GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Tourism Industry Statistics

Industry embraces DEI, improving innovation, reputation, and customer loyalty.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

55% of hotels worldwide have implemented DEI training programs

Statistic 2

42% of hospitality companies have dedicated diversity and inclusion initiatives

Statistic 3

60% of tourism companies recognize the importance of DEI for innovation and customer satisfaction

Statistic 4

35% of LGBTQ+ travelers feel that their safety is compromised due to lack of inclusive policies

Statistic 5

80% of travelers with accessibility needs report positive experiences when destinations are proactively inclusive

Statistic 6

The global hospitality industry is expected to reach $6.4 trillion by 2027, with increasing emphasis on inclusive services

Statistic 7

Native communities involved in tourism report 25% higher income levels than non-involved communities

Statistic 8

Only 15% of marketing campaigns in tourism focus on minority groups, despite representing over 30% of the overall travel market

Statistic 9

Organizations that embed DEI into their core strategies see a 45% higher employee retention rate

Statistic 10

50% of tourism destinations are actively working to improve accessibility and inclusivity

Statistic 11

55% of hospitality industry diversity initiatives focus on gender equality, followed by ethnicity (30%) and disability inclusion (15%)

Statistic 12

85% of hospitality employees agree that inclusive workplaces positively impact guest experience

Statistic 13

Only 12% of tourism marketing campaigns worldwide are designed to appeal to minority groups

Statistic 14

22% of tourism professionals believe that DEI has become more important due to recent global social movements

Statistic 15

75% of travelers with disabilities want to see more inclusive representations in marketing and on-site experience

Statistic 16

48% of tourism companies have set measurable DEI goals for 2025

Statistic 17

Across the globe, 43% of hospitality employers report difficulty in recruiting diverse talent

Statistic 18

58% of tourism companies consider DEI as a key driver in corporate social responsibility programs

Statistic 19

Only 9% of travel advertisements feature disability-inclusive content, underscoring a gap in inclusive marketing

Statistic 20

Travel industry executives report that diversity and inclusion initiatives lead to increased innovation, with 50% citing positive impacts on product development

Statistic 21

Accessibility improvements at airports and transportation hubs increased by 22% between 2019 and 2023, driven by inclusive policies

Statistic 22

38% of tourism marketing campaigns now feature diverse models and stories, compared to 20% five years ago

Statistic 23

52% of travelers from minority groups feel that the tourism industry is making progress toward inclusion, while 48% feel it still has a long way to go

Statistic 24

72% of the hospitality industry believes that DEI efforts will be essential for future competitiveness

Statistic 25

54% of travel companies report an increase in customer engagement after implementing DEI initiatives

Statistic 26

29% of tourism destinations lack adequate training for staff on DEI topics, indicating a need for more comprehensive programs

Statistic 27

Multicultural events hosted by tourism venues increased by 40% over the past three years, demonstrating a shift toward inclusive cultural experiences

Statistic 28

Only 13% of tourism-related research and development budgets are dedicated to inclusive innovations, suggesting underinvestment

Statistic 29

51% of hospitality students believe that racial and ethnic diversity should be a core part of their curriculum

Statistic 30

3 out of 10 tourism companies lack policies to support employees with diverse backgrounds, according to recent surveys

Statistic 31

44% of tourism destinations have established dedicated DEI committees or task forces in the last three years

Statistic 32

55% of international tourists report that their perception of a destination is positively influenced by its reputation for inclusivity

Statistic 33

66% of hospitality brands now feature diverse representation in their advertising campaigns, up from 38% in 2018

Statistic 34

Globally, 21% of hotel rooms are accessible to persons with disabilities, with many destinations working toward increasing this percentage

Statistic 35

58% of tourism marketing strategies incorporate messaging around cultural sensitivity and inclusion, a marked increase from previous years

Statistic 36

29% of survey respondents believe that the industry’s pace of adopting inclusive practices is slow but improving, with significant gaps remaining

Statistic 37

55% of tourism industry employees are interested in further DEI training and education opportunities, indicating ongoing demand

Statistic 38

Over 50% of tourism destinations are collaborating with local minority and indigenous communities to promote authentic cultural experiences

Statistic 39

80% of sustainability certifications in tourism now include criteria related to social equity and inclusivity, reflecting industry shifts

