Olga Mazzoni, former president of Visit USA Italy, shares her six years at the helm of the association in an interview with Anna Bruno and looks ahead to the future.
Having reached the end of her term, after six years,Olga Mazzoni is leaving her role as head of Visit USA, the independent association for the promotion of the United States. We wanted to meet her with FullTravel to review her work over more than half a decade.
Summary
Olga Mazzoni, as of February 4, 2020, is no longer the President of Visit USA, since according to the statute she could not run again for the top position after her third term. How do you feel? Had you become somewhat accustomed to the role?
I feel satisfied 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 since the first two were entirely dedicated to the revival of a lifeless association.
What did you find and what are you leaving in Visit USA for the new president Massimo Loquenzi, who is returning to the association’s presidency?
When I was elected six years ago on February 4, the situation of theVisitUSA Association was very alarming. It had been left adrift by a management that was to say the least autarchic and careless, that not only failed to capitalize on its historical assets but also squandered resources on ill-considered investments, was divisive and not very inclusive, and disappointed the expectations of supporting U.S.-based members. A radical and corrective intervention was certainly necessary, at the cost of many sacrifices and a generous dose of industriousness. I believe I am leaving the new administration with an association that is healthy and in excellent condition both financially and structurally.
The United States is the number one long-haul destination for Italians. How easy—or how difficult—is it to promote a destination that already enjoys such prestige?
Certainly the United States is a sought-after, beloved, and desired destination, but it is also true that such a vast and diverse country is in continuous evolution and change, presenting innovations and new developments in tourism every year. It is not just a matter of maintaining a leading position in long-haul tourism. Promotional efforts require expanding the approach to the USA, revealing those lesser-known tourist areas with less commercial appeal, those underutilized products and services, and travel and discovery modes that could attract new travelers. The mission lies in having the broadest, most up-to-date vision, without underestimating elements and trends that could offer new ideas and renewed curiosity about today’s United States.
What has been your personal approach to the States? How did your passion for the ‘Stars and Stripes’ begin?
Passion for a particular destination is born from a calling, from life and work experiences. For me, it began in 1987 when I established my company in Milan.
“Innovation”: To what extent do you think you were inspired by it during your presidential terms?
Innovation is essential. Changing and evolving helps broaden one’s outlook. For me, it was a recurring theme throughout my presidency. Growing and taking risks with new ideas is important to encourage greater participation and expand the target audience. In my six years as administrator, I certainly “dared” a lot, achieving good results and, at the same time, facing resistance from members who were not accustomed to the “new” and more inclined to traditional approaches. Creating interest, involving, stimulating, inspiring, bringing people together, uniting, and fostering growth: this characterized my mission.
Within the association, there are members/partners from different backgrounds and geographical locations. How much (if at all) does this diversity affect the association’s initiatives?
The Italian tourism market is divided not just geographically between north and south, but also in how people travel to the USA. So outbound travel to the US certainly reflects these cultural differences. For the Association, it has meant launching step-by-step challenges. I think, for example, of the first two years of trade-webinars, which saw little participation from agencies in the south. Today, they are well attended even in southern Italy. Then there’s the creation of the American Day, intentionally held twice a year on rotation—once in the north and once in the south—giving each member a choice of which distinct outbound market to focus on. It’s remarkable that the top scorer in the USA Masters category (the first level of training and preparation on the USA) is actually a travel agent from Sicily!
As a woman leading an important association like Visit USA, has that been a burden or a help to you?
Being a woman at the helm of Visit USA Italy has helped me because I had the courage and daring to do things and launch initiatives that only a typically feminine strength makes possible. Beyond that, I don’t believe I had any particular advantage.
Disappointments and joys. Can you mention one or more of each?
Many disappointments, just as many joys. The greatest disappointment is realizing that this is a fragmented and not very united sector, with a short memory and still subject to envy and jealousy, not very open to change. The greatest joy, on the other hand, is the recognition, by many travel agencies, of how much they have learned, grown professionally regarding the United States as a destination, and gained confidence, passion, and drive to take initiative.
If you had remained at the helm, what else would you have liked to do—things you now list among your regrets or projects not yet realized?
The project I started but did not complete was to make travel agents even more central to the growth process of the Visit USA Italy Association. But I think this turning point is too ambitious a challenge for some members. It will require time and a generational shift.
Will you try to return to the top or does your experience end here?
I’m not interested in being at the top, but I would like to nurture the relationships built over the years with a spirit of loyalty and professional friendship, and reap the rewards. I think the way should be left to young talent, supporting and fostering new energy.
Pubblicato in Books & Meetings
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