World Travel & Tourism Council (WTTC) has announced its efforts to support one million small and medium sized enterprises (SMEs) to benefit from its Together in Travel community, addressing challenges faced by independent and growing businesses within tourism globally. The action plans aims to enhance the opportunities and representation of smaller tourism businesses through providing free research, practical business guidance, connections and advocacy.
The announcement took place on October 8, 2026, at the organization’s 26th Global Summit in Malta hosted by more than a thousand delegates including over 200 senior travel and tourism executives and government representatives. The initiative highlights the critical role of these smaller operators in shaping visitor experiences, bolstering communities and broadening the benefits around destination to tourism and business sectors.
This, as WTTC noted, encompasses over 85% of businesses across the travel and tourism space globally. Through Together in Travel, the council is set to empower such operators to achieve success and resilience by promoting access to knowledge, technology, finance and markets through greater inclusion and representation. These efforts will enable smaller tourism businesses in better participating in the growing global tourism economy.
Tourism SME Productivity Could Yield Billions in Tourism GDP
Research unveiled at the summit showed the economic upside of increased productivity rate of tourism focused SMEs. According to the analysis, the increase in businesses’ productivity by 10% is poised to yield up an additional US$63 billion in direct travel and tourism GDP across eight major economies: the United States, the United Kingdom, Germany, France, Spain, Mexico, Thailand and the United Arab Emirates. Even a 5% productivity improvement could contribute an estimated US$31 billion in tourism GDP directly.
The figures highlight the economic potential that comes with supporting these businesses in becoming productive enough and implementing appropriate technologies while also enhancing their service offerings. However, WTTC pointed out that these are illustrations and should not be seen as predictions while also noting that they apply only to the eight markets analyzed for direct travel and tourism GDP. It is further explained that the projections are based on 2024 statistics and are not intended to extrapolate beyond the analyzed region in terms of a larger economic influence.
Greater Access for SMEs in Expanding Business Know how and Networks
WTTC President and Chief Executive Officer Gloria Guevara stressed that smaller businesses were the backbone of the tourism sector as they provided unique visitor experiences as well as sustaining communities and spreading the benefits of visiting across regions. She added that the very research (on increasing SME productivity) would support WTTC’s efforts in encouraging and engaging with governments and international bodies on matters affecting these operators as well as addressing their needs in terms of skills and market access, finance and technology.
Together in Travel community is designed as a free tool to offer relevant, reliable information, practical business guidance, best practices and connections that are aimed at supporting independent tourism operators as they network, learn, share insights and grow, given their potential difficulties in tapping into the wealth of knowledge and opportunities.
Industry Call for Better Financial Access and Technology
WTTC Global Summit 2026 saw a ‘Unlocking the Power of Travel & Tourism SMEs’ panel to take place that saw industry representatives discussing how smaller firms can tap into more opportunities, build their resilience and further bolster sustainability in a rapidly evolving tourism environment. The session brought together executives such as Matthew Upchurch, Chairman and CEO of Virtuoso and Chairman of Together in Travel; Andrea Grisdale, CEO and founder of IC Bellagio; and Julian Kassum, Deputy Secretary General of the International Chamber of Commerce (ICC).
They identified the need to ensure SMEs in tourism are not left behind as the industry continues to face rapid technology and economic changes. In particular, the panellists identified the need to increase accessibility of professional skills, financing and technology as well as collaborations between governments, destinations and private entities to address existing skills gaps and unlock growth opportunities. They also stressed the interdependence of large and small tourism businesses, as well as the importance of a stronger independent business sector that would benefit the wider tourism business space.
WTTC Seeks Greater Partnerships to Better Support Tourism SMEs
WTTC is looking to expand upon its research and engagement efforts in the wake of its work to understand the needs of its members in relation to supporting tourism SMEs. As part of the expanded research, GSIQ will also look to analyze the barriers for over 800 business leaders across seven markets when it comes to access to finance, digital tools, skills, and new markets. The research is expected to culminate in a full report, combining the business and economic analyses to highlight the key areas of intervention that would offer the most support to smaller tourism businesses.
This builds upon the partnership with the International Chamber of Commerce following their Memorandum of Understanding signed in Paris on October 2, 2026. The agreement has been aimed at facilitating collaborative efforts around research, business engagement, knowledge exchange, and advocacy. In the longer term, WTTC is looking to connect, engage and represent one million tourism businesses to foster and enhance SMEs’ role within the tourism business space.
