Opinion: Why WTM London is a must-attend show for cruise professionals

Director of World Travel Market, Chris Carter-Chapman, explains why cruise lines and travel agents can't afford to miss the industry's leading travel trade show, which takes place 1-5 November 2026

As the world’s most influential travel and tourism event, WTM London is the premier global marketplace for travel professionals. Visitors can learn about the latest trends, seal deals, network with new contacts and reaffirm existing partnerships – whatever the sector. 

For professionals in the cruise market – whether you work for a cruise operator or sell cruises as a travel agent – WTM is a must-attend show. 

It is the hub where cruise lines, travel agents, media and buyers converge, at a time when the cruise sector is growing and evolving beyond traditional ocean and river sailings, with expedition, luxury, cruise-and-stay and cruise-and-tour holidays becoming increasingly popular.

Statistics from 2025 show how WTM London generated £2.2 billion in business deals – thanks to 46,500 delegates from 182 countries converging on Excel. 

We hosted 5,500 high-quality buyers in 2025 – up 8% year-on-year – and they held 40,000+ business meetings, an increase of 16% year-on-year. Exhibitor numbers rose 5% year-on-year in 2025 and we’ve already seen strong demand for exhibition stands again this year.

But why should cruise professionals head to WTM London when they have plenty of excellent cruise conferences, such as those offered by the Cruise Lines International Association (CLIA)?

Cruise Trade News also hosts insightful events for agents and industry professionals to network and learn about the sector.

At WTM London, we feature cruise content – from exhibitors to dedicated on-stage discussions – while also giving professionals a wider perspective across the whole travel industry. 

It’s an opportunity to understand the major trends, opportunities and challenges shaping consumer behaviour and the wider travel landscape, and consider how businesses across the sector – including cruise – can adapt, innovate and respond. 

Whether consumers are booking a cruise, an escorted tour, a traditional fly-and-flop beach package or an independent adventure, understanding what is driving those choices can help travel businesses stay relevant and identify new opportunities.

Our exhibitor list reveals a rich variety of cruise businesses, ranging from river cruise lines in China, Europe and along the Nile, to coastal specialists in Norway and Croatia, plus dedicated cruise distribution technology experts and niche suppliers offering experiences as diverse as whale-watching in Iceland to audio device rentals for cruise passengers on excursions.

We also feature numerous destination management companies and tourist boards to offer inspiration and practical solutions for cruise passengers who want to explore the places they visit.

Moreover, for an overarching view of trends and innovations, WTM is the place to be as the industry explores our themes of “resilience, rebound and reinvention”.

We attract a high calibre of experts, from government ministers to senior leaders and specialists from across the international travel industry. Their breadth of expertise reflects the issues that matter most to today’s travel industry, from geopolitical upheavals to AI, tech investment, evolving consumer attitudes and workforce challenges.

You’ll hear top-level perspectives and discussions from speakers and access the latest research via our Global Travel Report, which is only available to attendees, and market intelligence, enabling you to return to your business with insights and ideas to help shape the future of cruise.

The WTM Global Travel Report will be revealed on the first morning (3rd November), detailing the changing needs of travellers and new trends for 2027 and beyond.

Using an expansive databank covering more than 185 countries, the report gives a comprehensive outlook on tourism and sets the agenda for discussions during the rest of the conference.

Last year’s report highlighted rapid growth in cruise since the end of the pandemic and it will be interesting to read predictions in this year’s edition, as more ships enter the global fleet and new entrants make waves in the sector.

The report will also put cruise into the context of the wider travel industry, looking at trends such as growing demand for more experiences, authenticity, personalisation and seamless travel – as well as challenges such as economic and geopolitical headwinds and sustainability.

Furthermore, our conference agenda has plenty of food for thought for cruise professionals, ranging from ‘The Business of Trends - Identifying a Fad or the Future?’ to ‘The Strength of the UK Outbound Market: The ABTA View’, both on 3rd November.

Other topics being debated on our stages which are highly relevant to cruise are luxury, family travel, marketing, influencers, talent and recruitment, overtourism, wellness, younger and older travellers, adventure, accessible travel, special interest holidays and the role of travel agents.

We also feature multiple opportunities for face-to-face networking which continues to be invaluable for cementing business partnerships – and I firmly believe that competitive advantages will remain distinctly human.

For a deeper dive into cruise, we have sessions such as ‘Uncharted Waters: Expedition Cruising’s Coming of Age’ (5th November) and ‘Cruise as a Connected System: Ports, Places and the Future of Visitor Flow’ (4th November).

Whether you want dedicated cruise content and exhibitors or a wider overview of travel trends and business advice, WTM London will help you to see where the opportunities lie and gain a competitive edge.