Diversity, Equity, and Inclusion (DEI) in Tourism: Beyond Tokenism

Diversity, Equity, and Inclusion (DEI) has become a critical focus for many organisations, including those in the tourism industry. While the concept is widely accepted, the execution often falls short. A common pitfall is tokenism, a superficial approach to DEI that masks deeper issues. In contrast, intentional inclusion is a proactive, strategic approach that fosters a truly welcoming and equitable environment for both employees and customers.

What is Tokenism in Tourism?

Tokenism in tourism is the practice of making only a perfunctory effort to include members of underrepresented groups, often to satisfy external pressures or public relations. It's the surface-level diversity that lacks depth. Examples of tokenism in tourism include:

• Hiring a few diverse individuals for front-facing roles without addressing systemic issues within the organisation.

• Using stock images of diverse groups on marketing materials that don't reflect the actual experiences of diverse travellers.

• Creating superficial cultural experiences that perpetuate stereotypes and misunderstandings.

This approach to diversity and inclusivity in tourism can be harmful as it:

• Reinforces stereotypes: It can perpetuate harmful stereotypes about different cultures and communities.

• Creates a hostile environment: Tokenized employees and customers may feel isolated and undervalued.

• Damages the industry's reputation: A perception of tokenism can deter diverse travellers and negatively impact the industry's brand.

What is Intentional Inclusion in Tourism?

Intentional inclusion in tourism goes beyond mere representation. It's about creating a workplace and customer experience where everyone feels valued, respected, and empowered to contribute their unique perspectives. It involves:

• Cultivating a culture of belonging: Fostering a sense of community and connection among employees and customers from diverse backgrounds.

• Providing equitable opportunities: Ensuring that all employees, regardless of background, have equal access to training, promotion, and leadership opportunities.

• Implementing inclusive policies and practices: Developing policies that promote diversity, equity, and inclusion in hiring, promotion, and customer service.

• Continuously educating and training employees: Providing training on cultural competency, unconscious bias, and inclusive language.

• Partnering with diverse suppliers and communities: Supporting local businesses and communities that reflect the diversity of the destination.

• Offering diverse and inclusive experiences: Designing travel experiences that cater to the needs and interests of diverse travellers.

How to Move from Tokenism to Intentional Inclusion in Tourism

Transitioning from tokenism to intentional inclusion in tourism requires a concerted effort. Some key steps include:

• Leadership commitment: Strong support from top management is essential for driving change.

• Employee education and training: Providing training on DEI concepts and best practices.

• Data-driven approach: Using data to identify disparities and measure progress.

• Employee resource groups: Creating spaces for employees from underrepresented groups to connect and support each other.

• Mentorship and sponsorship programs: Helping employees from marginalised groups advance in their careers.

• Accessibility: Ensuring that tourism destinations and services are accessible to all.

By understanding the difference between tokenism and intentional inclusion, tourism organisations can take meaningful steps towards building a more equitable and inclusive industry.

Be a Part of the change

Here's how you can join the movement:

• Unlock Exclusive Resources: Become a member and gain access to content, valuable resources, and exclusive events designed to propel you forward in the inclusive travel space. 

• Connect with the Community: Join our vibrant free private LinkedIn group. Network with like-minded professionals, share ideas, and stay informed about the latest industry trends.

• Stay Informed, Stay Inspired: Subscribe to our monthly newsletter. Get a selection of essential DEI (Diversity, Equity, and Inclusion) themes, practical tips, and exclusive content delivered straight to your inbox.

Ready to make a difference? Let's shape a more inclusive future for travel together!