DIVERSITY | EQUITY | INCLUSION

To Our Friends & Colleagues,

As you know, in June of 2020, a group of destination leaders from the Black/African American community raised their
collective voices in a widely circulated letter that challenged all of us to do better – to be better – in taking action to
create a more inclusive travel & tourism industry.

Two years later, we must ask ourselves what we have learned and honestly assess whether we have put those lessons
into meaningful actions – not just for the Black/African American community, but for all groups and individuals who
continue to be disproportionately impacted by the systemic, institutionalized racism, discrimination, and intolerance that
have marginalized so many over the past 400 years.

There has been much discussion around these issues over the past year – and it is critically important to actively listen
and to continue those conversations. But words must be backed up with action, and we know that the time for systemic
change is long overdue. We must objectively assess whether we have transitioned from intent to actual impact. For
“allyship” is not a noun, but a verb – a call to action and a lifelong commitment.

Simply defined, “allyship” represents efforts by members of a historically privileged group to advocate for and
advance the interests of historically marginalized groups. We recognize that there are many individuals and
organizations in our industry who have embraced this vital work and we applaud the efforts of Destinations
International as our trade association, as well as the holistic approach of Tourism Diversity Matters on behalf of our
broader travel & tourism community. But we have only begun to scratch the surface of these complex issues and
must continually evaluate our ongoing efforts to create meaningful impact.

We must intentionally revisit the questions posed by our colleagues in their letter of June 2020.

• Have we engaged our organizations, team members, and stakeholders to foster an environment that advances the
cause of those who are marginalized?
• Have we made meaningful progress in ensuring that our boards, committees, and staff represent the full spectrum
of our communities – including in leadership positions?
• Have we evolved our purchasing habits to consistently include minority-owned businesses across all aspects of our
programming and operations?
• Have we created a truly inclusive environment that welcomes all visitors to our destinations?

We acknowledge that other highly relevant questions and topics will arise as a result of our commitment to this
essential work, and we will be prepared to respond and take action in a thoughtful manner – for we know that we
will all continue to learn and grow together as allies, colleagues, and friends.

Beyond that, those of us signing this letter recognize that we are the direct beneficiaries of White privilege. We
believe that any conversation about diversity, equity, and inclusion (DEI) must start with this foundational truth – and
that we must learn how to actively use that privilege to drive sustainable, systemic change in our industry.

We know that the playing field is far from level – that our society has institutionalized power structures that have
systematically oppressed Native American/Indigenous, Black/African American, Hispanic/Latino, Asian/Pacific
Islander, and LGBTQ+ communities, and created significant, endemic issues of equity, accessibility, and inclusion
around gender and physical/mental ability as well.

We hear you. We see you. We stand with you.

We also understand that you have heard this before – that there has been an outpouring of outrage, sympathy, and a
stated commitment to change at countless moments in history, only to have those same voices fall silent over time. As
Dr. King said, “In the end, we will remember not the words of our enemies, but the silence of our friends.”

We can never again allow our voices to fall silent. We commit today to being not just your allies, but your
advocates, and true agents of change. To raising our individual and collective voices whenever we see inequities and
exclusion in our travel and tourism family.

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We also believe that “allyship” extends to every member of our global tourism community, recognizing that the
dimensions of DEI include race, ethnicity, national origin, gender identity, sexual orientation, religious belief, age,
education, physical and mental ability, and more. That we must all nurture, support and elevate each other so that no
one is left behind.

To that end, we formally commit that substantive, relevant, and measurable goals around DEI will be included in our
organizations’ annual business plans for 2022, and in perpetuity moving forward. And to ensure that there is both
transparency and accountability regarding these commitments, we will be reporting these goals and the
corresponding results to Destinations International, as our industry trade association.

