All About Shipping at London’s leading international travel exhibition – Meetings with Greek tourism officials, new opportunities for Kavala and Thassos, a strong presence from Greek regions and impressive participation from around the world.
London | November 2026
by Fevronia Deligiannidou
World Travel Market (WTM) London 2026 at ExceL London, one of the world’s most significant international tourism exhibitions, once again brought together countries, government representatives, tourism organisations, airlines, business leaders and industry professionals from across the globe.
All About Shipping, represented at this year’s event following a kind invitation, had the opportunity to observe developments first-hand, engage with representatives of the Greek tourism sector and explore the trends shaping the future of an industry closely connected to transport, shipping and the global economy.
Walking through the impressive exhibition stands representing destinations from every corner of the world, one message became increasingly clear: tourism is no longer simply about leisure travel. It is a dynamic global industry driven by international partnerships, investment, infrastructure development and economic growth.
Greece’s Strong Presence and Important Meetings
Greece maintained a particularly strong presence at World Travel Market, reaffirming its longstanding position among the Mediterranean’s most attractive tourism destinations.
During the exhibition, we had the opportunity to attend the event in the presence of Greece’s Minister of Tourism, Ms Olga Kefalogianni, and to meet personally with Mr Andreas Fiorentinos, Secretary General of the Greek National Tourism Organisation (GNTO).
Our conversation with Mr Fiorentinos provided an opportunity to exchange views on the prospects for Greek tourism, the country’s international promotion and the opportunities for further development.
We would also like to express our sincere appreciation to Ms Eleni Skarveli, Head of the GNTO Office for the United Kingdom and Ireland, for her kind invitation and warm welcome, which enabled us to attend this important international event and gain valuable first-hand insights.
Greece’s participation extended well beyond the promotion of its established destinations. It highlighted the country’s geographical diversity, the growing potential of its regions and the importance of developing new international tourism markets.
Eastern Macedonia and Thrace: Jet2 Opens New Horizons for Kavala and Thassos
The participation of the Region of Eastern Macedonia and Thrace was of particular interest, offering us the opportunity to speak with Mr Panagiotis Archontis, Deputy Regional Governor for Tourism.
Our discussion focused on the region’s international promotional initiatives and its new partnership with British airline Jet2, which is expected to create significant opportunities for attracting visitors from the United Kingdom.
The announcement of new air connections to Kavala International Airport from three UK bases — London Stansted, Manchester and Birmingham — for summer 2027 represents a particularly encouraging development for the wider region.
Kavala, Thassos and neighbouring destinations will consequently benefit from improved access to one of Europe’s most important outbound tourism markets.
It is worth noting that Thassos, as an island destination without its own airport, relies on the effective combination of air and ferry connections.
This is precisely where the importance of shipping becomes evident. Increased international air arrivals can also stimulate passenger traffic through regional ports, support ferry services and generate wider economic benefits for local communities.
Thessaly and the Sporades: The Importance of International Connectivity
Equally interesting was the presence of the Region of Thessaly, including representatives from the Sporades islands, who highlighted the potential of island tourism and the importance of attracting visitors from the United Kingdom and other European markets.
Skiathos, Skopelos and Alonissos are outstanding examples of destinations with distinctive tourism identities, where natural beauty, the marine environment and authenticity represent significant competitive advantages.
Direct international flights to Skiathos, combined with ferry services connecting the neighbouring islands, create an integrated transport network that supports the wider destination.
The Sporades demonstrate that sustainable tourism development on islands cannot be considered independently of the quality, reliability and frequency of maritime transport.
Africa Makes an Impression and Seeks a Greater Share of Global Tourism
One of the most striking aspects of World Travel Market 2026 was the particularly dynamic presence of African countries.
With impressive exhibition stands, vibrant colours, traditional decorative elements, cultural displays and carefully designed presentations, African destinations successfully attracted the attention of visitors.
Countries such as Morocco, Egypt, Ghana, Nigeria and Tanzania showcased different aspects of their tourism identities, ranging from cultural heritage and gastronomy to natural landscapes and unique travel experiences.
Their determination to attract international visitors was clearly evident, reflecting a continent increasingly investing in tourism development and global visibility.
For the shipping industry, Africa’s growing tourism ambitions are also significant, particularly in relation to coastal destination development, cruise tourism, marinas and port infrastructure.
The continued development of these sectors could create important opportunities for maritime connectivity and investment across the continent.
Asia: Hospitality, Professionalism and Distinctive Tourism Identities
The participation of Asian countries also left a particularly positive impression, with Sri Lanka, Thailand, India and Malaysia standing out among the destinations represented.
Beyond the attractive design of their exhibition stands and the quality of their destination presentations, what stood out most was the courtesy, warmth and professionalism of their representatives.
Personal communication remains a decisive factor in the international tourism industry, particularly at a time when travellers are increasingly seeking authentic experiences and meaningful connections with different cultures.
The Asian participants also demonstrated the value of combining cultural heritage, natural beauty, gastronomy and high-quality hospitality services to create compelling tourism experiences.
The Mediterranean Maintains Its Strong International Position
The European presence was equally impressive, with several countries presenting extensive, well-organised exhibition stands.
Greece, Italy, Spain, Portugal and Cyprus reaffirmed the Mediterranean’s position as one of the world’s most important tourism regions.
Cyprus, with its distinctive island identity, and Italy, with its combination of culture, gastronomy and coastal destinations, offered characteristic examples of the diversity of Mediterranean tourism.
Considerable interest was also generated by destinations from Latin America and the Caribbean, including Colombia, Brazil, the Dominican Republic and Puerto Rico, which promoted their natural attractions and cultural heritage.
The remarkable geographical diversity of the exhibition reflected both the intensity of international competition and the growing importance of creating distinctive tourism identities.
Tourism and Shipping: Two Powerful Industries with a Shared Future
For All About Shipping, attending World Travel Market represents much more than an opportunity to follow developments in the tourism sector.
It also provides an important platform for highlighting the deep and essential relationship between tourism and the maritime industry.
Cruise shipping, ferry services, yachting, marinas, ports and maritime transport are integral components of the global tourism economy.
For a country such as Greece, with hundreds of inhabited islands and a longstanding maritime tradition, this relationship is particularly significant.
The development of new air connections, as illustrated by the case of Kavala and Thassos, can generate additional demand for ferry services, while the expansion of cruise tourism and other maritime leisure activities can contribute to economic growth in coastal and island communities.
At the same time, sustainable development, the green transition, marine environmental protection and the modernisation of port infrastructure represent common challenges for both industries.
Tourism growth depends on modern, efficient and reliable transport networks, while shipping plays a crucial role in connecting people, destinations and economies.
The sea is not merely a tourism destination. It is the route that connects cultures, creates opportunities and supports global economic activity.
World Travel Market 2026: A World That Travels, Connects and Collaborates
This year’s World Travel Market in London highlighted the strength of an industry that continues to evolve, explore new markets and invest in international cooperation.
From Europe’s established tourism leaders to the emerging destinations of Africa and Asia, the common message was clear: connectivity, infrastructure quality, cultural identity and sustainability will play a decisive role in shaping the future of tourism.
Greece possesses the advantages necessary to further strengthen its international position, drawing on its unique geography, cultural heritage, tourism expertise and centuries-old maritime tradition.
The presence of All About Shipping at World Travel Market London 2026 proved to be a particularly valuable experience, offering meaningful professional contacts, insightful discussions and a broader understanding of the opportunities and challenges facing the global tourism market.
Ultimately, tourism inspires us to discover the world, while shipping continues to connect it.
All About Shipping | World Travel Market London 2026
