Issue link: https://digital.copcomm.com/i/1537157
12 B M & T ••• July/August 2025 ••• www.blackmeetingsandtourism.com Dear Colleagues, As we all know, in recent weeks, Diversity, Equity, and Inclusion (DEI) programs have faced significant setbacks and mounting backlash across various industries throughout the nation. Notably for tourism, this trend started back in 2023 when the Central Florida Tourism Oversight District, appointed by Governor Ron DeSantis, abolished all DEI programs, labeling them as "illegal and un-American," a move that set the stage for the broader, more bolder acts we are witnessing today. This open letter serves as both a reflection and a call-to-action. This moment is not just about the morality of equity and inclusion — it's about realizing the massive economic setback these efforts potentially create for us, hindering the industry as a whole and undermining its role as a major driver of the US economy. As pro- fessionals deeply embedded in the industry, we understand the importance of staying ahead of market trends and effectively reach- ing diverse audiences. The African-American travel market repre- sents an untapped reservoir of potential that we, as industry leaders, can no longer afford to overlook. The time to act decisively is now. THE ECONOMIC CASE FOR ENGAGEMENT Recent data underscores the remarkably consistent contri- butions of African-American travelers to the U.S. economy. In 2023 alone, this market spent $145 billion, with an average spend of $2,992 per trip in 2025—a $1,300 increase from pre- vious years. Despite these numbers, less than 4% of Convention and Visitors Bureaus (CVBs) allocate advertising budgets to target African-American travelers. The figure is even lower when it comes to hotels, cruise lines, airlines, and other travel-related businesses. Consider the broader context. The U.S. travel and tourism sector has faced significant challenges, including a 22% decline in visitor spending since its 2019 peak of $217.4 billion. In rapid decline for a fifth straight month, echoing the lowest level since the onset of the pandemic, the industry is experiencing economic uncertainty and anxiety at an all time high. While most of the world is extending open invitations, the US is grap- pling with image issues demonstrating a far cry from rolling out the red carpet to red tape courtesies like recent "tariff sanc- tions," stricter borders and new "REAL ID compliant" domes- tic travel policies. It's no wonder by 2025 our sector is project- ed to lose an additional $12.5 billion in revenue. ADDRESSING THE DISCONNECT One of the primary barriers to effectively engaging African- American travelers is the lack of representation in leadership roles. Currently, only 11 CVBs nationwide are led by African- Americans, and just one headed a state tourism office until AN OPEN LETTER TO THE INDUSTRY: ARE WE BEHIND THE CURVE IN OUR EFFORTS T O T A R G E T T H E E T H N I C M A R K E T ? BY TONI WALKER DEI Business Fellowship Program event with Elliott Ferguson BY TONI WALKER