Issue link: https://digital.copcomm.com/i/1016288
B M & T ••• July/August 2018 ••• www.blackmeetingsandtourism.com 25 African-Americans represent nearly $60 billion in annual spending on travel. African-American meeting planners have drawn a line in the sand. It is time to demand the industry make a conscious decision to willingly and authentically mar- ket to African-Americans. If there is an earnest effort to connect, it will be evi- dent in the increase in spending with Black media, and not just dribbles and drabs to placate agencies or the pur- chase of ads or tables at local events. They must create an all-encompassing strategy of partnership with local organi- zations, advertising with African- American media, and a significant invest- ment in, and support of, local African- American businesses. This is the only way to create experiences that would res- onate with African-Americans and drive us to choose a locale as a destination. According to Katrina Ruff, SVP, Forums Meetings & Events, "We are in a unique position to not only control our travel spend but are posi- tioned to influence the corporate clients we serve. I immediately think of t h e old adage 'an ounce of prevention is worth a pound of cure.' If the planning community takes a moment dur- ing the site selection and sourcing process to consider where dollars are spent, this will go a long way towards accountability. The bottom line is that businesses, cities, or venues do not have to advertise with, or to African- Americans, however, the consequence should be monetized. We have control over our travel spend." Ruff challenges Black meeting planners to make educat- ed choices when booking business with any destination or venue. The bottom line is hospitality and travel bureaus need bottoms in chairs, heads in beds, and a piece of the nearly $60 Billion in annual spending by African-American travelers. We will not just hand it over. They must work for our business by demonstrating a desire to welcome us. "The National Policy Alliance (NPA) and its members continue to encourage cities, counties and states to invest in those who bring viability, visibility and most of all tourism dollars to their respective areas," explains Executive Director Linda Haithcox Taylor. "We are particularly concerned with areas that have signifi- cant African-American populations AND areas that African-American populations travel. Taylor, who played a major role in launching and implementing the Lodging Industry Report Card in 1996 during her years with the NAACO, added, "The NPA also believes any area that either has tourism as a line item in their annual fiscal budgets, should also review where they are generating tourism revenues. The answer might sur- prise them." The travel industry needs to respect the African-American market and take it far more seriously than it has until now. If not, we will withhold our consumer spending power and demonstrate just how significant an economic impact we can have on a city or State. When African-American meeting planners refuse to book conventions and confer- ences, each of which represents more than $25 million in spending, the travel industry will recognize our spending power and begin to invest in our busi- nesses as they would with any valued customer. Washington, DC Fort Lauderdale Philadelphia Denver Kansas City St. Louis Orlando Baltimore Los Angeles Charleston Atlantic City Baton Rouge Miami Detroit USVI Mathew Thomas serves as President of the San Francisco African American Chamber of Commerce. 15 DESTINATIONS THAT SPEND WITH BLACK MEDIA TO REACH THE AFRICAN-AMERICAN TRAVELER These are some of the destinations that annually invest advertising and marketing budgets to reach the African- American Traveler.