Interview with USTOA President Terry Dale

Q&A with Terry Dale

By Maria Lisella (contributing writer)

This week while industry leaders are clamoring in Washington, D.C. at the Grassroots Congressional Summit sponsored by the National Tour Association, Destination Marketing Association International and the Southeast Tourism Society focusing on inbound tourism, Terry Dale, president of the United States Tour Operators Association (USTOA) has been actively engaged in planning for incoming tourism and emerging markets.

Dale has just returned from the Tourism Cares Peru program, the first USTOA Tourism Cares event that has been held internationally. Next  month, USTOA will stage its own Congressional Caucus in discussions with Congressional representatives, and with the Department of Transportation. Upon his appointment to USTOA in 2011, Dale’s first initiative was to create a steadfast presence on Capitol Hill, the organization appointed McBee Strategic.

 Q&A

Did anyone represent USTOA at the Grassroots Summit this week?

We are supportive of the Grassroots Summit even though it is focused on inbound tourism because we are part of the broader industry picture. We participated on NTA’s Forum last year but this year it overlapped with our first international global initiative in Peru, which had previously been domestic based.

 What are the goals of the Tourism Cares and how does it draw consumers?

The Tourism Cares program in Peru represents a three-year commitment to assist GoPeru to adapt its own version of Tourism Cares. Our program began with day-long educational forum, we met with tourism leaders, talked about sustainability and USTOA members participated in a panel discussion about product development.

 How is USTOA keeping track of consumer travel trends?

While in Peru we cleaned and painted at San Pedro Marketplace, the kind of activity we know will appeal to consumers. Referring to the "E" factor, 85% of the respondents to a USTOA survey conducted early in the year indicated is a major draw among Baby Boomers 46 to 65 years of age.

How is the link with Capitol Hill working for USTOA?

It is such an active environment in the Capitol, from a regulation standpoint. We need to know when the Departments of Labor and Transportation are considering plans that will effect our membership…and we hope to jump in with federal agencies to make them aware our role. We’re in a fortunate situation, and not in crisis mode. This is the time to build relationships, to get Congress to understand who we represent, so that we can also know where go to for support when and if a crisis does show itself.

 What is the strategy you will take in June?

This will be a follow up to the October, 2011 meeting; it is an opportunity to continue updating the DOT while finding ways to collaborate and possibly have a roundtable discussion with airlines about ways to work closer together.         

 Does the current Congressional crackdown on public employees threaten travel?

Congress is focused on managing and curtailing travel, which could have an adverse impact on the industry as a whole so we will confer with Roger Dow, president of NTA to talk about their initiatives and strategies on government affairs.

 Is it your desire to see tour operators placed on a par with cruise lines?

With the rise of social media, there are innovative ways we can do a better job to communicate to consumers that we are a valid way to travel…it [USTOA] will never be like a cruise lines, for one thing the budgets cannot be compared.

 Will USTOA participate in any strategic alliances with corporations?

We are looking at those avenues and are in preliminary conversations with all major credit cards. For instance, American Express would be a good fit as they sponsor part of our annual conference but we have never done any collaborative marketing with them but both parties are open to it. We have to assess how we can expand each other’s missions — it would be a logical fit.

What are the emerging markets USTOA members are looking at?

South America is a growth market for us, its potential is great and China definitely has long-term potential. We just had our out-of-country meeting in Ecuador we found it to be an amazing country and islands are one of a kind.

What other decision-making bodies does USTOA participate in?

USTOA supports Brand USA; they need funding, advertising and marketing because as our membership grows, our members are opening offices in Latin America/Brazil and China, and the President issued an Executive Order for people to people travel to Cuba will open new markets.

How will USTOA celebrate its 40^th Birthday?

We are going to kick off a 40^th Ann. sweepstakes very soon; a four-week promotion giving consumers an opportunity to win vacation around the world…and to gain awareness of USTOA.

With USTOA membership expanding internationally, is the $1 million bond still adequate to cover bankruptcies?

No other association has a consumer protection program, so we think the $1 million is still relevant and viable. The Financial Compliance Committee reviews this issue every year but so far an increase is not necessary.