WTM London 2026: Croatia and the region's countries present their tourism plans for 2027.
At one of the world's largest tourism fairs, held in London from 3 to 5 November, tourism organisations, hoteliers, agencies and airlines from Southeast Europe are taking part. The focus is on new business partnerships, strengthening air connections and developing the tourism offering for the coming year.
The World Travel Market has opened its doors today at the ExCeL London exhibition centre. According to the organisers, this year's edition brings together more than 4,000 exhibitors from over 180 countries, with over 46,000 attendees expected.
For the tourism industry of south-eastern Europe, the fair is an opportunity to negotiate programmes for 2027, particularly with British tour operators, airlines and international distribution partners.
Croatia with more than 30 exhibitors and a focus on the British market
The Croatian Tourist Board is exhibiting with more than 30 domestic co-exhibitors, including tour operators, destination management organisations, transport companies and national parks.
Business meetings have been scheduled with representatives of Jet2holidays, easyJet Holidays, British Airways and the British travel agency association ABTA. Particular emphasis has been placed on increasing tourist traffic outside the main season.
According to HTZ data, in the first nine months of 2026 Croatia recorded almost 786,000 arrivals and more than 3.8 million overnight stays from the British market, representing a rise of two per cent and one per cent respectively compared with the previous year.
At the Croatian stand N4-200, the official exhibitors' catalogue lists, among others, Pula Airport, Adriatic DMC and Adria Dental Group, which presents opportunities for the development of dental tourism.
Slovenia presents a new strategy and tourism products
Slovenia is presenting 20 tourist destinations and service providers at WTM. The central theme of the national promotion for 2027 will be health and wellbeing, linking thermal, active, gastronomic and sustainable tourism.
Among the participants at stand S4-220 are the travel agencies Palma, Happy Tours, Relax Turizem and Van Gogh, as well as Terme Olimia, Sava Turizem, Postojna Cave and the tourist organisations of Ljubljana and the Julian Alps.
One of the new products that Slovenia is presenting is the Carsus Trail, a 103-kilometre circular walking route through the Slovenian and Italian Karst.
The strong growth of the British market is also important for Slovenian tourism. In the first nine months of 2026, the number of British guests increased by 32.5 per cent, and the number of overnight stays by 33.3 per cent.
Additional opportunities for 2027 are opened by the announced United Airlines direct route between Newark and Ljubljana, which is scheduled to begin operating on 12 May 2027, four times a week.
Serbia is promoting EXPO 2027, and Sarajevo is promoting year-round tourism.
At the joint stand S4-320, Serbia brings together representatives of the tourist organisations of Belgrade, Novi Sad, Niš, Vojvodina and other destinations.
Among the business exhibitors are Air Serbia, Kontiki, Victor Tours, Pro Travel DMC and A Hoteli. A special place in the promotion is held by EXPO 2027 in Belgrade, which opens up opportunities for the development of business travel, hotel accommodation and the organisation of international events. Tourist Organisation of Vojvodina+1
Bosnia and Herzegovina also has a confirmed presence. The Tourist Community of Sarajevo Canton is exhibiting at stand N4-310, together with its tourism and hotel partners.
In the official exhibitors' catalogue, Ibis Styles Sarajevo, the Ilidža Thermal Riviera, Mozaik Group and Fortuna DMC are listed. Their offerings include hotel accommodation, organised tours, wellness and business travel.
Montenegro, Albania and North Macedonia are seeking new international partners
Montenegro is participating in the fair with a delegation from the Ministry of Tourism led by Minister Simonida Kordić. The National Tourism Organisation is exhibiting at stand S4-322, where Air Montenegro is also present.
Albanija is exhibiting at stand N6-500. Among the exhibitors are Albania DMC and other incoming operators offering organised tours, group programmes and MICE services in Albania and the wider region.
North Macedonia is represented at stand S4-510, with the participation of agencies such as Ajdinis Travel and Balkan Prime Tours, which develop tourism programmes for international partners.
Bulgaria is also present at the fair, with its national exhibition space N4-210 also including Sofia Airport operator.
Artificial intelligence and distribution in focus for the tourism industry
Alongside business meetings, WTM London 2026 devotes a special area to travel technology.
WTM Travel Tech brings together more than 135 technology providers, offering solutions for automation, distribution of travel products, data management, payments and customer experience.
The conference programme also raises questions about the cost-effectiveness of investing in artificial intelligence, its impact on travellers' decisions, and how tourism companies can remain visible in AI-based search.
During the three-day fair, numerous business talks are expected about programmes for 2027. However, the actual impact of the participation, including contracted capacities, new air routes and tourist packages, will only be assessable once the specific agreements are announced.
