France, Portugal, Saudi Arabia, Greece, Ecuador, Kenya, Philippines, Gambia, India and Nepal pave the way for sustainable tourism at the World Travel Market London 2025: You need to know

Posted on November 5, 2025

France, Portugal, Saudi Arabia, Greece, Ecuador, Kenya, Philippines, Gambia, India and Nepal set the stage for sustainable tourism at WTM London 2025. These countries are showcasing their commitment to responsible travel by prioritizing environmental stewardship, cultural preservation and social impact. Through innovative approaches and strategic initiatives, they are leading the way towards balancing tourism growth and sustainability. Their active participation in this event highlights the growing global recognition of tourism as a powerful tool for economic development and environmental responsibility. By focusing on sustainable practices, these countries are paving the way for a more inclusive and environmentally friendly future in the travel industry.

A highlight of the event was the Ministers’ Summit, which celebrated its 19th year, where industry leaders from destinations as diverse as the Philippines, Kenya and Ecuador gathered to discuss strategies to attract investment in tourism. Public-private partnerships emerged as a key focus, with ministers emphasizing how financial incentives can play a crucial role in boosting domestic and international investment. These partnerships are seen as critical drivers of growth, especially in emerging destinations seeking to create sustainable and resilient tourism sectors.

Another major topic was the future of tourism education. Several countries, including Greece, Portugal and France, shared their approaches to equipping young people with the skills needed for the sector. There was unanimous agreement that promoting tourism as a rewarding career is key to ensuring the long-term success of the industry. Educational initiatives are increasingly designed to meet the evolving demands of the industry, with a focus on creating a skilled workforce that can meet the challenges posed by the ever-changing travel landscape.

A highlight of the event was the Sustainability Conference, which opened with a session entitled “Other Worlds Are Possible: Reimagining the Purpose of Tourism.” A climate action expert gave a powerful lecture on how tourism businesses must rethink their approach to sustainability. Rather than simply cutting emissions, the spokesman urged companies to focus on helping tourists understand the true impact of climate change. They believed that visitors should feel the effects of these environmental crises directly instead of just reading about them.

The speaker, who founded the Travel Network Declaring a Climate Emergency, shared his personal experiences of witnessing increasingly frequent climate disasters such as wildfires and floods. While acknowledging the technical challenges posed by climate change, the expert highlighted the need for a broader societal transformation. They praised companies that integrate social impact into their operations, such as hotels staffed by refugees or tours led by individuals who have experienced homelessness. These initiatives not only promote environmental awareness, but also contribute to the social fabric of the areas they serve.

Among the tour operators leading the charge on social sustainability is Blue Yonder, which has partnered with rice farmers in Kerala, India. The farmers now work as kayak guides along remote areas, providing them with additional income and training for emergency rescues. This innovative approach underscores how tourism can provide economic opportunities while simultaneously promoting environmental and social education.

Another session, entitled “When Place Responds: Communities Write the Story,” discussed the role of tourism in breaking stereotypes. Representatives from Nepal, the Bahamas and Africa spoke out against the overly simplistic depiction of their regions, often seen in travel marketing. Africa, for example, is often reduced to images of “sunsets and safaris,” a narrow representation of the continent’s diverse cultures and experiences. The session stressed the importance of supporting local communities by providing stable income and obtaining food from local suppliers, thus promoting more authentic tourism experiences.

The discussion also highlighted unique local activities, such as banana beer making in Africa, as examples of how tourism can provide meaningful and culturally immersive experiences. The main takeaway from this session was that storytelling and mutual respect are at the heart of sustainable tourism, encouraging deeper connections between travelers and the places they visit.

The Geo-Economies Summit also explored the power of tourism to promote peace and understanding. Palestinian and Israeli peace activists shared how tourism can help bridge cultural gaps. They discussed their initiatives that present dual narratives through tour guides from both sides of the Israeli-Palestinian conflict, encouraging greater empathy and dialogue. These peacebuilding efforts are seen as a model for using tourism to promote reconciliation and understanding in divided regions.

At the same summit, the importance of the Global South in the tourism sector was highlighted. Representatives from Gambia and the Caribbean emphasized how tourism helps preserve local cultures and drive economic growth. An example of this is Gambia’s focus on sharing the story of Mansa Musa, the legendary 14th century Emperor of Mali, to educate tourists about the rich history of the region.

Saudi Arabia’s Vision 2030, which integrates sustainability as a key pillar, was a prominent topic of discussion. The Kingdom’s commitment to aligning its tourism development with the United Nations Sustainable Development Goals has been praised, reflecting a broader global shift towards sustainable practices in the tourism sector.

China’s booming outbound tourism market was another major focus of the event. Experts discussed how destinations and travel brands are adapting to meet the needs of this increasingly affluent and curious demographic. Saudi Arabia, for example, aims to attract five million Chinese visitors by 2030. The session noted that Chinese travelers are looking for authenticity and cultural immersion, with a strong desire to make emotional connections rather than just low-cost options.

Campaigns such as Tourism UK’s ‘Starring GREAT Britain’, which showcases iconic locations from popular films and TV shows, have been cited as successful ways to engage Chinese travellers. It was noted that working with Chinese content creators is essential to inspire travel, rather than just selling destinations.

The growing importance of experiential travel was another major theme, with research revealing that 70% of travelers now consider gamification to be an essential element of their travel experience. The rise of leisure-focused tourism, such as the Qiddiya project in Saudi Arabia, is an example of how destinations are increasingly aligning with global trends in leisure and entertainment.

France, Portugal, Saudi Arabia, Greece, Ecuador, Kenya, Philippines, Gambia, India and Nepal are paving the way for sustainable tourism at WTM London 2025 by showcasing innovative approaches to balancing tourism growth with environmental and cultural preservation. Their efforts highlight the global push toward a greener, more inclusive future in the travel industry.

Overall, the opening day of World Travel Market London 2025 highlighted the evolving dynamics of global tourism. With sustainability, investment and the growing influence of the Chinese market taking center stage, discussions are shaping the way forward for an industry that is constantly adapting to new challenges and opportunities.