Beyond the calendar, this year's edition is shaped by a growing sense of competition among destinations. A good example is Karnataka, in southern India, whose tourism department is touring Manchester and Birmingham with a delegation of about nine representatives. Its aim is to reverse a drop that officials put at more than fifty per cent in post-pandemic visits by non-resident Indians. One official attributes part of that fall to travellers now preferring Bali, the Maldives, Abu Dhabi and other Middle Eastern destinations. It should be noted that the figure is presented as a "reported" decline, with no specific source identified.
The Indian delegation combines presentations, audio-visual material, information on accommodation and travel, and meetings with trade professionals and potential visitors. Among the places it showcases are Bengaluru, Mysuru, Hampi, Coorg, Chikkamagaluru and the coastal districts. The approach illustrates what a fair of this size demands: an attractive offer is not enough, and destinations must go out to meet their source markets and explain why they deserve a second chance.
For buyers, the fair is also a barometer of demand. In a year marked by caution in some markets and by volatile transport costs, the aisles of ExCeL will show whether operators are holding to their forecasts or adjusting their programmes for the coming season. Emerging destinations will try to turn interest into contracts, while established ones will defend their share with more specialised propositions, from luxury travel to community-based and nature experiences.
Another aspect gaining weight is the professionalisation of the offer. Appointment-based events such as the Global European Marketplace reflect a clear trend: buyers have less time and expect concrete meetings, with the right counterparts and well-defined proposals. Exhibitors who arrive prepared, with market data and products tailored to each segment, will have an advantage over those who merely hand out brochures.
Sustainability and inclusion are likely to run through many conversations as well. Buyers increasingly ask suppliers how their products benefit local residents, protect landscapes and employ people fairly, and destinations that can answer with evidence rather than slogans will stand out. The same applies to niche segments such as luxury, shopping, religious, craft and accessible tourism, which give a destination a distinct identity in a crowded hall. Smaller exhibitors, in particular, can turn a clear specialism into a memorable stand and, with luck, into signed business before the doors close on Thursday.
Taken together, this week in London works as both a showcase and an examination. Visitors will find announcements, agreements and product launches; analysts will find clues as to where international travel is heading over the coming months. And destinations, large or small, will discover whether their story convinces one of the most demanding audiences in the world. What is agreed over these three days will largely set the commercial tone for 2027.
