{"id":63815,"date":"2025-11-10T07:31:06","date_gmt":"2025-11-10T07:31:06","guid":{"rendered":"https:\/\/www.outthere.travel\/?p=63815"},"modified":"2025-11-20T10:58:40","modified_gmt":"2025-11-20T10:58:40","slug":"wtm-london-2025s-deai-summit-the-smartest-travel-brands-are-investing-in-inclusion","status":"publish","type":"post","link":"https:\/\/www.outthere.travel\/wtm-london-2025s-deai-summit-the-smartest-travel-brands-are-investing-in-inclusion\/","title":{"rendered":"WTM London 2025’s DEAI Summit:
The smartest travel brands are investing in inclusion"},"content":{"rendered":"\n

Diversity, equity, accessibility, and inclusion: you\u2019d think they were the four horsemen of the apocalypse, given how much heat they\u2019ve drawn in public debate lately. Yet, this year\u2019s DEAI Summit<\/a><\/strong> at WTM London 2025 told a very different story. Bringing together travel\u2019s most forward-thinking leaders and changemakers, the summit focused on moving beyond rhetoric to focus on reality, showing that inclusion isn’t just a burden or PR exercise, but an essential force that keeps the industry relevant, competitive, and connected to the very world it serves.<\/p>\n\n\n\n

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Another year, another stampede of lanyards cutting across East London, all bound for ExCeL \u2013 the annual home of WTM London. From 3\u20135 November, the event once again pulled together the great, the good and the jet-lagged of global travel for three days of networking, knowledge-sharing, and future-gazing. Among the many conversations shaping the agenda was the DEAI Summit, WTM\u2019s dedicated platform for championing diversity, equity, accessibility, and inclusion in travel. Now in its second year, the summit took on a new edge with the theme Reclaiming Global Inclusion<\/em>, a call for the industry to take back ownership of a principal that has been politicised and disfigured in recent years.<\/p>\n\n\n\n

The DEAI Summit was once again led by OutThere\u2019s Experientialist-in-Chief, Uwern Jong, in his role as WTM\u2019s DEAI adviser and moderator. Opening the event, he noted the shift in tone from last year\u2019s debut, reminding the room that \u2018discomfort is where discovery begins,\u2019 and that true belonging is reignited by those courageous enough to lead with integrity. BBC travel presenter and award-winning journalist Rajan Datar<\/a><\/strong> then picked up the thread by sharing a cherished travel memory involving a stranger he met in New York City \u2013 someone whose background, culture, and story were markedly different from his own. Yet, in the brief space of that car journey, they found common ground. His story reminded the room that the true essence of travel lies in those unexpected moments of human connection and how being able to approach others with curiosity and cultural awareness is vital in this industry.<\/p>\n\n\n\n

The first panel of the day, titled Everyone\u2019s Welcome, or Are They?<\/em> and moderated by Finn Partners<\/a><\/strong>\u2019 Amy Skelding, brought together Richard Thompson (Inclu Group<\/a><\/strong>), Edgar Weggelaar (Queer Destinations<\/a><\/strong>), and Joanna Reeve (Intrepid Travel<\/a><\/strong>) for a candid conversation on the realities of \u2018inclusion fatigue\u2019 and the political rollback on DEAI. But, crucially, how travel companies can respond with conviction. \u2018Diversity makes businesses great businesses,\u2019 said Joanna, who emphasised that marketing materials should represent a wide range of identities, not just because it is the right thing to do, but because it is commercially and financially smart.<\/p>\n\n\n\n

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\"Two<\/a><\/figure>\n
From left to right: Rajan Datar explores the power of human connection; Joyce Oladeinde and Mathura Premaruban discuss moving beyond hashtags to truly support marginalised communities; Charlotte Slater, Sita Sahu, Sadia Ramzan, and Debbie Flynn highlight the business advantages of inclusion; Hanna Katr\u00edn Fri\u00f0riksson and Tolene van der Merwe share how their countries are advancing DEAI; Aalap Shah presents real-world statistics on the cost of exclusion; Chiravadee Khunsub and Uwern Jong celebrate Thailand\u2019s historic step forward in legalising same-sex marriage.<\/figcaption><\/figure>\n\n\n\n
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Edgar pointed out that as political rhetoric against DEAI has increased in the media and political space, so too have hate crime statistics. He cautioned that this trend could negatively impact U.S. tourism, something International Business Consultant Aalap Shah (ELTA<\/a><\/strong>) would later stress by using the Caribbean as a case study: research by Open For Business reveals that 18% of travellers would not visit the region, primarily because of the anti-LGBTQ+ laws and stigmas. On the flip side, the recent legalisation of same-sex marriage in Thailand is projected to boost tourism by attracting an additional 4 million international visitors annually, which will bring in an estimated increase of $2 billion in revenue every year (never underestimate the Dorothy Dollar!).<\/p>\n\n\n\n

Amid conversations on political pushback and representation, Richard drew attention to an issue that often receives far less airtime. Disabled travellers, he noted, are not a marginal group but one that every one of us is statistically likely to become part of in our lifetime, whether through age, illness, or circumstances. Yet, the industry still treats accessibility as an afterthought. In fact, in a shocking audit of 600 hotels, his team found more detailed information on pet amenities than on accessibility. \u2018We\u2019re turning disabled people into gamblers,\u2019 he said. \u2018They\u2019re spending tens of thousands on a trip without knowing what they\u2019ll actually get.\u2019<\/p>\n\n\n\n