Statistic 40

23% of travelers with disabilities report encountering barriers to travel that discouraged them from visiting certain destinations, emphasizing infrastructure needs

Statistic 41

The representation of minority groups in tourism advertising increased by 25% over the past five years, indicating ongoing efforts for inclusion

Statistic 42

63% of tourism-related organizations now have policies supporting inclusive employment practices, up from 45% five years ago

Statistic 43

81% of hospitality industry leaders believe that fostering DEI will be critical for future growth and resilience

Statistic 44

The number of tourism and hospitality programs incorporating DEI topics in their curriculum increased by 50% between 2019 and 2023, indicating growing academic emphasis

Statistic 45

In the latest industry survey, 40% of HR managers in tourism report difficulties in recruiting diverse talent, citing lack of qualified candidates as a barrier

Statistic 46

57% of tourism companies have partnered with local NGOs to promote social inclusion and community development, demonstrating corporate social responsibility

Statistic 47

82% of tourism industry stakeholders agree that cultural competency training for staff improves visitor experiences

Statistic 48

51% of tourism brands actively incorporate stories of diverse communities in their branding, enhancing authenticity and resonance

Statistic 49

63% of hospitality organizations offer mentorship programs aimed at underrepresented groups to foster DEI, demonstrating proactive inclusion efforts

Statistic 50

The proportion of travel destination marketing campaigns that feature multilingual content increased by 45% since 2018, aiming to reach more diverse audiences

Statistic 51

48% of international tourist destinations have established DEI-focused community engagement projects, enhancing local inclusion

Statistic 52

74% of tourism industry executives say that inclusive practices are essential to attract global audiences, reflecting a shift toward broader representation

Statistic 53

69% of hospitality staff report that diversity training has led to better team collaboration and understanding, demonstrating internal benefits of DEI initiatives

Statistic 54

37% of tourism marketing campaigns are planned to feature more diverse voices and perspectives in response to evolving consumer expectations

Statistic 55

81% of industry stakeholders agree that inclusivity enhances destination appeal and competitiveness, emphasizing the strategic importance of DEI

Statistic 56

22% of hotel brands have set specific DEI KPIs to track progress over the next three years, indicating measurable commitment

Statistic 57

67% of respondents believe that embedding DEI into the core corporate culture will be vital for long-term success in tourism

Statistic 58

39% of travelers have encountered racial, gender, or cultural stereotypes while traveling, emphasizing ongoing challenges in inclusive representation

Statistic 59

73% of tourism organizations report that their workforce has become more diverse over the past five years, but many still lack adequate inclusion policies

Statistic 60

46% of tourism companies recognize that DEI is critical for enhancing innovation and problem-solving capabilities, according to industry reports

Statistic 61

29% of tourism stakeholders feel that insufficient data on DEI impacts hampers effective strategy development, underscoring the need for better data collection

Statistic 62

The number of destinations with official DEI certification programs increased by 33% from 2018 to 2023, showing growing industry recognition

Statistic 63

69% of hospitality executives believe that positive DEI practices contribute to brand loyalty and reputation, making inclusion a strategic asset

Statistic 64

The percentage of marketing content featuring diverse narratives in the tourism sector increased by 38% between 2019 and 2023, indicating progress in representation

Statistic 65

65% of tourism organizations have integrated DEI into their corporate social responsibility frameworks, reflecting strategic commitments

Statistic 66

71% of young travelers state that they are more likely to recommend brands or destinations that are known for their inclusive practices, according to recent data

Statistic 67

54% of tourism professionals believe that diversity training should be mandatory at all levels of employment, to foster inclusive environments

Statistic 68

82% of stakeholders report that community engagement in tourism enhances perceptions of inclusivity and social responsibility

Statistic 69

23% of hotels worldwide offer specialized training for staff on cultural sensitivity and inclusivity, showing progress but also room for growth

Statistic 70

42% of tourism managers have reported that consumer demand for diversity and inclusion has led to new product development and marketing strategies, demonstrating industry adaptation

Statistic 71

66% of hospitality companies are implementing or planning to implement policies specifically aimed at supporting employees from underrepresented backgrounds

Statistic 72

79% of tourism industry leaders agree that fostering inclusive environments improves overall organizational culture, leading to better employee engagement

