Five years ago, the COVID-19 pandemic brought business travel to an abrupt halt — and in the ensuing years, teams got used to fewer trips and more virtual meetings. But as we enter the second half of the decade, experts expect business travel to continue its return to normal. The Global Business Travel Association (GBTA) projects total business travel spending to hit US $2 trillion by 2028. Below are some of the top business travel trends of 2025, including the popularity of events, the growing focus on comfort, and emergence of AI in travel booking.

Back to normal — and beyond?

After a couple years of economic uncertainty, 40% of businesses expect to increase the amount they travel in fiscal year 2025, according to Flight Centre Travel Group’s “State of the Market” survey. EMEA stands out as a hub for business travel, with the region showing the largest increase in travel intention. Meanwhile, the APAC region saw a projected 41% jump in business travel spending in 2024 as China’s travel industry sees a resurgence. Now the World Travel & Tourism Council (WTTC) says business travel is on track to exceed pre-pandemic levels — completing the post-pandemic comeback faster than expected. 

Event-oriented travel

While business leaders might have traveled far for important one-on-one meetings in the past, these conversations are being relegated to online video conferencing platforms. Now, business travel is focused more on events, conferences, or “all-hands” meet-ups for distributed teams. According to Deloitte’s Business Travel Report, 65% of business travelers cited a desire to attend more events as a reason for their increased travel spend. But as event attendance rises around the globe, so do event costs — with the average cost per attendee rising from US $88 per day in 2021 to US $169 per day in 2025.

Bleisure isn’t going anywhere

The rise of “bleisure” — blending a bit of leisure into a business trip — is proving to be more than just a post-pandemic blip. An American Express survey notes that 67% of business travelers are interested in bleisure, particularly among Gen Z and Millennial travelers. And Bloomberg finds that 37% of premium travelers see business trips as a chance to explore places they might not have visited otherwise. Now business leaders are listening, with 80% of companies supporting blended travel in their travel policies.

Encouraging greener travel

Corporations remain focused on sustainability, with 9 out of 10 travel decision-makers in Mastercard’s survey saying they’re more focused on business travel-related emissions. Some companies are integrating emissions-related data into their booking engines, giving employees the chance to choose more sustainable flights and hotels. For instance, they might opt for Air France, which is turning to Sustainable Aviation Fuel to hit its target of a 30% reduction in CO2 emissions per passenger/km by 30%. Still, only 1 in 10 travelers say they always factor in emissions data when selecting flights, while half “occasionally” factor it in. Look for this number to rise as more companies integrate sustainability data into their traveling purchasing path.

AI prepares for takeoff

While AI makes waves across the business landscape, no AI-driven booking tool has emerged as an industry favorite. Amex GBT, the largest travel management company by market share, has made a series of AI acquisitions to enhance their software. Meanwhile, upstarts like Otto are raising impressive seed rounds as they look to disrupt the industry. But if AI hasn’t become the standard in travel booking yet, it has found use in the smart luggage market, which is projected to hit a market size of US $6.9 billion over the next decade.

Around the globe, businesses are taking to the skies at levels we haven’t seen since before the pandemic. While price increases and sustainability concerns present some challenges, this era of business travel is still ripe with opportunity. AI will continue to find applications in the sector, making travel more efficient and sustainable. And the continued rise of bleisure will have knock-on effects for local economies. So, while delays and slowdowns made for bumpy travel in the early years of this decade, 2025 is looking clear for takeoff.

For more information on the evolving business landscape, be sure to register for the 2025 WTCA Global Business Forum (GBF), taking place April 6-9 in Marseille, France. Want to get involved or learn more? Visit the 2025 WTCA GBF website at https://wtca.swoogo.com/2025gbf .

Want to learn more about WTCA? Visit the WTCA website at www.wtca.org .

Few technological breakthroughs have moved faster than Artificial Intelligence (AI). No wonder “move fast and break things” has been such a lasting Silicon Valley motto. But so far, AI isn’t breaking anything. Broadly applicable across economic sectors, the International Trade Administration believes AI will add a projected US $15 trillion to the global economy by 2030.

