Destinations International Repositions DEI Efforts as Social Inclusion

Destinations International has shifted away from its equity, diversity and inclusion initiatives in favor of a program that focuses on social inclusion. Sophia Hyder Hock, who was hired as DI's first chief diversity officer in 2022, has been named chief inclusion officer for the organization. DI believes an approach that focuses on inclusion, empathy and belonging is a more holistic one that will best benefit its membership of destination organizations and convention and visitor bureaus.

"Destinations International has been deeply committed to creating spaces and places in the travel industry that promote a true sense of welcoming and belonging for people of all backgrounds and abilities," said DI president and CEO Don Welsh. "Over the last seven years, we have invested significant time and effort in understanding how we can best serve our members by equipping them with the best available resources for such critical issues as inclusion, empathy and belonging. I am very proud of the work that our team has done, led by Sophia Hyder Hock, to prepare us for the future."

At the organization's annual convention in August 2022, Hyder Hock's first as chief diversity officer, DI launched a number of equity, diversity and inclusion initiatives — most notably the EDI Assessment Tool, designed to establish standards and measure metrics for DI's members. That tool has since been updated and renamed the Social Impact Assessment Tool.

DI partnered last year with Paradise Advertising & Marketing to develop a social-inclusion brand image and marketing-integration efforts, en route to establishing its new inclusion strategy. The organization's new focus incorporates several UN Sustainable Development Goals, specifically:

• SDG #5, Gender equality;
• SDG #8, Decent work and economic growth;
• SDG #10, Reduced inequalities;
• SDG #11, Sustainable cities and communities

A new accessibility subcommittee has been established as well under the auspices of the program.

"Social Inclusion is being integrated organically throughout all areas of the Destinations International enterprise," Hyder Hock said. "By weaving inclusion into the fabric of our work, we become active participants in addressing a range of societal topics that affect the economic vitality of our destinations — including the creation of safe and welcoming places, avenues for underrepresented voices to be heard, diversification of the workforce, accessibility, and so many more topics. This holistic approach transcends traditional EDI efforts, underscoring the fundamental importance of belonging in every aspect of community life."

Why diversity and equity remain crucial

Hyder Hock noted the shift expands on DI's previous work "by humanizing societal issues... and can create a more welcoming visitor experience for people of all backgrounds and abilities." DI's Social Inclusion microsite underscores that the shift "does not diminish previous work that this association has established to advocate on behalf of underrepresented populations and identities."

Still, the move away from DEI raises questions among experts. "While it might seem like a matter of semantics, definitions and context are extremely important, and it's crucial to assess potential consequences," noted strategic DEI consultant Zoe Moore of Moore Consulting Agency. "Having worked with Sophia, I believe this change is with good intent and I respect the approach. My concern is that many people will focus solely on 'social inclusion' to circumvent acknowledging the historical context, present-day social climate and current changes to legislation, which risks perpetuating systems of oppression that continue to disadvantage specific groups."

Moore went on to say that the "holistic approach" embraced by DI and its members must not be "centered on a romanticized version of what has been and is being experienced by marginalized groups. While creating a more inclusive environment is commendable, we have to recognize that who is represented in leadership, who is most economically benefiting from opportunities, and how we're holding people accountable for not upholding principles of equity and equality are all essential to what destinations are facing. Simply changing terminology without examining systems, practices and processes can be insufficient."

Events industry executive and DEI expert Derrick Johnson recognized the "humanizing" benefits of which Hyder Hock spoke. "The broader concept of social inclusion changes the focus from organizations and institutions to individuals and smaller groups," he pointed out. Johnson is the director of convention and events for the National Medical Association as well as the CEO of the Organization for Social Empact, through which he partners with clients to improve inclusive experiences and increase DEI practices. "Casting a broader net could enhance the overall impact [of the programs]," he added. "However, while change starts at the individual level, organizations should be mindful of not diluting the focus on essential aspects like representation, fairness and justice."

Evolving practices can be beneficial

Ultimately a dedication to improving policies, processes and procedures is more important than nomenclature, believes DEI expert Ashanti Bentil-Dhue, CEO of the Competence Centre for Workplace Equity. "It's always brilliant to see organizations evolve their diversity, equity and inclusion strategy, and the way they invest in ensuring that that strategy is delivering tangible business transformation — not only for them, but also for their clients, consumers and audience," she said. "This is a good example of how you take a long-term view to diversity, equity and inclusion, and how you ensure it is practical and relevant for your organization and the sector that you serve. That's what's important, not really how people choose to label or name things."

Next steps

DI has provided additional context about this shift and a variety of social-inclusion resources and additional information here. Spokane, Wash., and Visit Spokane will host DI's Social Inclusion Summit and Business Operations Summit, Oct. 28-30.