World Travel Market 2011, the leading global event for the travel industry, will generate more than £160 million for UK & Ireland exhibitors, reveals independent research.

Fusion Communications’ analysis of the WTM 2011 UK & Ireland region reveals £164m of contracts will be generated, either through deals signed at the event with Meridian Club buyers or from further negotiations which will conclude before WTM 2012.

The region had a total of 14 exhibitors coming from across the country to make their first appearance at the event.

They include tour operator Thomas Cook Sport, tourist attraction the Royal Botanic Gardens Kew, tourism office Visit Guernsey, Windermere Lake Cruises and hotel operator Millennium & Copthorne Hotels.

Regular exhibitors such as Ukinbound, Leisure Connect and City Cruises were also in attendance, while the growing importance of the UK as an inbound and domestic destination was discussed heavily in presentations and seminars.

London 2012 was a major talking point.

UK & Ireland exhibitors were strongly represented in the revamped WTM Speed Networking event at WTM 2011.

Exhibitors took advantage of the chance to meet contacts briefly before the event opened and arrange a more detailed discussion later.

Overall WTM 2011 will generate £1,653 million of business for all exhibitors before WTM 2012 opens on November 5th.

The UK region will account for more than ten per cent of the total business of WTM 2011.

WTM continues to generate double-digit business growth for the global travel industry despite the gloomy economic picture of the past few years. 2011’s £1.653m-worth of deals were 16 per cent ahead of 2010’s £1,425m, with the 2010 sum representing a 25 per cent hike on 2009.