So as your team looks to bring AI into your organization, these are a few of the recent AI trends you should know.

Models continue to make leaps

While ChatGPT was released less than two years ago, subsequent models continue to make impressive progress. Just this year alone, OpenAI showcased its text-to-video application, Sora, and released its updated large language model (LLM), GPT-4o. Meanwhile, models from Anthropic, Meta and Google offer first-mover OpenAI plenty of competition.

 New models reduce errors, handle more data and offer possibilities beyond just chatbots and text generation. Global business leaders should ensure their companies are using the latest AI models, while staying up-to-date on the newest developments. This technology is moving fast — those that don’t track the week-to-week advancements risk getting left behind.

High costs persist

As AI models continue to advance, it all comes with a cost: compute power. Microsoft and OpenAI are spending potentially US $100 billion on “supercomputers” that help them run AI models, while Amazon is committing nearly US $150 billion on data centers over the next decade and a half. Simply put, AI continues to come with massive upfront costs.

So how does this affect teams across the business landscape? If, in the future, teams are able to build their own company-specific models using a tech giant’s LLMs, they shouldn’t expect these services to be cheap. Leaders need to plan their AI investments carefully and be able to track how certain AI commitments will unlock new growth areas.

Labor impacts are still a concern

Earlier this year, the International Monetary Fund released a report saying nearly 40% of jobs could be affected by AI — and potentially an even higher share of jobs in advanced economies could be impacted. As AI keeps getting better at accomplishing repetitive tasks, this disruption continues to worry workforces around the world.

Business leaders must be proactive. As the adage goes: you may not be replaced by AI, but you might be replaced by a human who effectively uses AI. That means companies should consider investing in instructional resources that teach employees how to use LLMs effectively. At successful companies, AI shouldn’t replace teams — it should simply make them more productive.

Speed and visibility are the main use cases

Every company uses AI a bit differently — so coming up with a one-size-fits-all AI manual across industries isn’t easy. But to generalize somewhat, AI currently seems to help companies work faster and monitor more comprehensively.

For instance, building management companies are using AI to track and optimize energy consumption. Meanwhile, real estate professionals are using AI models to quickly read thousands of pages of building and maintenance records. In global trade, AI goes beyond direct buyer and supplier relationships, and can be applied to help see global value chains, focus on critical business needs and collaborate to manage them. And event planning professionals are using AI to streamline registration and more efficiently reach interested potential attendees.

No, AI isn’t doing the whole job for these teams — but it’s helping them work faster and dive deeper into the data.

Safe, ethical AI remains a priority

Companies have a responsibility to ensure they’re only using models that prioritize transparency, respect data privacy, work within the law and avoid discrimination. While some media narratives around AI’s danger may be overblown, these are still powerful models with steep downsides.

Additionally, teams should be aware of the environmental cost of today’s AI models. For context, a Goldman Sachs report estimates that a single AI query to ChatGPT uses 10x more energy than a single Google search query — which can add up quickly across a large organization.

Educating your team on the best practices for AI safety will help you avoid these pitfalls — then put your company on track to be more productive, more effective and more creative through the responsible use of AI models.

To learn more about AI in business, register now for the 2024 WTCA Member Forum on October 27-29 in New York City. With the theme PIONEER the Global Network: Pathways for Innovation, Opportunity, Networking, Empowerment, Excellence, and Resilience, the Forum will feature two sessions that outline how your organization can leverage AI to boost efficiency and drive growth.

How do these 5 AI trends apply to your business? Tell us on our WTCA LinkedIn page using #WTCAMeridian #WTCATrendWatch.  

On November 15-19, the World Trade Centers Association (WTCA) hosted its third virtual global event, the 2021 WTCA Member Forum “The New (Virtual) Reality of Business,” bringing together nearly 600 attendees across 117 World Trade Center businesses in more than 50 countries and 27 industries around the globe, alongside renowned experts. The Forum offered a full week of virtual networking opportunities via a complimentary Artificial Intelligence (AI)-powered B2B matchmaking platform, and three days of programming filled with insightful keynotes, panel discussions and workshops allowing Members to connect with their global colleagues and learn from prominent thought leaders to help navigate today’s changing environment as we head into 2022.

