ILTM Cannes returns with a focus on ocean, river and yacht experiences
The global luxury travel industry is converging on the French Riviera for International Luxury Travel Market (ILTM) Cannes, the end-of-year flagship show that officially sets the tone for investment and itinerary planning for the coming year.
More than just a trade exhibition, the event is the sector’s most influential annual gathering, facilitating over 85,000 pre-scheduled meetings designed to forge long-term partnerships and drive substantial business for destinations worldwide. The atmosphere is charged with palpable energy as the industry’s most influential names become the talk of the town.
This year, the presence of the Middle East is impossible to ignore. Major exhibitors from the region, including Saudi Arabia, Abu Dhabi, Dubai, Qatar, Oman and Ras Al Khaimah, are leading the charge. They are joined by the Saudi megaprojects The Red Sea and Diriyah, underscoring the Gulf’s critical role in both global outbound travel and the creation of the world's newest luxury tourism inventory.
Luxe cruising hits the riviera
The biggest new feature at ILTM Cannes is the introduction of The Sail Pavilion, a stunning new external space located right on the beach. This addition is built around the emerging Blue Mind Tourism trend, which highlights the calming and restorative power of being near water.
The pavilion brings together all ocean, river and yacht experiences, cementing the fact that cruise travel has entered a significant renaissance, attracting a younger more affluent audience.
Alison Gilmore, Portfolio Director for ILTM, discusses with TTN how brands are actively repositioning their product. "Today, many brands are redefining their narrative, referring to their vessels as ‘yachts’ and their voyages as ‘journeys’ - as they reposition cruising for a new generation of discerning travellers."
The focus on this trend is significant; ILTM will be revealing the results of dedicated research assessing this new era for Luxe Cruising at the Opening Forum.
What the world is selling
The products gaining traction at the 2025 event reflect a traveller demand for hyper-personalised experiences that blend culture, food and nature.
Culinary immersion: In Japan, The Norikura “Stars & Moon” Dining experience offers guests sustainable cuisine under the stars, sampling Shinshu mountain vegetables and beef paired with local sake and wines.
Cultural discovery: In Vietnam, the new InterContinental Halong Bay Resort is redefining the UNESCO-listed destination by offering longer immersive cultural stays. The resort supports a local ethical pearl farm and offers private dining experiences inside the natural Dragon Pearl Cave, complete with traditional music and storytelling.
Unique heritage: TONLE Journeys is capturing attention by offering a celebration of ethnic Thai heritage through music and dance, focusing on cultural exchange and sound movement.
The event also welcomes several first-time exhibitors into the fold, including Design Hotels and Nikki Beach, new independent openings like Nala Maldives and Nihi Rote in Indonesia, and new exhibiting destinations such as Las Vegas Sardinia and Brand USA.