The World Travel & Tourism Council (WTTC) and the International Congress and Convention Association (ICCA) have entered into a strategic partnership to enhance the power of international meetings and business events as a growth driver in the wider Travel & Tourism industry The two organizations have signed a Memorandum of Understanding (MoU) on the occasion of the 26 th WTTC Global Summit in Valletta, Malta and will intensify collaboration in research, advocacy, events and data alignment to advance a stronger evidence base on the contribution of business events to destinations and economies and support policymakers and tourism stakeholders in understanding their wider economic impact and value. See also UK Announces Further Measures To Support Hospitality And Tourism Businesses Recovering From Pandemic
International Meetings And Business Events Recognized As Key Tourism Growth Driver
Global business events have become a major driver of growth in the Travel & Tourism sector, contributing significantly to visitor spending, employment, investment and knowledge exchange at destination through the hosting of international meetings and events. As part of their new partnership WTTC and ICCA will work closer together to provide stronger evidence on the contribution of business events, including through a joint research agenda and publications such as reports, briefings and case studies on the economic, social and environmental impact of international meetings and business events.
The two organizations will collaborate closely to share research roadmaps, identify areas of mutual interest and avoid duplication of work. Moreover, the partnership will help ensure greater consistency across the sector in terms of definition, measurement and communication of the contribution of business events to the wider tourism economy. The two organizations plan to explore ways of aligning research approaches, sharing data and developing common points of reference that can facilitate industry-wide communication and advocacy on the value of business events.
This cooperation will be key to ensuring that policymakers, destination authorities and tourism businesses have the evidence they need to understand the contribution of business events to visitor attraction, investment and the wider economy. The combined research and networks of the two organizations will ensure a stronger evidence base to support future decisions about the sector. See also UK Launches First Ever Sustainable Tourism Strategy For Travel & Tourism Sector
Joint Advocacy On Key Issues For Travel & Tourism And International Meetings Industry
In addition, WTTC and ICCA will explore and pursue advocacy opportunities in areas of common interest, including visa and travel facilitation, connectivity, taxation, sustainability and workforce development, which are of relevance to both the Travel & Tourism sector as well as the international meetings and business events industry. As appropriate, the partnership will develop joint statements, policy submissions and initiatives in support of government and intergovernmental processes, with a view to enhancing industry wide engagement on policies and practices that can help boost opportunities for international business events and meetings.
The new alliance reflects the increasing recognition that business events are an integral part of the tourism economy, rather than an island unto themselves. Events such as international meetings and conferences connect destinations to visitors, businesses, investment and knowledge, bringing benefits that go well beyond the event itself and helping to drive longer term tourism growth and opportunities. Enhanced collaboration between WTTC and ICCA will ensure that these wider impacts are recognized, including through stronger policy engagement to encourage investment, connectivity and growth in the sector.
Global Platforms To Enhance Industry Engagement And Collaboration
As part of the agreement, WTTC and ICCA will look to further strengthen collaboration between their respective global platforms and major industry events. Each organization will invite the other to participate in their flagship events, including the WTTC Global Summit and ICCA Congress, and explore opportunities for speakers to participate in panels and sessions. Closer interaction between the two networks will generate added value for participants and help create new opportunities for tourism and business event stakeholders around the world to engage, share knowledge and collaborate.
The collaboration between WTTC and ICCA is part of a broader effort by the former to enhance partnerships across the sector and promote forward-looking policies to support sustainable tourism growth, investment, connectivity and opportunity. By working together, the two organizations will be able to amplify the voice of the business events sector both within the wider Tourism industry and in international policy fora, and encourage greater recognition of its contribution to the global industry. In addition, the partnership will play a key role in supporting destinations to better demonstrate the value of attracting international business events as part of their tourism development strategies.