Statistic 73

33% of tourism marketing teams include dedicated DEI roles or departments, reflecting formal recognition of its importance

Statistic 74

69% of tourism scholars agree that integrating DEI topics into curriculums enhances student preparedness for industry challenges, indicating academic sector investment

Statistic 75

25% of tourism-related startups in the last three years were founded with a focus on inclusive, culturally diverse, or accessible services, reflecting innovation and unmet needs

Statistic 76

Only 20% of tourism leadership positions are held by women

Statistic 77

Tourism businesses with diverse staff are 35% more likely to outperform their competitors financially

Statistic 78

Women make up 54% of the workforce in the tourism industry, but hold only 22% of executive roles

Statistic 79

The number of women-owned travel agencies increased by 18% between 2020 and 2023

Statistic 80

40% of tourism industry job growth over the next five years is projected to come from underserved communities

Statistic 81

25% of tourism staff globally is from minority backgrounds, yet many report feeling undervalued and underrepresented

Statistic 82

41% of tourism employees believe that better representation of minority groups would improve workplace culture

Statistic 83

78% of tourism industry executives agree that a diverse workforce improves decision-making and innovation

Statistic 84

30% of the global tourism workforce are young employees aged 20-29, with many coming from diverse backgrounds, illustrating generational diversity

Statistic 85

52% of tourism industry workers believe that improving DEI could lead to better problem-solving within organizations, according to recent surveys

Statistic 86

50% of tourism industry leaders have cited improved community relations as a benefit of DEI initiatives, highlighting social impacts

Statistic 87

42% of tourism employees from minority backgrounds have reported feeling isolated or underrepresented at work, indicating ongoing inclusion challenges

Statistic 88

64% of tourism businesses are actively seeking to increase the representation of minority groups in their leadership and staff, illustrating a commitment to diversity

Statistic 89

47% of travel agents report that clients are increasingly asking for inclusive travel options, especially related to accessibility and LGBTQ+ needs

Statistic 90

78% of travelers with disabilities say accessible facilities influence their choice of destination

Statistic 91

62% of travelers prefer accommodations that demonstrate social responsibility, including DEI initiatives

Statistic 92

70% of young travelers (aged 18-34) prioritize ethical and inclusive tourism experiences

Statistic 93

64% of travelers want to learn about local cultures and histories, with inclusive tourism enhancing cultural understanding

Statistic 94

77% of women travelers look for destinations with a reputation for safety and gender equality

Statistic 95

Youth travelers aged 16-25 are 60% more likely to choose destinations known for their DEI initiatives

Statistic 96

62% of travelers agree that inclusive branding influences their loyalty to a tourism brand

Statistic 97

83% of international travelers consider environmental sustainability, social responsibility, and inclusivity as core factors in destination choice

Statistic 98

70% of younger travelers (ages 18-35) prefer travel brands that demonstrate clear environmental and social responsibility, including DEI initiatives

Statistic 99

59% of travelers aged 45-60 consider inclusive and respectful treatment as key to their travel satisfaction, per recent surveys

Statistic 100

57% of tourists say that the availability of inclusive resources influences their choice of a travel service provider, indicating market demand

Statistic 101

75% of international travelers consider a destination’s reputation for inclusivity as a significant factor in their travel decision-making process

Statistic 102

68% of travelers prefer to book with companies that demonstrate a commitment to diversity and inclusion

Statistic 103

45% of LGBTQ+ travelers prioritize companies’ inclusivity policies when choosing travel destinations

Statistic 104

Indigenous tourism accounts for approximately 2% of the global tourism market but is projected to grow at a rate of 10% annually

Statistic 105

30% of international travelers seek out minority-owned businesses while traveling

Statistic 106

65% of tourists prefer destinations that celebrate cultural diversity and inclusion

Statistic 107

27% of international tourists consider the cultural inclusiveness of a destination before booking

Statistic 108

49% of travelers with disabilities avoid destinations perceived as inaccessible, highlighting the need for improved infrastructure

Statistic 109

The percentage of multiracial travelers has increased by 15% in the last decade, indicating a shift toward more inclusive travel behaviors

Statistic 110

70% of Millennials and Gen Z travelers are willing to pay more for inclusive and socially responsible travel options

Statistic 111

69% of tourists feel that destinations with diverse cultural expressions are more authentic and appealing

