The World Travel & Tourism Council (WTTC) has applauded London’s efforts to boost its status as a leading global tourism destination, with the introduction of a new car free zone on Oxford Street. As leaders from the global travel and tourism industry descend on the British capital to attend World Travel Market 2026 (WTM 2026) one of the biggest global events in the industry the introduction of new car free zone highlights the increasing importance of enhancing urban environments.
WTTC states that London showcases how supporting tourism growth with government funding, infrastructure and investments in public spaces can boost the sector. The council predicts that Europe’s Travel & Tourism will grow by 3.1% in 2026, beating the economy overall and increasing beyond the 2.6% growth seen in 2025.
London Boosts Status as a Leading Global Tourism Destination
London received an estimated 16.4 million international visitors in 2025 making it one of the most visited cities in the world. WTTC have stated London is a great example of boosting travel and tourism growth in Europe. It has invested in enhancing the visitor experience and the city is extremely popular with tourists. London is popular due to offering tourists a mix of culture, retail, hospitality and urban experiences.
Oxford Street has seen the introduction of a car free zone. This comes just days before WTM 2026 begins in London. Nearly one kilometre of the famous Oxford Street has become permanently car free. The scheme, led by the Mayor of London, in partnership with the Oxford Street Development Corporation and supported by the UK Government aims to transform the area. This will improve the attractiveness of the area to tourists visiting the West End of the city.
London Shows the Importance of Prioritising Travel & Tourism
Gloria Guevara, President and CEO of WTTC commented on how London showcases the importance of prioritising Travel & Tourism. With the transformation of Oxford Street coming as international tourism leaders arrive for WTM 2026, she comments London is showing it is investing in its tourists and the future of the city. Enhancing public spaces can help to boost the image of a destination.
She also comments that the future growth of the sector will rely on government actions. Over the next decade Travel & Tourism could create around one in three new jobs globally. She comments though that this relies on the right conditions being met. Long term planning will be required in partnership with government bodies to ensure this can be achieved.
Europe Travel & Tourism Will Grow Faster
WTTC’s latest Economic Impact Research shows Europe’s Travel & Tourism will grow by 3.1% in 2026. International spending by visitors in Europe is expected to increase by 5.8%. This shows how much potential there still is to attract tourists to the region. The council also predicts that the global Travel & Tourism sector will contribute a record US$11.9 trillion to the global economy in 2026. This will contribute 9.9% of global GDP and create around 375 million jobs globally. This equates to one in every nine jobs globally.
WTTC Encourages Governments to Invest in Tourism
Sadiq Khan, Mayor of London, comments Oxford Street has had a huge moment for the capital. The scheme is expected to help create jobs and boost the economy whilst also helping to realise the potential of the West End. The project will also help create a greener and more prosperous city. WTTC are encouraging governments globally to follow London’s example and invest in infrastructure, skills and sustainable destinations. They believe collaboration between governments and the private sector will be key to ensuring long term growth in tourism. Strategic investments will be key to ensuring the sector can reach its potential.
