DUBAI: In a strategic move to bolster the backbone of the global travel industry, the World Travel & Tourism Council (WTTC) has launched its Together in Travel SME initiative.
With VFS Global onboard as a Founding Partner, the new programme is set to reshape the growth trajectory of small and medium-sized enterprises (SMEs) in the sector.
The WTTC, recognised as the only global body representing the private sector in travel and tourism, comprises over 200 member companies accounting for 30 percent of the sector’s economic value – roughly two-thirds of a trillion US dollars. Through this initiative, WTTC is reinforcing its commitment to building a more resilient, inclusive, and sustainable travel ecosystem.
Strategic collaboration
VFS Global, with over 20 years of experience in technological innovation and service expansion, is expected to play a critical role in the delivery of the initiative’s objectives. Active in more than 150 countries, the company will support SMEs by connecting them with essential tools for digital transformation, sustainable practices, and international market access.
Zubin Karkaria, Founder and CEO of VFS Global, reaffirmed the company's dedication to inclusive growth in the travel and tourism sector. “The Together in Travel initiative envisions empowering SMEs by providing access to global markets and investment, specialised training programmes, digital transformation tools, and frameworks for sustainable business practices,” he stated.
Having joined the WTTC Executive Committee in 2023, Karkaria noted the organisation’s drive in expanding opportunities for SMEs, adding that VFS Global will leverage its extensive global presence to amplify the socio-economic contributions of smaller travel-related enterprises.
Global network, local impact
A significant pillar of the initiative is its focus on inclusive economic development. VFS Global has long fostered partnerships with local businesses, especially those owned or operated by women and indigenous communities. Through this approach, the company broadens its supply chain while promoting equitable growth within the travel industry.
In alignment with this strategy, Together in Travel will extend benefits to SMEs that often lack access to resources that larger corporations can afford. These include market entry opportunities, investment facilitation, digital capacity building, and sustainability frameworks – ensuring small businesses are not only competitive but future-ready.
Julia Simpson, President and CEO of WTTC, expressed her enthusiasm for VFS Global’s involvement. “Their invaluable expertise, global network and industry leadership will play a crucial role in shaping this platform, empowering SMEs around the world with the tools, knowledge, and opportunities they need to thrive,” Simpson said.
'Together in Travel'
The WTTC also announced the appointment of Andrea Grisdale, Founder and CEO of IC Bellagio, as Vice Chair of the Together in Travel initiative. With over 25 years of experience in bespoke travel services, Grisdale is expected to guide the programme’s strategic development with a focus on luxury, sustainability, and authenticity in travel.
"I am deeply honoured to serve as Vice Chair," Grisdale commented. “This programme is a powerful opportunity to empower small and medium enterprises within the travel sector, providing them with the tools, resources, and support they need to thrive in an ever-evolving industry.”
Her leadership will support the initiative’s broader mission to foster inclusive growth and promote sustainability. The emphasis is on helping SMEs navigate challenges while shaping a vibrant, forward-looking travel industry.
Matthew Upchurch, Chairman and CEO of Virtuoso, and also a Vice Chair at WTTC, played a pivotal role in spearheading Together in Travel. Upchurch praised the initiative as a “transformative effort” that equips SMEs with resources to survive and flourish in an increasingly complex market.
Building the ecosystem
The Together in Travel initiative is bolstered by the collective strength of high-profile WTTC members. Each partner brings sector-specific knowledge to create a holistic support system for SMEs:
- Accor and Red Carnation Hotels share deep-rooted hospitality expertise.
- MSC Cruises contributes its global leadership in cruise travel.
- Hilton, Virtuoso, and Abercrombie & Kent Group add strong credentials in the luxury travel space.
- Microsoft and Trip.com offer advanced digital tools and data-driven solutions.
- OMRAN and Diriyah Gate bring perspectives in sustainable destination development.
- FINN Partners enhances the initiative with integrated marketing and communications strategies.
The comprehensive nature of this partnership ensures SMEs receive a 360-degree support network, tailored to accelerate growth while embedding responsible travel practices.
Resources and reach
SMEs enrolled in the Together in Travel programme will benefit from:
- Access to global markets and investment
- Specialised training initiatives for capacity building
- State-of-the-art digital tools for operational efficiency
- Frameworks promoting sustainable and responsible travel models
These resources are designed to tackle the core challenges faced by SMEs in the industry – ranging from scalability and digital readiness to aligning with environmental and social governance (ESG) goals.
The WTTC’s strategic vision through Together in Travel reaffirms its role as a unifying force in the global travel ecosystem. Backed by VFS Global’s vast operational footprint and proven leadership, the programme is set to catalyse a new chapter in SME empowerment.