The World Travel & Tourism Council (WTTC) has unveiled its groundbreaking “Together in Travel” initiative, aimed at transforming the way small to medium enterprises (SMEs) operate and thrive within the global travel industry. The initiative, led by Andrea Grisdale, Founder and CEO of IC Bellagio, as Vice Chair, brings together thirteen founding partners from across the travel ecosystem to foster inclusivity, resilience, and sustainability.
SMEs are the backbone of the travel and tourism sector, and “Together in Travel” seeks to equip them with essential tools and resources to navigate an increasingly complex and competitive market. The initiative will provide SMEs with:
- Access to global markets and investment opportunities
- Specialized training programs
- Digital transformation tools
- Sustainable business practice frameworks
Andrea Grisdale, a seasoned leader with over 25 years of experience in crafting bespoke travel experiences, will spearhead the initiative. Her commitment to sustainable tourism and innovative leadership positions her as a driving force behind this transformative effort.
Julia Simpson, WTTC President & CEO, emphasized the importance of the initiative, stating, “Small businesses are the backbone of Travel & Tourism. ‘Together in Travel’ represents an unprecedented collaboration that will equip SMEs with the tools they need to succeed in our evolving global landscape. Under Andrea Grisdale’s exemplary leadership, this initiative will catalyze transformative growth across our sector.”
Matthew Upchurch, Vice Chair, Chairman & CEO of Virtuoso, added, “This initiative is a vital step in ensuring SMEs can scale, innovate, and contribute to a more resilient and sustainable global travel ecosystem. Along with Julia Simpson and Andrea Grisdale, ‘Together in Travel’ is setting the stage for long-term, positive change.”
Andrea Grisdale expressed her enthusiasm, saying, “I am deeply honored to serve as Vice Chair of ‘Together in Travel.’ This program empowers SMEs with the tools and resources they need to thrive. By fostering inclusivity, resilience, and sustainability, we can shape a more dynamic and sustainable future for global travel.”
Founding Partners: A Collaborative Ecosystem
The initiative boasts a distinguished group of founding partners, each bringing unique expertise to the table:
- Abercrombie & Kent Group and Virtuoso: Luxury travel expertise
- Accor and Red Carnation Hotels: Hospitality leadership
- MSC Cruises: Cruise industry insights
- Microsoft and Trip.com Group: Technological innovation
- OMRAN and Diriyah Gate: Destination development
- VFS Global: Visa services
- FINN Partners: Marketing communications
- Intrepid: Adventure travel
This diverse collaboration ensures a holistic approach to supporting SMEs, enabling them to scale, innovate, and contribute to a more sustainable and resilient global travel ecosystem.
