Online travel giant Tripadvisor is partnering with Black Travel Alliance and Tourism Reset on a new campaign for Black History Month, which is February in the United States.
Founded in 2020, the nonprofit Black Travel Alliance aims to educate and advance Black travel professionals in education, media and corporate positions.
In July of 2021, Black Travel Alliance in partnership with Tourism Reset, which was established in 2010 to advocate for anti-racism in travel, hospitality and cultural tourism, launched the History of Black Travel website highlighting how the African Diaspora has impacted the travel industry.
Through the sponsorship with Tripadvisor, Black content creator Phillip Calvert, known on social media as Philwaukee, will produce 10 60-second videos to promote stories featured on the History of Black Travel. The videos will feature Black pioneers in aviation, North and South Pole explorations and the development of Black leisure travel.
Additionally, more than 30 social media graphics depicting the diversity of Black travel through the decades will be shared.
Says Tripadvisor global head of equity, diversity and inclusion Shayna Walker: “As an avid Black traveler, I want to add to the richness of my travel experience by exploring new destinations and learning first-hand about their history.
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“Tripadvisor is proud to sponsor the History of Black Travel. The project amplifies and shares the stories of countless Black explorers, change agents, trailblazers and travel enthusiasts who have changed the way we all see and travel the world. Tripadvisor is committed to using our platform, global influence and position in the travel industry to better serve the diversity of travelers everywhere.”
According to MMGY, Black Americans spent an estimated $109.4 billion on leisure travel in 2019, representing roughly 13.1% of the U.S. leisure travel market. Yet many travel brands neglect the market, often only making a targeted effort during Black History Month.
By recognizing Black travelers all year round, travel brands gain consumer trust and have a distinct competitive advantage, says Tourism Diversity Matters executive director Greg DeShields.
* Correction: The creators of History of Black Travel have been updated