WTM London 2025 closes with reflections on sustainability, AI and the future of tourism

World Travel Market London 2025 closed its edition with a full house during a conversation between Oscar-nominated actor Richard E. Grant and Sir Chris Bryant MP, UK Minister of State for Trade Policy.

Grant, born in Swaziland and a resident of the UK for over four decades, shared anecdotes from his travels, filming, and adventures in Africa and Europe, highlighting his love for discovering places without maps or digital guides. “I love simply walking, getting lost, and finding things I would never discover on the internet,” he told the audience.

Beyond this talk, the event addressed key issues for the industry: the impact of overtourism, the challenges in the production and adoption of sustainable fuels (SAF), and the growing role of artificial intelligence in marketing, distribution and destination management.

During the Rethinking Overtourism session, experts agreed on the need to rethink tourism models to prioritize local well-being and responsible tourism. Meanwhile, discussions on Sustainable Fueling (SAF) highlighted the current costs of sustainable fuels and the urgent need for greater government support to scale up their production.

Technology also played a key role. Panels on AI discussed its transformative potential and the challenges of cost, privacy, and authenticity in content. “Trust and authenticity will be key in a world saturated with artificial intelligence,” the speakers stated.

The closing of the event included TrendFest, a cultural space with dance, gastronomy and wellness presentations, where destinations such as Peru, Greece, Croatia and Ecuador offered immersive experiences.

WTM London will return from November 4-6, 2026 at ExCeL London, consolidating its role as a global meeting point for tourism.

Source: World Travel Market London / Davies Tanner