‘Together in Travel’ initiative by WTTC

The World Travel & Tourism Council (WTTC) has announced Andrea Grisdale, Founder and CEO, IC Bellagio, as the Vice Chair of its new initiative, Together in Travel, alongside 13 founding partners. The new platform, offering innovative travel solutions, aims to transform how Small and Medium Enterprises (SMEs) operate and succeed within the global travel industry.

TT Bureau

Andrea Grisdale, Founder and CEO, IC Bellagio, has been appointed by the World Travel & Tourism Council (WTTC) as the Vice Chair of its new initiative, Together in Travel, alongside 13 founding partners. With more than 25 years of experience in crafting bespoke travel experiences, Grisdale will lead the initiative’s mission to foster inclusivity, resilience, and sustainability across the sector.

‘Together in Travel’ provides Small and Medium Enterprises (SMEs) with vital resources, including access to global markets and investment opportunities, specialised training programmes, digital transformation tools and sustainable business practice frameworks.

Julia Simpson, President & CEO, 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, Chairman and CEO, Virtuoso, said: “The ‘Together in Travel’ initiative, which I am proud to have spearheaded in my WTTC role, represents a transformative effort to support critical small to medium enterprises. By joining forces with an outstanding group of high-profile WTTC member founding partners, we are providing these businesses with the tools, resources, and opportunities necessary to not only survive but thrive in an increasingly complex and competitive market. This initiative is a vital step in ensuring that SMEs can scale, innovate, and contribute to a more resilient and sustainable global travel ecosystem. Along with the leadership of Julia Simpson and Andrea Grisdale, ‘Together in Travel’ is setting the stage for long-term, positive change, strengthening the sector’s foundations and ensuring its future success.”

Grisdale said: “I am deeply honoured to serve as Vice Chair of the ‘Together in Travel’ initiative. This programme is a powerful opportunity to empower SMEs within the travel sector, providing them with the tools, resources, and support they need to thrive in an ever-evolving industry. By fostering inclusivity, resilience, and sustainability, we can help these businesses not only navigate today’s challenges but also shape a more dynamic and sustainable future for global travel. Together, we are setting the stage for long-term growth and positive transformation across the entire travel ecosystem.”

The distinguished founding partners represent leaders across the travel ecosystem: Abercrombie & Kent Group, Accor, Diriyah Gate, FINN Partners, Hilton, Intrepid, Microsoft, MSC Cruises, OMRAN, Red Carnation Hotels, Trip.com Group, VFS Global and Virtuoso.

The partnership brings together diverse expertise from across the travel and hospitality sectors. Accor and Red Carnation Hotels contribute their deep hospitality experience, while MSC Cruises brings unparalleled cruise expertise. Virtuoso, Hilton, and Abercrombie & Kent Group offer extensive luxury travel knowledge. Microsoft and Trip.com Group provide cutting-edge technological innovation, ensuring a seamless experience for travellers. OMRAN and Diriyah Gate offer invaluable insights into destination development. VFS Global and FINN Partners complete the ecosystem, offering visa services and marketing communications support.