WTTC and ICC Join Forces to Strengthen Global Travel and Tourism SMEs

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The WTTC and ICC have joined forces to strengthen global Travel and Tourism SMEs through a new Memorandum of Understanding. Moreover, the partnership aims to give small firms clearer guidance, stronger representation and practical connections, helping them overcome barriers, compete fairly and create jobs across destinations worldwide.

Small and medium-sized enterprises are the backbone of the global travel economy. From family-run hotels and independent tour operators to local transport providers, restaurants, guides, attractions and travel technology firms, these businesses shape the visitor experience in communities around the world.

The World Travel & Tourism Council and the International Chamber of Commerce have now signed a Memorandum of Understanding intended to give these firms a stronger voice in policy discussions and better access to the information, networks and support needed for growth.

The agreement joins WTTC’s sector research, economic analysis and tourism industry knowledge with ICC’s international business reach. ICC represents more than 45 million businesses in over 170 countries, creating a potentially significant channel for travel businesses seeking wider market access and stronger business links.

SMEs remain central to Travel and Tourism

SMEs account for more than 85% of Travel & Tourism businesses globally, according to WTTC. Their importance extends far beyond business ownership. They create jobs, support entrepreneurship, protect local character and keep visitor spending circulating through communities.

A small guesthouse may employ local staff, buy food from nearby suppliers and recommend independent guides. A community-based activity provider may introduce visitors to regional culture, landscapes and traditions. In this way, smaller businesses can help spread tourism income beyond major hotel groups, airports and city centres.

However, smaller operators often face challenges that larger companies can manage more easily. Fragmented regulation, skills shortages, limited finance, poor digital access and inconsistent connectivity can make it difficult to expand. Visa rules, border procedures and other travel frictions can also affect demand and add uncertainty for businesses dependent on international visitors.

The WTTC-ICC partnership will seek to identify such barriers and present evidence directly to governments and decision-makers.

A stronger route from business to policymakers

The Memorandum of Understanding creates a framework for research, business engagement, policy development and knowledge sharing. It will also explore opportunities to connect Travel & Tourism SMEs with wider international business networks.

For small operators, the value may lie in more practical support. The organisations plan to provide guidance, tools, insights and opportunities designed to help businesses understand market changes, build connections and compete in a rapidly changing global environment.

The collaboration will also bring business intelligence into policy debates. Smaller tourism firms can struggle to make their concerns heard when governments design regulations, financing programmes or digital reforms. By gathering evidence through ICC’s global network and combining it with WTTC research, the two bodies aim to make policymaking more responsive to operational realities.

This is particularly relevant as travel businesses manage rising costs, labour shortages, changing visitor expectations and the need to invest in digital systems. Many SMEs need support not only to recover and grow, but also to adapt to new technologies and sustainability expectations.

Focus on regulation, finance and digital access

WTTC and ICC will call on governments to reduce barriers that restrict SME growth. Their agenda includes regulatory, financial, digital and mobility challenges.

Clearer and more consistent rules can reduce the administrative burden on small firms. Better access to finance can help businesses invest in staff, equipment, sustainability improvements and digital tools. Improved internet connectivity and digital capability can also allow small tourism businesses to reach international customers directly.

Mobility remains another major issue. Complicated visa processes, limited air links and border friction can discourage visitors, especially in destinations where tourism demand depends on seamless international travel.

Gloria Guevara, President and CEO of WTTC, said SMEs sit at the heart of Travel & Tourism because they create jobs, drive innovation and extend tourism benefits into local communities. She said the partnership would help take evidence from businesses to governments and support efforts to remove barriers, strengthen competitiveness and unlock investment and employment.

Global business network meets tourism expertise

John W.H. Denton AO, Secretary General of ICC, described Travel and Tourism as one of the world’s most connected industries. He said that supporting the small businesses powering the sector is both an economic and strategic priority during a period of uncertainty.

The partnership does not create a new funding programme or alter travel rules immediately. Instead, it establishes a route for sustained cooperation, evidence gathering and advocacy. Its success will depend on whether research and business engagement lead to practical policy changes at national and international levels.

For destinations, the message is clear. Tourism growth is strongest when independent businesses can access markets, hire skilled workers, secure investment and operate under predictable rules.

Conclusion

WTTC and ICC have placed Travel and Tourism SMEs at the centre of a new global collaboration. By combining research, business networks and policy advocacy, the organisations aim to help small firms overcome obstacles, reach new opportunities and ensure tourism growth delivers wider economic benefits for communities worldwide.