WTTC Welcomes Collette to Strengthen Responsible Tourism Focus

The World Travel & Tourism Council (WTTC) announced today that Collette, North America’s longest-running tour operator, has joined as a Global Member. This partnership comes at a pivotal moment as the industry shifts toward purposeful and enriching travel experiences that prioritize community engagement over mass-market volume. 

Collette, which currently offers over 170 tours across all seven continents, will contribute to the WTTC’s strategic dialogues on sustainable growth and destination resilience. The move is seen as a strong endorsement of Collette's integrity-based business model and its comprehensive travel protection plans.

By integrating into the WTTC network, Collette aims to ensure that the traveler experience and the communities visited remain at the center of the industry’s 2026 growth strategy. This collaborative leadership is essential as destinations worldwide grapple with the challenges of overtourism and the need for regenerative practices. 

For the 2026 explorer, this means a resurgence of small-group touring and river cruises that offer deeper cultural immersion. The WTTC’s policy initiatives are increasingly focused on ensuring that the tourism sector delivers social value alongside its economic impact, a goal that Collette’s family-owned legacy aligns with perfectly.

The strategic alliance also focuses on workforce development, as the industry faces a persistent labor shortage in the high-touch service sector. By sharing best practices with other WTTC members, Collette hopes to elevate the profession of the Tour Manager, ensuring that local expertise is recognized and rewarded. 

This human-centric approach is a vital defense against the commoditization of travel seen in the digital booking era. The partnership will also explore new technologies for carbon tracking and impact measurement across complex tour itineraries.

The timing of the announcement is also significant, as the touring segment sees a sharp rebound among Baby Boomers and Gen X. These high-value demographics are seeking hassle-free logistics combined with authentic access, a sweet spot that Collette has mastered over its 108-year history. 

By joining the WTTC, the company is positioning itself at the table where global travel policy is debated and decided. This elevated profile will help shape the future of guided travel for the next generation of adventurers.