The World Travel & Tourism Council (WTTC) and the International Chamber of Commerce (ICC) have launched a joint initiative to strengthen small and medium-sized enterprises (SMEs) within the global travel and tourism industry. Together, they will tackle the obstacles these businesses face, which account for more than 85% of the sector’s workforce worldwide.
The WTTC contributes its specialized knowledge in industry research and policy advocacy, while the ICC leverages its extensive global network of over 45 million companies operating in 170 countries. Through this alliance, SMEs will gain access to practical resources, market intelligence, and strategic connections designed to enhance their competitiveness and sustainable growth. The partnership will also champion policy reforms to dismantle barriers such as inconsistent regulations, restricted market entry, and outdated digital infrastructure.
SMEs serve as the backbone of travel and tourism, creating jobs, driving innovation, and ensuring that the benefits of tourism reach local communities. Yet they frequently confront deep-rooted challenges, including visa limitations, funding shortages, and inadequate transport links. The WTTC-ICC collaboration will systematically pinpoint these roadblocks and advocate for systemic changes that enable SMEs to expand.
Gloria Guevara, President & CEO of WTTC, emphasized the indispensable role these businesses play: “They create jobs, drive innovation and ensure that the benefits of tourism reach local communities.” The initiative will ensure that SME voices are central to global policy debates, shaping regulations that align with the sector’s realities.
John W.H. Denton AO, ICC’s Secretary General, said: “Through this partnership, ICC and WTTC will bring together the global business community to support entrepreneurship, expand opportunity, and ensure that growth in travel and tourism delivers benefits across economies and communities worldwide.” The alliance will prioritize research, policy development, and networking platforms to help businesses overcome scaling challenges.
The two organizations will call on governments to remove the regulatory, financial, digital, and mobility barriers that constrain growth.