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 and most influential events in the global travel calendar. Over three days, tourism boards, destination marketing organisations (DMOs), hoteliers, airlines, tour operators, travel-tech innovators, journalists, and content creators gather at ExCeL London. The venue transforms into a living map of the world, packed with keynote talks, trend reports, culture showcases, networking, and partnerships forming at every corner.
This year was my first time attending, and it was truly unforgettable. I walked in with curiosity, an open heart, and no agenda beyond experiencing it fully. The moment I stepped through those doors, I felt alive. The colours, the music, the laughter every stand told its own story. It reminded me that travel is not just an industry; it is a celebration of people, culture, and possibility.
From Egypt to Morocco, Jordan to Saudi Arabia, Peru to the Dominican Republic, every destination showed up with intention, pride, and warmth.
The hospitality was incredible.
The Colombian stand served rich coffee and chocolate that tasted like comfort in a cup.
The women at the Uganda stand spoke passionately about their country’s lush greenery, organic food, and year-round sunshine. They introduced me to Ugandan gin, rum and coffee vodka made from sugarcane, who knew?
Diriyah in Saudi Arabia, “The City of Earth”, was a standout. The design was stunning, the hosts were warm, and the atmosphere made me want to visit immediately. The women of Chinchero in Peru moved me deeply with their kindness and craftsmanship, sharing hand woven alpaca warmers and stories of ancient dyeing techniques. And the Guatemala stand charmed me with its colourful kites and handmade magnets, one of which now sits proudly on my desk.
But it was Egypt that captured my heart entirely.
Their stand was breathtaking, a visual masterpiece modelled on the Grand Egyptian Museum (GEM), which officially opened in Cairo on 1 November 2025. Even from afar, you could feel Egypt’s pride, history, and presence. The design, the artefacts, the energy… everything came together to create a space that felt sacred, powerful, and alive. I cannot wait to experience the real museum in person.
What struck me most about WTM is how clearly it reflects the scale of the travel industry.
Every handshake, every conversation, every sample, every display, it’s all part of a vast ecosystem, the business of travel. An industry built on collaboration, connection and curiosity. A reminder that travel is bigger than flights and hotels; it is a global network of people working together to make exploration possible.
I left WTM inspired, energised, and with even more destinations added to my list. More importantly, I left certain of 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 realise the world is truly waiting for you.
