The World Travel Market (WTM) London 2025 opens its doors on November 4-6 at ExCel in London, bringing together global tourism leaders to discuss policy, strategy and investment issues.
Greece is actively participating in this celebration of the global tourism industry, with estimates indicating promising prospects for Greek tourism next year, in the wake of the recent announcements by the Bank of Greece for revenues of 16.7 billion euros in the first eight months of 2025 from 14.9 billion euros in 2024, data that lead to estimates of record receipts for the current year.
Naftemporiki will participate for the 4th year in the London exhibition, with its own stand at the GNTO pavilion where it will present the English-language publication Treasures of Greek Tourism: All shades of beauty, while it will cover the events with reports in its printed and electronic form and its television channel.
The British market is one of the two largest markets for Greek tourism and industry professionals estimate that this trend will further strengthen in 2026.
Already, based on the contacts that have been made, an increase in arrivals from the US and Canadian markets, Saudi Arabia and India is predicted, with hoteliers reporting an average increase of 3%-5% in contract prices.
WTM London – for the first time in its 45-year history – will bring together all the thematic sections of the conference under one topic.
The six main pillars of the exhibition
The six main pillars of this year’s exhibition are: Sustainability, Technology, DEAI (Diversity, Equality, Accessibility & Inclusion), Marketing, Geoeconomics and Travel Trends. WTM London brings together more than 180 countries, 4,047 exhibitors from around the world, while 34,074 meetings are scheduled with the number of visitors exceeding 46,000.
Four critical challenges for Greek hospitality
The global tourism industry, which represents 10% of global GDP, has the power to change the world as it feels increasingly stronger having overcome the geopolitical and economic turmoil of the last five years, with forecasts being extremely positive for the future.
Specifically for Greece, the country has managed to establish itself among the top destinations worldwide, however, it continues to face problems mainly related to infrastructure.
As hoteliers’ representatives reported, Greek hospitality faces four critical challenges:
-lack of natural resources (water)
-saturation in certain areas
-changes in visitor behavior and
-increase in the permanent settlement of foreign nationals in our country.
In the hotel sector, foreign investments continue at a rapid pace with the state standing by in the effort to attract foreign capital. The question remains how and when the gap with competing countries in the arrivals/revenue ratio will be closed.
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