Destination Roadshow Takes International Tourism Strategies on the Road in Oregon

More than 800 miles, four destinations and one shared goal: preparing Oregon communities to welcome more international visitors. 

What a spectacular week of engagement, discovery, and collaboration in the Pacific Northwest! 

The International Inbound Travel Association's (IITA) Inbound Insider Steps to Success™ program hit the road in Oregon for an immersive Destination Roadshow, bringing together destination teams from across the state to explore the opportunities of international tourism and learn how to work more strategically with inbound tour operators and the global travel trade. 

Organized by Thomas Moser, Global Sales Manager at Travel Oregon, and joined by Karen Olson, Global Sales Manager, the roadshow covered more than 800 miles of Oregon's beautiful landscape, connecting with four destinations across the Willamette Valley, Southern Central Oregon and Eastern Oregon. 

Learning Directly from the Inbound Travel Trade 

A vital part of the Steps to Success learning experience 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 generously share their expertise to help the entire industry succeed. 

We were especially pleased to have two IITA Inbound Operator Members participate in the Oregon Destination Roadshow: 

• Hylton Fothergill, Senior Contract Manager, Bonotel Exclusive Travel
• Audrey Leglise, Senior Operations Manager, TourMappers / Southwest Adventure Tours 
  
  

Their real-world perspectives and industry expertise helped bring the international travel trade to life for participating destinations, offering valuable insight into what operators need, how partnerships develop, and what destinations can do to become more competitive in the international marketplace. 

Having inbound operators actively involved in the learning process is what makes Steps to Success™ especially valuable. It creates opportunities for destinations to hear directly from the professionals who connect U.S. experiences with international travelers. 

Taking International Tourism Strategies on the Road 

Each stop provided an opportunity for destination representatives to deepen their understanding of the international travel trade, explore what inbound tour operators look for when selecting destinations and experiences, and identify ways to position their communities for greater international visitation. 

Through the Steps to Success framework, participants explored how to: 

• Understand the international inbound travel trade and how tour operators work.
• Develop meaningful relationships with inbound operators.
• Identify experiences and attractions that appeal to international visitors.
• Strengthen destination readiness and prepare for international business opportunities.
• Build a strategic approach to engaging with the travel trade. 
  
  

The roadshow format allowed participants to connect these concepts directly to their own destinations, creating opportunities for conversation, collaboration and practical application. 

From Learning to Action 

International tourism success doesn't happen overnight. It takes preparation, strategic thinking and, most importantly, relationships. 

The Steps to Success program helps destinations and tourism businesses understand how to enter the international marketplace and build the foundation for lasting partnerships with inbound tour operators. 

The Oregon Destination Roadshow brought those lessons directly to the communities working to grow their international visitor potential. 

A tremendous thank-you to Travel Oregon, Thomas Moser, Hylton Fothergill, Audrey Leglise, and all four participating destination teams for their time, expertise, hospitality, and commitment to growing international tourism in Oregon. 

IITA's Inbound Insider Steps to Success™ Program is all about turning knowledge into action and relationships into results. Interested in bringing this program to your destination? Reach out now!