A Changing of the Guard

WE RECENTLY HAD a changing of the guard at IITA. Lena Ross, COO of America 4 You, became IITA’s chairwoman, succeeding Peter van Berkel, President of Travalco, who has been the chair since (literally) the start of the pandemic in March 2020. In the association world, we like to say, “We always seem to have the right leader at the right time,” and that cannot be more true these past four years.

Peter’s steadfast leadership in the midst of crisis for our members, our industry and the world kept this association moving forward.

He led delegations to call on Congress to secure funding for inbound operators and the industry that had no business for nearly two years. He strengthened relationships with federal agencies and sister associations to ensure they understood the role of the inbound operator and their travel trade partners. He focused our education on technology – to ensure members didn’t fall behind as the travel connectivity ecosystem continued to evolve – and on sustainability, so the inbound travel sector would be ready with they types of products international visitors expected when travel resumed.

Essentially, Peter made sure IITA had a seat at the proverbial table throughout the industry, while holding together a crumbling industry.

Today, IITA is in a better, stronger position than pre-Covid, and we’re seeing growth in inbound operator and DMO members, due to the leadership of Peter and the IITA Board of Directors.

While Peter will remain on the Board as Past Chair for another term, Lena steps into the role of Chairwoman to lead the association into new pastures as we move beyond the pandemic-induced hurdles.

As the first millennial to lead the association, Lena’s passion is education.

Coincidentally, members participating in a strategic thinking exercise at our Summit identified education as the industry’s highest priority for the international travel industry – at all levels, from secondary and post-secondary education institutions to ongoing training and professional development for those in the industry.

Lena recognizes the significant need for a strong, well-trained workforce to, first, get the industry fully back up to speed from the loss of many international travel staff during the pandemic, and, second to reach further into schools and education programs to attract talent to our exciting and rewarding world of travel and tourism.

Having worked together for many years now with a Board that has established a Blueprint for the Future of Inbound Travel to guide the association’s programming for the next several years, the transition in leadership has been smooth and we can count on Lena and Peter to keep the momentum going at IITA.

Harry Truman said, “It is amazing what you can accomplish if you do not care who gets the credit.”

When we collaborate and build on each other’s ideas, our efforts result in a robust and sustainable USA travel industry.

Safe Travels,

Lisa Simon
Executive Director
International Inbound Travel Association