Exhibitors from across the world have gathered in London for the annual World Travel Market event, showcasing innovation and pipeline projects across the leisure industry for four days at London ExCeL.

Signing up 250 new exhibitors for the tourism industry’s largest event, more than 1.1 million on-stand meetings are expected to take place, leading to more than £2.5bn (US$3.9bn, €3.5bn) worth of deals being agreed between 2-5 November.

Notable newcomers include Visit Orlando, showcasing Merlin Entertainment’s new I-Drive and theme park sector, as well as tourist boards from Tokyo, the Caribbean and Scotland. New additions to the event are represented in all nine WTM regions.

In addition to deals secured during the show, WTM 2015 is expected to boost the London economy by more than £244m (US$377m, €342bn), with more than 50,000 people visiting the event from across the globe.

David Gill, former chief executive of Manchester United, gave an opening address for the event and hosted the WTM Leaders Lunch, with 200 of the industry’s most senior executives meeting to discuss the future.

WTM’s Global Trends Report is also due to be released for its 10th edition. Predicting major travel trends around the world, the report offers an insight into the size and shape of travel and tourism and how world events and technologies are affecting it.

Tuesday will see attention turn towards the sports industry, with the launch of the Global Sports Impact Report and the Sport Tourism Innovation for Destinations and Events meeting, which will discuss how the need for innovation holds the key to the future of sports tourism destination.

On Wednesday, wellness is on the agenda, as the WTM Wellness Lounge provides a platform for travel buyers and wellness suppliers to conduct business.

The final day of WTM will host two speed networking sessions – one for buyers and one for bloggers – as well as the Family Holiday Association’s annual conference, Holidays Matter.