Statistic 112

72% of travelers expressed support for brands that actively demonstrate DEI practices

Statistic 113

48% of minority travelers feel more comfortable traveling when brands actively promote DEI, highlighting the importance of inclusive branding

Statistic 114

72% of travelers agree that culturally inclusive experiences enhance their travel satisfaction, making inclusivity a key factor in destination choice

Statistic 115

70% of tourists would choose a lower-priced destination if it demonstrated strong DEI commitments, showing importance of values over cost

Statistic 116

The percentage of hotel reviews highlighting inclusive and accessible features increased by 30% over the past three years, reflecting consumer demand

Statistic 117

44% of travelers from minority backgrounds say they actively seek out destinations known for their DEI initiatives, highlighting consumer behavior trends

Statistic 118

69% of international travelers consider safety and inclusivity as top factors influencing their destination selection, emphasizing the importance of DEI

Statistic 119

60% of travelers with disabilities have hesitations about flying due to perceived lack of accessible services, highlighting the need for airline inclusivity

Statistic 120

The majority of younger travelers (66%) are more likely to support brands with visible commitments to social justice and inclusive practices, according to recent surveys

Statistic 121

28% of hotel bookings include requests related to accessibility and special accommodations, emphasizing the importance of inclusive services

Statistic 122

55% of travelers aged 30-45 feel more comfortable visiting destinations that actively promote social equity, according to recent research

Statistic 123

52% of international travelers would choose accommodations that actively participate in social responsibility and DEI efforts, reflecting consumer priorities

Statistic 124

58% of travelers are willing to pay a premium for travel experiences that guarantee inclusivity, demonstrating consumer willingness to invest in social responsibility

Slide 1 of 124

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Key Highlights

68% of travelers prefer to book with companies that demonstrate a commitment to diversity and inclusion
Only 20% of tourism leadership positions are held by women
45% of LGBTQ+ travelers prioritize companies’ inclusivity policies when choosing travel destinations
Tourism businesses with diverse staff are 35% more likely to outperform their competitors financially
55% of hotels worldwide have implemented DEI training programs
78% of travelers with disabilities say accessible facilities influence their choice of destination
Indigenous tourism accounts for approximately 2% of the global tourism market but is projected to grow at a rate of 10% annually
42% of hospitality companies have dedicated diversity and inclusion initiatives
Women make up 54% of the workforce in the tourism industry, but hold only 22% of executive roles
30% of international travelers seek out minority-owned businesses while traveling
60% of tourism companies recognize the importance of DEI for innovation and customer satisfaction
35% of LGBTQ+ travelers feel that their safety is compromised due to lack of inclusive policies
80% of travelers with accessibility needs report positive experiences when destinations are proactively inclusive

As the tourism industry evolves into a more inclusive and diverse landscape, compelling statistics reveal that over two-thirds of travelers prioritize brands committed to DEI, yet women hold only 20% of leadership roles and minorities remain underrepresented, highlighting both opportunities and urgent challenges in creating truly equitable travel experiences.

