Transcription
2021EQUITY,DIVERSITY &INCLUSIONSTRATEGYROADMAP
LETTER FROM THEPRESIDENT & CEOIt is with much excitement to share Destinations International’s Equity, Diversity and Inclusion(EDI) Strategy roadmap for the travel and tourism industry.We firmly stand by our belief that the travel and tourism industry should be open toeveryone for opportunities and growth and that it is critical for destination organizationsto commit to implementing an EDI strategy to drive a vision for change within theircommunities.In 2017, with the support of our board of directors, Destinations International made thedecision to prioritize this work, elevating EDI as a strategic goal for our organization. Fromthat point forward, and through the support and leadership of EDI committee co-chairs—Kellie Henderson of SearchWide Global, Al Hutchinson of Visit Baltimore and John Percy ofDestination Niagara USA—and the entire EDI Committee, the strategic roadmap that followswill help to advocate and recognize that our industry must be a leader in cultivating anenvironment where everyone is welcome, where there is equitable access for all, and whereeveryone’s voice and perspective can be heard. Here are just a few milestones that havehelped build a foundation for our work: July 2018: Hosted our first Diversity & Inclusion meeting during our Annual Convention inAnaheim, CA. August 2018: Announced a member-wide call for committee participation to form ourfirst Diversity & Inclusion Task Force. December 2018: In partnership with Association Forum, hosted a dialogue with keyindustry leaders from the association and CVB communities to brainstorm potentialstrategies to cultivate a welcoming environment for meeting and event attendees.2021 Destinations International Equity, Diversity & Inclusion Roadmap2
LETTER FROM THE PRESIDENT & CEO CONTINUED. February 2019: Launched a study to collect a snapshot of racial and workforce diversityexamining demographics of board leadership, executive, staff and some general policies. March 2019: In collaboration with the Philadelphia CVB/PHL Diversity, convened aMeetings & Conventions Leaders Roundtable designed to guide industry leaders throughthe process of developing a common language and vision for diversity and inclusionwithin the Meetings and Convention industries.Over the course of 2019 and into 2020, our work continued by implementing educationalopportunities across signature events including our Annual Convention and disciplinefocused summits. Additionally, we have worked to cultivate new industry partnerships withthe National Society of Minorities in Hospitality and the National Coalition of Black MeetingPlanners. Most recently in November 2020, we released our first EDI Study on DestinationOrganizations examining overall demographics and perceptions on EDI within our memberdestination organizations.In 2021, Destinations International is committed to implement Equity, Diversity and Inclusionstrategies and best practices and promise to work with our members and industry leaders tobe the catalyst for change. There is much work to be done and we must all come together toadvance these sometimes difficult, but important, conversations to drive solutions.We look forward to working collaboratively across the travel and tourism community toimplement this plan and hope you will join us.Sincerely,Don WelshPresident and CEODestinations International2021 Destinations International Equity, Diversity & Inclusion Roadmap3
THE BUSINESS CASE FOREQUITY, DIVERSITY & INCLUSIONMcKinsey & Company researched the financial impact of diversity of companies acrossindustries. Their May 2020 report, Diversity Wins, reviewed 1,000 companies in 15 countriesglobally. They found that companies in the top quartile for racial and ethnic diversity are 36%more likely to have financial returns above their respective national industry medians and25% more likely to have financial returns above their respective national industry mediansfor gender diversity. In contrast, their report also revealed the negative impact to companiesin the bottom quartile for both gender and ethnic and cultural diversity as being 29% lesslikely to achieve above-average profitability than were all other companies in their data set.