WTM London 2026: Dragon Trail Speaking

Event details

Date: 3-5 November, 2026

ExCel, London

Type of Event: Exhibition

Speaker: Sienna Parulis-Cook

Dragon Trail’s Director of Marketing and Communications, Sienna Parulis-Cook will attend World Travel Market in London from 3-5 November. As a member of the event’s conference advisory board, Sienna will join the WTM conference as both a speaker and session moderator. She is also available for meetings throughout the event.

China’s Sports Tourism Boom: New Opportunities for Global Destinations
Tuesday, 3 November | 12-12:20
Trends Stage

China’s growing passion for outdoor activities and winter sports is reshaping travel trends and creating exciting opportunities for international tourism destinations.

In the post-pandemic era, more Chinese travelers are embracing active holidays, from hiking and trail running to skiing and snowboarding. The momentum generated by the Beijing 2022 and Milano Cortina 2026 Winter Olympics, alongside the success of sporting stars such as Eileen Gu and Su Yiming, has inspired a new generation of outdoor enthusiasts. Chinese athletes are also making their mark internationally, with ultra-trail runner Zhao Jiaju recently winning a prestigious 336km race in the Italian Alps.

European destinations are well positioned to benefit from this growing demand. From summer hiking adventures in Switzerland’s spectacular Jungfrau region, Austria’s picturesque Tyrol and Italy’s breathtaking Dolomites to winter skiing and snowboarding across the Alps, these destinations offer year-round opportunities to attract China’s increasingly adventurous travelers.

Speakers: Mingjie Wang, China Daily (Moderator); Sienna Parulis-Cook, Dragon Trail International

Stop Segmenting. Start Listening
Wednesday, 4 November | 14:50-15:10
Experience Stage

Travelers leave signals everywhere, from search behavior and reviews to social comments, creator conversations and direct feedback. The opportunity is not simply to collect more data, but to understand what those signals reveal about changing motivations, cultural expectations and unmet needs.

This session explores how destinations and travel businesses can use social listening as a two-way tool for product development, moving beyond broad demographic segmentation to build experiences that feel genuinely relevant. It will examine how customer insight can travel from marketing into product and operations, how businesses distinguish meaningful signals from noise, and where personalization creates value without becoming intrusive or generic.

The discussion will also consider how to measure whether better listening actually improves the experience, from stronger product-market fit and conversion to satisfaction, advocacy and repeat visitation.

Moderator: Sienna Parulis-Cook, Dragon Trail International

Check the WTM London website for more information on the event and conference sessions TBC. Please contact us directly to schedule a meeting.