The World Travel & Tourism Council (WTTC) has announced Andrea Grisdale, Founder and CEO of IC Bellagio, as Vice Chair of its new initiative, "Together in Travel," which aims to support small to medium enterprises (SMEs) in the global travel industry. Thirteen founding partners have joined the groundbreaking programme, designed to enhance the resilience and sustainability of SMEs across the sector.

Grisdale, with over 25 years of experience in bespoke travel services, will lead the initiative’s mission to empower SMEs, providing access to crucial resources such as global market opportunities, specialised training, digital tools, and sustainable business frameworks. The initiative strives to transform how SMEs navigate an increasingly competitive travel landscape.

Julia Simpson, President & CEO of WTTC, said, “Small businesses are the backbone of Travel & Tourism, and Together in Travel represents an unprecedented collaboration that will equip SMEs with essential tools for success in our evolving global landscape. Under Andrea Grisdale's leadership, whose commitment to sustainable tourism is exemplary, this initiative will catalyse transformative growth across our sector.”

Matthew Upchurch, Vice Chair and Chairman & CEO of Virtuoso, highlighted the initiative’s potential to help SMEs thrive in a challenging market. “By joining forces with high-profile WTTC members, we are providing these businesses with the tools and resources necessary to not only survive but thrive. This initiative will help SMEs scale, innovate, and contribute to a more resilient and sustainable global travel ecosystem,” he said.

Grisdale commented, “I am honoured to serve as Vice Chair of Together in Travel. This programme provides vital support to SMEs, helping them adapt and grow sustainably in a rapidly changing industry. By promoting inclusivity and resilience, we are laying the groundwork for long-term success within the global travel sector.”

The founding partners include Abercrombie & Kent Group, Accor, Diriyah Gate, FINN Partners, Hilton, Intrepid, Microsoft, MSC Cruises, OMRAN, Red Carnation Hotels, Trip.com Group, VFS Global, and Virtuoso.