The World Travel & Tourism Council (WTTC) has unveiled a major initiative to empower one million small and medium-sized enterprises (SMEs) across the global travel sector. Announced at the WTTC Global Summit in Malta, the Together in Travel Community aims to provide free research, practical guidance, and a collaborative network to help these businesses grow and become more resilient.
SMEs represent over 85% of all Travel & Tourism businesses worldwide, making them the backbone of the industry. New data presented at the summit underscores their economic significance: a 10% increase in SME productivity could unlock $63 billion in direct Travel & Tourism GDP across eight major economies, while even a 5% improvement would generate an additional $31 billion.
Why SMEs matter
Gloria Guevara, President and CEO of WTTC, highlighted the critical role of these enterprises: “Small and medium-sized businesses are central to Travel & Tourism. They create distinctive experiences, sustain communities and help spread the benefits of tourism.” She encouraged independent operators to join the free initiative, which is designed to foster growth and innovation.
The summit also featured a panel discussion titled “Unlocking the Power of Travel & Tourism SMEs,” where industry leaders explored ways to help smaller players access new opportunities, adopt technology, and contribute to sustainable development. Matthew Upchurch, Chairman of Together in Travel, noted the interdependence of the sector: “Large and small businesses in Travel & Tourism depend on each other. Every journey brings them together.”
Platform and partnerships
The initiative will build a free digital platform offering resources, best practices, and collaboration opportunities. It will also leverage new partnerships, such as with the International Chamber of Commerce, to break down barriers to growth. The WTTC aims to connect, support, and champion SMEs globally, helping them thrive in a competitive landscape.
For travel professionals, this move signals a renewed focus on the grassroots of the industry. From boutique hotels to independent tour operators, SMEs are often the ones delivering authentic experiences that drive traveler satisfaction. The WTTC’s push could have ripple effects across the value chain, benefiting airlines, cruise lines, and technology providers alike.
As the industry continues to recover and evolve, initiatives like this are crucial. The alliance recognition and local partnerships seen elsewhere in the sector highlight the importance of collaboration. The WTTC’s community aims to replicate that spirit on a global scale.
With the platform set to launch soon, SMEs are encouraged to register and tap into a wealth of knowledge. The potential economic impact is substantial, and the initiative could serve as a model for other industries. For now, the focus is on empowering the millions of small businesses that make travel possible.
