WTTC aims to support one million tourism SMEs worldwide - Get updated on what's happening in tourism!

The World Travel & Tourism Council (WTTC) has announced an ambitious initiative to support one million small and medium-sized tourism enterprises through its Together in Travel Community. The programme aims to provide independent businesses with free access to industry research, practical guidance, professional networks and resources designed to help them overcome barriers to growth.

The announcement was made during the WTTC Global Summit in Malta on 8 October 2026, where more than 1,000 delegates gathered, including over 200 senior tourism executives and government representatives. New economic research presented at the event highlighted the potential contribution of productivity improvements among smaller businesses, which account for more than 85 percent of travel and tourism enterprises worldwide.

According to an analysis conducted by Oxford Economics, a 10 percent increase in productivity among tourism SMEs could generate approximately US$63 billion in additional direct tourism GDP across eight major economies. Even a more modest improvement of 5 percent could produce an estimated US$31 billion. The findings underline the economic importance of smaller businesses, from accommodation providers and transport operators to restaurants and tourism experience companies.

Small businesses, substantial economic potential

The economic analysis covers the United States, United Kingdom, Germany, France, Spain, Mexico, Thailand and the United Arab Emirates. It examines businesses employing fewer than 250 people and uses 2024 economic data to assess the potential impact of higher productivity.

The figures represent illustrative economic scenarios rather than forecasts. They do not specify when productivity improvements might occur, nor do they estimate additional employment. The calculations also cover direct tourism GDP only and should not be interpreted as estimates of the potential global economic impact.

Nevertheless, the results demonstrate how relatively modest efficiency gains across thousands of smaller businesses could translate into substantial economic benefits.

WTTC President and CEO Gloria Guevara said the findings would help strengthen the organisation's advocacy for smaller enterprises in discussions with governments and international institutions.

"Small and medium-sized businesses are central to Travel & Tourism. They create distinctive experiences, sustain communities and help spread the benefits of tourism," Guevara said.

She emphasised that future policy discussions should give greater consideration to the challenges smaller companies face in accessing finance, developing skills, adopting digital technologies and reaching new markets.

These issues are particularly relevant as tourism businesses respond to technological change, environmental requirements and evolving consumer expectations. Smaller operators often have fewer financial and organisational resources to manage such transitions than larger international companies.

Free platform to connect tourism businesses

Together in Travel is developing a digital platform that will provide participating businesses with free access to research, industry knowledge, practical resources and opportunities to connect with other entrepreneurs and tourism experts.

The initiative is intended to strengthen cooperation between independent operators and larger industry participants, recognising that both groups depend on one another throughout the tourism value chain.

Matthew Upchurch, Chairman and CEO of Virtuoso and Chairman of Together in Travel, highlighted this relationship during a panel discussion at the Malta summit.

"Large and small businesses in Travel & Tourism depend on each other. Every journey brings them together, and a stronger independent business community means a stronger sector for everyone," he said.

The discussion also brought together Andrea Grisdale, founder and CEO of IC Bellagio and WTTC Vice Chair for SMEs, and Julian Kassum, Deputy Secretary General of the International Chamber of Commerce.

Participants examined how smaller tourism companies could gain better access to technology, financing and professional expertise while strengthening their resilience in a changing business environment.

Grisdale stressed the importance of translating industry research into measures that address the practical needs of business owners.

"As a business owner, I know how much difference the right knowledge and connections can make," she said.

International partnerships to address growth barriers

The economic findings form part of a broader research programme examining the needs and priorities of tourism SMEs. Additional research conducted by GSIQ involved more than 800 business leaders across seven markets.

The forthcoming full report will combine these business insights with the economic analysis to identify areas where industry initiatives and government policies could have the greatest impact.

WTTC is also expanding its cooperation with international organisations. On 2 October 2026, the council signed a Memorandum of Understanding with the International Chamber of Commerce in Paris.

The agreement establishes a framework for joint research, business engagement, knowledge sharing and policy advocacy, with particular emphasis on helping tourism enterprises overcome structural barriers to expansion.

For independent travel agencies, accommodation providers, destination management companies and other smaller tourism operators, the initiative could create additional opportunities to access expertise and international industry networks without the financial commitments associated with many commercial business support programmes.

WTTC's target of reaching one million SMEs represents an ambition rather than an existing membership figure. The organisation has not specified a deadline for achieving this goal.

The initiative nevertheless reflects growing recognition of the role smaller businesses play in tourism economies. While international hotel groups, airlines and major travel companies attract much of the industry's attention, independent enterprises remain essential to local employment, destination development and the diversity of visitor experiences.

By combining economic research, international advocacy and practical business resources, Together in Travel aims to give these enterprises a stronger voice in shaping the future of the global tourism industry.

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