A new campaign has been launched by the World Travel & Tourism Council (WTTC) calling on governments around the world to restart international travel and enable the world to ‘Reunite’ once again.

After more than a year of lockdowns around the world due to the COVID-19 pandemic, the new campaign will showcase the importance international travel has for individuals and businesses.

This new campaign comes after WTTC’s drive to responsibly rekindle the wanderlust of travellers through its recent 'Together in Travel' campaign, despite the multiple global challenges posed by the COVID-19 pandemic.

Virginia Messina, WTTC Senior Vice President, said: “For the past year WTTC has been hugely invested in advocating for the social and mental benefits of travel and tourism. Through this campaign, we are hoping to help kick start the recovery of our sector through a truly worthwhile experience: reuniting with those who matter most to us.

“With the immense pressures being faced by the global travel and tourism sector due to the current restrictions caused by the COVID-19 pandemic, it’s now more important than ever that we remind everyone, how travelling can make all the difference, not only to the world, but to us as individuals.”

Travel and tourism is one of the world’s largest and most important sectors, in which around 80% of all businesses are small and medium-sized enterprises (SMEs).

As a powerful driver for socio-economic development and job creation, the sector plays an important role in driving prosperity, empowering women, youth, and other societal groups.

It is also one of the most diverse sectors, employing people from all socio-economic backgrounds, regardless of age, gender or ethnicity, and includes 54% women and 30% youth.