Nigeria has stepped up efforts to attract international investment and increase its visibility as a tourism destination at the 2026 World Travel Market (WTM) in London, where global industry leaders examined the changing demands of travellers and the technologies shaping the future of tourism.
The three-day event, held from November 3 to 5 at ExCeL London, brought together tourism boards, destination managers, travel operators, investors, technology innovators and government representatives from across the world.
Held under the theme, “Resilience, Rebound and Reinvention: The Next Era of Global Travel”, the 2026 edition explored emerging opportunities and challenges in the sector, with discussions focusing on artificial intelligence, cultural tourism, changing consumer preferences and experience-led travel.
For five decades, WTM London has provided a major platform for the global travel and tourism industry to build partnerships, exchange ideas and explore new markets.
Nigeria’s participation was led by the Nigerian Tourism Development Authority (NTDA), in partnership with the Federation of Tourism Associations of Nigeria (FTAN). The National Association of Nigeria Travel Agencies (NANTA) was also represented at the country’s exhibition stand.
The NTDA Director-General, Olayiwola Awakan, said the event offered Nigeria an opportunity to showcase its cultural heritage, natural attractions and emerging tourism products while strengthening its appeal to international investors and visitors.
He said the authority was using engagements with international tour operators, airlines, investors and destination management companies to build partnerships, expand market access and create opportunities for the country’s tourism industry.
Nigeria’s participation, supported by private-sector stakeholders, is also intended to attract investment, increase visitor arrivals, create jobs and strengthen tourism’s contribution to economic diversification under the Federal Government’s Renewed Hope Agenda.
Beyond destination marketing, the event examined how economic pressures are influencing travel decisions and reshaping expectations.
The Managing Director for Europe, the Middle East and Africa at Tourism Economics, Dave Goodger, said the erosion of consumers’ spending power had become a major consideration in international travel, with holidaymakers increasingly adjusting their budgets and looking for ways to reduce costs.
However, research presented at the event suggested that demand for premium travel experiences remained strong.
Head of Travel Research at Tourism Economics, Sean Morgan said 60 per cent of travellers surveyed expressed interest in luxury holidays, with experiences taking priority.
Chase Gray of Skift Advisory said luxury would remain an important part of future travel demand, particularly by 2036, but its meaning was changing.
According to Gray, the future of luxury travel would be defined less by extravagant spending and more by access to distinctive experiences.
He identified three emerging categories of travellers: Prestige Travellers, Enrichment Travellers and Connection Travellers.
Experiential tourism, particularly travel linked to cultural festivals, sporting competitions and music events, also featured prominently in discussions at WTM 2026.
During a session on passion tourism, Luiza Fortuna of Superstruct Entertainment presented the economic impact of an annual techno festival in the Netherlands.
She said the festival attracted an audience comprising equal proportions of Dutch and international visitors. Among the international attendees, 80 per cent reportedly said they would not have visited the Netherlands without the event.
The Global Travel Trends Report presented at the event also found that 58 per cent of international travellers had travelled abroad specifically to attend an event within the preceding two years.
