New Research Reveals the Economic Power of Inclusive Travel: Key Findings from "Traveling in Color"

We're excited to share groundbreaking insights from the newly released "Traveling in Color: The 2025 Traveler Identity Consensus" study—a comprehensive research initiative The Culturist Group is proud support alongside TripAdvisor.

This powerful follow-up to the 2020 BIPOC Travel Consensus delivers actionable insights that every travel brand, destination, and organization needs to understand. The study, led by Emmy Award-winning storyteller Evita Robinson (NOMADNESS Travel Tribe and Drs. Alana Dillette and Stefanie Benjamin (CODE), surveyed 1,675 travelers and conducted in-depth interviews to reveal how identity influences travel decisions and spending. Read this powerful piece titled 'Black Travel Is Not A Monolith' in AFAR Magazine.

Top 5 Key Insights That Will Transform Your Travel Strategy

1. Safety is Non-Negotiable

95% of respondents ranked feeling safe as their top priority when choosing a destination. This isn't just about physical safety—it encompasses emotional and cultural safety too.

2. Representation Drives Revenue

Travelers are willing to spend $215 more per week on trips with destinations or brands that support diversity, equity, and inclusion AND highlight cultural attractions reflecting authentic history and identity.

3. The Representation Gap is Costing You Money

55% of BIPOC respondents feel less represented in travel marketing compared to white respondents. When travelers don't see themselves reflected, many simply won't visit destinations that don't appear to welcome them.

4. Political Climate Impacts Travel Decisions

60% of respondents say the current political climate significantly impacts their travel decisions and experiences—a factor that destinations and brands can no longer ignore.

5. Content Creators Are the New Travel Advisors

53% of respondents use content creators and influencers for travel decisions, yet only 0% of Black respondents reported seeing noticeable increases in diverse travel content (compared to 20% of white respondents).

The Business Case for Inclusive Travel

This research makes one thing crystal clear: inclusive travel isn't just a moral imperative—it's an economic opportunity. BIPOC travelers contribute billions to the global tourism industry annually, yet their experiences, needs, and values are often overlooked in strategy and storytelling.

The data shows that when travelers feel seen, valued, and safe, they're more likely to spend and return. Conversely, exclusion has a measurable cost, with many travelers skipping destinations that don't reflect or respect their identities.

What This Means for the Industry

The study reveals that while 2020 sparked significant momentum for diversity and inclusion in travel, much of that energy has waned by 2025. However, the economic incentives for inclusive travel remain stronger than ever.

Forward-thinking travel brands and destinations should:

• Elevate storytelling that centers authenticity and identity awareness

• Center BIPOC voices in leadership, not just campaigns

• Build inclusive strategies rooted in emotional and physical safety

• Understand that representation isn't just progress—it's protection

Get the Full Study

Ready to dive deeper into these insights and discover actionable strategies for your organization? The complete "Traveling in Color: The 2025 Traveler Identity Consensus" study is available for download.

Download the Full Report →

What to Do With It

This research represents a pivotal moment for our industry. The question isn't whether you can afford to invest in inclusive travel practices—it's whether you can afford not to. The Culturist Group helps travel brands and destinations articulate inclusive and multicultural marketing strategies utilizing diverse traveler insights, community engagement and consumer audience truths to architect authentic, culturally-relevant creative messages and integrated channel campaigns.

We're proud to support research that drives meaningful change in the travel industry.

For more insights on inclusive travel and destination marketing and to activate your approach, contact our team.