I’m at World Travel Market London 2025 right now, and the energy is something you can’t quite put into words—only feel as you walk through it.

This year is different for me. For the first time, I’m here independently, not attached to any country delegation. And that shift has completely changed the way I experience the event. There’s a sense of freedom in moving without a fixed structure—following conversations, ideas, and instincts rather than schedules. It’s more spontaneous, more real.

Every corner I turn, there’s a new language, a new culture, a new perspective. Meetings happen organically. A quick coffee turns into a meaningful discussion, and a casual introduction becomes a future collaboration. It reminds me how alive this industry really is.

But what strikes me most is the contrast. Outside these halls, the world feels tense, divided, often uncertain. And yet, in here, it’s the opposite. People from countries that don’t always see eye to eye are standing side by side, talking, laughing, doing business together. There’s no noise of conflict—just connection.

Tourism has always been powerful, but being here right now, you feel it on another level. It’s not just about destinations or numbers. It’s about people choosing to meet, to understand each other, to create something together despite everything happening globally.

Walking through the exhibition, I see pride—countries showcasing their identity, their heritage, their stories. And I see curiosity—buyers and partners eager to learn, to discover, to build bridges.

Being here independently has made me more present, more open, and more aware of what really matters. Beyond strategies and deals, this is about human connection. It’s about keeping doors open when the world sometimes feels like it’s closing them.

And standing here, in the middle of it all, one thing feels very clear: tourism is more than an industry. It’s a quiet force that continues to bring people together—even when everything else tries to pull them apart.

I’m at ITB Berlin 2025 right now, and as always, the scale of it is almost overwhelming. You don’t just “walk” ITB—you navigate it. Hours go by moving from one hall to another, from continent to continent, and you still feel like you’ve only scratched the surface. Each pavilion is a world of its own, and seeing them all in a single day is simply impossible.

The attendance this year is, as expected, massive. The corridors are busy, meetings are back-to-back, and the global tourism industry is very much present. From major tourism boards to niche operators, everyone is here. It’s a reminder of just how vast and interconnected this industry really is—how many moving parts come together to shape global travel.

But despite the scale and strong turnout, there’s a noticeable shift in the atmosphere this year. It feels a little more subdued, a little less enthusiastic than usual. The energy is still there, but it’s quieter—more measured. Conversations seem more focused, more cautious. There’s less of the usual buzz, less of that effortless excitement that typically fills the halls.

Maybe it’s a reflection of the times. The industry has faced constant change in recent years, and that uncertainty lingers. People are still here, still doing business, still building partnerships—but with a slightly different mindset. More strategic, more thoughtful, perhaps even a bit more selective.

And yet, that doesn’t take away from the importance of being here. If anything, it reinforces it. ITB remains one of the few places where the entire world of tourism gathers under one roof. Deals are still being made, ideas are still being exchanged, and connections are still being built—just with a bit more intention behind them.

Walking through the vast halls, I’m reminded that tourism isn’t only about growth and expansion. It’s also about resilience. It adapts, it recalibrates, and it moves forward, even when the mood shifts.

So yes, ITB 2025 feels a little different. But it’s still essential. Still global. Still a place where the industry comes together—just perhaps with a quieter, more grounded kind of energy this time.

I’m at World Travel Market London 2024 for the very first time, representing the Oman delegation with our booth in their pavilion, and it has been an incredible experience.

Walking into WTM London for the first time, you immediately feel the scale and energy of the event. It’s amazing to see so many countries under one roof, each proudly presenting their destinations, experiences, and stories. The diversity is inspiring—every pavilion offers something unique, from stunning landscapes to cultural treasures, and yes, the food and drinks make the exploration even more enjoyable!

Being part of the Oman delegation makes it even more special. Sharing the beauty, heritage, and potential of Oman with international partners and visitors feels rewarding and energising. It’s exciting to meet people from across the world, exchange ideas, and showcase what our country has to offer.

What strikes me most about WTM is the sense of connection. This is more than an exhibition—it’s a celebration of the tourism industry and its ability to bring people together. Countries that are so different, with distinct stories and cultures, are here to collaborate, inspire, and learn from each other. It’s a reminder of how travel can bridge gaps, spark curiosity, and create opportunities.

From the bustling halls to the lively networking spaces, everything about WTM London feels dynamic and inspiring. It’s a place where destinations meet dreams, partnerships are born, and the global tourism community comes alive.

This first experience has left me energized, grateful, and even more motivated to continue building bridges in the world of travel. WTM London truly captures the magic of tourism—bringing together countries, ideas, and people to share their stories, experiences, and visions for the future.