WTTC Targets One Million Tourism SMEs to Benefit from its Together in Travel Community
The World Travel & Tourism Council (WTTC) has announced an ambitious goal to help one million tourism SMEs (small and medium-sized enterprises) benefit from its Together in Travel Community, providing free research, practical guidance, networking opportunities, advocacy, and business support.
Why It Matters
SMEs represent more than 85% of Travel & Tourism businesses worldwide and play a critical role in:
- Creating unique visitor experiences
- Supporting local communities
- Driving economic activity across destinations
- New WTTC research highlights the significant economic potential of improving SME productivity:
- A 10% productivity increase among tourism SMEs could generate US$63 billion in additional direct Travel & Tourism GDP across eight major economies.
- Even a 5% productivity improvement could contribute an extra US$31 billion.
WTTC Leadership Perspective
Gloria Guevara, WTTC President & CEO, emphasized that smaller businesses are at the heart of the tourism ecosystem and that the organization will use the findings to strengthen its advocacy efforts around:
- Skills development
- Access to finance
- Digitalisation
- Market access
She also encouraged independent tourism businesses worldwide to join the platform, noting that participation is free and designed to support growth.
Key Themes Discussed at WTTC Global Summit
During the panel session "Unlocking the Power of Travel & Tourism SMEs", industry leaders highlighted several priorities for supporting smaller tourism businesses:
- Access to new business opportunities
- Adoption of digital technologies and AI
- Building resilience against economic and environmental challenges
- Access to finance and investment
- Skills development and workforce training
- Stronger collaboration between government and industry
Industry Voices
- Matthew Upchurch, Chairman & CEO of Virtuoso and Chairman of Together in Travel, stressed that large and small tourism businesses are interconnected and that a stronger SME sector benefits the entire industry.
- Andrea Grisdale, CEO & Founder of IC Bellagio and WTTC Vice Chair for SMEs, highlighted the importance of providing practical knowledge, connections, and support that help entrepreneurs scale their businesses.
What's Next?
WTTC's initiative will be supported by:
- A forthcoming comprehensive report combining economic data and SME feedback.
- Research conducted with more than 800 business leaders across seven markets.
- Development of a free digital platform offering:
- Industry insights
- Best practices
- Learning resources
- Expert guidance
- Peer networking opportunities
Strategic Partnership with the ICC
To strengthen support for SMEs, WTTC has also expanded cooperation with the International Chamber of Commerce (ICC) through a Memorandum of Understanding signed in Paris. The partnership will focus on:
- Research collaboration
- Business engagement
- Knowledge sharing
- Policy advocacy
- Removing barriers to SME growth
Bottom Line
WTTC is positioning SME development as a major driver of future tourism growth. The organization's goal of supporting one million tourism SMEs reflects a broader industry push to ensure smaller businesses benefit from digital transformation, improved skills, better financing opportunities, and stronger representation in policy discussions. If successful, the initiative could unlock tens of billions of dollars in additional tourism economic activity globally.
