WTM London 2017 is on course to generate a record £3.1 billion in travel and tourism deals, according to independent research among exhibitors.

These deals come either through contracts signed at the event or from negotiations with WTM Buyers’ Club members, who have some of the greatest purchasing responsibility in the travel industry.

WTM London 2017 recorded a total of 935,129 business meetings that will lead to deals signed before WTM London 2018.

On average, WTM exhibitors host a total of 208 on-stand meetings, excluding pre-scheduled appointments at events such as speed networking and ILTM at WTM, which caters for the luxury market.

Last year’s WTM London’s total number of deals is a considerable improvement on 2016, the year in which the event switched to a three day format, which saw £2.8 billion facilitated from 923,916 business meetings, either on the exhibition floor or in the 12 months that followed.

The amount of business facilitated by WTM London 2017 further cements the success of the three day event that saw a record number of buyers (10,500) from the WTM Buyers’ Club attend, compared to 10,000 in 2016.

Simon Press, WTM London senior director, said: “I’m delighted with the record amount of business conducted at WTM London 2017. This success positions WTM London as the must attend exhibition for national and regional tourist boards, global brands, luxury and technology companies.

“To host approaching one million on-stand meetings at WTM London is testament to the value of exhibiting at the event and illustrates why WTM London facilitates £3.1 billion of industry business deals.

“The value of business facilitated by the event supports the success of the three-day format launched in 2016. The event reduced participants’ ancillary costs while offering the opportunity to conduct even more business.”