The 24th edition of ILTM Cannes has concluded as the largest in the event’s history, surpassing all previous benchmarks with nearly 10,000 attendees. The global flagship for luxury travel, held from 1–4 December 2025, facilitated over 100,000 scheduled meetings, underscoring the relentless momentum within the high-end tourism sector.
The event served as a critical nexus for 2,350 global brands and more than 2,500 elite buyers from 83 countries. Notably, 44 percent of buyers were first-time attendees, signalling a significant influx of new talent and agencies into the luxury market.
Responding to the growing "Blue Mind" tourism trend, which emphasises the restorative power of water, ILTM 2025 introduced ‘The Sail’ pavilion. This new waterfront dedicated space served as a home for cruise, yacht, and river travel, reflecting a strategic shift toward ocean-based luxury experiences.
Industry leaders from Explora Journeys, Regent Seven Seas, and Oceania Cruises addressed the challenge of attracting the un-convertible traveller. Despite ILTM research suggesting that 10 per cent of high-net-worth individuals believe they will never cruise, the panel highlighted a surging demand for bespoke, water-based adventures to win over new demographics.
During the opening forum, Simon Baptist, Principal Economist at Visa for Asia Pacific, identified a shift in affluent travel patterns. While European staples like Lyon, Lucerne, and Madrid remain favourites, destinations such as Ho Chi Minh City, Mumbai, and Manila are seeing a rapid rise in popularity among high-spending travellers.
This data was complemented by insights from adventurer Rob Lilwall, who noted that modern luxury travel is moving away from passive consumption and toward pursuit of challenge and personal fulfilment.
The event welcomed over 100 influential travel editors, providing exhibitors with a high-value platform to reach global audiences through rapid networking and curated press events.