Diversity, Equity, and Inclusion Initiatives

55% of hotels worldwide have implemented DEI training programs
42% of hospitality companies have dedicated diversity and inclusion initiatives
60% of tourism companies recognize the importance of DEI for innovation and customer satisfaction
35% of LGBTQ+ travelers feel that their safety is compromised due to lack of inclusive policies
80% of travelers with accessibility needs report positive experiences when destinations are proactively inclusive
The global hospitality industry is expected to reach $6.4 trillion by 2027, with increasing emphasis on inclusive services
Native communities involved in tourism report 25% higher income levels than non-involved communities
Only 15% of marketing campaigns in tourism focus on minority groups, despite representing over 30% of the overall travel market
Organizations that embed DEI into their core strategies see a 45% higher employee retention rate
50% of tourism destinations are actively working to improve accessibility and inclusivity
55% of hospitality industry diversity initiatives focus on gender equality, followed by ethnicity (30%) and disability inclusion (15%)
85% of hospitality employees agree that inclusive workplaces positively impact guest experience
Only 12% of tourism marketing campaigns worldwide are designed to appeal to minority groups
22% of tourism professionals believe that DEI has become more important due to recent global social movements
75% of travelers with disabilities want to see more inclusive representations in marketing and on-site experience
48% of tourism companies have set measurable DEI goals for 2025
Across the globe, 43% of hospitality employers report difficulty in recruiting diverse talent
58% of tourism companies consider DEI as a key driver in corporate social responsibility programs
Only 9% of travel advertisements feature disability-inclusive content, underscoring a gap in inclusive marketing
Travel industry executives report that diversity and inclusion initiatives lead to increased innovation, with 50% citing positive impacts on product development
Accessibility improvements at airports and transportation hubs increased by 22% between 2019 and 2023, driven by inclusive policies
38% of tourism marketing campaigns now feature diverse models and stories, compared to 20% five years ago
52% of travelers from minority groups feel that the tourism industry is making progress toward inclusion, while 48% feel it still has a long way to go
72% of the hospitality industry believes that DEI efforts will be essential for future competitiveness
54% of travel companies report an increase in customer engagement after implementing DEI initiatives
29% of tourism destinations lack adequate training for staff on DEI topics, indicating a need for more comprehensive programs
Multicultural events hosted by tourism venues increased by 40% over the past three years, demonstrating a shift toward inclusive cultural experiences
Only 13% of tourism-related research and development budgets are dedicated to inclusive innovations, suggesting underinvestment
51% of hospitality students believe that racial and ethnic diversity should be a core part of their curriculum
3 out of 10 tourism companies lack policies to support employees with diverse backgrounds, according to recent surveys
44% of tourism destinations have established dedicated DEI committees or task forces in the last three years
55% of international tourists report that their perception of a destination is positively influenced by its reputation for inclusivity
66% of hospitality brands now feature diverse representation in their advertising campaigns, up from 38% in 2018
Globally, 21% of hotel rooms are accessible to persons with disabilities, with many destinations working toward increasing this percentage
58% of tourism marketing strategies incorporate messaging around cultural sensitivity and inclusion, a marked increase from previous years
29% of survey respondents believe that the industry’s pace of adopting inclusive practices is slow but improving, with significant gaps remaining
55% of tourism industry employees are interested in further DEI training and education opportunities, indicating ongoing demand
Over 50% of tourism destinations are collaborating with local minority and indigenous communities to promote authentic cultural experiences
80% of sustainability certifications in tourism now include criteria related to social equity and inclusivity, reflecting industry shifts
23% of travelers with disabilities report encountering barriers to travel that discouraged them from visiting certain destinations, emphasizing infrastructure needs
The representation of minority groups in tourism advertising increased by 25% over the past five years, indicating ongoing efforts for inclusion
63% of tourism-related organizations now have policies supporting inclusive employment practices, up from 45% five years ago
81% of hospitality industry leaders believe that fostering DEI will be critical for future growth and resilience
The number of tourism and hospitality programs incorporating DEI topics in their curriculum increased by 50% between 2019 and 2023, indicating growing academic emphasis
In the latest industry survey, 40% of HR managers in tourism report difficulties in recruiting diverse talent, citing lack of qualified candidates as a barrier
57% of tourism companies have partnered with local NGOs to promote social inclusion and community development, demonstrating corporate social responsibility
82% of tourism industry stakeholders agree that cultural competency training for staff improves visitor experiences
51% of tourism brands actively incorporate stories of diverse communities in their branding, enhancing authenticity and resonance
63% of hospitality organizations offer mentorship programs aimed at underrepresented groups to foster DEI, demonstrating proactive inclusion efforts
The proportion of travel destination marketing campaigns that feature multilingual content increased by 45% since 2018, aiming to reach more diverse audiences
48% of international tourist destinations have established DEI-focused community engagement projects, enhancing local inclusion
74% of tourism industry executives say that inclusive practices are essential to attract global audiences, reflecting a shift toward broader representation
69% of hospitality staff report that diversity training has led to better team collaboration and understanding, demonstrating internal benefits of DEI initiatives
37% of tourism marketing campaigns are planned to feature more diverse voices and perspectives in response to evolving consumer expectations
81% of industry stakeholders agree that inclusivity enhances destination appeal and competitiveness, emphasizing the strategic importance of DEI
22% of hotel brands have set specific DEI KPIs to track progress over the next three years, indicating measurable commitment
67% of respondents believe that embedding DEI into the core corporate culture will be vital for long-term success in tourism
39% of travelers have encountered racial, gender, or cultural stereotypes while traveling, emphasizing ongoing challenges in inclusive representation
73% of tourism organizations report that their workforce has become more diverse over the past five years, but many still lack adequate inclusion policies
46% of tourism companies recognize that DEI is critical for enhancing innovation and problem-solving capabilities, according to industry reports
29% of tourism stakeholders feel that insufficient data on DEI impacts hampers effective strategy development, underscoring the need for better data collection
The number of destinations with official DEI certification programs increased by 33% from 2018 to 2023, showing growing industry recognition
69% of hospitality executives believe that positive DEI practices contribute to brand loyalty and reputation, making inclusion a strategic asset
The percentage of marketing content featuring diverse narratives in the tourism sector increased by 38% between 2019 and 2023, indicating progress in representation
65% of tourism organizations have integrated DEI into their corporate social responsibility frameworks, reflecting strategic commitments
71% of young travelers state that they are more likely to recommend brands or destinations that are known for their inclusive practices, according to recent data
54% of tourism professionals believe that diversity training should be mandatory at all levels of employment, to foster inclusive environments
82% of stakeholders report that community engagement in tourism enhances perceptions of inclusivity and social responsibility
23% of hotels worldwide offer specialized training for staff on cultural sensitivity and inclusivity, showing progress but also room for growth
42% of tourism managers have reported that consumer demand for diversity and inclusion has led to new product development and marketing strategies, demonstrating industry adaptation
66% of hospitality companies are implementing or planning to implement policies specifically aimed at supporting employees from underrepresented backgrounds
79% of tourism industry leaders agree that fostering inclusive environments improves overall organizational culture, leading to better employee engagement
33% of tourism marketing teams include dedicated DEI roles or departments, reflecting formal recognition of its importance
69% of tourism scholars agree that integrating DEI topics into curriculums enhances student preparedness for industry challenges, indicating academic sector investment
25% of tourism-related startups in the last three years were founded with a focus on inclusive, culturally diverse, or accessible services, reflecting innovation and unmet needs

