Olga Mazzoni: look to the future after the Visit Usa Italy experience

Olga Mazzoni, former president of Visit USA Italy, in an interview with Anna Bruno talks about her six years at the top of the association and looks towards the future.
Olga Mazzoni
Olga Mazzoni

Having reached the end of her mandate, after six years, Olga Mazzoni leaves the Visit guide USA, independent association for the promotion of United States. With FullTravel we wanted to meet her in order to make an excursus on her work lasting over five years.

Olga Mazzoni, as of February 4, 2020, is no longer the President of Visit USA, since by statute she was unable to reapply for the top position after her third term. What does he feel? Had she gotten used to it a little?

I feel satisfaction in having carried out my mandate with vigor and enthusiasm, closely observing the evolution not only of the association but also of its perception externally. Six years is not a short time, especially if the first two are completely dedicated to the rebirth of a lifeless association.

What has he found in Visit USA and what does he leave behind for the new president Massimo Loquenzi who returns to the presidency of the association?

When I was elected 6 years ago on February 4th, the situation ofVisitUSA Association it was very alarming. Left in disarray by a management that was, to say the least, autarchic and light-hearted, which not only was unable to capitalize on its historical heritage, but rather squandered on unwise investments, it was disintegrating and not very inclusive and disappointed the expectations of its US supporting members. Certainly a radical and corrective intervention became necessary, at the cost of many sacrifices and an abundant dose of industriousness. I believe I will leave to the new administration a healthy and well-established Association both financially and in terms of structure.

The United States represents the first long-haul destination for Italians. How easy and how complicated is it to promote a destination that is already renowned?

Certainly the United States they are a coveted, loved and desired destination but it is also true that such a large and diverse country is constantly evolving and changing, offering innovations and novelties in the tourism sector every year. It's not just a matter of maintaining a strong position as a leader in long-haul tourism. The promotional commitment requires broadening the approach to USA, revealing those lesser-known tourist areas with less commercial appeal, those less exploited products and services, those methods of travel and discovery that can attract new travellers. The mission lies in having a vision as broad as possible and in step with the times, not underestimating elements and phenomena that can contribute to offering new ideas and a renewed curiosity for United States today.

What was your approach to the States? How did your passion for the "Stars and Stripes" arise?

The passion for a specific destination arises from a vocation, from life and professional experiences. For me in 1987 when my company was born in Milan.

“Innovation”: how much do you think you were inspired during your presidential mandates?

Innovating is fundamental. Changing and evolving helps broaden your vision. It has been a constant for me throughout my entire presidential term. Growing and taking risks with new ideas is important to involve greater participation and broaden the target audience. In the six years of my administration I have certainly "dared" a lot, also obtaining good results and, at the same time, also facing the resistance of members not accustomed to the "new", more inclined towards traditional methods. Creating interest, involving, stimulating, inspiring, aggregating, uniting and growing: this has characterized my mission.

In the association there are members/partners of different backgrounds and geographical locations. How much (if) does this diversity affect the association's planning?

The Italian tourist market is divided not only geographically between north and south, but also in terms of travel methods USA. So outgoing for the United States certainly suffers these cultural differences. For the Association it was a matter of launching challenges step by step. I'm thinking about the first two years of trade-webinars poorly attended by southern agencies. Today, however, they are also gaining good acclaim in southern Italy. Then the creation of the event American Day, deliberately rotating twice a year, one in the north and one in the south, allowing each member to choose which distinct outgoing markets they can dedicate to. It is strange that the first place in the USA Master category (i.e. the first level of preparation and training in the USA) is actually a Sicilian travel agent!

Being a woman at the helm of an important association like Visit USA, how much did it weigh and how much did it help you?

Being a woman at the helm of Visit USA Italy helped me because I had the courage and courage to do things and launch projects that only typically female strength allows. For the rest I don't think I had any kind of advantage.

Bitterness and joy. Can you tell me one or more of each?

Bitternesses: many as well as joys. The greatest bitterness is the observation that we work in a disintegrated and poorly united sector, with a short memory and still dominated by envy and jealousy, not accustomed to change. The greatest joy, however, is the recognition, by numerous travel agencies, of having learned so much, of having grown professionally on the United States destination and of having acquired familiarity, passion and desire to undertake.

If she were still at the top, what would she still like to do that would be among the regrets or projects not yet implemented?

The sketchy but unfinished project is to make travel agents more protagonists in the growth process of the Visit USA Italy Association. But I think that this turning point is too ambitious a challenge for some members. It will take time and a generational change. 

Will he try to return to the top again or will his experience end here?

I'm not interested in being at the top but I would like to cultivate the relationships created over the years with a spirit of loyalty and professional friendship and reap the good fruits. I think the path should be left to young talents, supporting them and nurturing new energy.

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