The World Travel & Tourism Council (WTTC) has introduced a new initiative, ‘Together in Travel,’ aimed at empowering small and medium enterprises (SMEs), including travel agents, within the global Travel & Tourism sector. Announced at the WTTC’s 2024 Global Summit in Perth, Australia, the initiative offers essential resources to help these businesses grow and thrive.
The platform, free to subscribe to, provides access to a variety of tools, networking opportunities, and educational programmes that are particularly valuable for travel agents looking to expand their expertise and connections. In 2025, additional paid subscription options will be introduced, offering enhanced features for even more tailored support.
WTTC President & CEO, Julia Simpson, highlighted the role of SMEs, stating, "SMEs are a cornerstone of Travel & Tourism with millions of small enterprises providing services to customers, creating innovative start-ups and providing local knowledge to larger partners. For the first time ever, these SMEs can join a community to share ideas and tools to strengthen their businesses."
The initiative is launched at a time when the global travel industry is projected to reach record growth, with economic contributions expected to hit US$11.1 trillion in 2024. SMEs, including travel agents, make up approximately 80% of the sector, emphasising the need for structured support systems.
Matthew Upchurch, Vice Chair of WTTC Membership and CEO of Virtuoso, called the launch a "milestone for WTTC" in advocating for SME interests. Ryan Mossny, Co-Founder of Matagarup Zip+Climb, praised the initiative’s tailored support for small businesses.
By offering a platform for collaboration and skill-building, ‘Together in Travel’ aims to create a more resilient future for travel agents and other SMEs in the tourism industry.