On the eve of WTM, top travel leaders came together for Mojo Summit EMEA at London’s prestigious Somerset House. Guided by MMGY Global thought leaders and influential professionals from both inside and outside the travel industry, invited delegates joined honest discussions that are already shaping the future of travel in 2026 and beyond.
Each of our signature Mojo Summit events is designed to create space for confidential conversations and strategic road mapping. So while the specifics of the Summit’s content are kept private, we extracted some overarching themes we think will impact the industry – and in particular the EMEA region – as we head into the new year.
Rethinking Resilience
Destination leaders debated the reality of resilience in 2025 and its future in 2026. Once narrowly defined as rebounding from crises, resilience is really about building infrastructure that will last decades and creating communities and experiences that can withstand seismic shifts in the economy, society and environment. Reactive resilience is no longer enough. To truly create a resilient destination, we must proactively plan for the future we want.
Technological Transitions
A thread carried through nearly every conversation, technology consistently surfaced as both a trusted tool and a unique challenge. While AI and programmatic tools are accelerating change across destination marketing, allowing for smarter audience targeting and real-time performance optimization, it’s important to retain the human touch. Destinations that use data responsibly to enhance the human experience will strike the perfect balance.
The Power of Partnerships
Combativeness is out. Collaboration is in. Intentional partnerships between public and private sectors bring shared goals, wider perspectives, greater resources and a louder voice. Joining forces with geographically adjacent destinations, tourism stakeholders and travel-adjacent industries fabricates a stronger tourism community that benefits all. And in an unpredictable global climate, this collaborative spirit may be the only true advantage.
Meaning Over Masses
Destinations are rethinking their value proposition. As people refocus on what’s meaningful to them versus appealing to the masses, travel brands that provide emotional engagement, cultural connection and memorable experiences will reward travelers with the quality, authenticity and experiences they crave. Personable storytelling anchors a destination’s identity and elevates the visitor experience.
As always, sessions slipped from scripts to candid conversations. Mojo Summit creates space for our community to embrace innovation with fearlessness and steer confidently toward the opportunities on the horizon. We look forward to seeing the real-world impacts of these discussions as 2026 unfolds.
