New partnership aims to boost travel and tourism SMEs

Formalised through a Memorandum of Understanding signed at ICC Global Headquarters in Paris on 2 October 2026, the partnership brings together WTTC’s industry expertise and research with ICC’s global network of more than 45 million businesses in over 170 countries.

The collaboration will support WTTC’s Together in Travel initiative, which aims to build a global community of one million independent and growing travel and tourism SMEs, providing businesses with greater access to knowledge, resources and international networks.

SMEs represent more than 85% of travel and tourism businesses worldwide and play a vital role in creating jobs, driving innovation and supporting local economies. Yet many face significant obstacles to growth, including complex regulations, limited access to finance, skills shortages and barriers to digital adoption and international markets.

Through the partnership, ICC and WTTC will work to identify these challenges, amplify the voice of smaller businesses in policy discussions and develop practical solutions to help them compete and grow.

ICC Secretary General John W.H. Denton AO said:

“Travel and Tourism is one of the world’s most connected industries, linking people, businesses and markets across borders every day. At a time of economic uncertainty, strengthening the operating environment for the millions of small businesses that power this sector is both an economic and strategic imperative. 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.”

Gloria Guevara, President and CEO of WTTC, said:

“Travel and Tourism is powered by millions of businesses around the world, and SMEs are at the heart of our sector. They create jobs, drive innovation and ensure that the benefits of tourism reach local communities.

“By combining WTTC’s understanding of Travel & Tourism with ICC’s extraordinary global reach, we can take evidence from businesses directly to governments and work with policymakers to remove barriers, strengthen competitiveness and unlock greater investment and employment.”

Turning global cooperation into real economy support

The partnership was highlighted at the WTTC Global Summit in Valletta, Malta, on 8 October, where ICC Deputy Secretary General Julian Kassum joined industry leaders for a panel discussion on unlocking the potential of travel and tourism SMEs.

Mr Kassum emphasised the role of ICC’s global network in connecting smaller businesses with practical support – from skills development and digital tools to market intelligence and new business opportunities. He also highlighted ICC’s Travel and Tourism Initiative, led by ICC Thailand, alongside the ICC Centre of Entrepreneurship and ICC One Click as examples of how ICC is helping businesses overcome barriers to growth.

“Make participation useful for the business owner,” he said. “A small hotel or tour operator will stay engaged if it finds help with a real problem, reaching customers, improving sustainability or choosing a digital tool.”

The ICC-WTTC partnership will initially focus on joint research, business engagement, policy development and knowledge sharing, while creating opportunities to connect travel and tourism SMEs with wider international business networks.

By combining sector-specific expertise with ICC’s global reach, the partnership aims to ensure that the needs of smaller businesses are better reflected in policy decisions and that entrepreneurs have access to the tools, knowledge and connections needed to participate fully in the global economy.