The World Travel & Tourism Council (WTTC) has set a target of connecting one million small and medium-sized enterprises (SMEs) with its Together in Travel Community. The initiative aims to support independent and growing businesses through free research, practical guidance, industry connections and advocacy.
The announcement came at the WTTC Global Summit in Malta, which attracted more than 1,000 delegates, including over 200 travel and tourism CEOs and government leaders. During the summit, the organisation presented new research examining the economic contribution of SMEs and the potential gains from improving their productivity.
According to the research, a 10% productivity increase among SMEs could generate an additional US$63 billion in direct travel and tourism GDP across eight major economies. Even a 5% improvement could contribute another US$31 billion.
SMEs account for more than 85% of travel and tourism businesses worldwide. They support local communities, shape destinations and contribute to visitor experiences. The findings highlight the potential economic benefits of helping these businesses access knowledge, industry insights and growth opportunities.
WTTC President and CEO Gloria Guevara said: “Small and medium-sized businesses are central to Travel & Tourism. They create distinctive experiences, sustain communities and help spread the benefits of tourism. This research shows the substantial economic value that greater SME productivity could unlock. The findings will inform WTTC’s advocacy with governments and international institutions, ensuring the needs of smaller businesses are reflected alongside those of the wider industry in policy discussions on skills, finance, digitalisation and market access.
I encourage every independent Travel & Tourism business to join Together in Travel – it’s free, and it’s designed to help them grow.”
Unlocking the Potential of Travel and Tourism SMEs
The summit also featured a panel discussion titled “Unlocking the Power of Travel & Tourism SMEs”, focusing on how the industry can help smaller businesses access new opportunities, adopt technology and build resilience.
Participants included Matthew Upchurch, Chairman and CEO of Virtuoso and Chairman of Together in Travel; Andrea Grisdale, CEO and Sole Founder of IC Bellagio; and Julian Kassum, Deputy Secretary General of the International Chamber of Commerce (ICC).
The discussion addressed the need to help smaller businesses keep pace with technological, environmental and economic changes. Participants examined ways to improve access to skills, finance and digital tools. They also discussed stronger cooperation among governments, destinations and private-sector organisations to support SME growth.
Upchurch said: “Large and small businesses in Travel & Tourism depend on each other. Every journey brings them together, and a stronger independent business community means a stronger sector for everyone. Our Founding Partners helped establish Together in Travel because they recognised that shared opportunity. Now we want the wider industry to help us realise it.”
Grisdale, who also serves as WTTC Vice Chair for SMEs, said: “As a business owner, I know how much difference the right knowledge and connections can make. These findings show the scale of the opportunity. Our task is to understand what businesses need and turn that understanding into practical support that helps them grow.”
Research and Partnerships to Support Business Growth
The productivity analysis forms part of a broader research programme under Together in Travel. Research conducted by GSIQ, involving more than 800 business leaders across seven markets, examines what SMEs need to expand, including access to finance, digital tools, skills and markets.
WTTC plans to combine the economic analysis with these business insights in a full report. The findings are intended to identify areas where practical assistance and policy measures could deliver the greatest economic benefits.
Meanwhile, Together in Travel is developing a free platform to connect and support its target of one million businesses. The platform will bring together industry resources, best practices, research and opportunities to connect with peers and industry experts.
The programme will also build on partnerships with industry organisations. On 2 October, WTTC signed a Memorandum of Understanding with the International Chamber of Commerce in Paris.
The agreement establishes a framework for cooperation on research, business engagement, knowledge sharing and policy advocacy. The organisations aim to use this collaboration to help travel and tourism businesses address barriers to growth.
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