• About
  • Blog
  • Working together
  • Testimonials
  • Contact

Girl Gone Travel

Girl Gone Travel

Public Relations & Branding
/
August 18, 2014

Talking about Diversity in the Adirondacks

Enjoyed this post? Give it some love and share!
Share

This past weekend, my family and I headed to the town of Newcomb in the beautiful Adirondacks. We’ve been to the area before and have enjoyed it, but the purpose of my visit this time was as an invited guest speaker at the symposium “Toward A More Diverse Adirondacks“, where educators, scientists, sociologists, business leaders, and community members addressed the lack of diversity in the community, its effect on the sustainability of the park and the overall well-being and growth of the area.

I came in as a professional in the travel industry and as a frequent speaker on issues of diversity and tourism, to talk about how to best improve perceptions, raise positive awareness of the area among minority travelers, and how to best cater to and attract that community.

It was an interesting role to be in, as I am neither a native nor a resident of the area, whereas a lot of people, if not everyone there, was one or both.

There were many voices represented throughout this all-day discussion, and, as is often the case in conversations on diversity, it was at times very personal and very passionate. It was also exhausting. These discussions took place as my emotions are still reeling from all that is happening in Ferguson – an issue that has been emotionally draining to watch unfold.

But what I wanted to share here was my overall excitement about the fact that this continues to be a conversation happening in not just the urban areas of our country, but also in the rural ones. That community members are becoming aware of their surroundings and are starting to come together for change. A lot of the concerns addressed during the symposium are concerns shared with those I have connected and worked with in the past, like the National Parks Foundation, who in partnership with the American Latino Heritage Fund, worked to try to change perceptions of minorities and the outdoors. 

I have spoken on this issue professionally for about 7 years, when I founded an organization in Madison, WI to help expose minority students to college campuses and the view of a better future, a prospect not really offered to minority students in the system they were in. The experience was an important lesson for me on how difficult it is for everyone involved to face the issues and better yet, do something about it.

Everyone, regardless of who they are, or how they identify, wants to feel welcomed and safe where ever they go. When it comes to travel, no one will willingly travel or spend their money in places where they expect to be mistreated in any way or where they will feel like the odd person in town.

During my presentation, which I titled Influence and Opportunities:Diversity in Travel Promotion and Marketing, I talk about the importance of representation in marketing and messaging to draw the attention and interest of a more diverse group of travelers.

For example, if there are attractions and destinations that cater to people with disabilities or any type of physical challenges, it helps to note it. If there is access to information in a different language it’s important to make it available or point it out. If businesses are gay-friendly it can’t and shouldn’t be taken for granted how impactful making a visible statement of it can be. Diversity in marketing and branding is a great way of letting people know they are thought of and welcomed. And yet, it’s an area that is often overlooked and where diversity is underrepresented, if at all. These efforts, especially at first, must be focused and deliberate before they become a natural process.

diversity in media

The challenge of course is in representing diversity in a way  that is correct and relatable. It’s not enough to just have images that reflect diversity. It’s also important to understand the market you are trying to reach so that they can be served appropriately. Here’s an example of travel trends among Latino and Black communities that serve as an example of things to know if they are a target audience.

diversity in media

I talked about the changing landscape in our country and shared data gathered by the U.S. Travel Association and others that state that by 2040 the US population will be majority-minorities, with 42% of the country will be Black or Latino and what that means from an economic stand point.

Untitled 2The U.S. Travel Association confirms that travel and tourism is a cash-generating machine for state and local governments. Two years ago, when we were still recovering from a recession, they report that “the travel industry still managed to generate $129 billion in tax revenue to government at all levels and $58.4 billion to state and local governments – enough to pay the wages of every firefighter and police officer in the country”. Their findings have also proven that wise strategic investments in travel promotion by destinations kick off a virtuous cycle of increased traveler visits, greater traveler spending in local communities, faster job creation and higher tax revenues that far surpass the initial investment.

