Visitor numbers to World Travel Market increased by 3% over the four days against last year’s show, according to organisers.

WTM 2012 attracted almost 29,000 travel trade visitors and could result in almost £2 billion in travel deals, unaudited figures show.

Invited visitors on the first day of the exhibition – Monday, November 5 – were up by 5% on last year’s event.

A speed networking session on the Monday morning attracted a record number of exhibitors (498) and WTM Meridian Club buyers (210) discussing business deals before the exhibition floor opened.

The second day saw a 1% increase on the same day last year while Wednesday achieved a 9% rise in visitors. The final day saw numbers up marginally by 1%.

Reed Travel Exhibitions WTM director Simon Press said: “Every single day experienced an increase in visitors, which demonstrates how WTM delivers for its exhibitors.

“WTM 2011 facilitated an impressive £1,653 million in industry deals. I am confident that the increased visitor numbers alongside the success of the speed networking events will see WTM 2012 responsible for almost £2,000 million in travel deals.”

Next year’s exhibition will include an increased focus on travel technology, luxury and business travel.