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World Travel Market London runs from November 3 to 5, bringing together tourism businesses, buyers and government representatives.
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Nigeria is seeking investment in tourism infrastructure, hospitality and partnerships with international travel operators.
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Global international tourist arrivals are forecast to reach 1.57 billion in 2026, with spending rising to $1.8 trillion.
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Africa is projected to record 8% growth in international arrivals, although the global recovery remains uneven.
November 04, (THEWILL) – Nigeria is seeking international investors and new tourism partnerships at World Travel Market (WTM) London 2026, as fresh industry projections point to record global travel spending despite higher costs and geopolitical disruptions.
The three-day exhibition, which opened on Tuesday, November 3, at Excel London, brings together tourism authorities, airlines, hotels, tour operators, technology companies and international travel buyers seeking business opportunities across global destinations.
Nigeria’s participation is being led by the Nigerian Tourism Development Authority (NTDA), with support from the Federation of Tourism Associations of Nigeria (FTAN), as the country works to attract investment into hospitality, tourism infrastructure and destination development.
NTDA Director-General Olayiwola Awakan said on Wednesday that the country was using the event to strengthen its international visibility, promote emerging destinations and establish relationships with airlines, tour operators and destination management companies.
Participation received President Bola Tinubu’s endorsement following Awakan’s engagement with him in Abuja.
Beyond showcasing Nigeria’s cultural and natural attractions, the authority wants to attract private investment capable of improving tourism facilities, developing new products and increasing international visitor arrivals.
Global Travel Spending Heads Towards $1.8tn
Nigeria’s investment drive comes as the global tourism industry prepares for another record year.
The WTM Global Travel Report 2026, produced with Tourism Economics, forecasts 1.57 billion international overnight arrivals this year, representing 2% growth from 2025. International visitor spending is projected to rise 6% to $1.8 trillion.
Growth has slowed considerably from the 6% increase recorded in 2025, reflecting the effects of higher airfares, inflation and the conflict in the Middle East.
Travellers are responding by changing where and how they spend. Short-haul international journeys are projected to increase 3%, while travel between world regions declines by the same margin.
Africa and Oceania are each expected to record 8% growth in international arrivals, compared with 5% for Europe. Arrivals in the Middle East, meanwhile, are forecast to decline 40% as conflict disrupts travel demand and aviation connections.
Consumer spending patterns are also shifting. About one in six international travellers selected their most recent destination primarily because it offered good value, compared with approximately one in eleven last year.
Despite greater price sensitivity, demand for experiences remains strong. The report found that 58% of international travellers had undertaken a trip abroad specifically to attend an event during the preceding two years.
Tourism Economics Managing Director Dave Goodger said travellers were adjusting their spending priorities rather than abandoning holidays, saving on some aspects of their journeys while paying more for experiences they considered valuable.
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Changing travel preferences present opportunities for countries able to turn cultural attractions, festivals, heritage sites and nature-based experiences into accessible tourism products.
Nigeria has opportunities in entertainment tourism, cultural festivals, wildlife, heritage and domestic leisure destinations. Converting international interest into visitor spending, however, requires reliable transport connections, accommodation, visitor services and effective destination marketing.
Awakan said Nigeria’s participation in London was intended to support investment in these areas while opening discussions with international travel businesses that could bring more visitors into the country.
WTM London provides access to a substantial commercial audience. Its 2025 edition recorded approximately 46,500 attendees, 5,500 buyers and more than 40,000 business meetings, according to the organisers. Deals directly attributed to that event exceeded £2.2 billion.
Those figures demonstrate the scale of business conducted through the exhibition, although they do not represent contracts secured by Nigeria.
As of Wednesday, the NTDA had not publicly announced a confirmed investment value, signed tourism agreement or new international air route arising from Nigeria’s participation in the 2026 exhibition.
Such outcomes will determine the practical success of its investment campaign.
Africa’s projected tourism growth provides a favourable regional outlook, but the forecast does not guarantee that individual destinations will attract more visitors.
For Nigeria, the commercial opportunity lies in converting its visibility at World Travel Market into investment commitments, bookable travel experiences and sustained international demand.
With the exhibition continuing through Thursday, November 5, attention will turn to the partnerships and investment decisions emerging from the meetings in London.
Joy Onuorah is a business journalist and brand communications specialist covering financial markets, artificial intelligence, digital economy, and the ideas reshaping business across Africa and the global market. Beyond her reporting for TheWill, Joy uses brand strategy, storytelling, copywriting, and high-value SEO to help brands build lasting market authority.
