The 44th edition of the World Travel Market returned to ExCeL London from November 5 to 7, 2024, hosting 5,049 buyers—an impressive 11% increase and nearly 500 more buyers compared to the 4,560 who attended the 2023 event. With this year’s event being bigger and better than ever, total attendance rose by 6%, reaching 46,316 participants, with many tourism professionals attending for two or three days. Reflecting the event's expansion, the number of private sector exhibitors reached a new record, with participation increasing to 4,047 exhibitors—an additional 8% compared to last year. The confirmed organization of business meetings also grew by 17% in 2024, with 34,082 scheduled meetings, up from 29,075 the previous year.

A significant highlight of this year’s exhibition was Greece’s role as the honored country, which boosted the dynamic participation of Greek representatives and emphasized the increased potential for attracting visitors from around the world.