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Black Travel Market Gains Traction and Attention

KEY TAKEAWAYS
Black travelers have long sought representation in the travel industry, and some suppliers are offering curated experiences for Black travelers or partnering with Black-owned businesses to increase visibility.
The National Brotherhood of Skiers aims to promote diversity and inclusion in the ski industry and recently partnered with Vrbo for the first time to build community and access for Black travelers.
Experts predict a rise in Black-owned travel companies and experiences tailored to Black travelers' cultural and personal interests.
Visit Philadelphia is prioritizing events and marketing efforts to attract Black travelers, and the future of Black travel will focus on personalized leisure tourism experiences catering to individual interests.
Danny Rivers Mitchell, founder and CEO of "Black Girls Travel Too," highlights the importance of cultural experiences and voluntourism.
Black hotel, motel, and hostel ownership is increasing, addressing the underrepresentation and lack of economic opportunities for Black people in the travel and hospitality industry.
Companies are responding to Black travelers' demands for opportunities to give back to communities, safety and security, Black executive leadership and ownership, and cultural experiences that celebrate and respect Black culture.

 

Black travelers have long sought representation in the travel industry, from promotional materials to the creation of travel experiences.

Some suppliers have heeded the call, offering curated experiences for Black travelers or forming partnerships with Black-owned businesses to increase visibility.

Later this year, AmaWaterways is set to launch the first Black heritage river cruise itinerary, while Intrepid Travel has partnered with a Black-owned tour operator to showcase Black history in America.

The National Brotherhood of Skiers and Vrbo Collaboration

The 50th anniversary summit of the National Brotherhood of Skiers (NBS) took place in Vail, Colorado, where over 2,000 Black skiers gathered to celebrate their passion for snow sports. 

NBS aims to promote the presence of people of color on the slopes and train top athletes to compete at the Olympic level.

The event, dubbed “Soul on Snow,” highlighted the need for diversity and inclusion in the ski industry. Vrbo, a subsidiary of Expedia Group, partnered with NBS for the first time, furthering Expedia Group’s initiative to build community and access for Black travelers.

The Future of Black Tourism: Expansion and Personalization

As Black travelers seek destinations and activities that align with their cultural and personal interests, experts predict a rise in Black-owned travel companies and experiences tailored to this growing group.

The rise of social media and resources offering information on Black-friendly destinations has contributed to the increased visibility of Black travelers.

The 50th anniversary summit of the National Brotherhood of Skiers (NBS) took place in Vail, Colorado, where over 2,000 Black skiers gathered to celebrate their passion for snow sports.

Philadelphia Embraces Black Travelers

Visit Philadelphia, led by President and CEO Angela Val, is prioritizing events and marketing efforts to attract Black travelers.

These include the Juneteenth Parade and Festival, Roots Picnic, BlackStar Film Festival, Odunde, Polo Classic, and Philly Fashion Week.

Val believes that the future of Black travel will focus on personalized leisure tourism experiences catering to individual interests.

Cultural Experiences and Voluntourism

Danny Rivers Mitchell, founder and CEO of “Black Girls Travel Too,” highlights the importance of cultural experiences and voluntourism.

Voluntourism bridges the gap between travelers and underserved communities, moving beyond Instagrammable spots to make a genuine difference in the lives of others.

Black Hotel Ownership on the Rise

Black hotel, motel, and hostel ownership is increasing, with investors and entrepreneurs ensuring safe accommodations for Black travelers.

This trend addresses the underrepresentation and lack of economic opportunities for Black people in the travel and hospitality industry.

Hotel Revival’s General Manager Donte P. Johnson emphasizes the importance of emerging programs that boost Black ownership and create opportunities for marginalized communities.

A Bright Future for Black Travel

The future of the Black travel industry is promising, with more key players recognizing the spending power and impact of Black travelers.

Companies are responding to Black travelers’ demands for opportunities to give back to communities, safety and security, Black executive leadership and ownership, and cultural experiences that celebrate and respect Black culture.

Craig Miller

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