Highlights from the Members-only programming included sessions and workshops that provided WTCA Members with new tools to bolster their business and expand their global reach. Members learned about new and upcoming initiatives from the WTCA Membership team to enhance the overall WTCA Membership experience including the WTCA New Member On-Boarding Program, the revamped WTCA Accreditation Program, the 2021-2022 WTCAF “Peace Through Trade Student Competition,” and the 2021-2022 WTCA Champions Award. They were also introduced to seven new Members who have recently joined the network, and the opportunities and offerings at each new World Trade Center location; gained new resources including the WTCA Trade Services Operating Manual and the WTC Prime Office Index LatAm; and participated in workshops focusing on social media best practices and WTCA digital tools, to membership models for WTC business clubs, trade consulting & trade education, and developing collaborative WTC events and delegate programs.

Event attendees were treated to several engaging keynote addresses and fireside chats. Andrés Valenciano Yamuni, Costa Rica’s Minister of Foreign Trade, discussed Costa Rica's unique "Pura Vida" model, global trade, the country's OECD membership, and how to translate the idea of sustainability into an effective business and economic model. Ambassador Kelapile, President of the United Nations Economic and Social Council (ECOSOC) shared his vision for the organization and discussed opportunities for Africa. Jacopo Dettoni, Editor of fDi Intelligence, returned to our Member Forum programming this year to discuss current developments and trends in Foreign Direct Investment (FDI), while Parag Khanna, Founder and Managing Partner of FutureMap, returned to discuss the concept of “Civilization 3.0” and his new book MOVE: The Forces Uprooting Us .  Further, attendees listed to a thought-provoking Fireside Chat between Ed Allison-Wright, Director of World Trade Center Gibraltar; Manuel Rees, Head of Project Development at RECO Immobilien- und Verwaltungs GmbH (World Trade Center Dresden); and Hans Wallström, Director of Sustainability at Skanska AB – on the correlation between sustainability and real estate. Lastly, Nick Dugdale-Moore, UFI's Regional Director Europe, discussed the future of the exhibitions industry in the next year.

Lastly, on behalf of the WTCA, Chairman John E. Drew and Executive Director-Business Development Robin van Puyenbroeck were awarded with a Certificate of Appreciation for the Association’s timeless dedication to intercultural understanding, and international trade and investment by the International Trade Administration (ITA). The award was presented by Diane Farrell, Acting Under Secretary and the Deputy Under Secretary for International Trade of the U.S. Department of Commerce, along with the U.S. Commercial Service New York and ITA teams. 

“Created in 2002, the certificate recognizes foreign business partners, trade associations, U.S. government agencies and other qualified recipients for supporting U.S. export development and creating opportunities for U.S businesses through trade,” stated Ms. Farrell during the presentation ceremony. “A valued partner of the U.S. Commercial Service New York for more than 20 years, the WTCA is being recognized today for its unwavering dedication to and success in international trade promotion in the face of adversity. Similar to the association’s resilience following the tragic events of September 11, the global network came together as ‘one WTCA’ throughout the COVID-19 pandemic — sharing resources, best practices and strategies to aid their local economies — symbolizing strength, hope, prosperity and resilience during these uncertain times.”

The WTCA team in New York is thrilled to have had strong participation from Members around the world over this full week of programming, and thanks its Members for making the past three virtual events so successful. Throughout the COVID-19 pandemic, the team has hosted its annual flagship events in a new virtual environment and incorporated matchmaking capabilities with the use of advanced technology, showcasing how the WTCA is embracing and leveraging a new era of digital globalization. The dedication and engagement of its Members to participate in these events only reaffirms the Association’s mission to connect globally and prosper locally.

NOTE: Available public recordings from the keynotes and fireside chats with select expert speakers can be viewed here . Recordings of the Members-only sessions are viewable through the WTCA Resource Center here . Please note you must be logged into the WTCA Digital Platform in order to access. Also, please do not repost videos or share these Members-only session recordings as they are for WTCA Members only and one of the benefits of being a part of our Association.

