The travel industry is not doing enough to address diversity
and inclusion in tourism, according to a panel of black industry leaders.
During a webinar hosted by Blacks in Travel and Tourism,
panelists said that with the national conversation currently focused on racial
injustice, companies must do more than post messages of support.
“What we’re learning is it’s easy to put a social media post
and say you’re aligned with Black Lives Matter or with equity and race and
diversity within the industry,” said Jason Dunn Sr., chairman of the National
Coalition of Black Meeting Professionals and a group vice president with the
Cincinnati Convention and Visitors Bureau. “But we’re challenging people to
look at what people are stating and then look at their track record. … We need
to call out people who aren’t participating and aligning with what they are
portraying themselves to be.”
Elliott Ferguson
Elliott Ferguson,
president of Destination DC and national
chair of the U.S. Travel Association, said that U.S. Travel is having some “uncomfortable”
discussions with the industry “in terms of what’s expected and the fact that
black people are angry.”
“You employ these black people without focusing on people’s feelings and
emotions tied to what’s happening in black America and that won’t be accepted
going forward. There’s a lot of momentum from millennials and Generation Z of
all colors which will make a difference in terms of them demanding for things
to change.”
Ferguson said he sees opportunity for real change.
“Now more than ever, I’m seeing a reaction that is not going
to allow those corporate leaders that are putting a blind eye to what’s
happening to black America,” he said. “It won’t bode well for them. … We are
probably further along in some important and robust discussions than we ever
have been as it pertains to race relations.”
Ferguson also said that the discussion on how blacks have
been treated in corporate America must continue. “We need to make sure that we
have the white CEOs in those corporations that are in power and that employ us
make sure they understand the importance of this conversation continuing.”
Dunn also said that it is important to have data around
actual diversity at travel companies “whether it’s c-suite, middle management,
supplier diversity.” He said there are companies such as hotels, for example,
that have brand standards for diversity but since actual hotels may be
privately owned, they can get away with not having diversity at the top levels.
Betty Jones, founder of Travel Professionals of Color
(TPOC), said another issue is how few black people are portrayed in
advertising, citing statistics showing that less than 3% of all advertising
showcased African Americans.
“So you hardly ever see us in any of the ads and
commercials, but we are spending the money out there,” she said. “We don’t have
a seat at the table.”
The webinar was the first in the Economics of the Black
Travel & Tourism Ecosystem: Dollars & Sense Webinar Series.