“Companies in the top quartile for both gender and ethnic diversity are 12% more likely tooutperform all other companies in the data set,” according to the 2020 Diversity Wins reportby McKinsey & Company.In addition, there have been countless published research studies from academia,corporations and other organizations that further support that diverse and inclusive teamstend to be more creative and innovative than homologous teams by bringing differentexperiences, perspectives and approaches to solving day-to-day business challenges. Diverseteams are also better equipped to target and serve diverse customer markets, such aswomen, ethnic minorities, and LGBTQ communities who currently represent an increasingshare of consumer purchase power that is often overlooked or not leveraged by manyorganizations.Also, according to the McKinsey & Company Report, the business case for diversity suggeststhat diversity beyond gender and racial ethnicity, as well diversity of experience, are alsolikely to bring some level of competitive advantage for organizations that are able to attractand retain diverse talent.In the strategy roadmap that follows, Destinations International will highlight theopportunities and importance of why initiating Equity, Diversity and Inclusion (EDI) bestpractices will be critical for the recovery and growth of our industry.2021 Destinations International Equity, Diversity & Inclusion Roadmap4
ESTABLISHING A BENCHMARKWith any strategy, it is critical to begin with research. To develop and advance strategiesto achieve our vision, we needed to gather baseline data from our members to establisha starting point on behalf of the destination marketing and management industry. In2019, Destinations International launched its first study to benchmark the diversity of ourdestination member organizations by examining demographics of board and executiveleadership, as well as some general policies. In August 2020, we looked to further documentand collect baseline data by directly surveying individuals across the DestinationsInternational membership to help establish a snapshot of our workforce by examining overalldemographics and perceptions on EDI within their destination organizations. The reportoutlines baseline results, collected from 718 respondents.Our findings identified the need and desire for destination organizations to take full advantageof the opportunity to drive growth in diverse leadership representation at the executive andboard levels, the need to be deliberate in cultivating a diverse and inclusive talent pipelineand understanding the business case for diversity to drive innovative thought and financialopportunity to help our destination organizations prosper and maintain relevancy.The Equity, Diversity and Inclusion strategy roadmap that follows, was designed based onthe following opportunities suggested in this report: Establish an actionable leadership pledge for the industry to solidify the commitmentto implement EDI best practices to strengthen leadership accountability and advanceopportunities for diverse talent into executive, management and board roles. Develop and offer opportunities for deeper learning on self-awareness training and EDIeducational programming. Set industry best practices and standards to help develop and cultivate diversecandidates for leadership roles within destination organizations by providing access toresources and career-advancing opportunities. Continue to identify, benchmark and track metrics to annually measure progress andgrowth within destination organizations to establish industry standards and promoteaccountability for EDI best practices and initiatives. Develop and launch an Equity, Diversity and Inclusion Toolkit to support and provideDestinations International members with the resources and guidance to implement EDIstrategies within their respective destinations.Findings of the full report can be found here.2021 Destinations International Equity, Diversity & Inclusion Roadmap5
EQUITY, DIVERSITY &INCLUSION AT DESTINATIONSINTERNATIONALMISSION STATEMENTDestinations International recognizes and advocates the importance of cultivating a unifiedtravel and tourism community where everyone is welcome, there is equitable access for all,and where existing power structures can be reshaped so that systemically marginalizedvoices and perspectives can are consistently heard and valued.We are committed to transforming destination communities through thought leadership,best practices and tools based on Equity, Diversity and Inclusion principles through an antiracist lens that empowers our members, so their destinations are true reflections of theircommunities.GOALThrough meaningful ongoing and long-term collaboration, Destinations International will leadand engage strategic planning and programmatic development initiatives and opportunitiesto enable structural social change for the benefit of our members’ communities.STRATEGIC OBJECTIVES Develop and implement an ongoing public facing advocacy and communicationsstrategy to