WTM 2025. Three Signals That Will Shape Travel Marketing in 2026

The Wi-Fi didn't work. The venue layout required GPS, a compass, and occasionally a prayer. And yet, WTM 2025 felt different.

Not "pivot to digital" different. Not "unprecedented times" different. Actually different.

The confidence was real. Destinations weren't just turning up; they were investing. WTM this year was loud, energetic and full of ambition. But beneath the noise were three clear signals about where travel marketing is heading next year.

If you missed them, here are the takeaways…

Signal 1: Strategy is more important than ever.
The strongest conversations were not about the latest tools or tactics. They were about fundamentals. Positioning. Differentiation. Audience clarity. After years of performance obsession, brands are rediscovering the value of strategy. The ones asking better questions will win.

Signal 2: AI will separate the focused from the frantic
Everyone talked about AI, but very few talked about it beyond content automation. The real shift is happening in consumer behaviour. How travellers research, compare and choose is being rewritten. Brands that understand this will adapt faster than those still producing more content for the sake of it.

Signal 3: Visibility is not the same as relevance
Some stands were enormous. Some announcements were huge. But scale does not equal cut through. The brands making the biggest impact were the ones who could articulate a simple, compelling story in under thirty seconds. The market is crowded. Relevance wins.

WTM showed a sector that is optimistic and ambitious. The opportunity now is to turn that confidence into clarity and use it to build a smarter, more resilient 2026.

If you want a quick sense check of where you stand, our Marketing Pulse Check is a good place to start. It will tell you where your strategy is strong, where it is thin and what to focus on next.