Inclusion, AI, and Sustainability Take Centre Stage on Day Two of WTM London 2025 - Get updated on what's happening in tourism!

The second day of World Travel Market London 2025 was marked by high-profile discussions on diversity, equity, accessibility, and inclusion (DEAI), the impact of AI on tourism, and the integration of sustainability into mainstream travel. The programme also featured engaging sessions on marketing through humour and the cultural power of storytelling.

DEAI Summit: Inclusion, accessibility, and the “business case” for diversity

A key early session at the DEAI Summit addressed “inclusion fatigue” and growing political resistance to diversity initiatives.

“There is definitely a rollback that is making it more challenging,” said Joanna Reeve of Intrepid Travel, suggesting that travel can help bridge divisions by fostering empathy and connection across cultures.

Edgar Weggelaar of Queer Destinations noted that anti-DEAI rhetoric from political figures, such as during the Trump administration, has coincided with rising hate crime statistics, warning that it could hurt U.S. tourism:

“We travel to places where we feel comfortable and desired.”

Richard Thompson, founder of Inclu Group, highlighted the ongoing lack of accessibility in luxury travel. He pointed out that his team’s audit of 600 hotels found more detail about pillow menus and pet amenities than accessibility information.

“We’re turning disabled people into gamblers,” he said. “They’re spending tens of thousands on a trip without knowing what they’ll actually get.”

He described accessible travel as “the last untapped market,” stressing that accessibility goes far beyond wheelchairs, which account for only 6% of disabilities.

Sadia Ramzan from The Muslim Women Travel Group explained that small cultural gestures—such as offering mocktails instead of sparkling wine on arrival—can transform guest experiences and inspire positive word of mouth.

FUTURE& strategist Sita Sahu argued that inclusivity should move beyond HR and marketing:

“By 2030, DEAI will live within governance. Destinations that don’t show themselves to be inclusive are leaving money on the table.”

Destinations take the spotlight

Several destinations shared their progress:

·         Thailand’s new marriage equality law is opening new tourism opportunities, supported by what is believed to be the world’s only national tourism board with a dedicated LGBTQ+ platform.

·         Malta, long recognised as an LGBTQ+-friendly destination, is conducting new academic research into inclusive tourism.

·         Iceland’s Minister for Tourism, Hanna Katrín Friðriksson, reflected on the country’s Women’s Day Off protest, marking 50 years since a landmark strike for equality, saying its lessons extend to broader inclusion.

AI and media: The human factor in a digital world

At the Media & Influencer Forum, panellists discussed revenue diversification and the realities of content creation in the age of AI. Colin Carter of Weather2Travel argued that machine-generated content cannot replace in-depth, on-the-ground journalism, noting environmental concerns about AI computing demands.

Frederic Aouad of Stay22 took a pragmatic view:

“Optimising affiliate links is a passion of nobody… AI can do that for you.”

In the Technology Summit’s AI debate, participants considered whether AI is a threat or an ally to the travel industry.

Stephen Joyce from Protect Group cautioned that AI-generated itineraries “remove the magical human chaos of being somewhere new,” while others maintained that travellers already use AI daily to enhance their experiences.

A show of hands found the audience overwhelmingly in favour of AI, prompting Christian Watts of Magpie to remark:

“It’s a tough day for the humans—but the result reflects not where AI is today, but where it’s going.”

Sustainability and new tourism flows

The Geo-economics and Sustainability Summits examined how destinations are rethinking source markets and integrating sustainability into travel offerings.

Shabib Al Maamari of Visit Oman described a new partnership with Civitatis to attract Spanish- and Portuguese-speaking travellers, noting “an aggressive race to acquire new source markets.”

In the sustainability panels, speakers emphasised the rise of slow tourism and “cool tripping” as consumer values shift toward authentic, eco-conscious experiences.

Iain Powell of Hurtigruten introduced the Norwegian line’s Open Village concept, featuring hybrid-powered ships, local cuisine from 70 regional suppliers, and cultural engagement at ports.

Tricia Schers of Planeterra shared examples of community-based enterprises, from the Women with Wheels taxi service in India to Parwa Restaurant in Peru.

Jane McFadzean of Trip.com Group highlighted a persistent “say-do gap” between travellers’ sustainability intentions and their actual bookings, calling for “clear, credible, and consistent” eco-labels to guide consumer choices.

Marketing: Humour, heritage, and human connection

In the Marketing Summit, British television personalities explored how creativity and storytelling can make destinations stand out.

Comedian Maisie Adam joined the “Comedy Sells” session, noting that travel marketing doesn’t always need to focus on iconic landmarks:

“You don’t have to show off Machu Picchu; you could be at an airport talking about the mundane. Humour is a universal language and a great tool for connection.”

Historian and broadcaster Bettany Hughes later discussed the power of cultural storytelling, revealing that her documentaries reached 450 million global viewers in 2024. Viral clips from her shows—featuring artefacts like a 2,000-year-old perfume bottle from Bulgaria or paint pots from Pompeii—demonstrate how history can capture global attention.

In other sessions, journalist Ash Bhardwaj examined 12 emotional motivations for travel, from curiosity and empathy to serendipity and mentorship, while food futurist Tony Hunter explored how Generation Alpha (born 2010–2024) is influencing family travel choices as the “gateway to millennial wallets.”

Image Credit: © WTM