drive awareness on the role and value of destination organizations and thebroader tourism industry targeting diverse audiences. Identify, benchmark and track metrics to measure progress and growth withindestination organizations to establish industry standards and promote accountability forEquity, Diversity and Inclusion best practices and initiatives. Develop and implement strategies to cultivate, foster and leverage critical partnershipsto further Destinations International’s EDI strategic roadmap. Develop resources and best practices for destination organizations to implement EDIprinciples within their respective destination communities. Develop and implement EDI principles across Destinations International’s day-to-dayoperations and strategies to lead by example and reflect universal EDI best practicesand standards.2021 Destinations International Equity, Diversity & Inclusion Roadmap6
EQUITY, DIVERSITY & INCLUSIONPRIORITIESWe firmly stand by our belief that all industries should be open to everyone for opportunitiesand growth and that it is critical for industry CEOs and executive leaders to committo Equity, Diversity and Inclusion to drive a vision for change and be accountable forimplementing that change. A diverse and inclusive workplace is central to our industry’sability to attract, develop and retain the talent it needs to remain competitive, driveinnovation and maintain relevancy. We stand committed to our vision to implement Equity,Diversity and Inclusion strategies and best practices and promise to work with our membersand industry leaders to be the catalyst for change. There is much work to be done and wemust all come together to advance these dialogues to drive solutions. Our 2021 EDI StrategyRoadmap will be driven by the following priorities:Self-Awareness & Personal InvestmentIndustry professionals must acknowledge their role asfundamental changemakers in defining success for Equity,Diversity and Inclusion and commit to doing the work firstbefore asking the same of others. Destinations Internationalwill work to facilitate peer-to-peer engagement to havethese tough, but critical, conversations to drive leadershipcommitment, board diversity and executive mentorship.Education & AwarenessWe are part of a highly collaborative and engaged communitythat leverages the benefits of cooperative learning and sharedgrowth. Destinations International is committed to having open,honest conversations by sharing knowledge to build EDI bestpractices and collecting metrics to measure action and progress.2021 Destinations International Equity, Diversity & Inclusion Roadmap7
Community EngagementDestination organizations must be deeply connected to thecommunities that make up their destinations and be committed tonurturing broader cultural and institutional change. DestinationsInternational will work to support best practices and thoughtleadership to help drive equity, diversity and inclusion initiatives incommunities to demonstrate how our industry can enrich the livesof those living in our destinations.Workforce DevelopmentWe recognize how critical inclusivity is to foster innovation andbring together a wide variety of voices when promoting tourismand sustaining our economies. Destinations International will workto encourage industry executive leadership and boards to grow aninclusive and equitable workforce that reflects the level of diversitywe wish to welcome to our destinations.Branding & PromotionWe firmly believe in the transformative power of travel and arededicated to including those the industry has historically ignored.Destinations International will work to establish industry standardsto push towards inclusive and equitable marketing practices that areessential to tourism marketing and destination brand stewardship.2021 Destinations International Equity, Diversity & Inclusion Roadmap8
EQUITY, DIVERSITY & INCLUSIONSTRATEGY OVERVIEWThe following organization chart provides a high-level view of our approach to implement anEquity, Diversity and Inclusion strategy roadmap at Destinations International.MISSIONGOALSTRATEGIC OBJECTIVESOngoing Advocacy, Communication & EngagementPRIORITIESSelf Awareness& PersonalInvestmentEducation randing &PromotionCORE ng &StorytellingTHOUGHT LEADERSHIPExplore issues, develop solutions and drive inspiration and innovation.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLSDevelop resources, initiatives and educational programs.OUTCOMESTimeilneOngoing Strategy Development & Evaluation2021AWARENESS & EDUCATION2022ACTION & EDUCATION2021 Destinations International Equity, Diversity & Inclusion Roadmap2023EVALUATION & EDUCATION9
