{"id":40980,"date":"2020-06-27T15:42:17","date_gmt":"2020-06-27T14:42:17","guid":{"rendered":"https:\/\/travindy.com\/?p=40980"},"modified":"2020-06-27T15:42:17","modified_gmt":"2020-06-27T14:42:17","slug":"tourism-marketers-must-now-go-beyond-optics-to-reach-black-travellers","status":"publish","type":"post","link":"https:\/\/travindy.com\/news\/2020\/06\/tourism-marketers-must-now-go-beyond-optics-to-reach-black-travellers\/","title":{"rendered":"Tourism marketers must now go beyond optics to reach Black travellers"},"content":{"rendered":"
\"Photo
A still from one of Bermuda Tourism Authority\u2019s campaigns.<\/figcaption><\/figure>\n

I<\/span>t was early June when many brands, tourism boards, and companies began posting the black squares. Ostensibly a show of solidarity for the Black Lives Matter movement \u2014 and the protests that swept across the world after the murder of George Floyd \u2014 the gesture quickly fell flat.<\/p>\n

The reason for that was simple, say people in the Black travel community: The social media showmanship didn\u2019t match past actions. \u201cThe travel industry is one of the whitest industries \u2014 which is very odd considering travel is supposed to be this innately inclusive place, but it doesn\u2019t seem to be that,\u201d said Martina Jones Johnson, a travel content creator<\/a> and founding member of the Black Travel Alliance.<\/a> The alliance formed in the wake of social unrest from George Floyd\u2019s murder, and the ensuing pronouncements of \u201cBlack Lives Matter\u201d from travel brands and companies.<\/p>\n

For Johnson and her co-founders, the black squares were a tepid response to an insidious problem that has persisted forever in the travel industry \u2014 especially in the context of destination marketers and tourism boards. Tourism marketing is overwhelmingly white, which not only leaves out the huge market of Black travelers, but also perpetuates the racist stereotype that Black travelers don\u2019t belong in certain space.<\/p>\n

As numerous prominent Black thinkers<\/a>, activists,<\/a> and authors<\/a> have noted in the wake of the recent protests, the national and international awakening about the racial injustice that people of color face feels different this time around. If there was ever a time for tourism boards to not only improve the diversity of their campaigns, but also more profoundly address the stubborn whiteness of the tourism marketing industry, now is that time.<\/p>\n

It will come as no surprise that it also makes a lot of business sense to do so. The economic value of the African American travel market increased from $48 billion in 2010 to $63 billion in 2018, according to Mandala Research<\/a>. And despite not being sufficiently catered for or marketed to, the Black Travel Movement<\/a> has carved out a space for itself, challenging the idea that Black people don\u2019t travel, or only want to visit certain destinations when they do.<\/p>\n

This is an excerpt from an article by Rosie Spinks, originally published on Skift.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s long been the case that destination marketers have largely ignored Black travellers. But with the widespread protests following George Floyd\u2019s murder, the industry is rightly being called out. It\u2019s time to go beyond mere representation and focus on holistic change from the inside out. <\/p>\n","protected":false},"author":5,"featured_media":40981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[266,535],"tags":[20],"yoast_head":"\nTourism marketers must now go beyond optics to reach Black travellers<\/title>\n<meta name=\"description\" content=\"It\u2019s long been the case that destination marketers have largely ignored Black travellers. But with the widespread protests following George Floyd\u2019s murder, the industry is rightly being called out. 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