VOICES OF LEADERSHIP
Pam Inman
President
101 Prosperous Place, Suite 350
Lexington, KY 40509 USA
+1.859.264.6551
[email protected]
YOU PROBABLY WEREN’T expecting a Rorschach moment, but
there seems to be an inkblot under my letter. Here’s why.
At every major professional gathering I attend, I can count
on seeing NTA members. And whenever we get together, I can
count on your candor. My best barometer of our association
comes not only from leadership meetings and conference
calls, but also through encounters with members like you. You
tell me what you like and don’t like about small things, and
you also give me your take on the big picture.
The big picture, I’m convinced, is a Rorschach image. I say
this because two people can look at the same association and
see very different things.
Sometimes I hear that NTA is too international.
Then the next person says NTA is too domestic.
I’m no psychologist—no Rorschach specialist—but I accept
both statements as valid. (I’m also told, sometimes, that NTA
is right on track with what we are doing.)
Those statements are valid because every member has his
or her unique perspective. Each of you has a different collection of priorities and demands that can lead to contradictory
interpretations of the same set of facts.
Here are some of the facts:
1. NTA’s vision and primary focus is to become the global
packaged travel association while shoring up our North
American base.
2. NTA has members representing more than 40 countries,
but 93 percent of our members are based in North America.
3. NTA has gained significant revenue, members and attention from our China Inbound Program, yet we spend less
than 5 percent of our budget on the program.
4. Travel Exchange attendees represent some 30 countries,
but 96 percent of attendees are based in North America.
So both members are justified. It is entirely correct to
say that NTA is focused on international markets. It’s also
accurate to say that NTA is concentrated on North America.
As it turns out, NTA can handle both. We can be a diverse
and comprehensive association because our membership is
diverse and comprehensive.
I know each member looks to NTA to fill specific needs, and
when you see our focus on something that isn’t your priority,
remember that there are other members who interpret that
same diversity as a strength.
Diversity represents new markets, new tour product and
new sources of revenue or visitors.
Same association, different perspectives. That’s my
Rorschach moment.
P.S. What do you see in the inkblot? I’d like to hear your
perspective on the blob—and on your association. Email me at
[email protected] or call me at +1.859.264.6551.
6
July 2016