While many large corporations are publicly scaling back their diversity, equity and inclusion (DEI) initiatives, several travel companies are staying the course, if not doubling down, on their efforts.
Last month, travel industry nonprofit Tourism Cares put a call out to its members, asking them to share their own DEI initiatives, whether it be a continuation of current efforts, future goals, examples of new policies, team trainings, partnerships within the community, enhancing an ongoing strategy or other projects.
“At Tourism Cares, we know that real impact happens when our community works together,” read Tourism Cares’ Feb. 5 newsletter. “Despite recent changes in government policies, we are committed more than ever to helping our members like you make travel a welcoming and thriving industry for all … let’s elevate the good work happening across our industry.”
Let’s elevate the good work happening across our industry.
Below are a few travel suppliers who are keeping DEI at the forefront of their businesses.
The U.S. Tour Operators Association
Despite President Donald Trump’s Jan. 20 executive order — which ended DEI policies in the federal government — the U.S. Tour Operators Association (USTOA) is continuing its efforts.
“USTOA believes that travel is a force for good, and as such, we will continue to focus on sustainability and DEI,” according to a statement sent to members on Jan. 24. “The USTOA Executive Committee, Board of Directors and you, our members, remain steadfast in our support of efforts to promote diversity, equity and inclusion industry wide. Our commitment to ongoing education, advocacy and responsible travel practices is unwavering, and as an association, we will work to ensure that these values are maintained in the evolving landscape of our industry.”
Terry Dale, president and CEO of USTOA, assured members that the organization’s “commitment to sustainability and DEI is not just a statement — it’s a core value.”
“Over the past two years, our Future Lights of the Tour Industry have spotlighted leaders driving meaningful change in DEI and ethical marketing, reflecting the broader dedication of our industry,” he said. “The continued focus from our members on climate and social justice has only reinforced the urgency of taking a stand.”
Dale added that DEI benefits not just USTOA, but the travel industry at large.
“The travel and tourism industry thrives on cultural exchange and diverse perspectives,” he continued. “Now is the time to lead with action, ensuring travel remains inclusive, responsible and impactful for all. By speaking up, we hope to inspire others to do the same.”
Now is the time to lead with action, ensuring travel remains inclusive, responsible and impactful for all.
Intrepid Travel
Adventure tour operator Intrepid Travel has long been known for its sustainability initiatives, but it’s doubling down on its DEI efforts, too — especially as opposition to such initiatives grows in some spaces.
“Inclusivity in adventure travel is long overdue, and we’re making sure it’s no longer an afterthought,” said Leigh Barnes, Intrepid’s new president of the Americas, in a statement to the media. “The reality is, most companies love to talk about DEI, but they don’t back it up. Only 4% of corporations track their spending with women-owned businesses, and just 3% publicly report it. We do both."
The reality is, most companies love to talk about DEI, but they don’t back it up.
This year, the tour operator is introducing 19 new trip experiences that specifically support women, bringing the company’s total partnerships with women-owned suppliers to more than 200, including 134 accommodations and 19 transportation offerings.
Barnes said Intrepid is continually investing in BIPOC (Black, Indigenous, People of Color) creators, suppliers and businesses because “real impact comes from action, not empty promises.”
“We’re not here to follow trends — we’re here to reshape the travel economy for the better,” he said.
Additional efforts include Intrepid’s partnership with Nomadness Travel Tribe, a 40,000-member community creating safe space for Black and Brown travelers.
The community’s founder, Evita Robinson, also collaborated with Intrepid to create its Ethical Marketing Guidelines in 2021. Since then, Intrepid has invested nearly $200,000 into mentorships, sponsorships and grants for BIPOC creatives and storytellers, reaching more than 2 million people organically.
“This is bigger than marketing — it’s about changing who gets to tell the stories of travel,” Barnes said.
Destination Madison (Wisconsin)
Destination Madison, the destination management company for the city of Madison, Wisconsin, has long prided itself on supporting its local LGBTQ+ community and LGBTQ+ travelers, partnering with Hospitable Me the past two years to promote the “Everyone Welcome” education program.
As an extension of the program, Hospitable Me worked with Destination Madison staff to enhance DEI efforts in the DMO’s marketing, sales, partnership and operations departments.
“Destination Madison wanted to create a more diverse, welcoming and inclusive tourism environment that not only benefits LGBTQ+ travelers but also enhances the reputation and appeal of our destination as a whole,” said Rob Gard, director of communications and public affairs for Destination Madison. “Through education and awareness, we hope to ensure that every visitor feels valued and respected, leading to a more vibrant and inclusive community.”
Additionally, the DMO recently created a new sales position specifically focused on multicultural groups.
Academic Travel Abroad
Academic Travel Abroad (ATA)— a B2B tour operator providing educational travel that includes cultural and educational group travel — and its consumer-facing brand, CET Academic Programs (which offers study abroad programs for students), reaffirmed its commitment to promote DEI in a letter sent to Tourism Cares from Karen “K” Olivas, on Feb. 10:
“To our friends at Tourism Cares:
Academic Travel Abroad (ATA) and its subsidiary, CET Academic Programs, are both organizations founded on the principle that cultural immersion, exchange and understanding are critical in shaping how our travelers view the world and interact with the communities around them.
The travel and learning opportunities we provide aim to create curiosity and foster respect for places, peoples and traditions beyond our own. While we are quite intentional about our efforts to promote justice, equity, diversity and inclusion (JEDI), we also find that putting JEDI principles into practice is a natural and integral part of our daily work as cultural educators. Doubling down on DEI despite current events is not a political statement. It is our social responsibility. We will continue to strive to ensure that the future of educational travel is more representative, inclusive and impactful for all.”
While we are quite intentional about our efforts to promote Justice, Equity, Diversity, and Inclusion (JEDI), we also find that putting JEDI principles into practice is a natural and integral part of our daily work as cultural educators.
Northstar Travel Group
In February, Northstar Travel Group (the parent company of TravelAge West) reaffirmed its commitment to DEI.
“During a DEI committee meeting, employees reflected on progress, explored new areas of focus and planned to extend an open invitation for more employees to join and contribute to these efforts,” said Janine Bavoso, Chief People Officer for Northstar.
Additionally, Northstar’s Black Travel Advisory Board (BTAB) — led by co-chairs Valerie Dorsey, travel advisor with Cruise Planners, and Stephen Scott, CEO and Founder of Travel Hub 365 — convened to review accomplishments and reinforce the board’s dedication to fostering a more diverse and inclusive travel industry. (Established in 2020, the BTAB brings together travel advisors, industry suppliers and Northstar executive team members to drive meaningful change.)
“At a time when many organizations are re-evaluating their DEI commitments, Northstar stands firm in its dedication,” Bavoso said. “Diversity is at the heart of the travel industry, and our commitment remains stronger than ever.”
Is Your Business Reaffirming Its Commitment to DEI?
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