Inbound Operators Share Why Industry Education and Collaboration Matter
Building stronger partnerships, expanding international opportunities, and sharing industry knowledge are central to IITA’s Inbound Insider Steps to Success™ program. Hear from the IITA Inbound Operator Members who help make it possible.
Growing international inbound tourism takes more than a great destination or an unforgettable travel experience. It requires understanding how the international travel trade works, what buyers want, and how destinations and their tourism partners can work together to turn opportunities into business.
That’s the foundation of Inbound Insider Steps to Success™, an educational program developed by the International Inbound Travel Association (IITA) and Alon Tourism Solutions. Designed to help destination marketing organizations (DMOs), attractions, hotels, and other tourism businesses build successful international inbound business, the program connects participants with the knowledge, strategies, and industry relationships needed to compete in the global marketplace.
A vital part of that learning comes from the inbound operators who work every day between international travel buyers and U.S. tourism suppliers. These industry professionals bring firsthand insights into how international travel is sourced, sold, and delivered—and they generously share their expertise to help the entire industry succeed.
We asked several IITA Inbound Operator members why they support Steps to Success and what makes the program valuable.
Bringing the International Market into the Room
For Umang Malbari, President, Discover Destinations, Steps to Success addresses an important gap between understanding international markets and helping local tourism businesses serve them effectively.
“DMOs often travel internationally to understand what a market is asking for, but many of the local partners (hotels, attractions, restaurants, and other local businesses) who ultimately deliver that visitor experience never have that same opportunity. Steps to Success helps bring the international market into the room—connecting destinations and their partners with the people who understand how that business is actually sourced, sold, and delivered,” Malbari explained.
He also sees the program as an opportunity for inbound operators to give back while learning from the destinations and businesses they serve.
Receptive operators occupy a unique position between international buyers and U.S. suppliers. Sharing what they see in the marketplace helps local partners better understand the travel trade, while listening to participants' challenges helps operators identify ways to collaborate more effectively.
That two-way exchange of knowledge makes Steps to Success valuable for everyone involved.
Turning Great Tourism Products into International Business
Roie Zuk, President, Amadeo Travel Solutions, sees Steps to Success as an opportunity to help tourism professionals build the business knowledge that complements their passion for creating exceptional visitor experiences.
A great tourism product doesn't automatically translate into international sales. Understanding distribution, developing relationships with tour operators, and learning how to reach buyers in global markets requires a different set of skills.
“Great tourism products are usually born from a passion for the guest experience but building a great product and knowing how to sell, distribute, and grow it through the travel trade are very different skills. Steps to Success helps bridge that gap,” Zuk shared.
The program introduces participants to how the travel trade operates and provides a practical foundation for developing repeatable business relationships that can bring their products to international markets.
For Zuk, supporting the program is also about paying forward the knowledge he gained from others in the industry.
“I’ve benefited enormously from people in this industry who were willing to share what they knew with me, so I see participating in the program as an opportunity to continue that tradition.”
His perspective highlights an important part of Steps to Success: building a stronger industry by ensuring that experience and knowledge are passed along to the next generation of tourism professionals.
A Stronger Industry Through Education and Advocacy
Jason Murray, President, Southwest Adventure Tours, emphasizes the broader impact of education and collaboration across the travel industry.
“A well-educated and cohesive travel industry is stronger and more resilient,” Murray said.
He has seen firsthand how the lack of relationships between destinations, suppliers, and inbound operators can result in missed business opportunities.
“One of our tours requested a specific destination, but none of the suppliers there had business relationships with us—so we moved the tour to a destination that did. Destinations and suppliers have no idea how much revenue they’re missing by not working with inbound operators,” Murray explained.
His experience illustrates an important point: being a desirable destination isn't enough. Destinations and suppliers must also build relationships with the inbound operators who connect them to international travelers. Without those connections, opportunities for visitation and revenue can go elsewhere.
Gisa Kusserow-Hanson, Vice President of Contracting and Product Partnerships at AlliedTPro, also sees education as a way to strengthen the industry's collective voice and demonstrate the value of inbound tourism.
“If we don’t raise our voices together and advocate for our industry segment, we cannot expect the supplier partners to recognize our strength and value to them. Steps to Success is the perfect program to spread the necessary education and create new industry partnerships.”
Together, these perspectives reinforce the connection between education, partnership development and advocacy. By helping tourism businesses understand the inbound travel trade, Steps to Success supports more informed conversations, stronger supplier relationships and greater recognition of the economic value international visitors bring to U.S. destinations.
Learning Together, Growing Together
For Emmanuelle Vaugeois, CEO, Scenic Roads, the value of Steps to Success extends beyond the curriculum. It is also about the opportunity to learn from others and be part of a supportive professional community.
“I strongly believe we can learn from one another and help each other’s businesses grow in meaningful and efficient ways. Together, we are stronger.”
As the leader of a small company, Ms Vaugeois understands how isolating running a business can sometimes feel. Being part of a larger community creates opportunities to exchange ideas, learn from others' experiences, and share lessons that may help another business succeed.
“I enjoy learning from the experiences of others, and if my own experiences can help someone else, I’m always happy to share.”
That spirit of collaboration is central to Steps to Success. Participants gain practical knowledge from experienced industry professionals while building connections that can continue to support their businesses long after the program concludes.
Invest in Your International Inbound Potential
International travelers create opportunities for destinations and tourism businesses across the United States. Reaching those travelers, however, requires an understanding of the travel trade and the relationships that connect international buyers with U.S. experiences.
Steps to Success helps bridge that gap through practical education, industry expertise, and collaboration. By bringing inbound operators, destinations, and tourism partners together, the program helps participants better understand the international marketplace and enables them to take meaningful steps toward developing profitable inbound business.
Whether you're a DMO looking to expand international visitation, an attraction seeking new distribution opportunities, or a tourism business ready to reach global markets, Steps to Success can help you build the foundation for growth.
Take the Next Step
Explore how Steps to Success™ can help your organization develop the knowledge, relationships, and strategies needed to grow international inbound business. Click to learn more about the Inbound Insider Steps to Success™ Program or contact us for more information.