06/26/2020
Visit NC webinar offered valuable 'Conversation About Diversity in the Tourism Industry'
Visit NC's webinar today featured ''A Conversation About Diversity in the Tourism Industry." Visit NC's André Nabors led a panel that included Deborah Holt Noel with UNC-TV, Earl Hunter with Black Folks Camp Too, and Rhonda Moret with Elevated Diversity Training & Consulting.
Before starting the discussion, Visit NC's Wit Tuttell explained some of the latest Coronavirus Travel Sentiment Index Report. One question that has been added within the last few weeks asked about the state of mind when it comes to traveling again; also mentioned was the concern of residents when it comes to welcoming visitors to their communities.
André Nabors opened the discussion by giving an overview of his own experiences in the travel industry, notably attending meetings and conferences and being the only person of color in the room. In addition to the "Leading by Example: Lessons in Race and Antiracism" webinar the U.S. Travel Association hosted last week, Nabors reiterated hope new efforts will lead to changing the narrative by making North Carolina and its tourism industry more inclusive.
Rhonda Moret asked the audience about their resources and budget, specifically regarding Diversity & Inclusive efforts within the last two years. She noted, "D&I efforts are becoming more critical to the way business is conducted; this is true not just on an internal basis, but on how they market out to their prospects and customers." She supported this with accompanying research.
Deborah Holt Noel noted that she has seen significant changes from tourism businesses in their marketing, such as greater representation across the board in brochures and advertisements. She said, "This is an important step to see yourself in these images." Holt Noel also observed, "It is definitely a step to include those images for the purpose of marketing to that community. The next step is to include that community in who you are as a body, to include into them into the workforce and to be intentional about recruiting people into that workforce."
Earl Hunter spoke about when he was starting his company, one that encouraged blacks to enjoy camping and also the great outdoors, he didn't go to campgrounds or to RV shows because "black folks weren't there." He had great success at the CIAA tournament, where he was able to do a lot of research. He noted that, while marketing to the "D&I" audience has increased, it's still increasing slowly.
Moret noted African Americans spend $63 million annually on travel; 41 percent of African Americans expect their favorite brands to support social causes. Hunter added that "black folks, we're the most loyal buyers there are. Once you capture us inside our hearts and inside our mindset... we're loyal to that particular space."
But Moret also observed that organizations don't know where to start with their D&I efforts. Welcome them, said Holt Noel. Hunter added, "It's going to take some money, some time and some effort. If a city wants to [welcome] diversity and inclusion, just ask. Let's do it the right way."
The overall consensus from the discussion was that everyone has the opportunity to take action now in their D&I efforts and, ideally, move decisively and not slowly.
-From Weekly e-newsletter for VisitNC Partners
June 24, 2020