Because targeting minority travelers is still a new concept for many travel brands and professionals, the efforts can’t be left to those who have neither the experience nor the understanding of those communities and groups. This is where recruiting those qualified professionals, who can also speak to and for the communities they represent, becomes a factor. During the symposium many expressed a challenge in finding that diversity during their recruitment efforts, which speaks volumes to the perception of the area among minorities unwilling to move there for work.

Though I don’t believe that tourism is the answer to all the diversity issues, it helps to create exposure to the area and as well as an opportunity to change those perceptions. It helps if travel media brands diversify the voices and faces of travel as well.

I am very proud to work with agencies and brands who want to open that space so that the travel story and experience is shared from a more cultural and personal perspective.

As I stated in my presentation, this isn’t just a feel-good approach, it’s a financially feasible one, as the minority travel community continues to grow into a lucrative travel market.

I highlighted examples like Expedia for how they have incorporated gay-friendly travel destinations and businesses into their product line without much fanfare but with great success.

Untitled copy

And how I am giving a platform and even encouraged on Expedia Viewfinder to share popular travel destination pieces from a more culturally personal perspective, something rarely ever shared in the world of travel media. These are the kinds of things that peak the interests of multicultural travelers, not only for the destinations, but also in the brands that help to promote them through these unique voices.

DR

I also left the group with three first steps towards diversifying their messaging, outreach, and audience.

Diversity in media

The communities of the Adirondacks have a lot of work ahead of them. It will take time, courage, patience, and yes, even money to make all these things come to fruition. But the dedication of the people in attendance who committed so much of their time to learn, share, grow, and do more for their communities left me incredibly impressed and hopeful for the future of the park.

I want to thank SUNY College of Environmental Science and Forestry, the Adirondack Almanac, and other symposium organizers for their trust and welcome, and for the opportunity to share my experiences and my voice on this issue.

 

[subscribe2]

Related

Enjoyed this post? Give it some love and share!
Share
Pin this Post
Share this Post
Carol Cain

Brooklyn native Carol is happiest when on an adventure, whether close to home or farther away. She is a small business owner and travel writer. In addition to creating Girl Gone Travel, she is the Founder and Principal of Brave World Media, a social media marketing, communications, and branding agency. She's mom to three wonderful sons and wife to a handsome Irish/Scot. She lives, works, and plays in the beautiful Finger Lakes region of NY.

You May Also Like...

Blogaversary: A Blog Turns One, The Adventure Continues

December 10, 2009

Ice Skating in The Pond, Bryant Park, NY

December 28, 2009

Life’s Journey and The Marks You Leave Behind

August 14, 2010

Leave a Reply Cancel reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Previous Post
Family Vacation Destinations in France
Next Post
Summers in Lake George: Unplugged

About me

Hi! I'm Carol! I am an award-winning travel blogger, a keynote speaker, and the Principal and owner of Brave World Media, a social media marketing, communications, and branding agency. I a wife to a handsome Irish/Scot and a mom to 3 sons and 2 puppies. Welcome to my blog where I share stories of my travels and professional public relations insights and advice. Thank you for reading and for your support!

Carol Cain

Categories

  • Asia5 Post(s)
  • Caribbean17 Post(s)
  • Central America4 Post(s)
  • Europe53 Post(s)
  • North America315 Post(s)
  • Oceana1 Post(s)

Contact

  • carol@girlgonetravel.com

Follow @girlgonetravel

Hubby and I recently went to check out office spac Hubby and I recently went to check out office spaces for our business. We (I) started getting caught up in the perceptions of what other people might think about our business, or rather, how successful or serious it was with us operating it from our home. So, in order to keep up with the Joneses, we went out and searched. And immediately were like, "Nope."

One, it was an additional expense that we were taking on to convince other people of whatever we (I) thought they needed to be convinced of. And two, it felt like....well, like working out of an office, something which I personally haven't done in over a decade (almost two now) and which my husband just escaped from!

And lastly, we like to go out into the communities that our clients serve, but also that we live in, and get to experience it all ourselves. It makes us a great agency.

I share all of this because I am slowly coming to accept that there will always be those who will make a determination of who we are as people, as professionals, as a business simply from what they think they know, not from actuality...and..we (I) am still working on breaking down the toxic traits of corporate / professional influence and narratives.

