The Middle East made a powerful impression at this year’s World Travel Market (WTM) that took place 4-6 November in London and saw groundbreaking technology, bold tourism ambitions, and global partnerships set the tone for the future of travel.
AI takes the spotlight for good
Artificial intelligence dominated the conversation at WTM’s Technology Summit, where a spirited debate concluded with an overwhelming vote in favour of AI’s positive role in shaping travel.
While one team argued that AI strips away the “magical human chaos” of discovery, industry leaders countered that the technology is already transforming customer service and personalisation. From Trip.com’s AI-enabled customer support strategy to easyJet’s integrated AI operations and NaviSavi’s content curation tools, the consensus was clear, AI is no longer a futuristic concept but a fundamental force redefining travel.
Tourism Economics’ Dave Goodger revealed data from the WTM Global Trends Report 2025, noting that three in ten travellers believe AI will increase their spending power, signaling a symbiotic future between tech and tourism. “The main takeaway,” said summit organiser Timothy O’Neil Dunne, “is that while disruptive change is inevitable, the travel technology industry is committed to making travel better for real people.”
Saudi Arabia’s showcase
Leading the regional delegation, the Saudi Tourism Authority (STA) delivered one of the most impactful showcases of WTM 2025. Its immersive and interactive ‘Saudi Land’ pavilion showcased the Kingdom’s cultural and natural highlights to life from AlUla’s ancient wonders to Riyadh’s modern pulse and the Red Sea coastline.
STA also secured strategic partnerships and opportunities for the region. Over three days, 71 Saudi partners engaged with thousands of global trade representatives, securing nine new strategic agreements and facilitating more than 500 meetings. The pavilion attracted over 14,700 visitors, who explored interactive displays, experienced Saudi’s “Unreal Calendar” of major global events including Formula 1 and MDLBEAST Soundstorm, and enjoyed live performances celebrating the Kingdom’s culture.
DMO Awards
The inaugural DMO Awards at Saudi Land honoured excellence in Saudi tourism, with Diriyah recognised for authenticity, Qiddiya for operational excellence, and Al Madinah taking home the Best of Show award.
“We came to WTM 2025 building on the momentum of welcoming almost 116 million visitors last year and up to 60 million in the first half of this year, reinforcing Saudi’s standing as the world’s fastest-growing tourism destination. The achievements we celebrate here belong to our partners and the wider trade, who are at the heart of Saudi’s success,”said Abdullah Alhagbani, Chief Partnerships and Regulatory Affairs Officer at STA.
The showcase also set the stage for TOURISE 2025, a landmark tourism and investment summit to be held in Riyadh 11-13 November, bringing together over 1,000 global leaders to shape a sustainable, inclusive future for the travel sector.
Visit Oman powering digital transformation through global partnerships
Meanwhile, Visit Oman, the Sultanate’s national travel operator, wrapped up a dynamic and future-focused presence at WTM 2025, solidifying its role as a driver of digital tourism transformation across the region.
Visit Oman announced strategic partnerships with global travel powerhouses TUI Musement, Klook, and Bokun (a Tripadvisor company), aimed at scaling real-time digital distribution and empowering local tourism providers and SMEs. These collaborations will integrate Oman’s tours, accommodations, and experiences into global booking ecosystems making the destination more visible and accessible than ever.
“WTM London 2025 has been a pivotal moment for Visit Oman,” said Shabib bin Mohamed Al Maamari, Managing Director. “By integrating Oman’s offerings into global platforms, we’re not just enhancing accessibility, we’re placing our nation firmly on the digital global map.”
Visit Oman also took a thought leadership role, co-hosting an executive roundtable with the Global Travel and Tourism Resilience Council on “Exploring Technology and Alternative Distribution Methodologies.” The panel featured experts from Amadeus, Sojern, Trip.com Group, Agoda, and others, exploring how innovation can boost resilience and inclusion in travel.
In a second session, “The New Travel Powerhouses,” Al Maamari highlighted Oman’s position as a safe, sustainable, and experience-rich destination poised to capitalise on shifting global travel flows.
Oman Air expands horizons
Complementing Visit Oman’s success, Oman Air showcased its growing global network, unveiling a second daily service to London and a new route to Amsterdam, its 11th European destination. Operated by state-of-the-art Boeing 787-9 Dreamliners, the routes strengthen connectivity to key global markets through the airline’s oneworld Alliance partnerships.
By summer 2026, Oman Air plans to offer 14 weekly flights between Muscat and London, a milestone reinforcing its role as a bridge between East and West and a proud ambassador for the Sultanate’s hospitality.
Regional creativity recognised in best stands
At WTM’s annual Best Stand Awards, the Middle East shone brightly once again. Jordan claimed Best Stand Design for its bold, culture-rich display, while Oman was recognised for Best Stand for Doing Business, offering a welcoming and effective space for meetings and deal-making. Egypt was recognised for their design that transported visitors to experience and walk through the newly opened Grand Egyptian Museum.
A defining year for Middle Eastern tourism at WTM
From AI-powered innovation to destination storytelling, the Middle East’s collective presence at WTM 2025 showcased a sector in rapid transformation.
With Saudi Arabia charting a bold path toward becoming the world’s next tourism powerhouse, Oman reinforcing its position as a boutique destination for authentic travel, and the wider region embracing technology as an ally, the message from London was unmistakable, the future of global tourism is being shaped in the Middle East.
