DEI on our Boards
The drive for Diversity, Equity and Inclusion has been on my mind a lot lately. Here’s hoping it has been for you, too. For only if it is, will the change that most of us claimed we desired when signing pledges and registering for webinars in 2020 come to pass.
We are faced with the challenge when we work with DMO Boards that are fully appointed. I completely understand why these arrangements may have made sense as a new DMO was launched, as government or Chamber control was believed to be necessary to keep an eye on those fledgling agencies. But today, operating with appointed Boards unintentionally conspires against diversity by typically placing nominating control in the hands of a very few (or a single individual). I’m not saying those leaders won’t be intentional about diversity…but, I doubt they’ll be as intentional as a DMO Board would be.
That dilemma is even more dramatic when we work with DMOs that represent communities in which the most significant segment of the population is White. Boards sigh that they struggle to find members from the business community that would bring diverse voices and viewpoints to the table. CEOs complain that they can’t find non-White talent that is experienced. As empathetically as I can, I tell them they’re not looking hard enough. For Boards, new recruits don’t have to be from the travel and hospitality sector; they just need community influence, a representative point-of-view and a passion for their town. And, for professional staff, what ever happened to hiring for attitude and teaching them the art and science of what we do?
And last week, there was a damning article in Conde Nast Traveler in which a travel writer issued a “report card” on the Travel and Tourism industry’s efforts in Diversity, Equity and Inclusion. You may have seen it too. She ranked our industry on 12 criteria…and issued us 7 Ds and 5 Fs.
Now, I do not believe myself qualified to comment on her personal assessment of the Travel and Hospitality sector's work across all her metrics (like I have a clue regarding DEI in Aviation). But I do believe I am eminently qualified on the two that involve Destination Marketing Organizations…and I absolutely, categorically disagree with her grades on two of her categories.
She issued an F for failing to incorporate more diversity in our imagery, video and content. I’m not sure where she did her research (it sounds as if she bases her opinion on one OTA), but I am proud of the progress many DMOs have made in the past two years in the inclusion of faces of color, travel ability and LGBTQ+ imagery. It’s not an A by a long shot, as we have miles to go. But, in no way is it an F.
And, to engaging BIPOC individuals on DMO Boards and Staffs, we’ve been excited at the intentionality that DMOs have exerted to diversify their professional ranks. More CEOs and VPs of color than ever are being hired and promoted and Boards are becoming more diverse. Again, it’s nothing that would or could earn an A…but we are, I believe, beginning to act with a clearer understanding that we’re all better at our jobs with diverse voices around the planning table and in the halls. And, that makes us all better ambassadors for our communities, both internally and externally.
It may not be happening fast enough for Conde Nast's columnist, but tossing Fs around like stink bombs doesn’t advance the cause. I think this columnist has missed her opportunity to inspire DMOs that have worked intentionally to encourage us that we are on the right track…and to keep pushing.