New figures from World Travel Market reveal the 2011 event generated £1,653 million in industry deals – an impressive 16 per cent increase on WTM 2010.

Independent research of World Travel Market’s exhibitors shows WTM 2011 will generate £1,653,729,318 million in deals, either through contracts signed at the event or from negotiations with Meridian Club members, which will lead to deals before WTM 2012.

WTM 2010 generated £1,425 million in business deals, either on the exhibition floor or in the 12 months that followed, which was a 25 per cent increase on WTM 2009’s £1,139 million.

The increase in business generated by WTM 2011 can, in part, be accredited to the overhauled Speed Networking session - which allowed exhibitors and buyers even more time to negotiate and conclude deals.

Speed Networking took place as a one-hour-long session before the exhibition opened on the first day of WTM 2011 (Monday, November 7th, 2011). Previously, Speed Networking was in 5 45-minute sessions – based around the regions of the exhibition - throughout the first day.

The change increased the amount of time at the event for exhibitors, and Meridian Club members could conclude negotiations on the exhibition floor, in-turn helping to increase the amount of business generated because of the event.

An extra business opportunity was also introduced on the final day of WTM in the shape of the WTM Networking Breakfast, giving exhibitors and Meridian Club members a further event to meet up and discuss business deals.

Furthermore, an impressive 94 percent of exhibitors are “extremely likely” or “likely” to exhibit at WTM 2012, which takes place between November 5th-8th.