For a free copy of Parag Khanna’s new e-book MOVE: The Forces Uprooting Us , please subscribe to the WTCA Trade Wins podcast and email podcast@wtca.org . Limited copies are still available.

While many countries throughout the Asia Pacific (APAC) region continue to battle COVID-19, the region’s World Trade Centers (WTCs), along with their business communities, joined WTC colleagues around the world to celebrate WTCA Day 2021 in June. The United Nations-designated date (June 12) recognizes the WTCA and its network of WTCs for encouraging and facilitating trade, promoting economic development, and fostering peace by bringing more than 320 cities from nearly 100 countries together — which has been even more important and relevant today in the era of social distancing. To commemorate the celebration, the WTCA Asia Pacific Regional Office (APRO) and APAC Trade Services Member Advisory Council (MAC) hosted the “2021 WTCA Day Celebration Special: Post-Pandemic Trend of WTC Business (APAC Perspective)” webinar on June 10, drawing participation from WTCs and business communities across the region.

The event examined the development and trends of the exhibition & conference, trade services and commercial real estate industries; those three main sectors of the WTC business; and a case study on how digitalization has transformed the WTC business model and service during the pandemic. The conversations aimed to prepare the regional WTCs and their business communities for the ongoing changes so they can be well-positioned to thrive and succeed in the post-pandemic era. Featured speakers included Mr. Anbu Varathan, 2020-2021 President of UFI, the Global Association of the Exhibition Industry; Mr. Allan Roddy, Chief Research Officer of Jones Lang LaSalle (JLL) APAC; Dr. Samantak Das, Executive Director and Chief Economist, Head - Research and REIS of JLL India & Sri Lanka; Mr. Simon Wang, Executive Vice President of WTC Taipei; and Ms. Pamela D. Pascual, President & CEO of WTC Metro Manila. Mr. Robin van Puyenbroeck, WTCA Executive Director-Business Development delivered opening remarks while Dr. Bose K. Nair, Chairman, APAC Trade Service MAC, concluded the event.

The celebration also offered a special moment for regional WTCA Members to recollect and share their inspirational journeys with the Association.

“More than 50 years have passed since Mr. Guy Tozzoli founded the WTCA in 1969. During the span of half a century, the WTCA — as a global trade and investment ecosystem — has made significant contributions in connecting global trade, exchanging resources, sharing results and promoting the prosperity of the world economy. With the support of the WTCA, its APRO and global WTCs, WTC Kunming has kept learning, promoting and leveraging best practices [from the global network], offered quality services to our business members and local community, served as a bridge between local [business community] and international [WTCA network], and, as a result, has made great achievements,” said Ms. Lai Kai Chau, Chairwoman of WTC Kunming during her congratulatory address at the WTCA Day 2021 celebration.

To view a recording of the webinar, please click here.

The WTCA Editorial Team virtually sat down with the five winners of the inaugural WTCA Champions Awards to discuss their recent achievements and their aspirations for the organization in 2021.

*Champion Award for Member of the Year: Pamela Pascual of WTC Metro Manila
*Champion Award for Connectivity: Cheryl Smith of WTC Las Vegas
*Champion Award for Reciprocity: WTC Dublin (representative Rani Dabrai)
*Champion Award for Network Support: Karen Gerwitz of WTC Denver
*Champion Award for Sustainability: Evert Jan Schouwstra of WTC Leeuwarden

• Congratulations to each of you on your recent achievements as recipients of the inaugural WTCA Champions Awards. Were you surprised by the nominations and how does it feel to win in your respective categories?

Pamela Pascual: To be recognized by my WTC peers and the Association, mean so much to me. And for this award to come during these unprecedented times, makes it all the more special. The magnitude and scale of the most coveted inaugural “Member of the Year” award is definitely overwhelming and I hope that it inspires my co-WTC Members to continue to trailblaze by contributing what is possible for the benefit of their communities and by setting a good example for other WTCs by elevating the quality of work that we all do.

