WTTC Launches ‘Together in Travel’ Initiative to Empower SMEs, with VFS Global as Founding Partner

The World Travel & Tourism Council (WTTC) has launched a new global initiative, Together in Travel, aimed at supporting small and medium-sized enterprises (SMEs) in the travel and tourism industry. In a move that signals broad industry collaboration, VFS Global has joined as a Founding Partner, bringing its vast global reach and expertise in technology and operations to the initiative.

A Milestone for Global Travel and Tourism SMEs

WTTC, the global body representing the private travel and tourism sector—covering over 200 companies and 30% of the industry’s global economic output—says the Together in Travel initiative is part of its commitment to inclusive and sustainable development.

This new platform offers SME businesses access to:

• Global market opportunities
• Investment and financing avenues
• Specialised training and capacity-building programmes
• Digital transformation tools
• Frameworks for sustainable and ethical business practices

The goal is to create a resilient, inclusive, and future-ready travel and tourism ecosystem by supporting SMEs in scaling up, innovating, and contributing to broader socio-economic growth.

VFS Global’s Role as Founding Partner

VFS Global, which operates across 158 countries and has processed over 309 million visa applications since 2001, will contribute to the initiative by supporting SME growth in over 150 countries. The company will focus on empowering businesses—particularly those that are locally owned, women-led, or represent indigenous communities—to ensure inclusive participation in global travel networks.

According to Zubin Karkaria, Founder and CEO of VFS Global Group:

“Together in Travel envisions empowering SMEs with access to global markets, digital tools, training, and frameworks for sustainability. As a Founding Partner, we are leveraging our network to amplify their socio-economic impact.”

VFS Global’s participation builds on its ongoing collaboration with the WTTC since joining its Executive Committee in 2023.

Leadership and Collaboration Across the Travel Sector

WTTC President & CEO Julia Simpson welcomed VFS Global’s participation, emphasizing its importance to the initiative’s success:

“Their global network and leadership will help shape a resilient and inclusive platform for SMEs worldwide.”

The Council also announced Andrea Grisdale, CEO of IC Bellagio, as the Vice Chair of the initiative. Known for her leadership in bespoke luxury travel, Grisdale brings 25 years of experience to the role and will focus on ensuring the initiative meets its goals of inclusion and sustainability.

Matthew Upchurch, CEO of Virtuoso and fellow Vice Chair, added:

“This initiative offers critical tools and support that SMEs need to thrive in today’s complex travel landscape.”

High-Profile Partners from Across the Industry

The Together in Travel initiative brings together an ecosystem of high-profile WTTC member organisations, combining expertise from:

• Hospitality: Accor, Red Carnation Hotels
• Cruises: MSC Cruises
• Luxury Travel: Virtuoso, Hilton, Abercrombie & Kent Group
• Technology: Microsoft, Trip.com
• Destination Development: OMRAN, Diriyah Gate
• Visa & Consular Services: VFS Global
• Marketing & Communications: FINN Partners

This combination of public and private sector expertise is positioned to support SMEs in overcoming common challenges like market access, digital adoption, and environmental sustainability.