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Andrea Grisdale, with over 25 years of experience in crafting bespoke travel experiences, will lead the initiative’ s mission to foster inclusivity, resilience and sustainability across the sector. Together in Travel provides SMEs with vital resources including:

• Access to global markets and investment opportunities

• Specialised training programmes

• Digital Transformation tools

• Sustainable business practice frameworks

Julia Simpson, WTTC President & CEO, said:“ Small businesses are the backbone of travel and 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 & 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

SMALL BUSINESSES ARE THE BACKBONE OF TRAVEL AND TOURISM.

sustainable global travel ecosystem. Along with the leadership of Julia Simpson and Andrea Grisdale, Together in Travel is setting the stage for longterm, 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 longterm 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.

This collaboration marks a significant step toward building a more inclusive, innovative and sustainable future for global travel and tourism. �

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