Safe. Supported. Seen.

 

People are ready to travel, explore, and have fun, but they are also looking to do those things in places they feel safe, supported, and seen. This is the function of diversity, equity, accessibility, and inclusion (DEAI) efforts.  While we try to put the welcome mat out for everyone, there are times we may not see the discrimination or exclusion that is occurring.  Focusing on DEAI allows us to look deeper into those blind spots and make positive changes.

We know various factors impact a person’s decision to travel, and one of those factors is having fun. But how fun is it if you’re afraid of being attacked or harassed because of your skin color, hairstyle, or head covering? It’s not fun to miss out on part of the experience because the wheelchair ramp stops short.  Leaving early because your neurodivergent family member doesn’t have a place to decompress for 20 minutes or because the location doesn’t offer anything that fits your dietary restrictions puts a damper on the fun.  Suppose we want our visitors to be fully immersed in our experiences. In that case, we should consider what that means for a diverse visitor based on multiple levels, from guest amenities to the content of the experience.

DEAI efforts are the ethical and moral things to do, and they also provide a framework for the industry to remain relevant in a changing society.  The 2020 Census showed that populations of Hispanic, Asian, Black, and those who identify as multiracial grew. People of color now represent 43% of the total US population.  A Gallup poll found that 7.1% of U.S. adults identify as LGBTQ+, and the Center for Disease Control reports that 1 in 6 children have a developmental disability.

Looking at travel specifically, PGAV’s Voice of the Visitor 2022 (VOV 2022), our annual outlook on the attractions industry, shows the diversity of our visitors:

  • Those identifying as people of color made up 33% of attraction visitors in 2021, and 72% said they planned to visit more attractions in 2022.

  • People of color were more likely to visit multiple attractions (8%) and be first-time visitors (52%.)

  • Nearly 30% of attraction visitors have visited with a person who is neurodivergent in the past five years.

Additional studies complement Voice of the Visitor 2022 data:

While diverse travelers are already visiting our attractions, we can do so much more to welcome even more diversity and be more inclusive. The unfortunate reality is that many visitors still feel the impacts of racism and discrimination. While people of color are more likely to return to an attraction than non-Hispanic Whites, they leave less satisfied with their visit (VOV 2022).  They often cite racism, unequal service, and lack of diversity among staff as reasons for their dissatisfaction.  A 2022 story by CNN Travel shares that Black visitors continue to report fear, hesitation, and unease in traveling to many parts of the country. Traveling with a disability or neurodivergence isn’t always easy either.  Accessibility and functional needs can still pose barriers.

We want our visitors to enjoy their time with us and leave with a positive impression, so it’s worth exploring if there are people we’re leaving out, neglecting, and alienating. How do we as an industry ensure both our employees and visitors feel like they belong? Can the content guests see throughout their experience speak to a more diverse swath of people?  Can the activities where guests engage provide a variety for people of all abilities? Are we willing to dive into the policies and practices that negatively impact people of diverse backgrounds?

Over the next few weeks, we’ll share research, insights, stories, and examples of DEAI efforts.  We don’t have all the answers, and we certainly can’t solve all racism and generational discrimination, but we can share in the conversation.  DEAI efforts can help us keep up with an increasingly diverse population and ensure our visitors, employees, and communities have an equitable stake in the fun.

Note: Throughout the series, we will follow the AP Style Book and use the term people of color when referring to people of any race other than non-Hispanic white. We sincerely apologize in advance if this choice creates discomfort, and we welcome any reader to contact us and continue the discussion.

Reinvention is more fun with friends. Got a topic you want to see on Destinology?
Email us at destinology@pgav.com or start a conversation on Facebook, Twitter on LinkedIn.
Tap the buttons below.

 
Destinology Team