It explores the challenges and opportunities of better reflecting the diverse communities they represent and how smaller DMOs can start their journey towards greater inclusivity.
Destinations International, which is the collective industry voice of destination organisations worldwide, explained how destinations can benefit from tailored inclusivity policies:
What inspired Destinations International (DI) to focus on inclusivity within the tourism industry, and how has your journey been so far?
Destinations International’s commitment to inclusivity was inspired by a growing recognition of the need for the tourism industry to better reflect the diverse world it serves. As an industry that welcomes people from all abilities and backgrounds, tourism has a unique opportunity to create environments where everyone feels valued, respected and seen. The global events of recent years, particularly the social justice movements and heightened awareness of systemic inequities further emphasised the urgency to act. Recognising that inclusion is not just a moral imperative but also a business necessity, DI set out to create meaningful change.
Our journey has been both transformative and intentional. Through the development of tools like the Social Inclusion Framework and the Social Impact Assessment Tool, we’ve sought to provide practical guidance, benchmarks, and learning opportunities for destination organisations. By collaborating with industry stakeholders, listening to community voices, and fostering accountability, we’ve established a clear path for destinations to embrace social inclusion as a core business strategy. While the journey is ongoing, we’re proud of the strides made in shifting industry mindsets from passive support to active engagement.
Can you share some successful examples of destinations that have effectively implemented inclusive practices?
Cayuga County Office of Tourism (Tour Cayuga) transformed its approach to destination marketing and placemaking by developing a DEI framework for advocacy, education, and economic impact alongside a sustainable tourism development model. Recognising the significance of Auburn, NY as the chosen homeplace of Harriet Tubman, Tour Cayuga took an extensive approach to implement its DEI framework unique to the destination and its history. This process incorporated introspection, research, organisational integration, the formation of a committee, and the establishment of partnerships. Their work led to a community-centered marketing strategy and positioned Tour Cayuga as a thought leader. Tour Cayuga leads DEI workshops for regional partners and been recognised and awarded in New York and beyond. Their inclusive work has since extended into accessibility and tourism workforce development.
Since 2019, Visit Palm Springs has intentionally built a cohesive and inclusive organisation. They began by redefining their workplace culture and core values, in turn shaping their strategic plan. Beginning in 2021, Visit Palm Springs sought the opportunity to embed inclusion, belonging and their core values into all aspects of the workplace. These efforts supported adoption and led to staff investments. Since 2023, the destination has implemented programs to activate inclusion. This can be seen through formalising partnerships focused on coaching, mentoring and collaboration, through developing a calendar of team-building events and through encouraging clear and frequent communication. Visit Palm Springs now is a steward for belonging. Their onboarding and youth programs engage students from underserved communities, and their staff programs promote work/life balance, inclusion training and professional development.
Globally, cities like Amsterdam, Flanders and Copenhagen have incorporated principles of inclusive design into their visitor experiences, ensuring accessibility for people of all abilities. From wheelchair-accessible transportation options to sensory-friendly experiences, these destinations have set a high standard for inclusive travel.
What are the biggest challenges the tourism industry faces in becoming more inclusive, and how can they be addressed?
One of the biggest challenges in advancing inclusivity within tourism is overcoming resistance to change. Many organisations are hesitant to re-evaluate long-standing practices or fear the cost implications of implementing inclusive initiatives. To address this, it’s essential to frame inclusion as a strategic business advantage rather than a compliance issue. Data-driven insights can demonstrate how authentically welcoming initiatives can lead to increased visitor satisfaction, brand loyalty and broader market appeal.
Another challenge is the lack of clear standards and accountability. While many organisations support the idea of inclusion, they often lack a roadmap to achieve it. Destinations International’s Social Impact Assessment Tool offers a solution by providing a structured approach that includes practical tools and actionable steps for destinations to measure progress.
Workforce diversification and retention is another persistent challenge for our industry. Addressing this requires a concerted effort to strategise and implement short-, medium-, and long-term solutions to recruit, retain, and promote talent, and was the basis for DI developing a 10-year workforce diversification and retention strategy focused on engaging youth, retaining current professionals, highlighting tourism narratives and aligning with industry partners.
How can smaller tourism businesses and destinations start their journey towards greater inclusivity?
Smaller tourism businesses and destinations can start by assessing their current practices and identifying areas for improvement. Conducting a baseline inclusion audit is a practical first step. This can include reviewing marketing and website assets, examining hiring and recruitment processes, evaluating the accessibility of physical spaces, and creating a welcoming statement that authentically represents the business or destination. DI’s Social Impact Assessment is a free tool for all destination members to use as part of this audit.
It’s also important to start small and stay consistent. From implementing gender-neutral language on websites to offering accessibility features like captioned videos, each small step adds up. Prioritise education and ongoing learning to ensure inclusivity remains a continuous iterative process.
What role do you see technology playing in promoting inclusivity within the tourism sector?
Technology plays a vital role in promoting inclusivity within tourism, offering innovative solutions to longstanding barriers. Digital platforms and mobile apps can provide real-time information on accessible routes, inclusive experiences and local cultural events, enabling travelers of all abilities and backgrounds to plan their journeys with confidence.
AI-driven personalisation is another game-changer. Recommendation engines can cater to diverse traveler preferences, suggesting experiences that match unique needs and interests. For example, AI can curate content for travelers seeking sensory-friendly activities or highlight accessible venues.
Additionally, technology has revolutionised language accessibility. Translation apps and AI-powered language support tools enable non-native speakers to navigate new destinations with ease. Virtual reality (VR) and augmented reality (AR) technologies provide immersive previews of destinations, allowing travelers to assess accessibility and experience a destination’s offerings before booking.
To ensure technology remains an enabler of inclusivity, it’s crucial to prioritise digital accessibility. Websites, booking platforms and mobile apps should comply with accessibility standards (such as WCAG) to ensure that people with disabilities can access information and services without barriers. Destinations that invest in digital inclusivity will not only enhance the traveler experience but also position themselves as leaders in the future of tourism.\\
Tags: Destinations International, workforce diversity travel industry
