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Time for Vibrant Leadership at TIA The 16 June 2004 edition of the Zeitgeist e-Zine After a decade at the helm, Bill Norman has announced his retirement as the figurehead of American Tourism. TIA has announced a search committee of industry veterans to identify and recruit a successor to the throne. And I've got a few suggestions... I was a
delegate at the White House Conference on Travel and Tourism nine And it still hasn't. Don't get me wrong. I appreciate the width and breadth of TIA's research wing. Pow Wow is a pretty sensational event. And, there's been some good behind-the-scenes work on the Visa Waiver program for which the organization should be congratulated. But TIA has had 9 years since the WHCTT and we are still without a meaningful Federal investment in tourism. The majority of our States (even the ones that have featured Mr. Norman as a keynoter at their annual tourism conference) are cutting back on tourism promotion and development. If we've taken any steps forward over the past decade, we've doubled the number we've taken back. Bottom line: The time for playing nice is over. As we move forward into the second half of this decade, TIA must move from industry resource to industry advocate. So, here's what I think we need from the next head of TIA: 1) A vital, charismatic communicator. This time out, we need someone who can capture the imagination of an audience and motivate them to action. Somebody who doesn't need to read from a prepared script. Somebody who can shoot from the hip with a great sound byte and represent the exciting entrepreneurial spirit that is the root of tourism. Somebody who can engender excitement, commitment and support from the tourism industry. 2) Somebody who's been there. We need somebody that has that entrepreneurial spirit. Someone who has owned their own business; who's had to balance marketing, customer service, payroll, branding, product development and knows their way around the political landscape. That's the kind of background that generates instant credibility to go with that winning smile. A guy like Herman Cain, former CEO of the National Restaurant Association, who owned a chain of Burger Kings before taking over Godfather's Pizza. 3) Somebody willing to go to the mat. That America STILL doesn't have a meaningful Tourism Marketing effort is beyond a travesty. It's an embarrassment. And TIA needs a leader that won't go quietly, won't back down, won't worry about stepping on toes and won't be concerned about job security. We need somebody that calls it like it is and demands that this country get serious about the very real need to rebrand ourselves around the world AND encourage a re-discovery of the wonders of America...by Americans. As a line in a forgotten song by the Unforgiven goes, "Go out and knock 'em dead and help 'em up and tell 'em you'll be back soon." I don't think I'm asking too much. If you agree, there are two DMO leaders on the search committee: Committee Chair John Marks / San Francisco CVB Nancy Landess / Iowa Division of Tourism They need to hear from you. Tell them that the promise of TIA is too important to entrust to a smooth and measured industry insider that says "all the right things." Tell them we need somebody who will ROCK the boat. Til next time... Bill Wanna comment on this or other topics. E-mail Me!
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years ago. Admittedly, my delegation was seen as somewhat of a troublemaker
because we challenged the singular focus on international marketing
for which Conference leadership was pushing. Wisconsin was lobbying
for a more balanced approach, including efforts to encourage Americans
to see America (now there's a novel concept) as well as positioning
us as an international destination. Of course, nothing happened.