“The highlight is delivering a physical event,” he says. “WTM London was the last international travel event to take place in 2019 – and it’s going to be the first to come back.”

Press, WTM London exhibition director, is quick to dismiss suggestions physical gatherings have diminished importance in the age of online meetings. “It’s what people want,” he insists. “We’ve seen from the success of Arabian Travel Market [held in May] that there is a desire and absolute need for a face-to-face event.”

Press stresses a “huge amount of research” and feedback from roundtables held in July had highlighted how the industry “wanted to get back to meeting face-to-face”. Nevertheless, the physical event running over 1-3 November will be followed by WTM Virtual on 8-9 November, aimed at those grounded by Covid restrictions.

Last year’s technically ambitious virtual offering, though, has been scaled back. “We are not looking to replicate what we did last year,” says Press. “All events will be live-streamed – but everything will be on demand.”

For those able to attend, exhibitor rates have been frozen at 2020 prices, irrespective of booking last year, with buyers from more than 80 countries already registered.

Press warns it’s still “too early” to estimate the size of the show, revealing bookings are more noticeably delayed than in previous years. However, he confirms every geographical region will be represented on the show floor – either physically or through an “exhibitor not present” virtual link if they are unable to travel.

Covid protocols will follow those of the Association of Event Organisers – a pre-certification requirement, but no on-site testing at ExCeL. “It will be double-jabbed or negative test,” Press confirms.

Once inside, attendees will find most of the familiar WTM events. The Travel Forward technology show takes place again this year, with “reduced content, but increased seniority”. The Ministers’ Summit also goes ahead, as does Monday’s Big Airline Session.

WTM also hosts the International Tourism and Investment Conference (ITIC), which Press says will be “a huge opportunity for destinations to meet with investors”. Speed Networking also returns on all three days following research highlighting the need to broker initial discussions in person.

London Travel Week, which collates all events happening around WTM, may be more in the background, but “is still alive” and has “a number of events” taking place.

New this year is a WTM Virtual partnership with China Travel Online, a B2B portal that connects outbound China travel brands with suppliers.

WTM’s timing, beginning the same day as the UN COP26 climate summit in Glasgow, means the green lobby’s focus will be elsewhere, but ExCeL will still host the Responsible Tourism programme.

Press adds the programme “has been very much the USP of the WTM brand”, accounting for the most sessions in 2019. “COP26 does have a bearing because those conversations will also be going on during WTM,” he says.

Registration for WTM London is open at wtm.com/london.