The Meetings, Incentives and Trade Show Council (MIT) challenged U.S. Travel to become a powerful collective voice for the industry and build capabilities that add to the activities of other meetings-related associations. The group held its first strategy session on March 2nd,2010. "The critical meetings, incentives and trade shows industries need a collective voice and U.S. Travel is excited to build on its successes - said Roger Dow, president and CEO of the U.S. Travel Association - and we'll strive to ensure that the attacks of 2009 never again take place and that the value of this industry is finally understood." U.S. Travel will develop a blueprint that clearly defines the industry’s short and long-term goals as well as hire an individual to manage the council and its initiatives on a daily basis.