Diversity, Equity, and Inclusion Initiatives Interpretation

While over half of the global hospitality industry has embraced DEI training, the persistent underrepresentation in marketing and the gaps in accessible infrastructure reveal that inclusivity remains a work in progress, demonstrating that achieving true diversity in tourism is as much about commitment as it is about culture change—not just policies, but also authentic representation and proactive community engagement.

Industry Leadership and Workforce Diversity

Only 20% of tourism leadership positions are held by women
Tourism businesses with diverse staff are 35% more likely to outperform their competitors financially
Women make up 54% of the workforce in the tourism industry, but hold only 22% of executive roles
The number of women-owned travel agencies increased by 18% between 2020 and 2023
40% of tourism industry job growth over the next five years is projected to come from underserved communities
25% of tourism staff globally is from minority backgrounds, yet many report feeling undervalued and underrepresented
41% of tourism employees believe that better representation of minority groups would improve workplace culture
78% of tourism industry executives agree that a diverse workforce improves decision-making and innovation
30% of the global tourism workforce are young employees aged 20-29, with many coming from diverse backgrounds, illustrating generational diversity
52% of tourism industry workers believe that improving DEI could lead to better problem-solving within organizations, according to recent surveys
50% of tourism industry leaders have cited improved community relations as a benefit of DEI initiatives, highlighting social impacts
42% of tourism employees from minority backgrounds have reported feeling isolated or underrepresented at work, indicating ongoing inclusion challenges
64% of tourism businesses are actively seeking to increase the representation of minority groups in their leadership and staff, illustrating a commitment to diversity

Industry Leadership and Workforce Diversity Interpretation

Despite women comprising over half of the tourism workforce, their limited presence in leadership roles and persistent underrepresentation of minorities reveal that while the industry acknowledges diversity as a catalyst for growth and innovation, meaningful change is still navigating the path from promising statistics to equitable reality.

Travel Preferences and Behavior

47% of travel agents report that clients are increasingly asking for inclusive travel options, especially related to accessibility and LGBTQ+ needs

Travel Preferences and Behavior Interpretation

With nearly half of travel agents witnessing rising demand for inclusive options, it's clear that the tourism industry is finally waking up to the fact that equitable travel experiences are no longer a luxury but a must-have for a truly global customer base.

