Globally, micro, small and medium-sized enterprises (MSMEs) make up 90% of all tourism businesses and are crucial providers of jobs, income and inclusive economic growth.

    ITC helps emerging markets create and market innovative and sustainable tourism products and services through a trade lens, boosting economic development. Myanmar, Laos, The Gambia, Eswatini, Uganda and the Caribbean are some of the countries and regions where ITC supports tourism development. 

    Demand for “travel with purpose” experiences are growing, with increasing demand in niche areas like nature, well-being, culture and sports tourism. ITC concentrates on long-term assets for local economies such as the valorization and promotion of local heritage, traditions and food, with a focus on value addition and relational experience.

    Working with local stakeholders and local tourism service providers, tour operators, tourism institutions and governments, ITC’s interventions tackle every step of the value chain and strengthen destination branding for international tourists.  

    The following principles guide our work:

    • Respect for natural and cultural resources;
    • Fostering increased local value addition to benefit micro, small and medium-sized enterprises (MSMEs), local communities, women and youth;
    • Target higher-spending, lower-impact travelers, based on a strong attractive destination brand;
    • A tailored approach aimed at the needs of the individual countries and destinations.

    ITC contact

    Giulia Macola
    alliances [at]