Dear Colleagues,
As we all know, in recent weeks, Diversity, Equity, and Inclusion (DEI) programs have faced significant setbacks and mounting backlash across various industries throughout the nation. Notably for tourism, this trend started back in 2023 when the Central Florida Tourism Oversight District, appointed by
Governor Ron DeSantis, abolished all DEI programs, labeling them as "illegal and un-American," a move that set the stage for the broader, more bolder acts we are witnessing today.
This open letter serves as both a reflection and a call-to-action. This moment is not just about the morality of equity and inclusion - it's about realizing the massive economic setback these efforts potentially create for us, hindering the industry as a whole and undermining its role as a major driver of the US economy. As professionals deeply embedded in the industry, we understand the importance of staying ahead of market trends and effectively reaching diverse audiences. The African-American travel market represents an untapped reservoir of potential that we, as industry leaders, can no longer afford to overlook. The time to act decisively is now.
The Economic Case for Engagement
Recent data underscores the remarkably consistent contributions of African-American travelers to the U.S. economy. In 2023 alone, this market spent $145 billion, with an average spend of $2,992 per trip in 2025-a $1,300 increase from previous years. Despite these numbers, less than 4% of Convention and Visitors Bureaus (CVBs) allocate advertising budgets to target African-American travelers. The figure is even lower when it comes to hotels, cruise lines, airlines, and other travel-related businesses.
Consider the broader context. The U.S. travel and tourism sector has faced significant challenges, including a 22% decline in visitor spending since its 2019 peak of $217.4 billion. In rapid decline for a fifth straight month, echoing the lowest level since the onset of the pandemic, the industry is experiencing economic uncertainty and anxiety at an all time high. While most of the world is extending open invitations, the US is grappling with image issues demonstrating a far cry from rolling out the red carpet to red tape courtesies like recent "tariff sanctions," stricter borders and new "REAL ID compliant" domestic travel policies. It's no wonder by 2025 our sector is projected to lose an additional $12.5 billion in revenue.
Addressing the Disconnect
One of the primary barriers to effectively engaging African-American travelers is the lack of representation in leadership roles. Currently, only 11 CVBs nationwide are led by African-Americans, and just one headed a state tourism office until recently, as their role unfortunately was the latest to fall victim to the new administration's tactics to roll back DEI. This lack of oversight is what often results in a narrow focus on traditional markets, sidelining opportunities to connect with African-American travelers.
Additionally, misconceptions persist about the African-American market requiring a niche approach limited to SMERF tourism. On the contrary, this market is diverse and multifaceted, encompassing a wide range of preferences and behaviors with 87% who are willing to pay for premium experiences, demonstrating a desire to invest in high-quality offerings.
Moreover, 79% of African-American travelers cite safety and a welcoming atmosphere as paramount, rating these factors as highly influential in their travel decisions. Today, more than 50 years post-segregation, ask the average African-American if they feel safe and you will learn that for many, it's far more appealing to travel abroad.
Strategic Solutions
To capture this lucrative market, we must adopt targeted and inclusive strategies from African-American leaders in the industry:
1. Authentic Messaging
Remember representation matters not just in leadership but also in marketing. Studies reveal that travelers are 50% more likely to engage with marketing materials that reflect their own identity and culture. Yet, African-American travelers often encounter limited or tokenistic representation in travel advertisements. This disconnect sends a clear message: "You're not our priority." Addressing this gap is both a moral imperative and a marketing necessity.
Al Hutchinson
Collaborate with African-American influencers and content creators to highlight African-American travelers in meaningful narratives that showcase their unique travel experiences and aspirations to authentically represent this demographic. Marketing materials should extend to storytelling that reflects the diversity of the African-American community recognizing their Caribbean, European, South American and African origins and dialects as authentic representation. The focus should be on genuine stories that resonate with diverse audiences and what is good for the destination.
"Representation matters," Al Hutchinson, Retiring President/CEO,
Visit Baltimore says. "When leadership reflects the diversity of the community, it fosters trust and opens doors to previously untapped markets."
2. Invest in Black-Owned Media
Despite contributing billions to the travel economy, African-American travelers remain underrepresented in advertising. Of the $322 billion spent annually on U.S. advertising, less than 2% is directed toward Black-owned media. Placing ads with trusted media outlets such as the Alan Media Group, Urban One, TheGrio, and publications like Black Meetings & Tourism Magazine, can bridge this gap and demonstrate a genuine commitment to inclusivity.
Take the Blavity Media Group brand portfolio, home to Travel Noire. Alone, it can provide access to the most influential and fastest-growing consumer segments today reaching an average 100M total monthly, with some 75M social followers, 21.5B monthly video views across all platforms and an engaged audience that's 95.8% multicultural, Millennial and Gen Z.
Destinations like Visit Baltimore and Atlanta are getting it right. Setting the standard for inclusivity in tourism. Targeted campaigns and partnerships with Black-owned media have yielded tangible results, most notably a 70 % increase in revenue for Atlanta Airport District once they catered to the Black dollar.
