Seeketing at WTM London 2025: Phygital Innovation for More Connected Tourism

Last week, we participated in WTM London 2025, one of the most relevant international gatherings in the tourism sector. For three days, destinations, operators, and technology companies met at ExCeL London to share ideas, trends, and solutions that are transforming the way we conceive travel. From Seeketing, we shared our vision on how the union between the physical and the digital (phygital) can help destinations and operators move towards more connected, personalized, and visitor-centric experiences. Our phygital approach allows for understanding and improving the complete traveler journey—from online inspiration to the visit at the destination—thanks to the intelligent use of data and proximity technology. This integration makes it possible to create stronger and more relevant relationships between tourism brands and their visitors. Key Takeaways from WTM London 2025 Growing interest in technologies that better connect the traveler's journey. Destinations are opting for solutions that integrate digital and in-person channels, offering continuous and measurable experiences. Digitalization and data are essential for building lasting relationships. Visitor knowledge and content personalization are now the foundation of any effective tourism strategy. The future of tourism is closer and more relevant. Technological innovation makes sense when it helps connect people, places, and experiences in a more human and sustainable way. WTM London 2025 was an excellent opportunity to share this vision and continue promoting a smarter and more connected tourism model. We are grateful to all the professionals with whom we exchanged ideas, projects, and inspiration during the event. We continue working to connect destinations, data, and people, and to support the sector in its transformation toward truly phygital experiences.