WTM London names VisitBritain as Premier Partner for 2025

International

Partnership highlights UK Government’s ambition to attract 50 million annual visitors by 2030

World Travel Market London (WTM London), the world’s most influential travel and tourism event organised by RX, has announced VisitBritain, the UK’s national tourism agency, as its Premier Partner for 2025. The partnership underscores a strengthened collaboration between WTM London and the UK Government, which aims to boost international visitor numbers to 50 million annually by 2030, up from nearly 43 million in 2024.

Strengthening Britain’s global tourism leadership

VisitBritain CEO Patricia Yates said:

“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 around the world. Together with WTM, we look forward to showcasing Britain’s outstanding tourism offer – our hospitality, warm welcome, and world-class ability to host events of the highest calibre.

With international visitors forecast to spend over £34 billion in the UK this year, WTM London shines a timely spotlight on tourism’s economic importance and its vast potential to generate growth across local economies throughout the nations and regions.”

Home advantage for Britain at WTM London

Chris Carter-Chapman, Event Director at WTM London, added:

“We are proud to welcome our host nation, Britain, as Premier Partner for this year’s show. Britain has been home to WTM for 45 years, and its contribution to the London economy – over £200 million in 2024 alone – has been remarkable.

This year’s event offers VisitBritain a powerful platform to showcase the diversity of the UK’s nations and regions to a global audience. It also supports the Government’s ambitious vision of achieving 50 million international visitors by 2030.”

Spotlight on “Starring GREAT Britain” campaign

At WTM London, VisitBritain will present its “Starring GREAT Britain” screen tourism campaign, which taps into the global appeal of British film and television to inspire travel. According to VisitBritain research, more than 90% of potential visitors are interested in visiting film and TV locations during their trip.

The campaign highlights experiences from vibrant cities and historic landmarks to countryside landscapes seen in world-famous productions – encouraging travellers to “put themselves in the picture” and discover Britain’s cultural and cinematic heritage firsthand.

Tourism and creative industries driving growth

Tourism and the creative industries are among the UK’s fastest-growing sectors. The country’s world-class film and TV production capabilities not only fuel screen-related visitor experiences but also enhance Britain’s image as a dynamic place to visit, film, and invest.

A strong British presence on the show floor

VisitBritain’s Premier Partnership will further strengthen the UK’s representation at WTM London 2025. The agency will partner with UKinbound on stand N8-220, bringing together suppliers and destinations from across England, Scotland, Wales, and Northern Ireland to connect with global travel trade representatives and promote British tourism products in international markets.