3. Elevate Curated Experiences
The popularity of developing itineraries that highlight Black history, culture, and contributions, from historic neighborhoods and museums like the National Museum of African American History and Culture in Washington, D.C to Black-owned restaurants, has successfully attracted millions of visitors to must-visit destinations. And though these experiences resonate strongly with both leisure and group travelers, curated experiences must be elevated.
Beyond the numbers, African-American travelers are trendsetters in experiential travel increasingly seeking out spa retreats, wine tours, and bespoke travel packages that cater to all their sophisticated interests. They by far influence broader travel trends, including cultural tourism, luxury, wellness, adventure-sport and eco-conscious travel. Capturing their loyalty is an opportunity to grow not just revenue but also innovation and diversity in travel offerings.
4. Community Engagement
Collaborate with African-American organizations and local communities to foster trust and build long-term relationships. Sponsoring events, supporting cultural initiatives, and promoting Black-owned businesses not only attract travelers but also create a positive ripple effect within the community.
Elliott Ferguson
One successful example is the Essence Festival of Culture in New Orleans, which generates over $200 million annually for the local economy. By partnering with cultural festivals and community events, destinations can tap into an engaged audience while promoting economic empowerment.
Similarly, Destination D.C's pioneering
DEI Business Fellowship Program spearheaded by
Elliot Ferguson, visionary President and CEO, is driven by one guiding inquiry, how do we ensure Black and minority businesses get a share of the tourism dollar? His bold solution, "you teach them to fish, because the challenge is not getting visitors to the Black and minority marketplace, it's getting Black and minority businesses a seat at the table".
The DEI Business Fellowship is open to small businesses with less than $6 million in annual revenue and owned by people from racial and ethnic minority groups, LGBTQ+ communities, veterans, women, or persons with disabilities, aiming to align DDC's membership base with the city's diverse demographics and promote a more equitable distribution of economic benefits from the city's vibrant tourism, hospitality and event planning industry. The Fellowship program supports local minority-owned businesses with mentorship and grants, providing opportunities for exposure and new business opportunities, training them in the necessary marketing and sales strategy to book major conventions, up-sell products and services and remain sustainable in the tourism and event market.
Mercedes Miller
5. Promote Representative Leadership & Diversify Your Supplier Network
Though promoting diversity within organizations is under critical scrutiny. Building diverse leadership teams ensures a broader range of perspectives in decision-making that drives innovation, leading to campaigns and strategies that resonate with a wider audience. "As a leader, you must make a conscious effort to train more that are on the floor to be catering managers, event planners, creating the opportunity for the next generation," says Mercedes Miller, President of the Atlanta Airport District.
Likewise, when working with meeting planners and vendors, go the distance and prioritize supplier diversity by including Black-owned businesses in RFPs, vendor lists, and local business directories.
6. Leverage Data-Driven Insights
Utilize research and data to understand the preferences and behaviors of African-American travelers. For instance, studies indicate that 46% of Black travelers are members of travel groups like the Black Travel Movement,
Nomadness Travel Tribe and
Black Women Travels. These platforms provide unparalleled access to understanding the African-American travel community and can be instrumental in building trust and engagement.
Make discussing DEI impact statistics commonplace i.e. diverse companies earn 2.5x higher cash flow per employee, are 3x happier and 87% of the time diverse teams make better decisions, to share positive outcomes and demonstrate value. Organizations that prioritize diversity are 35% more likely to outperform their peers financially,
7. Enhance Digital Engagement
Were you aware that 36% of Black travelers are more likely to use digital tools and apps to find travel deals, it's essential to have a strong online presence. Invest in digital advertising on platforms like Green Book Global, Localier and ZaNiera and on Black travel apps frequented by this demographic, such as XPat and Official Black Wall Street.
The Cost of Inaction
Capturing even 1% more of the African-American travel market could generate an additional $1.45 billion in annual revenue. The math is clear: targeted outreach and inclusive marketing are not just ethical imperatives but sound business strategies and in this challenging environment, ignoring a high-value market segment like African-American travelers is not just exclusionary-it's economic suicide.
Jason Dunn
Moreover, the cost of ignoring this market extends beyond revenue. It risks reputational damage in an era where consumers increasingly expect brands to take a stand on social issues. Brands that fail to engage meaningfully with diverse audiences risk being perceived as out of touch, leading to lost opportunities and diminished brand loyalty. We must not underestimate the power of the Black dollar.
As Jason Dunn, Executive Director of the
National Coalition of Black Meeting Professionals (NCBMP), aptly put it, "We're no longer asking to be seen-we're showing you the receipts. We've been here, we've been traveling, and we've been spending. The industry needs to shift from performative gestures to actionable partnerships."
Moving Forward
The African-American travel market is not a niche; it's a powerhouse market segment with considerable economic impact. With spending projected to grow through 2030 and beyond, destinations and brands that act now will reap long-term rewards. By prioritizing authentic representation, investing in Black-owned media, and fostering diverse leadership, we can rise to the challenge and lead an industry towasrd a more inclusive and prosperous future.
Sincerely,
Black Meetings & Tourisms
On behalf of our travel industry Colleagues