The World Travel & Tourism Council (WTTC) has launched Together in Travel, an ambitious new initiative designed to empower small and medium enterprises (SMEs) in the global tourism sector. Andrea Grisdale, Founder and CEO of IC Bellagio, has been appointed Vice Chair, leading the initiative alongside 13 influential founding partners.
With over 25 years of experience in crafting bespoke travel experiences, Grisdale will focus on strengthening inclusivity, resilience, and sustainability across the travel ecosystem. The initiative will provide SMEs with crucial resources such as global market access, specialized training programs, digital transformation solutions, and sustainability frameworks for responsible business practices.
Together in Travel is supported by a powerful network of partners, including Abercrombie & Kent Group, Accor, Diriyah Gate, FINN Partners, Hilton, Intrepid, Microsoft, MSC Cruises, OMRAN, Red Carnation Hotels, Trip.com Group, VFS Global, and Virtuoso. Each partner brings unique expertise, contributing to the initiative’s goal of reshaping the future of travel.
The collaboration brings together industry leaders across hospitality, technology, luxury tourism, and destination development. Accor and Red Carnation Hotels offer deep hospitality expertise, MSC Cruises elevates cruise travel, and Virtuoso, Hilton, and Abercrombie & Kent specialize in luxury tourism. Microsoft and Trip.com Group drive digital innovation, while OMRAN and Diriyah Gate offer destination growth insights. VFS Global and FINN Partners provide vital visa services and strategic marketing, while Intrepid brings its adventure tourism expertise. Together in Travel marks a significant step towards building a more inclusive, innovative, and sustainable travel industry, ensuring SMEs worldwide thrive in the rapidly evolving global landscape.
