WTM London announces VisitBritain as Premier Partner for 2025
WTM London, the world’s most influential travel and tourism event, organized by RX, has announced VisitBritain, the UK’s national tourism agency, as its Premier Partner for this year’s edition.
The partnership marks a closer collaboration between WTM London and the UK Government, which last year set out an ambitious plan to increase international visitor numbers to 50 million annually by 2030, surpassing the nearly 43 million recorded in 2024. In line with this goal, there will be an enhanced government presence at the show this year.
Tourism: A Driver of the UK Economy
VisitBritain CEO Patricia Yates commented:
“WTM London is a flagship global travel trade event and a catalyst for new business for more than four decades. We are delighted to be this year’s Premier Partner as we prepare to welcome top travel buyers from across the world.
We look forward to working with WTM to showcase our outstanding tourism offer, the warmth of our hospitality, and the UK’s ability to host world-class events. With international visitors forecast to spend over £34 billion in the UK this year, the event shines a timely spotlight on the economic importance of tourism and its potential to drive growth across local economies nationwide.”
Chris Carter-Chapman, WTM London’s Event Director, added:
“We are thrilled to welcome Britain as Premier Partner for this year’s show. The UK has been home to WTM London for 45 years, and in 2024 alone, the event generated over £200 million for the London economy. WTM provides a powerful platform for VisitBritain to showcase what the nations and regions of the UK have to offer, while advancing the government’s goal of reaching 50 million international visitors annually by 2030.”
Showcasing “Starring GREAT Britain” Screen Tourism Campaign
At WTM London 2025, VisitBritain will present its global “Starring GREAT Britain” campaign, which leverages the appeal of film and television to inspire travelers to choose the UK for their next trip.
Research by VisitBritain reveals that more than nine out of ten potential visitors are interested in visiting film and TV locations. From vibrant cities and world-class attractions to stunning countryside landscapes—the backdrop to many iconic productions—the campaign encourages visitors to step into the scene, explore more, and book their trip to Britain now.
Tourism and the creative industries are both growth sectors. The UK’s capacity to host major film and TV productions, together with its world-class production infrastructure, enhances the range of screen-related tourism experiences and contributes to economic growth while strengthening the country’s global reputation as a place to visit and invest.
Strengthening Britain’s Presence at WTM London
VisitBritain’s partnership amplifies the UK’s already strong presence at WTM London 2025. Working alongside UKinbound, VisitBritain will host partners and suppliers at stand N8-220, connecting destinations and tourism businesses from across the UK with global travel trade professionals to promote tourism products in international markets.
More than 40,000 travel professionals attended WTM London 2024, with 82% coming from overseas, driving consistent growth in inbound tourism to the UK. According to the Events Industry Alliance (EIA), the country’s events, meetings, and exhibitions sector contributes £11.5 billion annually to the UK economy, with WTM London representing a major share of that impact.
