Nigeria is back at World Travel Market (WTM) London after a ten-year absence, and its pavilion is making an impression.
WTM London is the world’s most influential business-to-business event for the travel and tourism industry.
The 2026 edition is running for three days at ExCeL London, Royal Victoria Dock, and has drawn more than 46,000 travel professionals and over 4,000 exhibitors from more than 180 countries.
Nigeria’s pavilion, dressed in the national green and white, has become a hub of cultural energy, with live performances, traditional folk songs, arts and fashion on display.
Leading the delegation is Dr. Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority (NTDA), who said the presence at WTM reflects the federal government’s priority of repositioning tourism as a driver of national development.
”The NTDA is the apex tourism regulatory agency in Nigeria. We are responsible for marketing Nigeria to Nigerians and to the global community,” he said.
“We also develop and promote tourist destinations and festivals across the country and regulate the tourism and hospitality sector. Being here at WTM 2026 is thanks to President Bola Ahmed Tinubu, who made it a reality.”
Awakan said the project once looked almost impossible until the President backed it. “When we approached him, he said it was very important for Nigeria to make her presence felt at this global event.”
He stressed that global visibility must be a front-burner issue, and outlined a clear strategy: “Let’s give at least 30% to global visibility, and use the remaining 70% to develop and promote our destinations and hospitality, and to drive internal marketing.”
For Nigeria, WTM 2026 is a chance to tell the world the stories embedded in its culture, arts, traditions and heritage. Other participating countries also showcased their traditions, archaeological discoveries, traditional arts and contemporary cultural identities, many of them with lively performances.
The rise of the “experience economy”
The show made one trend unmistakable: global tourism is moving away from traditional hotel-and-flight bundles and toward a full-blown “experience economy.”
Cultural heritage remains a cornerstone, but entertainment, music and sport dominated the industry conversation and the exhibition floors.
Football was especially visible. A replica of the Premier League trophy, won last season by Arsenal, drew crowds, while top clubs including Chelsea, Manchester United, Manchester City, Tottenham Hotspur and Liverpool ran busy, polished pavilions of their own.
Spread across a 100-acre site in East London, WTM London 2026 delivered a vibrant experience for organisers and visitors alike.
