Issue link: https://digital.copcomm.com/i/1094881
B M & T ••• November/December 2018 ••• www.blackmeetingsandtourism.com 22 A s the year 2000 ushered in the 21st cen- tury and great aspirations for people around the world, the African-American market was identified by the USTA (United States Travel Association), formerly the TIA (Travel Industry of America) as the number ONE fastest growing segment in the travel industry. Even after September 11th of that year, African-Americans were reported to have con- tinued traveling domestically even though other populations of the market were not. Without question, travel has changed across the board for everyone. It seems we constantly learn about some unpleasant travel experience or repeated incidents of "airport hassles" In spite of the fact that Black travelers consistently report concerns about racial profiling, particular- ly in various parts of the U.S., the growth in num- bers and frequency of travel among African- Americans continues to increase at unprece- dented rates. Historically, Black people have tended to travel in groups for camaraderie and to some extent for protection. Now with the increased popular- ity of Black, travel clubs and networks, African- American 'baby boomers', having more time and money, are exploring the world in a way they were never able to before. For Millennials of color, Travel is being considered somewhat of a 'rite of passage'. These young travelers are eager- ly sharing highlights of their journeys to exotic places around the world, through every conceiv- able social media platform. As we commemorate 400+ years of African- American history in this country, clearly a com- mon thread that is emerging among Black travel- ers is the recognition of the importance of mak- ing their Travel Dollars COUNT. While "Traveling opens eyes, warms hearts and frees minds", as long time Travel industry consultant, Roy Jay emphatically suggests "It is also about Dollar$ & $ense." More and more Travelers of Color are direct- ing their business to those companies that embrace and support DIVERSITY and INCLU- SION in the Travel, Tourism, and Hospitality Industry. They are choosing those destinations, venues, businesses and attractions that have demonstrated their appreciation of the African- American market through their commitment to diversity and inclusion in hiring practices, pro- motions and advertising in Black-Owned media, sponsorships, educational investment and com- munity involvement. In 2019 BM&T will be introducing The NEW GREEN BOOK, (NGB) a mobile app and digital directory. It will be a valuable travel tool for guiding Black travelers to go where they are; Invited, Welcomed and Valued. Of equal impor- tance, it will help ensure that the $72+ billion dollars African-Americans spend annually on travel will help to economically empower those "who look like us". In much the same way as did the Historic Green Book, the NGB will serve to bring increased revenue from Travel dollars into African-American Communities world-wide. Certainly in today's world African-Americans will continue to travel to any and every part of the globe, stay in the finest hotels, take first class cruises, and enjoy the absolute best that travel has to offer. They will do this while consciously making a difference in the lives of people of color. African-Americans will further expand their presence at every level in the $2.4 trillion Travel Industry. Understanding the difference between servi- tude and SERVICE, larger numbers of people of color will fill positions and cultivate careers from destination management executives, airline pilots, technicians, mechanics, hotel owners, operators and developers as well as frontline personnel in every aspect of this burgeoning arena. And, as we have done for over 25 years, Black Meetings & Tourism will provide support, enlightenment and encouragement as this $72+ billion market seg- ment CONTINUES THE JOURNEY. THE 2000's ….. EXPLORATION – EMPOWERMENT