Cheryl Smith: I was shocked and also humbled to know that I was selected by my WTCA peers – I am still blushing. I feel strongly that this recognition is a team achievement, and while I am grateful to be the individual recipient, I share the award with my entire WTC Las Vegas team. Without their talent, determination, creativity and resilience, WTC Las Vegas would not be nearly as successful. Because of our team, combined with our partnership with the Consumer Technology Association (CTA®), WTC Las Vegas was able to offer an innovative opportunity during CES® 2020 for all WTCA Members and their member companies to participate. I hope this model becomes the norm for other WTCs hosting large trade events around the world, and offers a new opportunity for the trade services and business club MACs.

WTC Dublin (Rani Dabrai): In Dublin, we have worked really hard to ensure that we are supporting our fellow WTCA Members with their reciprocity requests. We have leveraged our network to demonstrate the best example of trade services to enhance the offering of our network. Being a trade service-oriented WTC, we felt that it was important to show just how essential reciprocal trade services were to the development of each individual WTC and so — in creating a culture of “Help first” — we have opened doors to lots of exciting new relationships. It is wonderful to get the acknowledgement for the efforts of our team by being recognized as a Champion of Reciprocity.

Karen Gerwitz: I was absolutely surprised by the nomination and grateful for the confidence of my peers. The category of Network Support is the award I was most drawn to and especially honored to receive. I take great pride in our global network and know that by supporting the growth and strength of individual WTCs, it helps our entire network be more relevant and trustworthy for all of the businesses that we serve.

Evert Jan Schouwstra: I was very surprised and proud to have been nominated by my fellow WTCA Members, and, ultimately, it was a great feeling to win the award. I feel that the theme of sustainability that we selected for the 2018 WTCA General Assembly made a great impact on the whole organization, and influenced our win in this specific category.

• 2020 was certainly a tumultuous year felt around the world that continues to carry onto today. What was your WTC’s proudest moment in 2020?

Pamela Pascual: World Trade Center Metro Manila (WTCMM) has been fortunate to be given a chance to play a pivotal role during the most difficult time of the COVID-19 pandemic by allowing our government to use the WTCMM building for public use as a quarantine facility for six months. WTCMM was at the forefront of the Philippine government’s efforts to fight the spread of the virus, giving this CSR effort the much-needed exposure on print and social media. This was the silver lining we faced — with the community lockdown that started in March 2020 that left our exhibition halls empty, and with cancelations of booked exhibitions and events through the end of the year.

Cheryl Smith: One of the things that we are most proud of is that despite the challenges of 2020, the Las Vegas Convention Center (LVCC), which is WTC Las Vegas, was able to move forward with a massive 1.4 million-square-foot West Hall expansion and an innovative new underground transportation system, the Convention Center Loop. The expansion and the Loop are exciting additions for not only our organization, but for Las Vegas as a whole, and this progress is so important because it will help position Las Vegas for the future of successful international meetings and trade events.

WTC Dublin (Rani Dabrai): We felt the uncertainty and turbulence as the chaos of COVID-19 unfolded around the world. In response, we wanted to do as much as possible to counteract the negative effects of the pandemic, and so our actions have been consistently network-centric. In 2020, we worked hard to launch many interesting initiatives, but our proudest moments have been around the times we have been able to collaborate with our fellow WTCA Members. Last spring, we launched our language exchange program with WTC Barcelona – an initiative which led to working with many other WTCs and deepening our relationships. Over the summer, we worked with the MACs to ensure strong participation in the China International Import Expo (CIIE) with our Dublin members and, as a result, we have created many partnership opportunities. By being proactive and fostering strong links across our network, we have been able to shine a light on the power of the WTCA and all it can deliver to our communities.

Karen Gerwitz: WTC Denver’s proudest moment in 2020 was our ability to pivot and transform a decades-long, in-person World Trade Day Conference into a virtual series and our most profitable event ever in just a matter of two weeks. COVID-19 accelerated our need to bring quality programming to our clients in a safe and on-demand format. By transforming our conference into a digital offering, we were also grateful that more than 30 WTCs and 400 attendees participated from across the world in our signature event.