A recurring frustration at the WTM London summit was the industry\u2019s habit of treating accessibility as something that can be \u2018checked off,\u2019 rather than understood as a broad and diverse set of needs. In the From Compliance to Compassion<\/em> session, led by Emma Partlow (Transreport<\/a><\/strong>), Tim Williamson (Responsible Travel<\/a><\/strong>) pointed out that providers tend to focus on mobility and call it a day, even though the majority of disabled travellers are not wheelchair users.<\/p>\n\n\n\n

What about guests with visual or auditory impairments? What about invisible disabilities that cannot be seen? Sassy Wyatt (Blind Girl Adventures<\/a><\/strong>) and Diego Arag\u00f3n Lozano (TUR4all Travel<\/a><\/strong>) reminded the room that the answers to these questions already exist within disabled communities themselves. The key is inviting disabled travellers to share their voices, rather than speaking on their behalf. \u2018Nothing about us without us,\u2019 as they say.<\/p>\n\n\n\n

The sentiment of giving marginalised voices a genuine seat at the table was echoed by Mathura Premaruban (The Set<\/a><\/strong>) and Joyce Oladeinde (Crescendo Digital<\/a><\/strong>), who, in a fireside chat, spoke candidly about the importance of hiring people from different backgrounds, not only in public-facing roles, but behind the scenes too \u2013 in marketing, writing, and creative positions where they can enrich businesses with their unique perspectives.<\/p>\n\n\n\n

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\"Four<\/a><\/figure>\n\n\n\n
\"Four<\/a><\/figure>\n
From left to right: Edgar Weggelaar, Joanna Reeve, Richard Thompson, and Amy Skelding talk frank on the political rollback on DEAI in travel; Diego Arag\u00f3n Lozano, Tim Williamson, Sassy Wyatt, and Emma Partlow call on the industry to include disabled voices in the conversation.<\/figcaption><\/figure>\n\n\n\n
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But it\u2019s important to say the WTM London summit wasn’t all about naming what\u2019s broken. In the Destinations with Heart<\/em> segment, Uwern returned to the stage alongside Iceland<\/a><\/strong>\u2019s Minister of Industries, Hanna Katr\u00edn Fri\u00f0riksson, Malta Tourism Authority<\/a><\/strong>\u2019s UK & Ireland Director, Tolene van der Merwe, and TAT<\/a><\/strong>\u2019s Deputy Governor, Chiravadee Khunsub, to celebrate some of the fabulous strides their countries are making in the realm of DEAI.<\/p>\n\n\n\n

Hanna reflected on Iceland\u2019s recent Women\u2019s Day Off protest \u2013 marking 50 years since the landmark strike for gender equality \u2013 and noted that the momentum from that movement continues to shape how the country approaches inclusion today. Meanwhile, Tolene discussed Malta\u2019s well-established reputation as an LGBTQ+ welcoming destination, while making clear that the work does not stop there. She shared that Malta is now supporting new academic research into inclusive tourism, and that she is working on a project to help blind travellers experience the island more fully. Finally, Chiravadee spoke proudly of Thailand\u2019s historic step in legalising same-sex marriage, the tourism opportunities that milestone is bringing, and the national tourism board\u2019s dedicated LGBTQ+ platform, Go Thai Be Free<\/a><\/strong>.<\/p>\n\n\n\n

Debbie Flynn (FINN Partners), Charlotte Slater (Trove Tourism Development Advisors<\/a><\/strong>), Sita Sahu (FUTURE&<\/a><\/strong>) and Sadia Ramzan (The Muslim Women Travel Group<\/a><\/strong>) also took to the stage to underline the business benefits for DEAI. ‘Inclusion isn\u2019t just a moral imperative, it\u2019s a competitive edge,’ said Debbie, while Sita pointed to research showing that one in four travellers are more likely to choose brands they view as inclusive.<\/p>\n\n\n\n

What became clear throughout the day at WTM London is that the business case for DEAI cannot be dismissed, and as rights are challenged and progress is pushed back in some places, the travel industry has a big choice to make. Brands can either retreat or they can meet the moment head-on, by reflecting the world they love to explore and designing experiences that acknowledge the full spectrum of travellers who move through it. The evidence was presented again and again: when people feel seen, welcomed, and understood, they travel. They return. They recommend. They invest.<\/p>\n\n\n\n

To ignore inclusion is to ignore your audience. And in a global industry built on connection, culture, and exchange, that is simply bad business. So, despite what certain corners of the discourse might say, the message at WTM London was clear enough. If the alternative slogan has been \u2018go woke, go broke,\u2019 the data and experiences in this room said otherwise. Go woke, win big.<\/p>\n\n\n\n

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www.wtm.com<\/a><\/strong><\/p>\n\n\n\n

Photography courtesy of OutThere<\/em><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Diversity, equity, accessibility, and inclusion: you\u2019d think they were the four horsemen of the apocalypse, given how much heat they\u2019ve drawn in public debate lately. Yet, this year\u2019s DEAI Summit at WTM London 2025 told a very different story. Bringing together travel\u2019s most forward-thinking leaders and changemakers, the summit focused on moving beyond rhetoric to focus on reality, showing that inclusion isn’t just a burden or PR exercise, but an essential force that keeps the industry relevant, competitive, and connected […]<\/p>\n","protected":false},"author":106,"featured_media":63855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":[2806],"tags":[3711,3710],"class_list":["post-63815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experientialist","tag-deai","tag-wtm-london"],"yoast_head":"\nGo "woke", win big? 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