Andrea Grisdale, Founder and CEO of IC Bellagio, has been appointed as Vice Chair of the Together in Travel initiative by the World Travel & Tourism Council (WTTC), a groundbreaking program designed to empower small and medium enterprises (SMEs) in the global travel industry. With over 25 years of expertise in curating bespoke travel experiences, Grisdale will lead efforts to enhance inclusivity, drive digital transformation, and promote sustainable growth, ensuring SMEs have the resources, technology, and market access needed to thrive in an evolving tourism landscape.

The World Travel & Tourism Council (WTTC) has unveiled its latest initiative, Together in Travel, a pioneering program aimed at strengthening small and medium enterprises (SMEs) in the global travel and tourism industry. This initiative, which brings together thirteen founding partners, will provide SMEs with the tools, resources, and expertise needed to thrive in an evolving travel ecosystem.

Andrea Grisdale, Founder and CEO of IC Bellagio, has been appointed as Vice Chair of Together in Travel, leveraging her 25+ years of expertise in curating bespoke travel experiences to lead this initiative toward inclusivity, resilience, and sustainability.

Why ‘Together in Travel’ Matters for SMEs

SMEs play a crucial role in the global travel industry, yet they often face challenges related to market access, funding, digitalization, and sustainability. Recognizing these barriers, Together in Travel has been developed to provide essential support, including:

Access to Global Markets & Investment Opportunities – Helping SMEs scale their businesses by connecting them with investors, business partners, and global networks.

Specialized Training Programs – Offering business development courses, leadership training, and financial management strategies to help travel SMEs grow.

Digital Transformation Tools – Enabling SMEs to adopt the latest travel technologies, AI-driven platforms, and automation tools to streamline operations.

Sustainable Business Frameworks – Providing guidance on eco-friendly tourism, carbon footprint reduction, and sustainable travel experiences.

WTTC Leadership’s Vision for ‘Together in Travel’

Julia Simpson, WTTC President & CEO 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.”

She also highlighted Andrea Grisdale’s leadership, calling her commitment to sustainable tourism “exemplary” and a driving force for positive transformation across the sector.

Matthew Upchurch, Vice Chair, Chairman & CEO of 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.”

Andrea Grisdale’s Commitment to ‘Together in Travel’

Andrea Grisdale, Founder & CEO of IC Bellagio said: “I am deeply honoured to serve as Vice Chair of the ‘Together in Travel’ initiative. This programme is a powerful opportunity to empower small and medium enterprises 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.”

She emphasized that by focusing on inclusivity, resilience, and sustainability, this initiative will shape the future of global travel, allowing SMEs to contribute meaningfully to a more dynamic and sustainable tourism ecosystem.

Who Are the Key Founding Partners?

The thirteen founding partners supporting Together in Travel represent leaders from diverse areas of the travel ecosystem:

Abercrombie & Kent Group – Experts in luxury travel and bespoke experiences
Accor – Global hospitality leader with sustainable travel initiatives
Diriyah Gate – Experts in destination development and cultural tourism
FINN Partners – Specializing in strategic marketing and travel communications
Hilton – One of the largest hospitality brands worldwide
Intrepid – Leaders in adventure travel and eco-tourism
Microsoft – Providing cutting-edge technology and AI-driven solutions
MSC Cruises – Offering expertise in the luxury cruise industry
OMRAN – Experts in tourism infrastructure development
Red Carnation Hotels – Leaders in luxury boutique hospitality
Trip.com Group – Driving digital transformation in online travel services
VFS Global – Offering visa processing and travel facilitation solutions
Virtuoso – Specialists in high-end luxury travel

How This Initiative Will Shape the Future of Global Travel

The Together in Travel initiative is more than just a program—it is a collaborative movement that brings together some of the biggest names in travel and tourism to drive long-term success for SMEs.

Strengthening SME Travel Businesses – By providing essential training, financial opportunities, and technology access, SMEs will gain a competitive edge.

Enhancing Digital Innovation – With Microsoft, Trip.com Group, and VFS Global on board, SMEs will benefit from state-of-the-art digital platforms.

Fostering Sustainable Growth – With contributions from Intrepid, Accor, and OMRAN, this initiative will ensure that eco-friendly practices become a priority for small travel enterprises.

Creating a More Inclusive Industry – By connecting SMEs with global leaders, investors, and resources, this initiative will bridge gaps and create new growth opportunities.

A New Era for SME Travel Businesses

With Together in Travel, the WTTC is taking a bold step toward ensuring that small and medium enterprises are not left behind in the evolving travel landscape. Under the leadership of Andrea Grisdale, Julia Simpson, and Matthew Upchurch, and backed by thirteen powerhouse partners, this initiative will set the stage for a more resilient, innovative, and sustainable future in global travel and tourism.

This groundbreaking program marks a pivotal moment for SMEs—giving them the resources, strategies, and connections needed to thrive in an ever-changing world.

As the global travel industry continues to evolve, Together in Travel ensures that small and medium businesses remain at the heart of its transformation.

The post Andrea Grisdale Joins WTTC’s ‘Together in Travel’ as Vice Chair to Drive Inclusivity, Digital Transformation, and Sustainable Growth for SMEs appeared first on Travel And Tour World.