Destinations International creates DEI pilot powered by Tripadvisor

Destinations International has unveiled an equity, diversity and inclusion (EDI) pilot program in partnership with Tripadvisor and the Charlottesville Albemarle Convention and Visitors Bureau in Virginia.

“Tourism for All” will launch in Charlottesville and then open to all destinations in early 2024.

The program aims to support CVBs and destination organizations in being more “inclusive, welcoming and accessible to both prospective visitors and tourism businesses,” says Destinations International.

“Everyone should be able to travel anywhere and have an enjoyable travel experience. However, our studies with MMGY focusing on Black and Hispanic travelers and travelers with mobility issues highlight a commonality – our industry has more work to do,” says Steven Paganelli, director of destinations, hotels and OTAs for the Americas at Tripadvisor. 

The pilot program will leverage Tripadvisor’s research to “identify trends among participating tourism partners through Tripadvisor’s market segments, business ratings and by identifying EDI terms within traveler-generated content that showcase the work the destination and partners are undertaking.”

Paganelli adds: “The program will rely on actual user testimonials – through both reviews and discussions within Tripadvisor’s Forums to track how service levels for underserved travelers change and improve as a result of ‘Tourism for All.’”

Destinations International says the pilot program will involve:

• Creating an action plan and an EDI pledge by engaging a diverse array of community members, tourism professionals and businesses.
• Developing “intentionally inclusive” tour products that tell the stories of historically excluded populations.
• Helping tourism partners “cultivate safe physical spaces” and developing strategic partnerships to become a more welcoming destination.
• Educating traditionally excluded businesses on how to “participate in and benefit from the visitor economy.”

The Charlottesville Albemarle CVB began to address EDI when Courtney Cacatian joined as executive director in 2019, two years after a “Unite the Right” rally turned violent there.

“I’m so pleased to see our community’s work over the past couple of years be formalized into a usable model for other destinations,” Cacatian says.

Sophia Hyder Hock, chief diversity officer at Destinations International, says what sets the initiative apart is its “focus on destination and partner accountability.”

“This work is essential to our roles as CVBs and building trust in our communities,” Hock says.

According to a recent study, seven in 10 consumers are willing to pay more for a destination, lodging or transportation option that is more inclusive to all types of travelers.