Crushing the Imposter Through Collaboration
Imposter syndrome doesn't just affect us, it can impact our organizations and industry.
Do you struggle with Impostor Syndrome? When asked this question, I had to look up the definition.
Imposter Syndrome (IS) is a behavioral health phenomenon described as self-doubt of intellect, skills, or accomplishments among high-achieving individuals. (National Institutes of Health, 2023)
Oh boy, do I have an Impostor! Through Women in Buses, Kris Kelso educated us on this topic, and then WIB used his book, Overcoming the Impostor: Silence Your Inner Critic and Lead with Confidence, in a book club discussion.
As I continually fought to silence my Impostor, I began to recognize this syndrome in others. Most recently, I connected it to the state of Iowa. How can a state have a syndrome? Well, collectively, Iowans do not think we are a tourist destination—Iowans LOVE living in their state and LOVE attending local events. Iowans just doubt outsiders will love Iowa, too. After all, we are a fly-over state, and I35 and I80 carry many travelers through our state, not IN it.
This understanding has led me to confidently lead alongside other Iowans who KNOW we are a destination state to silence the Impostor within our borders.
Pushing back through hard work
Have you stopped by the Iowa booth during ABA Marketplace? Did our Rice Krispie treats help with a skipped breakfast or afternoon snack? When I first started attending Marketplace in 2013, Iowa did not have a booth. The Iowa Group Travel Association (IGTA) was only taking appointments. Who would want to stop at a booth for Iowa? It was through the leadership of the board members (Yes, I was one.) that the Impostor’s voice was silenced and booth space was obtained. Our presence grew. In 2020, ABA was in our backyard, Omaha. Excitement of the board grew. Iowa became a sponsor, three FAM tours were offered (and sold out), the booth had an upgrade, and Rice Krispie treats to celebrate the creator, Mildred Day, an Iowan, became Iowa’s go-to treat.
Through the hard work and vision of tourism leaders in the state, a DREAM has become a reality with the formation of the Iowa Travel Industry Partners (iTIP). The state had been divided into many silos (no pun to Iowa’s rich farming background) of tourism associations/groups and iTIP brought us under one umbrella. One vision. One mission. One voice. Through this DREAM (Development, Resources, Education, Advocacy, and Marketing) iTIP advances the travel and hospitality industry of Iowa.
iTIP’s director, Chelsea Lerud, takes the appointments at Marketplace on behalf of the entire state. She represents all of the members—DMOs, CVBs, attractions, hotels, etc. Entities with budgets too small to send their representatives still get to showcase what they have to offer through Chelsea.
Expanding our vision opens our success
With advocacy efforts, tourism marketing dollars are also increasing in Iowa. For me, this is one of the most exciting developments over the years. During 2020 (I know you know) I was on a call with elected officials talking about group travel. I was not being heard. To all but one on that panel, ‘Iowa is for Iowans.’ ‘Iowa is for individual travelers.’ Our own elected officials, who give their time to make Iowa better, had a huge Impostor in their way. The hard work of the industry is silencing that Impostor.
But yet, check out the new booth Iowa now showcases at tradeshows.
We’ve come a long way. The dream is not over, though. I will not be satisfied until Iowa is seen as a destination state by elected officials, state employees, and residents. My Impostor told me I could not have a voice amongst DMOs and CVBs. I have learned my voice is needed. (I served as the past chair for iTIP.) Public/private relationships are the way to advance tourism. Tourism is good for the state.
My dream? Reaching beyond the borders of Iowa and working with our neighbors. We are more than a fly-over region, after all. Does a group want to fly into Chicago, hop on my bus, travel throughout Iowa, into Nebraska, and leave through Denver? Or, maybe we start in Saint Louis and end in Minneapolis. The possibilities are endless when we tell our Impostors “HUSH.”
We CAN do this.
Are you ready to dream with me and lead tourism into a new era?
Kim Grzywacz is the Director of Sales at CIT Signature Transportation and an active member of ABA’s Board of Directors.
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