IITA Summit - Lena Ross Takes the Helm as Chairwoman

Lena Ross, COO of America 4 You, "I am deeply grateful for the trust you have placed in me."

I am incredibly proud and humbled to officially assume the role of Chairwoman for our respected association. Stepping into this position, I am mindful of the significant responsibility that comes with it, and I am deeply grateful for the trust you have placed in me. First, I want to express my deep appreciation to all of you for your membership commitment. Members are the backbone of our organization and it’s you who makes our community vibrant and thriving. Second, I want to recognize and thank those who have dedicated their time, energy, and passion to our association. The leadership of former chairmen, Gary Schluter and Peter van Berkel, and the dedication and vision of our Board of Directors have propelled our organization forward. Over the next two years, my primary focus will be on education. The consensus was clear at this year’s Summit that education will play a pivotal role in advancing our industry. Additionally, we will foster a culture of inclusivity and collaboration within our community. I believe that by embracing the unique perspectives and talents of each member, we can achieve extraordinary things together. Our commitment to education is critical to ensuring that our members are equipped with the knowledge and resources they need to navigate the challenges and seize the opportunities that lie ahead. Equally as important is educating our industry and potential partners on how our business sector works and its role in driving the nation’s economy. An effort will also be made to educate the future generations of tourism by working closely with higher education hospitality programs. We will, of course, continue to advocate for policies and initiatives that support the growth and sustainability of inbound travel. Gary and Peter laid the foundation for our advocacy work, and I plan to continue building those relationships and keeping IITA a leader in advocacy for the inbound industry. Together, we will chart a course that moves our association to new heights of success and impact. As we embark on this journey together, let us remain steadfast in our commitment to excellence and innovation. Thank you for the privilege of serving as your Chairwoman. I am excited and honored to lead our association into the future. Yours truly,

Getting to Know Lena Ross 

Just in time for International Woman's Day and Women's History Month, a new chairwoman takes the helm at IITA. Lena Ross, COO at America 4 You, stepped into the Chair position March 1. Lena has been on the IITA Board for six years, serving the last four as Vice-chair. During that time, she also served as Chair of the 2023 Summit and a member of the Executive Committee. While not the first woman to lead the organization, Lena is the first Millennial, bringing a different perspective to IITA's leadership. We wanted to hear what's on her mind as she assumes the new role.

IITA: What inspired you to take on the role of IITA chairwoman? LR: We are entering a pivotal time for the Inbound Industry. Many things are changing due to new technology, social media, and shifting trends within the industry. But there are also things that will never change such as the traveler’s need for security, inspiration, and the human connection that travel can bring. I’m excited to use my knowledge from the past 20 years in the industry as well as from my Master’s degree in sustainable destination management to help navigate these changes and make sure our sector is on a path to continued growth and success in bringing international traveler’s to the U.S.

IITA: As the new chairwoman, what unique perspectives or experiences do you bring to the table, and how do you envision leveraging them to benefit the association and its members? LR: While most know me as the daughter of the owners of America 4 You, an inbound operator, over the years I’ve worked in almost every segment of the industry – from a fast food server at Disneyland, a children’s counselor at a ranch in Wyoming, interning for two different CVBs during my undergraduate and graduate work, holding a tour guiding license and guiding private tours, and starting off with my first “real” tourism job as a Sales Manager for the Handlery Hotel and Resort in San Diego, I’ve kind of seen it all. And with that I can understand the various needs of the different pieces of the market and how they align and how they differ. Overall, we all want the same thing, to continue to grow international visitation, and with the right strategies and working together, we can continue to make that a reality.

IITA: What key initiatives or projects do you plan to prioritize to foster member engagement within the association? LR: Based on what our members are telling us, we need to focus on:

• Continuing to grow IITA Summit to be the premier conference for education and networking within the Inbound Industry.
• Delivering and supporting education from Universities to DMOs to Suppliers.
• Creating a safe space for inclusivity and diversity within the international product offerings. Giving minority, women-owned, and small business owners a place to learn how to leverage international business without taking away from their core values.
• Building a robust membership base that includes members from all states and destinations that focus on international visitors.

As we continue to strive for excellence within our market, community, and collaboration will be the key to success, and IITA has the Blueprint for Success to reach those goals.