The World Travel & Tourism Council (WTTC) and the International Congress and Convention Association (ICCA) have signed a Memorandum of Understanding (MoU) to strengthen collaboration between the global Travel & Tourism sector and the international meetings and business events industry. The agreement was signed during WTTC’s 26th Global Summit in Valletta, Malta.
The partnership establishes a framework for cooperation in research, advocacy, events and data alignment. It aims to strengthen the evidence base and policy representation of international meetings and business events, highlighting their contribution to destinations and economies worldwide.
International meetings and business events support visitor spending, investment, employment and knowledge exchange across destinations. Gloria Guevara, President and CEO of WTTC, said the sector was a powerful driver of tourism activity and created opportunities beyond individual events. She added that collaboration with ICCA would help governments and industry leaders better understand the sector’s economic value and encourage investment, connectivity and sustainable growth.
Under the MoU, the organisations will explore joint research initiatives, including reports, briefings and case studies examining the economic, social and environmental contributions of international meetings and business events. They will also share research plans to identify opportunities for cooperation and avoid duplication of efforts.
WTTC and ICCA will work towards greater consistency in defining, measuring and communicating the sector’s contribution to the wider Travel & Tourism economy. Potential initiatives include comparing methodologies, exchanging relevant data and developing common reference figures for industry communications and advocacy.
The agreement also provides for coordinated advocacy on issues such as visa facilitation, connectivity, taxation, sustainability and workforce development. The organisations will explore joint engagement with governments and intergovernmental bodies, while strengthening links between their flagship platforms, including the WTTC Global Summit and ICCA Congress, through invitations and potential speaking and programme opportunities.