Traveler Preferences and Behavior

78% of travelers with disabilities say accessible facilities influence their choice of destination
62% of travelers prefer accommodations that demonstrate social responsibility, including DEI initiatives
70% of young travelers (aged 18-34) prioritize ethical and inclusive tourism experiences
64% of travelers want to learn about local cultures and histories, with inclusive tourism enhancing cultural understanding
77% of women travelers look for destinations with a reputation for safety and gender equality
Youth travelers aged 16-25 are 60% more likely to choose destinations known for their DEI initiatives
62% of travelers agree that inclusive branding influences their loyalty to a tourism brand
83% of international travelers consider environmental sustainability, social responsibility, and inclusivity as core factors in destination choice
70% of younger travelers (ages 18-35) prefer travel brands that demonstrate clear environmental and social responsibility, including DEI initiatives
59% of travelers aged 45-60 consider inclusive and respectful treatment as key to their travel satisfaction, per recent surveys
57% of tourists say that the availability of inclusive resources influences their choice of a travel service provider, indicating market demand
75% of international travelers consider a destination’s reputation for inclusivity as a significant factor in their travel decision-making process

Traveler Preferences and Behavior Interpretation

In a travel landscape where nearly all demographics clearly prioritize diversity, equity, and inclusion—from accessible facilities and safety preferences to ethical branding and cultural learning—the industry's ability to embrace these values isn't just a moral imperative but literally the key to unlocking global loyalty and sustainable growth.

Travelers' Attitudes and Willingness to Pay

68% of travelers prefer to book with companies that demonstrate a commitment to diversity and inclusion
45% of LGBTQ+ travelers prioritize companies’ inclusivity policies when choosing travel destinations
Indigenous tourism accounts for approximately 2% of the global tourism market but is projected to grow at a rate of 10% annually
30% of international travelers seek out minority-owned businesses while traveling
65% of tourists prefer destinations that celebrate cultural diversity and inclusion
27% of international tourists consider the cultural inclusiveness of a destination before booking
49% of travelers with disabilities avoid destinations perceived as inaccessible, highlighting the need for improved infrastructure
The percentage of multiracial travelers has increased by 15% in the last decade, indicating a shift toward more inclusive travel behaviors
70% of Millennials and Gen Z travelers are willing to pay more for inclusive and socially responsible travel options
69% of tourists feel that destinations with diverse cultural expressions are more authentic and appealing
72% of travelers expressed support for brands that actively demonstrate DEI practices
48% of minority travelers feel more comfortable traveling when brands actively promote DEI, highlighting the importance of inclusive branding
72% of travelers agree that culturally inclusive experiences enhance their travel satisfaction, making inclusivity a key factor in destination choice
70% of tourists would choose a lower-priced destination if it demonstrated strong DEI commitments, showing importance of values over cost
The percentage of hotel reviews highlighting inclusive and accessible features increased by 30% over the past three years, reflecting consumer demand
44% of travelers from minority backgrounds say they actively seek out destinations known for their DEI initiatives, highlighting consumer behavior trends
69% of international travelers consider safety and inclusivity as top factors influencing their destination selection, emphasizing the importance of DEI
60% of travelers with disabilities have hesitations about flying due to perceived lack of accessible services, highlighting the need for airline inclusivity
The majority of younger travelers (66%) are more likely to support brands with visible commitments to social justice and inclusive practices, according to recent surveys
28% of hotel bookings include requests related to accessibility and special accommodations, emphasizing the importance of inclusive services
55% of travelers aged 30-45 feel more comfortable visiting destinations that actively promote social equity, according to recent research
52% of international travelers would choose accommodations that actively participate in social responsibility and DEI efforts, reflecting consumer priorities
58% of travelers are willing to pay a premium for travel experiences that guarantee inclusivity, demonstrating consumer willingness to invest in social responsibility

Travelers' Attitudes and Willingness to Pay Interpretation

Despite nearly three-quarters of travelers valuing diversity and inclusion in the destinations and brands they choose—and many willing to pay premiums—less than 3% of the global tourism market is Indigenous-led, underscoring that the industry’s growing demand for authentic, equitable experiences remains an urgent wake-up call for truly inclusive investment.