CORE PRIORITY:SELF AWARENESS & PERSONALINVESTMENTIndustry professionals must acknowledge their role as fundamental changemakers indefining success for Equity, Diversity and Inclusion and commit to doing the work first beforeasking the same of others. Destinations International will work to facilitate peer-to-peerengagement to have these tough, but critical, conversations to drive leadership commitment,board diversity and executive mentorship.CORE INITIATIVE: CEO ENGAGEMENTTHOUGHT LEADERSHIPCEO Pledge: Drive industryCEO and executiveleadership commitment andengagement to support apledge to implement EDI bestpractices and initiatives withindestination communities.Board Diversity: Develop andlaunch board diversity initiativesto implement EDI standardsand best practices on boardcomposition, governance andpolicies within destinationcommunities.Executive Mentorship: RecruitCEO mentors to support thefuture talent developmentof diverse CEO candidatesthrough an executiveleadership program.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLSCEO Toolkit: Develop andlaunch an EDI Toolkit tosupport and provide CEOsand executive leaders withresources and guidance toimplement EDI strategieswithin their respectivedestinations.Executive EDI Masterclass:Live masterclass seriesto include topics such asemotional intelligence,effective communication,microaggressions andunconscious bias to buildrelevant skills for CEOs andexecutive leaders.Board Diversity BestPractices Guide: Resourceguide for destinationorganization board diversitydevelopment (Released July2020). Download here.OUTCOMESIncrease of diverseleaders across CVBindustry, specificallyC-Suite level andboard participation.Number of industryleaders committed toCEO Pledge.2021 Destinations International Equity, Diversity & Inclusion RoadmapExecutive MentorshipEDI Masterclassadoption and skillapplication.10
CORE PRIORITY:EDUCATION & AWARENESSWe are part of a highly collaborative and engaged community that leverages the benefits ofcooperative learning and shared growth. Destinations International is committed to havingopen, honest conversations by sharing knowledge to build EDI best practices and collectingmetrics to measure action and progress.CORE INITIATIVE: RESEARCHTHOUGHT LEADERSHIPTrack Metrics: Build on 2020benchmark study to measureprogress and growth withindestination organizationsto establish EDI industrystandards and promoteaccountability.Professional Development &Destination Tools: ImplementEDI education and resourcesto address benchmark findingsacross existing DestinationsInternational offerings andproducts: PDM, CDME,DMAP, DNEXT, EIC, Researchplatforms.Business Intelligence:Leverage industry resourcesto identify the needs,behaviors and sentimentof underrepresented travelcommunities.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLSDestinations International Research Platforms:Maintain EDI question set requirement forCompensation & Benefits and DestinationOrganization Performance Reporting platforms.Annual Performance Report Card: Developand distribute annual performance report cardon destination organization EDI standards andpractices.EDI Benchmark Study on DestinationOrganizations: Annually release EDI benchmarkstudy on CVBs to track workforce diversity andmeasure EDI organizational sentiment.Online/Digital Resources: Develop andmaintain online EDI resources for DI membersand partners (website, online community,documents, etc.)OUTCOMESMeasurable EDI industrystandards to track gaps orsuccess.Distribution of annual EDIreport card on destinationorganizations.2021 Destinations International Equity, Diversity & Inclusion RoadmapShared industry dataresources.11
CORE PRIORITY:COMMUNITY ENGAGEMENTDestination organizations must be deeply connected to the communities that make uptheir destinations and be committed to nurturing broader cultural and institutional change.Destinations International will work to support best practices and thought leadership tohelp drive equity, diversity and inclusion initiatives in communities to demonstrate how ourindustry can enrich the lives of those living in our destinations.CORE INITIATIVE: UNIVERSITY PARTNERSHIPSCORE INITIATIVE: INDUSTRY PARTNERSHIPSTHOUGHT LEADERSHIPLeverage University Partnerships: Develop andimplement strategies to cultivate, foster andleverage critical university partnerships.Establish Targeted Partnerships: Universitystudent associations, HBCUs, HSIs anduniversity hospitality programs.Leverage Industry Partnerships: Develop andimplement strategies to cultivate, foster andleverage critical industry partnerships to helpgrow EDI awareness and adoption.Establish Targeted Partnerships: Local andregional chambers of commerce, industryassociations, NGOs and corporate travel brands.Destinations International Equity, Diversity &Inclusion Committee: Maintain committee toengage and support strategic planning andprogrammatic initiatives and opportunities.