World Travel Market 2025: Global Tourism and Travel Advertising

A Global Stage for Tourism and Travel Advertising

Every November, London becomes the centre of the global travel industry when the World Travel Market opens its doors, and 2025 promises to be no exception. The event is scheduled for 3–5 November at ExCeL London, and brings together more than 5,000 exhibitors and tens of thousands of industry professionals from around the world. From airlines and tourism boards to hotel groups and travel technology providers, the World Travel Market acts as a barometer of where the global tourism sector is heading. For brands, the question isn’t just who will be there, but how the event shapes the future of outdoor advertising and cross-border campaigns in one of the world’s most competitive industries.

Why the World Travel Market Matters in 2025

The timing of this year’s World Travel Market is significant. After years of rapid recovery from the pandemic and major shifts in how travellers book, spend, and seek experiences, WTM 2025 will highlight the rise of sustainable tourism, the role of AI in travel, and the power of brand partnerships. London is a strategic host city, with its status as both a gateway to Europe and a hub for global media.

For advertisers, the event is a reminder that tourism is not just about destinations, but also about how people are reached in the right place at the right time. OOH advertising formats in airports, train stations, and city centres are designed to capture audiences already in a travel mindset, making them a perfect match for tourism campaigns unveiled or discussed at the market. When a new campaign for Visit Dubai, for example, launches during WTM, the ripple effects can be seen in Dubai outdoor advertising and global transit campaigns that follow.

The Impact on Advertisers and Brands

The World Travel Market is more than just a networking opportunity; it’s where future travel campaigns are imagined and partnerships forged. Travel brands often unveil new marketing strategies here, with bus advertising in London and taxi advertising across the city acting as high-visibility platforms to support exhibitors during the event. The influx of international delegates also boosts the importance of airport advertising from Heathrow to Gatwick, which provides premium touchpoints for reaching decision-makers.

For media planners and agencies, this moment in the calendar is a chance to align tourism boards and hospitality brands with the right OOH advertising channels, both locally and globally. Campaigns planned in London often extend far beyond the UK, running on formats like metro advertising or in major transport hubs across Europe and Asia. The WTM is therefore not only a travel showcase but also a catalyst for how tourism marketing is activated across multiple markets.

Charting the Road Ahead

The World Travel Market 2025 will once again prove why London remains the beating heart of global travel and tourism conversations. For advertisers, it is a moment to capture imagination, forge partnerships, and map out campaigns that stretch from ExCeL London to metro platforms in Dubai and bus routes across Europe. In a world where the travel sector thrives on visibility and storytelling, the event is a reminder that the strongest journeys often begin with the right message placed in the right space.