London, 11 March 2025 – The World Travel & Tourism Council (WTTC) today announced Andrea Grisdale, Founder and CEO of IC Bellagio as Vice Chair of its new initiative, Together in Travel, alongside thirteen founding partners.
This groundbreaking program aims to transform how small to medium enterprises (SMEs) operate and succeed within the global travel industry.
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 & 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 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, 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."
The distinguished founding partners represent leaders across the travel ecosystem:
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. Intrepid’s expertise adds a layer of adventure travel, further enhancing the collaborative strength of this partnership.
This collaboration marks a significant step toward building a more inclusive, innovative, and sustainable future for global travel and tourism.
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