IITA & Virginia Tourism Corporation Partner for Unique Steps to Success Program
Seven IITA inbound operator members recently traveled to Fairfax County, Virginia, to share their expertise and experience Virginia's tourism products firsthand as part of the Virginia Tourism Corporation's (VTC) inaugural Global Travel Forum.
The event brought together inbound operators, Virginia destination marketing organizations (DMOs), tourism suppliers, international representatives, international tour operators, and media from Virginia's six key inbound markets for education, business development, and networking.
The Global Travel Forum featured an intensive IITA Inbound Insider Steps to Success™ education program, one-on-one business appointments, networking opportunities, and two familiarization (FAM) tours showcasing Virginia's diverse tourism experiences.
Steps to Success Connects Virginia's Travel Trade Partners
IITA's education partner, Jennifer Ackerson of Alon Tourism Solutions, led the intensive Steps to Success program through two educational sessions, with valuable insights and panel participation from IITA inbound operator members:
- Patti Davis, Topaz Tours
- Yves Fore, America & Beyond
- Umang Malbari, Discover Destinations
- Emmanuelle Vaugeios, Scenic Roads
Additional IITA members participating in the Forum included Mabel Cheng of AmericanTours International, Hylton Fothergill of Bonotel, Sreenivas Govindappa of Discover Destinations, and Anja Lueckermann of America 4 You.
The program provided Virginia's DMOs and suppliers with valuable insights into working with inbound operators and developing products and experiences for international markets.
Building Relationships Through Education and Networking
VTC's Heidi Johannesen, Managing Director, Global Markets, and Christi Braginton, Director, Global Markets, developed a comprehensive program that combined international inbound travel education with opportunities for direct connections between buyers and sellers.
Rita McClenny, VTC President and CEO, opened the Forum and actively participated in the Steps to Success program. She also joined the fun during a limbo contest at the opening reception, sponsored by Mountain Lake Lodge, the iconic property that served as "Kellerman's" in the film Dirty Dancing.
Throughout the Forum, inbound operators connected one-on-one with Virginia suppliers and international tour operators through scheduled business appointments and networking events, creating opportunities to build relationships and explore future business partnerships.
Experiencing Virginia Firsthand
Following two days of education, appointments, and networking, IITA members set out to experience Virginia's tourism offerings firsthand through two FAM tours.
One group explored Loudoun County and the Shenandoah Valley, while the other discovered Williamsburg and Virginia Beach. Over three days, participants experienced the destinations, attractions, and experiences that make Virginia appealing to international travelers.
Beautiful weather and vibrant fall foliage provided the perfect backdrop for exploring the state's diverse tourism products and identifying new opportunities for international itineraries.
Strengthening International Inbound Travel Partnerships
Virginia's inaugural Global Travel Forum demonstrated the value of bringing destinations, suppliers, inbound operators, and international buyers together through education and meaningful business connections.
Through its partnership with Virginia Tourism Corporation, IITA continues to support destinations in developing international-ready tourism products, strengthening relationships with inbound operators, and expanding opportunities to attract international visitors to the United States.