In this article
Preparation
- Understanding Your Role as an Exhibitor
- The Core Mistake Most Exhibitors Make
- The WTM Matchmaking Platform
Planning Your Meetings
- Building a Strong Profile
- Defining Your Availability
- Using Filters
- Sending Meeting Requests
- Managing Your Agenda
Execution & Results
- What Makes a Good Meeting
- During the Exhibition
- Follow-Up
- Thinking Beyond the Event
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• Trade Representation & B2B Growth
• Partnership Development
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“The most successful exhibitors are not the ones with:
- the biggest stands
- the most meetings
But those who:
approach WTM as a structured commercial strategy ”
— Addendum
How to Prepare for WTM London: A Strategic Guide for Exhibitors
World Travel Market (WTM) London is not just another tourism exhibition. It is one of the most important B2B marketplaces in the global travel industry, where destinations, tourism brands, and suppliers meet with buyers, media, and industry stakeholders.
Yet, many exhibitors approach WTM as a presence exercise, rather than a structured commercial opportunity and most exhibitors leave WTM with a stack of business cards and very few actual opportunities.
The difference between a successful participation and a missed opportunity lies in one thing:
👉 Preparation and strategy.
This guide focuses specifically on exhibitors, who have full access to the official matchmaking platform and the ability to proactively build their meeting agenda.
1. Understanding Your Role as an Exhibitor
As an exhibitor, you are not just “attending” WTM.
You are:
- representing a destination or tourism product
- actively engaging with international buyers
- shaping commercial partnerships
Most importantly:
👉 You are one of the few participants who can initiate meetings at scale
This is a major advantage — and often underutilized.
2. The Core Mistake Most Exhibitors Make
Many exhibitors:
- wait for meeting requests
- rely on foot traffic or wait for inbound requests — and end up with large gaps in their schedule.
- treat meetings as spontaneous
This leads to:
- empty schedules
- low-quality conversations
- limited ROI
👉 The reality is simple:
WTM rewards proactive exhibitors.
3. The WTM Matchmaking Platform (Connect Me)
The official WTM platform (Connect Me) is the central tool for B2B success.
It allows you to:
- search buyers, media, and professionals
- filter by market, interest, and profile type
- send meeting requests
- manage your schedule
- track contacts and follow up
Meetings typically begin daily from 10:30 AM, making pre-scheduling essential.
🔹 Step 1: Build a Strong Profile
Your profile is your first impression.
Make sure it includes:
- clear role and company description
- strong value proposition
- target markets and interests
- links (website, LinkedIn)
- professional photo
👉 Think of it as a sales page, not a form
🔹 Step 2: Define Your Availability Strategically
Inside the platform:
- set your availability (Available / Busy)
- add buffer time (10–15 minutes) between meetings
👉 This is critical to:
- avoid delays
- prepare between meetings
- take notes
🔹 Step 3: Use Filters Like a Strategist
Instead of browsing randomly:
Filter by:
- buyer type (tour operators, DMCs, etc.)
- geographic markets
- product interest
👉 The goal is not volume — it’s relevance
🔹 Step 4: Send Targeted Meeting Requests
When requesting a meeting:
- avoid generic messages
- be specific and concise
- mention relevance (market, product fit)
Example approach:
“We are focusing on strengthening our presence in the UK and Northern Europe and would value the opportunity to explore potential collaboration aligned with your portfolio.”
👉 Personalization increases acceptance rate significantly.
🔹 Step 5: Manage Your Agenda Like a Pro
A strong target:
👉 8–12 quality meetings per day
Focus on:
- quality over quantity
- balanced schedule (no overload)
4. What Makes a “Good” Meeting at WTM
Not all meetings are equal.
A strong meeting should:
- have clear relevance
- include decision-makers
- lead to a next step
👉 Your goal is not conversation — it’s continuation
5. During the Exhibition: Execution Matters
Once WTM begins:
✔ Be present and prepared
- know your schedule
- arrive early
- respect time slots
✔ Use supporting material
- QR codes
- short presentations
- visual content
✔ Take notes immediately
Use the platform to:
- tag contacts
- add notes
- track interest
6. Follow-Up: Where Most Value Is Lost
This is where most exhibitors fail.
After WTM:
- export your contacts (CSV available)
- categorize leads
- follow up within 48 hours
👉 A delayed follow-up = lost opportunity
7. Strategic Mindset: Think Beyond the Event
WTM is not a 3-day activity.
It is:
- a pipeline builder
- a relationship starter
- a positioning opportunity
Strong exhibitors:
- prepare weeks in advance
- engage during the event
- follow up systematically
Need support with your WTM strategy?
If you are planning your participation in WTM London and want to:
- build a targeted meeting strategy
- connect with the right buyers
- maximize your B2B results
If you want to approach WTM with a clear meeting strategy and stronger commercial focus, let’s discuss your participation.