These CVBs Can Help Planners Design More Inclusive Events

Black History Month marks an appropriate time to consider not only how far the nation has come but how much farther we have to go — as a country and as an industry. Diverse representation within the meetings and travel sector has long been lacking. According to the Events Industry Council's 2022 Equity Benchmarking Survey, Black event professionals comprise only 15 percent of senior management positions and 6 percent of board positions. Black respondents also rated their DEI experience as 11 percent lower than their white counterparts.

The Northstar Meetings Group staff has compiled information and resources on convention and visitors bureaus across the nation that are working to make the travel industry more welcoming and inclusive for all. The tools can help meeting planners build DEI into their event programs and support diverse causes all year long.

Washington, D.C.

In Washington, D.C., small minority-owned businesses can get a generous boost from Destination DC, the district’s destination marketing organization. Established in 2022, the DEI Business Fellowship program grants a year of DMO membership to organizations owned by people of color, women, veterans, LGBTQ+ and people with disabilities.

The program was created to help revitalize and diversify the hospitality industry in Washington, D.C., says Elliott Ferguson, president and CEO of Destination DC. DMO membership opens the door to marketing, education, networking and new business opportunities. “By actively supporting local businesses, we not only raise awareness among visitors and meeting planners about the array of services offered in our own backyard, but also contribute to the preservation of local culture,” says Ferguson.

Forty-five new DEI Business Fellowships were granted for 2024. Honorees were invited to enjoy “Eggs With Elliott,” a mid-January breakfast celebration hosted by Ferguson and held at Ìpàdé, a Black woman-owned event and meeting space that was among this year’s cohort of DEI fellows. Ìpàdé, which means “gathering” in the West African Yorùbá language, was designed as a haven for Black women and gender-expansive people of color to connect, collaborate and build community. Applications for the DEI Fellowship 2025 cohort will be available in the fall.

The DEI Fellowship builds on another effort launched in 2021: DDC’s DEI District initiative, an online resource at Washington.org that highlights the diversity of people and the wide range of experiences available to individuals and groups.

Destination DC also aims to eliminate barriers and to meet the needs of all visitors. The DMO is expanding its content on accessibility at Washington.org, with detailed information for visitors with differing abilities, along with helpful resources for individuals and event planners.

Baltimore

The birthplace of civil rights leaders such as Frederick Douglass and Thurgood Marshall, Baltimore is a destination rich in Black history and deeply committed to diversity. The city’s convention and visitor’s bureau, Visit Baltimore, has rolled out the welcome mat to travelers of all backgrounds.

Launched in 2021, the Warm Welcome Program provides free DEI training to local businesses that pledge to embrace all visitors, regardless of age, race, gender, sexual orientation or religion. Businesses that sign on receive video training on race, bias and allyship; a diversity, inclusion and etiquette guide; and a 30-minute video conversation with experts from the Pride Center of Maryland.

“When it comes to travel in the United States, the reality is that there are still destinations where many individuals feel unwelcome while visiting,” said Al Hutchinson, president and CEO of Visit Baltimore. “Allyship and antiracism are a part of Baltimore’s DNA, and Visit Baltimore wants all those who come to Charm City to feel seen, heard and welcome.”

Meeting planners can consult the Black-Owned Business Directory, which features a variety of attractions, restaurants, retail, event/tour operators and transportation services. The directory, which was updated in January 2024, features more than 170 businesses.

Visit Baltimore has also partnered with the nonprofit organization SocialOffset to connect planners with local organizations that give back to the community. Among the groups they support are the Baltimore Abortion Fund, Baltimore Corps and the Maryland LGBT Foundation.

In an effort to ensure underrepresented communities lead the city’s hospitality and tourism industry, Visit Baltimore has implemented a Diversity Apprenticeship Program. Candidates receive 600 hours of paid industry experience working at the CVB, Guinness Open Gate Brewery or a variety of other hotel, convention and tourism partners. An offer of employment is guaranteed upon successful completion of the program.

Philadelphia

More than three decades ago, PHL Diversity was established as one of the nation’s first CVB programs dedicated to highlighting the diverse, equitable and inclusive aspects of a destination. And it continues to be an invaluable resource for anyone bringing groups to Philadelphia, providing a wealth of information such as a full Diversity Guide, updated biannually, that includes descriptions of the city’s diverse neighborhoods, diversity-focused venues, tours, and directories of local businesses owned by women, LGBTQ+ and/or individuals representing diverse minority groups. Among these businesses are a wide range of acclaimed restaurants, including the 2023 James Beard Award winner for Outstanding Restaurant, Friday Saturday Sunday (pictured).

Crucially, the city has made DEIA a priority for residents and visitors alike and has sought to establish best practices throughout the public sector. For the past nine years, the city has been recognized among the best at protecting marginalized groups, earning a perfect score of 100 on the Human Rights Campaign’s Municipal Equality Index. It is also the largest city in the country to be named a Certified Welcoming destination by Welcoming America, which recognizes a commitment to making immigrants feel welcome and included. Philly earned 92 out of 100 points on the Certification Audit Report — a remarkable feat given that the average Certified Welcoming city score was 55.

The city is a knowledge hub for multicultural and DEIA thought leaders, and the PHL Diversity advisory board includes leaders from a broad array of corporate, government and community organizations. PHL DIversity staff can connect planners looking for keynote speakers, sponsors, panelists and social-impact opportunities.

Seattle

The Seattle Convention Center's new Summit building is a testament to the city’s commitment to diversity and inclusion: About $150 million in construction work for the project was awarded to minority- and women-owned businesses, nearly double the initial voluntary goal of $80 million. For groups coming to meet in the convention center or elsewhere in town, Visit Seattle's conventions team maintains a list of women-, minority- and LGBTQ-owned businesses so they can offer suggestions and other resources based on planners’ specific needs. The team also can highlight suppliers and businesses from diverse communities on meetings-specific attendee microsites, created with direction from the planner.

A continued initiative at Visit Seattle is the Community Partnership Program with Seattle Bank, which fosters the growth of BIPOC-owned businesses in Seattle neighborhoods by waiving Visit Seattle membership dues and promoting the businesses. As members of the convention and visitors bureau, these businesses gain access to leads and referrals generated by Visit Seattle to drive meeting planners and attendees to their establishments.

Portland, Ore.

Travel Portland seeks to make the city a welcoming destination with a strong commitment to equity, diversity and inclusion. One way in which the CVB supports the local community is through My People's Market, a collaboration with the city’s economic and urban development agency that provides opportunities for business owners of color and connects them with the travel industry. In addition to the main market, which happens several times a year, My People’s Market organizers are available to partner with meeting or convention planners to set up a smaller pop-up version on-site, at the convention center or other local venues. This allows convention attendees to directly support the city’s BIPOC entrepreneurs and local communities.

For example, the Travel Portland team created a pop-up for the National Organization of Minority Architects conference last fall. A night market–themed reception was held at the Redd on Salmon Street with 11 local businesses owned by people of color, selling food items, clothing, accessories and more.

For supplier referrals and recommendations, the city has a directory of BIPOC- and LGBTQ-owned providers of products and services, such as board gifts and delegate amenities for wineries, restaurants and more. The Travel Portland team also refers delegates and planners to Mercatus PDX, the Black Business Association of Oregon, MESO PDX and the Minority Chambers of Commerce for additional resources and listings, and connects planners to a diverse group of local corporate and community leaders for potential partnerships and sponsorships.