World Travel Market
World Travel Market (WTM) is one of the world’s biggest business-to-business trade events. Participants can engage with domestic and international buyers and sellers from every sector of the industry.
The event took place in London from 6 till 8 November 2023.
We attended the event, exhibiting alongside 10 businesses showcasing their Scottish tourism offerings. We met with key global tour operators, destination management companies and wholesalers from around the globe.
Demand for travel in 2024 and 2025 continues to grow for both group and Free Independent Traveller (FIT) operators.
Long haul markets, such as North America, Australia, and India, are looking for once-in-a-lifetime experiences. And for multi-destination operators, Scotland is a destination in demand.
Their clients continue to demand unique, authentic experiences. Operators are therefore looking to deliver more personal, memorable experiences that their clients are prepared to pay a premium for.
Buyers are seeking to enhance itineraries with:
- exclusive, high-end offerings
- castle stays
- distillery visits
- nature and outdoor activities
- visiting lesser-known areas
Building a sustainable and responsible future for travel was a key talking point during the live panel discussions. These discussions are a valuable focus of the World Travel Market event. This was reflected in meetings with more buyers keen to develop sustainable programme alternatives, such as:
- rail tours for groups and individuals
- activities involving e-bikes and electric vehicles
There is an increased demand for Scotland and travellers’ desire to avoid the most crowded periods. This means that there was a great interest in:
- winter travel
- events, attractions, and experiences available throughout the year
