapore Tourist Board is now positioning the city-state not just as a tourist destination, but as a global hub for living, working, investing, and playing.
Destinations around the world are now considering how they can leverage live events to drive tourism revenue. Event organisers, tourist boards, and trade partners are encouraged to collaborate more closely to not only attract major events but also ensure that the momentum continues long after the event ends.
A New Era of Career Opportunities in Travel
For young professionals looking to break into the travel industry, the WTM London 2025 summit offered some valuable insights. Speakers at the Institute of Travel & Tourism’s Future You careers event shared their advice on perseverance, networking, and finding the right opportunities in a highly competitive sector. From applying to countless positions to embracing failure as part of the learning process, the panelists stressed that ambition and persistence are key to success in the travel industry.
TrendFest: A Cultural Celebration
On the final day of WTM, TrendFest, a feature that celebrates food, wellness, sport, and adventure, drew massive crowds. From dance performances to cooking demos, delegates had the chance to experience the rich cultural diversity of global destinations. The Sarawak Tourism Board, showcasing the unique culture of Borneo, was a notable participant. TrendFest not only celebrated tourism but also showcased innovations in travel products and services, such as Sherbet Taxi Media’s latest developments and the Snowman Afternoon Tea Bus, which brought a fun twist to London’s iconic tea tradition.
Conclusion: WTM London 2025—The Future of Travel Starts Now
WTM London 2025 closed with a bang, offering a glimpse into the future of the travel industry. From AI-driven marketing strategies to sustainable travel solutions and the growing influence of live events, the summit provided invaluable insights into the transformative forces shaping tourism today. As the world continues to navigate the challenges of overtourism, sustainability, and technological disruption, the conversations held at WTM London will undoubtedly inspire and shape the future of global travel for years to come.
