The World Travel & Tourism Council (WTTC) and the International Chamber of Commerce (ICC) have signed a Memorandum of Understanding (MoU) to strengthen the voice, growth and competitiveness of small and medium-sized enterprises (SMEs) operating across the global Travel & Tourism sector.
The partnership brings together WTTC’s sector-specific expertise, economic research and industry insights with ICC’s extensive international business network, which represents more than 45 million businesses across over 170 countries. Through the collaboration, the two organisations will provide SMEs with practical guidance, tools, market insights, business connections and other opportunities designed to help them expand their operations and compete more effectively in international markets.
SMEs Account for More Than 85% of Travel & Tourism Businesses
SMEs form the backbone of the global Travel & Tourism industry, accounting for more than 85% of businesses in the sector worldwide. They play a significant role in job creation, entrepreneurship, innovation and the development of local economies. However, smaller businesses often face greater challenges than larger companies when navigating the international tourism ecosystem. These include fragmented regulations, skills shortages, limited access to finance and markets, digital barriers, connectivity constraints, visa requirements and other travel-related obstacles. WTTC and ICC will work together to identify these barriers and advocate for policy and business conditions that enable SMEs to grow and compete.
Partnership to Combine Research and Global Business Reach
Under the MoU, WTTC and ICC will collaborate on research and business intelligence while engaging companies through ICC’s international network. The organisations will also bring together public- and private-sector leaders to discuss challenges facing Travel & Tourism SMEs and identify practical solutions.
The partnership will provide smaller businesses with access to practical tools and industry insights while strengthening the evidence available to policymakers. The findings will also be used to inform policy recommendations aimed at improving the operating environment for SMEs.
By incorporating the experiences and perspectives of smaller businesses into global research and advocacy, the two organisations aim to help ensure that national and international policies better reflect the needs of businesses operating at the heart of the Travel & Tourism economy.
Focus on Removing Barriers to Business Growth
The collaboration will focus on barriers that can restrict SME growth, including regulatory, financial, digital and mobility-related challenges. WTTC and ICC will call on governments to create conditions that enable smaller Travel & Tourism businesses to compete, attract investment and create employment. The organisations will also work to strengthen connections between Travel & Tourism companies and broader international business networks, potentially giving SMEs greater access to partnerships, knowledge and business opportunities.
WTTC Highlights SMEs’ Role in Local Economies
Gloria Guevara, President and CEO of WTTC, said SMEs are central to the Travel & Tourism sector and play an important role in ensuring that the economic benefits of tourism reach local communities. “Travel & Tourism is powered by millions of businesses around the world, and SMEs are at the heart of our sector,” Guevara said.
She said the partnership would combine WTTC’s understanding of Travel & Tourism with ICC’s global reach to take evidence and experiences from businesses directly to governments and policymakers. According to Guevara, the collaboration will focus on removing barriers, strengthening competitiveness and creating greater opportunities for investment and employment.
ICC Calls for Stronger Operating Environment
John W.H. Denton AO, Secretary General of the International Chamber of Commerce, said Travel and Tourism is among the world’s most interconnected industries, linking people, businesses and markets across borders. He said improving the operating environment for millions of small businesses in the sector is particularly important amid ongoing economic uncertainty. Denton said the partnership would bring together the international business community to support entrepreneurship, expand opportunities and help ensure that growth in Travel and Tourism generates benefits across economies and communities.
Research, Policy and Business Engagement to Drive Collaboration
The MoU establishes a framework for strategic collaboration between WTTC and ICC. Initial areas of cooperation will include research and business engagement, policy development, knowledge sharing and business networking. The two organisations will also explore opportunities to connect Travel & Tourism businesses with ICC’s wider international business networks. The partnership is intended to provide a stronger platform for SMEs to communicate their challenges to policymakers while helping governments and other stakeholders better understand the practical barriers affecting smaller businesses.
WTTC’s Together in Travel Initiative
The partnership also complements WTTC’s Together in Travel initiative, a global programme focused specifically on small and medium-sized Travel & Tourism businesses. The initiative works with industry associations, business organisations and strategic partners around the world to connect smaller businesses with practical resources, industry insights, networking opportunities and a stronger collective voice.
WTTC has set a long-term ambition for Together in Travel to build a global community of one million Travel & Tourism SMEs over five years. The council clarified that this is a WTTC target and does not form part of the joint commitments under the WTTC–ICC MoU.
Global Business Network to Support Travel & Tourism Growth
ICC is the institutional representative of more than 45 million companies in over 170 countries, including major corporations, SMEs, business associations and local chambers of commerce. Its work focuses on promoting international trade, responsible business conduct and global approaches to regulation, alongside providing dispute-resolution services. The WTTC–ICC partnership therefore combines sector-specific Travel & Tourism expertise with a broad international business network, creating a framework for greater SME engagement in global policy discussions and business opportunities. The organisations said the collaboration reflects a shared commitment to practical cooperation aimed at strengthening businesses, supporting jobs and investment, and promoting sustainable economic growth across economies and communities worldwide.
