World Travel Market (WTM), London 4th to 6th November 2025
As our friends at Switzerland Tourism (ST) will confirm, the minute the email goes out asking for commitments for a booth on the Switzerland stand at WTM, I’m the first name on the list. It’s difficult to describe how important WTM is for Swiss Tailor Made, so it’s therefore perhaps easier to simply say that there wouldn’t be Swiss Tailor Made without it.
Exhibiting with Partners
This year, when that email was received, it came with the offer of the option of securing a bigger booth, with additional space to enable some of our partners to also join. It made sense for us to take the option of the larger booth, and I was naturally delighted when our partners from European Walking Tours and the Park Hotel in Winterthur agreed to join us.
As is tradition, I went over to Excel the day before the show opened to make sure everything was ready. I don’t really know why I have this routine every year, knowing full well that ST will most definitely have everything ready, but I have always done the same. Everything was of course ready, so I headed back to the hotel.
The Busiest WTM ever?
The following morning, as I also do every year, I got to the stand with plenty of time to spare. The hour or so before the tidal wave of visitors comes through the door is always exciting. Even though appointments have been confirmed in advance, you never know what TfL are going to do on the morning of a WTM so there is always a sense of simply expecting the unexpected. It was this element of unpredictability that I had tried to explain to the partners who were joining me, although I needn’t had worried. Even though the three of them were attending their first WTM, they all took to it like ducks to water and between us, we hosted some extremely positive meetings throughout the show. Over the years, it’s fair to say that there have been some visitors who seem like they may have even found the wrong booth, but this year it was as if everyone had been hand-picked, such was their enthusiasm for developing brand-new programs in Switzerland in conjunction with us.
As I say every year, if you give WTM 100%, it will give 100% back but what was apparent
more than ever this year was the quality of the meetings, with everyone involved clearly
giving it 100% from all sides. It’s worth also mentioning how positive the meetings were on
the final day. Traditionally the quietest day of the three, the quality of the meetings on that
day also were fantastic.
A Fitting Thank-You
In addition to our booth on our stand, we also hosted our first dinner at Mosimann’s, to which some of our most important clients were invited. As always, the food was sensational and the service was also on another level. It’s fair to say that the evening was a huge success, enjoyed by everyone, and allowed us to say a proper “thank you” to those that attended for all their support over the last 12 months.
Back in the office, the hard work now really starts, ensuring that we follow everything through that was agreed on during those three brilliant days. However, I’d be lying if I said that I wasn’t already looking forward to next year’s event. See you there.
WTM London – 3rd , 4th and 5th November 2026
