My First World Travel Market Experience. Culture, Connection & The Business of Travel
If you’ve never heard of the World Travel Market (WTM), it’s one of the biggest events in the global travel calendar. At this gathering, tourism boards, destination marketing organisations (DMOs), hoteliers, tour operators, travel-tech companies, airlines, journalists, and content creators from every corner of the world come together in London. For three days, the halls of ExCeL buzz with ideas, partnerships, and culture: keynote talks, trend reports, networking, and stands that turn the venue into a living map of the world.
This year was my first time attending, and it was truly unforgettable. I walked in with curiosity, an open heart, and no agenda other than to experience it all. The moment I stepped through those doors, I felt alive. The colours, the music, the laughter every stand told its own story. It was a reminder that travel is big business, yes, but it’s also a celebration of people and possibility.
From Egypt to Morocco, Jordan to Saudi Arabia, Peru to the Dominican Republic, every destination poured energy into representing their culture. The hospitality was incredible. The coffee and chocolate at the Colombian stand were rich and comforting; the women at the Uganda stand spoke passionately about their country’s lush greenery, organic food, and year-round sunshine, and they introduced me to Ugandan gin, rum, and coffee vodka made from sugarcane, who knew?
Then there was Diriyah in Saudi Arabia, The City of Earth a stand that truly stood out. The design was stunning, the hosts were warm, and the atmosphere made me want to visit and experience it in person. The women of Chinchero in Peru moved me with their craft and kindness, sharing their hand-woven alpaca wool warmers and stories of ancient dyeing techniques. And the Guatemalan stand charmed me with their colourful kites and handmade fridge magnets that now sit proudly on my desk.
But it was Egypt that completely captured my heart. The stand was breathtaking a visual masterpiece designed as a miniature version of the Grand Egyptian Museum (GEM), which officially opened its doors in Cairo on 1 November 2025. Even from afar, you could feel Egypt’s pride and history. The design, the artefacts, and the storytelling all came together to create a space that felt sacred and alive. I cannot wait to visit Cairo and experience it for myself in real life.
What struck me most about WTM was how it reflects the scale of the travel industry. Every handshake, every sample, every conversation is part of a vast ecosystem the business of travel. It’s a world built on collaboration and curiosity, on the belief that connection drives discovery.
I left feeling inspired, motivated, and with even more destinations added to my travel list. I’m more certain than ever that this is where I belong at the intersection of travel, storytelling, and intentional living. Next year, I’ll return with strategy, purpose, and deeper questions, ready to learn even more.
Because travel isn’t just about movement; it’s about meaning.
And when you stand in a room filled with the world, you can’t help but feel that the world is waiting for you.
