Inbound Insider Magazine: Chairwoman Lena Ross Column

Addressing Challenges Head-on

AS WE CONTINUE our journey through this ever-changing and growing landscape of travel and tourism, I feel compelled to address the challenges that arise when promoting the United States as a premier destination. From the complexities of visas to the weight of high costs, and from the constraints of limited airlift to the intricacies of experiencing our National Parks, these hurdles can sometimes overshadow the incredible experiences our country has to offer.

Let me assure you that as members of the International Inbound Travel Association (IITA), we are deeply committed to addressing these challenges head-on. We understand the critical importance of not only recognizing and communicating these issues to our partners but also actively engaging industry and government leaders to find solutions.

At IITA, we represent the premier U.S. inbound operators, standing shoulder to shoulder with our steadfast allies such as state tourism offices and other destination marketing organizations (DMOs), and a diverse array of travel suppliers. Our mission goes beyond mere identification of challenges; we are resolutely dedicated to devising strategies that address these challenges and result in positive outcomes for all stakeholders involved.

Education serves as the cornerstone of our strategy. We convene regularly with industry leaders and government officials overseeing tourism-related policy, including esteemed bodies such as the Department of State’s Visa Services Office, Customs and Border Protection, the National Travel and Tourism Office, and the National Park Service. Through these engagements, we offer our expertise and insights into the intricate workings of the international travel trade, emphasizing its essential role in driving the growth and sustainability of our industry. By arming decision-makers with a deeper understanding of the significant contributions made by international tourism to the nation’s economy, we foster greater receptivity to collaborative solutions.

Furthermore, we extend our educational efforts to DMOs and suppliers across the country, equipping them with the knowledge and skills needed to effectively work with inbound operators in promoting, packaging, and selling U.S. travel products and services. This initiative aims to leverage our extensive networks of international tour operators worldwide, ensuring that our visitors receive exceptional service and unforgettable experiences.

Together, within the framework of IITA, we labor tirelessly on behalf of you, our esteemed partners, and your clients, ensuring that we not only meet but exceed your needs and expectations. Within these pages, you’ll find profiles of our inbound operators and a directory of our DMO and supplier members – use it to ensure you’re working with partners who understand your needs.

Your partnership is invaluable, and we stand ready to provide steadfast assistance and guidance as you fulfill your customers’ dreams of experiencing the wonders of the United States. Together, we will continue to shape the future of USA travel.

Warm Regards,

Lena Ross
Chairwoman
International Inbound Travel Association