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“Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts.” — Mark Twain
We’re living in a time when anything related to “DEI” has come under increased scrutiny, from government agencies to academia and beyond. And the travel sector isn’t immune to the effects of this thinly veiled attempt to silence minority perspectives.
But as industry experts for the past 20 years, we can say one thing is for certain—you can’t remove DEI from the tourism industry. They’re inextricably linked. And we believe that’s a strength, not a weakness.
At Envisionit, we’ve been vocal advocates of DEI in the tourism industry for years, encouraging our partners to showcase diversity and inclusion in their marketing efforts. And we walk the walk. From guest speakers to monthly small-group discussions, we intentionally incorporate DEI into our agency culture.
Here are our thoughts on why DEI isn’t going anywhere in the travel industry.
Diversity is a destination’s strength
People don’t travel to see places that look just like home. They don’t travel to meet people who live just like them. They travel to immerse themselves in new cultures, eat new foods, see new art, hear new music, and experience things they never have before.
There’s been no shortage of chatter about the increasing role of cultural experiences as a main driver for tourists. According to a 2025 Hilton Trends Report, 73% of global travelers are seeking more authentic, local experiences to fully immerse themselves in a culture.
As travelers actively seek out ways to authentically encounter new cultures, they’re going to be looking for destinations that offer these types of experiences. And for DMOs, that means a diverse and inclusive destination isn’t something they can downplay or shy away from. It’s the entire value of the product they’re offering to consumers.
Explore more: Looking to more authentically incorporate DEI into your marketing strategy? Here are a few destinations that are getting it right.
Travelers are getting more diverse
Today’s travelers are more diverse than ever. They range from Baby Boomers to Gen Z, solo travelers to family vacationers to LGBTQ+ couples, people of all ages, races, abilities, and backgrounds.
Our team is constantly tracking the rise of new audience segments, as the demographic makeup of today’s travelers continues to evolve and expand. And if you aren’t speaking directly to these diverse audiences, your destination is losing out on valuable business.
Stripping inclusivity from your DMO’s marketing outreach, whether it’s your brand voice or representation in your ads, will do nothing but isolate and alienate groups who might otherwise spend their hard-earned money in your destination.
Rolling out the welcome mat for travelers from all over doesn’t just make good business sense—it embodies the essence and ethos of what DMOs are designed to do. And that leads us to our next point.
Explore more: Travelers with disabilities are projected to spend $58.2 billion per year on travel. Learn more about how your destination can thoughtfully showcase your accessibility efforts.
Travel inherently fosters inclusivity
The entire point of tourism is inclusion. To invite others to experience new cultures that they may not have encountered otherwise.
It’s almost impossible to travel without meeting new people or observing new customs and ways of life. And nothing helps overcome stereotypes and prejudice like coming face-to-face with real people and their lived experiences.
That’s a major reason why DEI is impossible to separate from the tourism industry—the very act of travel actively cultivates open-mindedness, promotes curiosity, and brings us all a little closer together.
At Envisionit, we’re not backing down from DEI—and we don’t think destinations should either.
Diversity, equity, and inclusion represent the heartbeat of the tourism industry. As the world grows more connected and travelers seek more meaning from their experiences, the need for authentic and connective storytelling will only grow stronger. If you’re ready to lean in with us, let’s talk.