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLSIndustry PSA: Develop awareness campaign,targeting diverse student audiences(Historically Black Colleges and Universitiesand Hispanic-Serving Institutions) on careerpath opportunities within the broaderhospitality industry.Industry Resources: Identify and contributeresources and best practices for CEO toolkit.Targeted Student Outreach: Participation orsponsorship of events or programs to driveawareness of opportunities within the traveland tourism community.National Coalition of Black Meeting PlannersMOU: Execute partnership and advocacystrategy.Association Forum Partnership: ImplementWelcoming Environment partnership withAssociation Forum .U.S. Conference of Mayors: Executepartnership and advocacy strategy leveragingEDI priorities.OUTCOMESFormalized university partnerships to advanceEDI strategies.Formalized industry partnerships to advanceEDI strategies.Increased awareness of opportunities withintravel and tourism community.Successful execution of industry partnerships.2021 Destinations International Equity, Diversity & Inclusion Roadmap12
CORE PRIORITY:WORKFORCE DEVELOPMENTWe recognize how critical inclusivity is to foster innovation and bring together a wide varietyof voices when promoting tourism and sustaining our economies. Destinations Internationalwill work to encourage industry executive leadership and boards to grow an inclusive andequitable workforce that reflects the level of diversity we wish to welcome to our destinations.CORE INITIATIVE: WORKFORCE DEVELOPMENTTHOUGHT LEADERSHIPDrive Industry Awareness: Position the roleand value of the travel and tourism communityas a viable source for opportunities and careerdevelopment for diverse communities.Supplier Diversity/Procurement: Establishstandards to implement equitable practices tosupport diverse businesses and attractions tohelp further sustain local and regional economies.Hiring and Recruitment Practices: Develop andrecommend structures for growth and leadershipdevelopment at destination organizationsfocused on CVB hiring and recruitment practices.Cultivate Young and Mid-Career Leaders:Cultivate creativity and innovation in young talentto drive voice and inclusive work environments.Workforce Equity Policies: Develop and adoptmeasurable equity policies and goals relatedto workforce development to support talentdevelopment and retention.Grow Diverse and Equitable Workforce:Advocate for the strategic development oflocal workforce development plans throughcollaboration with local government, NGOs,corporate and economic developmentorganizations.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLS30 Under 30 Program: Provide professionaldevelopment opportunities to future leaderswithin the travel and tourism industry toincrease retention of young professionals.Apprenticeship Program: Provide hands-onprofessional work experience to expand thehospitality and tourism workforce by attractingunderrepresented and ethnically diverse collegegraduates to career opportunities within theindustry.Supplier Diversity Industry Resource: Launchonline industry resource.Executive Leadership Program: Developexecutive leadership program to help advanceand grow future CEO talent pool specificallytargeting underrepresented communities.OUTCOMESTalent acquisition,recruitment anddevelopmentstandards.Increase of diversecandidates andhires at destinationorganizations.2021 Destinations International Equity, Diversity & Inclusion RoadmapIncrease infrequency of supplierdiversity programsat destinationorganizations.Leadership skilldevelopment.13
CORE PRIORITY:BRANDING & PROMOTIONWe firmly believe in the transformative power of travel and are dedicated to including thosethe industry has historically ignored. Destinations International will work to establish industrystandards to push towards inclusive and equitable marketing practices that are essential totourism marketing and destination brand stewardship.CORE INITIATIVE: BRANDING & STORYTELLINGTHOUGHT LEADERSHIPBrand Stewardship & Accountability: Developdiverse and inclusive best practices fordestination organizations to be brand stewards toultimately cultivate current and future residents,businesses and visitors.Destination Promotion: Evolve destinationpromotion practices to be welcoming andhospitable to all audiences to remain competitiveand relevant.Inclusive Marketing