As once a full-time travel blogger, I experienced first hand what it is to be dismissed and not taken seriously. But, because of my travel blogging work, I have visit over 40 countries (and still counting) and have been published and spoken on stages around the world. That doesn't just happen.

All this to say, as I (we) move away from renting an office in order to be taken more seriously by the corporate world...and save ourselves some money in the process...we are reminded to work on ourselves and on being our own biggest cheerleaders and advocates. Sure, we seek out support and mentorship and always work on learning and refining our skill. But can't pay attention to what others might be thinking. It will never be an accurate portrayal.

And a lesson to never, ever spend more money than we have to just to convince others how serious we are in our commitment to our work. In the meantime, our current office spaces are working out just fine.

#entrepreneur #smallbusiness
A band of misfits on a beautiful Finger Lakes nigh A band of misfits on a beautiful Finger Lakes night.

Life is too short and time too precious, so make sure to spend it with people who bring you joy and make you laugh. Whether it’s one person or more…it’s not the number of people, but the quality and kindness of their hearts that counts.

Here are some of the kind, sweet friendships we’ve been so lucky to have cultivated in our new home. Kisses and hugs @haejones32, @sarahloublagg, @nevetsretlaw, and @jerakahheady.

Till our next gathering! 

#friends #fingerlakeslife #fingerlakes
My happy place: the farmers market. It’s the sea My happy place: the farmers market. It’s the season for all the fresh, local, delicious goodness of the Finger Lakes to take center stage.

The region has a lot more than fried and fast food to offer locals and visitors. The vast amount of organic and locally sourced food is something that is really celebrated here. Even more so the fact that it is accessible and not exclusive to the privileged.

From cider to cheese to meats and veggies…all local, all from a passionate farming community. 

Oh, then, the artisans. *swoon* So much handcrafted beauty. For example, this beautiful hat from @easylivinghats. I have been wanting one of her hats forever and finally got not one but two! And her team, seen here, is so sweet and helped me find the right fit. Support local, shop small, be happy in the process. 📸@ithacafarmersmarket. 

#fingerlakes #myflx #farmersmarket #shoplocal #shopsmall
Hey, wanna come to a cool event in one of the cool Hey, wanna come to a cool event in one of the coolest places I know in Ithaca? (Read on!)

Today I took a stroll into the pavilion of the @ithacafarmersmarket. There was no market today, and though still a lovely space when empty, nothing compares when the market is buzzing with food purveyors and food-lovers! It is exciting and a favorite pastime of ours. Even more fun is when there is a special event happening!

And with that, I want to let you all know about the upcoming @tasteoftheflx taking place on Tuesday, June 14, 2022, at the Ithaca Farmers Market and offer you a discount code for your ticket! Use BRAVE20 for $20 off of either ticket tier.

The event will feature 50 + vendors, music in 3 acts, and a full evening of celebration! Taste of the Finger Lakes serves the dual purposes of showcasing the dynamic Finger Lakes food and beverage industry while raising funds for 3 non-profits doing the important work of improving access to healthy food across the region. Local, good food for a good cause...the best combination!

If you already have your ticket or plan to take advantage of this discount code to purchase it, let me know! I hope to see you there!

#fingerlakes #tasteofthefingerlakes #flxfood #flxeats #farmersmarket #ithacany
Cheers and Happy Pride to this beautiful, inspirin Cheers and Happy Pride
to this beautiful, inspiring, proud community full of people that I love so much.

To my LGTBQIA+ family and friends, know I adore you, would fight for, and support you always. You make my life and the world a more beautiful place. I celebrate you today, this month, and always. 

Thank you for being you. 🌈

#pridemonth #loveislove
What a stunning day to be on the lake with my fam. What a stunning day to be on the lake with my fam. We missed spending time with each other and it was time for us to slow down and bond. Even the surly teens eventually gave in to the fun and smiled a few times. Have I told y’all how much I love our new life here?

#lifeintheflx #fingerlakes #lifeinthecountry #soflx #thisissoflx #Lakelike #myflx #keukalife #winecountry

Copyright © 2022 Girl Gone Travel | Privacy Policy | Copyright Notice