World Travel Market (WTM) London has announced its largest annual charitable contribution to date, with record fundraising from its 2025 exhibition helping to finance a major water conservation and sustainable agriculture project in Nicaragua.
The event generated £8,300 through donations from exhibitors, with organiser RX Global matching the amount to bring the total to £16,600. Additional donations made by visitors during the event’s registration process are expected to increase the overall contribution further.
The achievement marks the highest fundraising total since WTM London began supporting international safe water charity Just a Drop nearly three decades ago. Over the past 28 years, the partnership has raised more than £140,000, funding 17 clean water projects in nine countries and improving access to safe water for more than 12,500 people.
The latest donation will support a Watershed Restoration Programme in Nicaragua, where rural farming communities continue to face growing environmental pressures linked to climate change, soil degradation and unreliable access to clean water.
Implemented by Just a Drop’s local partner, El Porvenir, the programme will restore and protect watersheds—natural landscapes that capture and store rainfall before releasing it into rivers and underground aquifers. Healthy watersheds play a critical role in maintaining water supplies, improving soil quality and supporting agricultural productivity.
The project will also promote sustainable farming practices through agroforestry, integrating trees with crops and livestock to improve biodiversity, reduce soil erosion and strengthen long-term food security. Community-led environmental education, together with additional soil and water conservation measures, will help local residents better manage natural resources while improving their resilience to climate-related challenges.
Although Nicaragua possesses significant freshwater resources, many rural communities continue to experience limited access to safe drinking water due to damaged infrastructure, recurring natural disasters and uneven water distribution. According to Just a Drop, nearly one in five people in the country still lacks reliable access to safe water.
The programme will focus on the Waslala and Camoapa regions, where farming households are increasingly vulnerable to prolonged drought and declining soil fertility. Additional co-funding is expected to expand the project’s reach and enhance its long-term environmental and economic benefits.
Chris Carter-Chapman, Event Director of WTM London, said the record donation reflected the travel industry’s growing commitment to sustainability and responsible business practices.
“We are proud to be a Just a Drop Founding Partner and delighted to see our financial contribution rise to new heights in 2025 thanks to the continued generosity of exhibitors and attendees,” he said. “Championing sustainability is an important part of our ethos, and it is rewarding to see the tangible impact these contributions can make.”
Fiona Jeffery OBE, Founder and President of Just a Drop, said the funding would deliver lasting benefits beyond improving access to clean water.
“Access to safe water changes lives by protecting health while also supporting livelihoods,” she said. “This record donation will enable us to deliver a watershed restoration project that will benefit rural communities both today and for future generations.”
The partnership between WTM London and Just a Drop has now been renewed for another year, with the charity returning to exhibit at WTM London 2026, where it will showcase its international water and sanitation programmes and encourage further support from the global travel industry.
As environmental sustainability moves higher on the agenda for tourism businesses worldwide, initiatives such as the WTM London–Just a Drop partnership demonstrate how international trade events can extend their impact beyond commercial activity. By combining industry engagement with practical community investment, the collaboration contributes to broader efforts to improve water security, strengthen climate resilience and support sustainable development in vulnerable regions.