Practices: Push for inclusiveand equitable marketing practices that prioritizecommunity partnerships, contributions andauthentic experiences.Curate Authentic Experiences: Developbest practices for destination organizationsto authentically share experiences of theirdestination’s history, character and culture.BEST PRACTICES & CASE STUDIESSource, collect and share case studies and data to serve as a resource for destination organizations.TOOLSWelcoming EnvironmentCertificate: Course fordestination organizations tolearn and implement inclusiveand welcoming best practices.Inclusive Marketing PracticesToolkit: Develop and launchtoolkit to support and providemembers with resources onequitable marketing practicesfor destinations.Drive Conversations: Leadand initiate dialogue andeducation to help destinationorganizations cultivate abrand that is both diverse andinclusive.OUTCOMESIncreased EDI destination branding andpromotion practices and adoption.2021 Destinations International Equity, Diversity & Inclusion RoadmapNumber of certifications and toolkit downloads.14
2020EQUITY, DIVERSITY & INCLUSIONCOMMITTEEDestinations International’s Equity, Diversity & Inclusion Committee supports the strategicplanning and programmatic initiatives and opportunities focused on 5 sub-committees:CEO Engagement, Industry Partnerships, University Partnerships, Research and WorkforceDevelopment. We would like to thank and acknowledge the below members for their volunteertime and commitment to contribute to the development of our 2021 EDI strategy roadmap.COMMITTEE CHAIRS: Kellie Henderson, SearchWide Global Al Hutchinson, Visit Baltimore John Percy, Destination Niagara USACOMMITTEE MEMBERS: Karin Aaron (CEO Engagement CoChair) Cleo Battle, Louisville Tourism(Workforce Development Co-Chair) Bennish Brown, Augusta Convention &Visitors Bureau Martesha Brown, Rockford AreaConvention & Visitors Bureau David Burgess, Miles Partnership J. Auvis Cole Chris Collinson, Connect Terence Concannon, Lake Havasu CityConvention & Visitors Bureau Gregory DeShields, PhiladelphiaConvention & Visitors Bureau/PHLDiversity (University Partnerships CoChair) Lorne Edwards, Visit Phoenix2021 Destinations International Equity, Diversity & Inclusion Roadmap Christina Erny, Reno-SparksConvention and Visitors Authority Amir Eylon, Longwoods International Elliott Ferguson, Destination DC Jennifer Foster, STR, Inc. Cara Frank, Simpleview (IndustryPartnerships Co-Chair) Danny Guerrero, MMGY Gretchen Hall, CDME, CMP, Little RockConvention & Visitors Bureau Monique Holmes, Tourism Toronto Leonard Hoops, Visit Indy Charles Jeffers, Visit Baltimore James Jessie, Travel Portland (IndustryPartnerships Co-Chair) Miranda Ji, CMP, Victoria ConferenceCentre & Business Events Victoria Cambria Jones, Visit Southlake (City ofSouthlake, Texas) Dzidra Junior, MGM ResortsInternational Nicole King-Smith, Lee County VisitorConvention Bureau15
Connie Kinnard, Greater MiamiConvention & Visitors Bureau(Research Chair) David Kliman, The Kliman Group, Inc Alex Krosney, Travel Manitoba Devin Lewis, Las Vegas Conventionand Visitors Authority Isaiah Little, Greater NewarkConvention & Visitors Bureau Monya Mandich, Expedia Group Nan Marchand Beauvois, U.S. TravelAssociation Michelle Mason, Association Forum Marie Sueing, Nashville Convention &Visitors Corp. John Tanzella, IGLTA Rickey Thigpen, Visit Jackson(Mississippi) Roberta Tisdul, Visit Indy Crystal Walker, Dayton Convention andVisitors Bureau Najauna White, Discover Durham(Workforce Development Co-Chair) Dan Williams, Experience Columbus Sabrina Wilson, Miles Partnership Angela Nelson, Experience GrandRapids (University Partnerships CoChair) Brenda Newbern, VisitCape-CapeGirardeau Convention & VisitorsBureau Wendy Olson Killion, Expedia Group Jason Outman, Explore Branson Lauran Peoples, CGMP, RichmondRegion Tourism Marci Ross, Maryland Office of Tourism Dasha Runyan, Richmond RegionTourism Andrew Said, Tourism Toronto Bruno Schwartz, Destination DC Milton Segarra, Coastal Mississippi(CEO Engagement Co-Chair) Neetu Singhal, Arlington Convention &Visitors Bureau Butch Spyridon, Nashville Convention& Visitors Corp. Jessica Strasser, Detroit MetroConvention & Visitors Bureau2021 Destinations International Equity, Diversity & Inclusion Roadmap16
Destinations International2025 M Street NW, Suite 500Washington, D.C. 20036 USAinfo@destinationsinternational.org
2021 Destinations International Equity, Diversity & Inclusion Roadmap 4 EQUITY, DIVERSITY & INCLUSION THE BUSINESS CASE FOR McKinsey & Company researched the financial impact of diversity of companies across industries. Their May 2020 report, Diversity