Evert Jan Schouwstra: Throughout 2020, WTC Leeuwarden was working remotely – advising companies and connecting them with potential partners. Within the first two months of the pandemic, we altered our organization to operate nearly 100% online. We started offering webinar programs with fellow WTCs around the world, which resulted in a total of 18 webinars in 2020, with many more to come this year. We also launched a podcast series called “EXPORTVERHALEN (stories),” interviewing regional exporters, which resulted in a total of 17 in 2020, with more than 20 to come this year; developed blogs and white papers; and organized virtual trade missions. Our efforts over the past year contributed greatly strengthened the positioning of our WTC, increasing our website traffic per week by 10 times. I am very proud of my team for all their hard work.

• Can you share what you/your WTC has planned for this year?

Pamela Pascual: Our mantra in 2021 is to rise and recover. While waiting for exhibitions and events to be allowed to reopen, we have taken this time to review WTCMM’s health and safety plan, ensuring that it conforms with government regulations in observing proper health protocols in staging events, and as part of the day-to-day operations at WTCMM. We feel this is an important element in restoring confidence in our clients and guests to encourage them to visit WTCMM during forthcoming events.

Cheryl Smith: The LVCC/WTC Las Vegas is looking forward to the return of in-person meetings and conventions this year, and throughout the year, we will be celebrating the fact that we now have this beautiful new hall and transportation system to help us usher in a new era of business. In addition to the West Hall expansion, we have been busy establishing and implementing enhanced cleaning and sanitization protocols, and earning GBAC STAR facility accreditation by ISSA: The Worldwide Cleaning Industry Association (the world’s leading trade association for the cleaning industry). It will be thrilling to see all of that preparation put to action as we once again welcome global events and trade shows, and help facilitate business in a wide range of industries.

WTC Dublin (Rani Dabrai): We are working on a number of unique initiatives focused on enhancing global trade opportunities, as well as providing strong education to our members. Our exciting Retail Accelerator program is designed to fast-track the export of fast-moving consumer goods (FMCG) products into the US and we are overwhelmed with demand for it. We are also providing market entry educational programs, allowing our members to learn and understand their potential in foreign markets. We are excited to be doing all of this through partnerships with our fellow WTCs.

Karen Gerwitz: In the spirit of providing on-demand, real-time content for our clients, WTC Denver will expand its Accelerator — called the Global Trade Activator — to walk alongside small businesses in our region from strategy to execution, with the goal of scaling their businesses from domestic to international in the span of four months. WTC Denver will also make great strides in its real estate partnership this year, creating a placemaking campus the entire city will embrace.

Evert Jan Schouwstra: We have quite an intense program this year. For the first half of the year, we will host a webinar every week. We are continuing with our program titled “Promising Cities for International Business” with fellow WTCs; organizing two virtual events called “First Step in Export” and “World Trade Day,” and seven virtual trade missions in cooperation with other WTCs; launching a series of 10 webinars called “Next Step in Export;” and hosting a bi-weekly podcast.

• What words of wisdom would you offer your fellow WTCA colleagues?

Pamela Pascual: Our plans are not our own. No matter how well our plans bode for our businesses, we cannot control what goes on around us. So, we have to take stock of what we can control and use that to rise up, improve and innovate.

Cheryl Smith: I do not feel old enough to offer “words of wisdom,” but I will share this — my success is the result of listening to and learning from others. The WTCA offers immense diversity of perspective and culture, and it has been one of my greatest career opportunities to work with and learn from so many talented people around the world. I am optimistic that through compassion, tolerance and openness, people from diverse cultures can find common understanding and work together for the betterment of humanity. I am proud to work for an organization and a destination that recognizes the beauty of diversity, and values innovation and opportunity for all.

WTC Dublin (Rani Dabrai): We are only as strong as our partners. If we can continue to work together — with a reciprocal mindset and a view to help our fellow Members — we will not only survive but thrive as a network.

Karen Gerwitz: The best form of flattery is when others copy your ideas. When your WTC has created a program, tool or business model that others want to implement, share it freely for the benefit of our network. With a stronger, relevant, and more innovative network, we all win.

