In short
WTM London stands host back-to-back appointments between destinations, suppliers and buyers, so the plan is mostly meeting tables with clear numbering, a staffed reception, storage for co-exhibitors and a strong destination image facing the aisle. Start a custom stand about 6–9 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: London, annual, in November.
- The audience is mostly tour operators.
- Numbered meeting tables with enough spacing for private talks.
- Reception that checks guests in and directs them to tables.
- Plan a custom stand about 6–9 months before the show.
WTM London for exhibitors
World Travel Market at ExCeL London gathers tourism boards, hotels, airlines, tour operators and travel technology. Destination pavilions host many co-exhibitors, and the hosted buyer programme fills appointment diaries.
| WTM London | |
|---|---|
| City | London |
| Venue | ExCeL London |
| Sector | Travel and tourism |
| Cycle | Annual, in November |
| Main stand activity | Pre-booked meetings |
| Custom stand lead time | 6–9 months |
Who you are designing for
Tour operators, travel agents, hosted buyers, airlines, travel-tech and press.
What matters most on a WTM London stand:
- Numbered meeting tables with enough spacing for private talks.
- Reception that checks guests in and directs them to tables.
- Bold destination branding visible down ExCeL's long halls.
- Shared storage and coat space for co-exhibitors.
Layouts for pre-booked meetings, by stand type
Most WTM London exhibitors build around pre-booked meetings. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | A welcome counter at the front and two bar tables; book longer meetings in the venue's meeting rooms. |
| Corner | 2 | Reception at the corner where the aisles meet, with a semi-open lounge along the closed walls. |
| Peninsula | 3 | Reception on the main aisle and a slatted or glazed meeting room against the back wall. |
| Island | 4 | Meeting rooms in a central core or on an upper deck, with reception and a short demo on the busiest aisle. |
Stand ideas for WTM London
- A reception desk with a digital appointment list.
- Clusters of tables with co-exhibitor names on each.
- A large destination image along the aisle frontage.
Planning, approvals and logistics
ExCeL has its own approved contractors and service ordering; follow the exhibitor manual. November build-up can be cold in the loading areas; plan accordingly.
Allow about 6–9 months for a custom stand. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Mistakes we see at WTM London
- A pavilion so packed with tables that walk-up visitors cannot enter.
- No storage, so co-exhibitors' bags clutter the tables.
Try your WTM London layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about pre-booked meetings into an editable 3D stand for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01Where is WTM London held?
At ExCeL London, usually in November. Confirm dates on the official site.
02How should a pavilion with co-exhibitors be laid out?
Reception at the main aisle, numbered tables in rows or clusters with each co-exhibitor's name, and shared storage at the back.
03How early should I start designing a WTM London stand?
For a custom stand, about 6–9 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme stands can be planned in weeks.
04Can I reuse my WTM London stand at other shows?
Often, if it is modular. Design the core (walls, counters, pre-booked meetings area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
