Visit Galveston Highlights the Impact of IITA's Steps to Success Program
In 2024, Visit Galveston participated in IITA's Steps to Success program, taking a proactive approach to preparing the destination for international travel growth. Since completing the program, the organization has been working with local tourism partners to better understand the international travel trade, strengthen travel trade readiness, and position Galveston for long-term success in global markets.
As one of the destinations participating in the initiative, Visit Galveston has focused on educating its hotels, attractions, and tourism businesses on how to work effectively with international tour operators, making it easier for Galveston to be included in U.S. itineraries.
According to Tony Lyle, Executive Director of Visit Galveston and an IITA Board Member, preparing a destination for international visitors benefits not only individual communities but the entire state.
"International travel is a real growth opportunity for Galveston and for destinations across Texas. Steps to Success has given us a practical way to help our local partners better understand the international market, prepare their businesses and connect with the travel trade. We are already seeing good progress and I believe the work we're doing now will pay off over time. I would encourage other DMOs to take part because the more travel-trade-ready destinations and businesses we have across Texas, the stronger we all become."
That local focus has been a key part of the program's success.
While international marketing and trade shows are important, Visit Galveston recognizes that long-term success begins by preparing local businesses to meet the needs of international tour operators and travelers. Through the Steps to Success program, tourism partners learn how to develop travel trade-ready products, create appropriate rates, build effective sales materials, and ensure their booking information is accessible and easy for buyers to use.
Ted Bowen IV, CTA, Travel Trade Sales Manager for Visit Galveston, has seen firsthand how the program has helped local businesses better understand and engage with the international marketplace.
"Galveston has a lot of potential in the international market, but reaching that market takes more than attending trade shows and talking about the destination. A big part of the work happens here at home, helping our hotels, attractions, and other tourism partners understand how the international travel trade works and what buyers need from them. Steps to Success has given our partners a clear process to follow, from developing the right rates and sales materials to making sure their booking information is easy to find and use. It's been rewarding to see our partners embrace the program and take the necessary steps to make Galveston easier to sell to international visitors year-round."
Visit Galveston's experience demonstrates that building international visitation starts with preparing local businesses for success. By investing in education and creating a destination that is easier for international buyers to sell, communities can position themselves for long-term growth in the global travel marketplace.
As more destinations participate in Steps to Success, they strengthen not only their own communities but also the competitiveness of the United States as a premier international travel destination.