Evert Jan Schouwstra: To me, the WTCA is like a family. It is the warmth, trust, respect and time we give and share with each other that makes this family so unique. We listen to each other and respect each other’s opinions, and it is my wish that this family feeling never disappears.

• What role do you think our organization can play in today’s climate?

Pamela Pascual: I think the WTCA has done a remarkable job in adjusting to the needs of the times. The online discussion forums, webinars, and, not to mention, the very successful WTCA Member Forum held this past November have allowed WTCA Members to stay deeply connected like never before. This unprecedented health pandemic is new to all of us, and, being part of a global Association with Members in different parts of the world, makes one feel that we are not alone. Hearing and learning from one another about the various ways of approaching the global situation is, in many ways, comforting.

Cheryl Smith: Las Vegas has always set the gold standard as a leader in hospitality and events, and I believe we will continue to lead in the recovery of in-person global events and trade shows. Las Vegas is resilient, and so is the meetings and convention industry, and we are confident that, not only are people eager to get back to business, but the industry will successfully rebound and continue to grow.

WTC Dublin (Rani Dabrai): We are the only global organization of our kind with a local presence in our business communities which allows business owners to fast track their export journey. As such, in a post-pandemic world where companies need more support than ever before, we are uniquely placed to be able to help them. No other organization in our field is as connected, as developed, and as rich with knowledge and connections. If we can work together to develop these assets, we will be able to meaningfully help our members and develop our own businesses at the same time. We have to work cohesively to bring our global reach into our own back gardens.

Karen Gerwitz: In today’s climate consisting of a global pandemic and subsequent economic crisis, it is more important than ever to rely on a trusted network of professionals. The WTCA has endured 50+ years of economic crises and booms, and “we know people who know people.” Through the network’s virtual trade missions, direct trade support, online content and personal connections, businesses should rely on the tried-and-true support of the WTCA network to further business continuity on the global stage.

Evert Jan Schouwstra: The WTCA is THE example of globalization in business. Our role is to show that people from all different backgrounds can work together. We can set a global standard for other organizations to follow.

• What are your/your WTC’s aspirations for our Association in 2021?

Pamela Pascual: The WTCA must continue to function as a global backbone and facilitate the necessary assistance and support to its Members affected by today’s climate through constant communication and by continuing to activate Members’ involvement through projects and other various means.

Cheryl Smith: It is my hope that more WTCs will engage both regionally and globally, and participate in all that the WTCA has to offer. It is also my goal as a MAC Chairperson to encourage and promote more WTC participation in integrated MAC activities such as conducting international trade missions with Business Club members in tandem with global trade show events held at member WTCs and creating win-win opportunities for all involved.

WTC Dublin (Rani Dabrai): We hope that we can continue to deepen our relationships and strengthen our network. WTC Dublin will work hard by contributing to the MACs, developing reciprocity and creating business opportunities for our network partners. In this way, we can incrementally build upon our global reputation and help to grow the WTCA network.

Karen Gerwitz: The WTCA should continue to feature relevant content that matters to businesses worldwide in our General Assemblies, featuring nuances of doing business in the host market. Our Member Seminar can focus more on how to effectively run a WTC or feature best practices among the network. We have the perfect storm now during this global pandemic to feature more virtual connectivity through virtual trade missions, online content sharing, and virtual tools to support our clientele. Continue to strengthen global partnerships, create thought leader opportunities for the WTCA’s leadership, and take bold positions on trade topics that matter to the network.

Evert Jan Schouwstra: I think the way we, as a network, work together and respect each other regardless of background, religion and race is a great example for international business and relationships. Our Association should continue to promote these values on a global scale.

Congratulations to all the winners and nominees of the inaugural WTCA Champions Awards. We look forward to kicking off the next iteration of the awards program later this year – stay tuned for more information.

Pamela Pascual (WTC Metro Manila): Champion Award for Member of the Year 

Cheryl Smith (WTC Las Vegas): Champion Award for Connectivity

WTC Dublin: Champion Award for Reciprocity

Karen Gerwitz (WTC Denver): Champion Award for Network Support 

EJ Schouwstra (WTC Leeuwarden): Champion Award for Sustainability