This information will be incorporated into a DEI Assessment Tool that is already under development by
Destinations International, which will enable us to actively track our collective progress over time. In addition, since
we are all at different stages of our journey around DEI, Destinations International will be developing a comprehensive
summary of major categories of DEI programming and best practices to assist us in establishing appropriate goals
for our respective organizations.

We recognize that there is no “finish line” to this work – that the journey will be ongoing. And while the road ahead
will be long, we must be incredibly impatient about those things that we can change today, and stubbornly
steadfast in our commitment to those things that will take time. In the words of Margaret Mead, “Never doubt that a
small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has.”

Yours in allyship,

Benny Anderson Casandra Matej

Executive Director President & CEO
Visit Eau Claire Visit Orlando

Michael Applegate Neal McCoy

Director Executive Director
Gaston County Tourism Development Tupelo Convention & Visitors Bureau

Renee Areng Kristin McGrath

Executive Director/CEO Executive Director
Explore Brookhaven Georgia Pasadena Convention & Visitors Bureau

Tania Armenta Alex Michaels

President & CEO President & CEO
Visit Albuquerque Discover Lehigh Valley

Jerad Bachar Jeff Miller

President & CEO President and CEO
VisitPITTSBURGH Travel Portland

Scott Beck Gina Mintzer, CMP, MHA

President & CEO Executive Director
Destination Toronto Lake George Regional Convention & Visitors Bureau

Jack Berry Claude Molinari

President & CEO President & CEO
Richmond Region Tourism Visit Detroit

Barry H. Biggar Brenda Newbern

President & CEO Executive Director
Fairfax County Convention & Visitors Corporation Cape Girardeau Convention & Visitors Bureau

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Tammy Blount-Canavan Rose Noble

President & CEO CEO & President
Visit Seattle Galena Country Tourism

Nick Breedlove Tom Noonan

Executive Director President & CEO
Jackson County NC TDA Austin Convention & Visitors Bureau

Adam Burke Michael Novakovich

President & CEO President & CEO
Los Angeles Tourism & Convention Board Visit Tri-Cities

Christy Burns Paul Nursey

Executive Director President & CEO
Visit Corinth, (Mississippi) Destination Greater Victoria

Courtney Mann Cacatian Donna O'Daniels

Executive Director President and CEO
Charlottesville Albemarle Convention and Visitors Bureau Louisiana's Northshore Tourist and Convention Commission

Julie Calvert Rob O'Keefe

President & CEO President & CEO
Cincinnati Convention and Visitors Bureau Monterey County Convention & Visitors Bureau

Gregg Caren Jason Outman, CDME, CASE

President & CEO President/Chief Executive Officer
Philadelphia Convention and Visitors Bureau Branson/Lakes Area Chamber of Commerce & CVB

Ellie Westman Chin Dave Parulo

President & CEO President & CEO
Destination Madison Tualatin Valley - Washington County Visitors Association

Royce Chwin John Percy

President & CEO President & CEO
Destination Vancouver Destination Niagara USA

Terence Concannon Julie Pingston

President/CEO President & CEO
Go Lake Havasu Greater Lansing Convention & Visitors Bureau

George Cooley II Kristen Pironis

Executive Vice President Executive Director
Experience Prince George’s Visit Annapolis & Anne Arundel County

Santiago C. Corrada Doug Price

President/CEO President & CEO
Visit Tampa Bay Colorado Springs CVB

Elaine Cortez Schroth Ron Price

CEO & President President & CEO
Visit Concord, CA Visit Phoenix

Michael Crockatt Mary Quinn Ramer

President & CEO President
Ottawa Tourism VisitLEX

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Joe D'Alessandro Kathleen M. Ratcliffe

President & CEO President
San Francisco Travel Association Explore St. Louis

Bruce Dalton Molly Rawn

President/CEO Chief Executive Officer
Visit Aurora Experience Fayetteville

Craig Davis Melyssa Reeves

President & CEO President & CEO
VisitDallas Visit Vacaville

Chuck Davison Wes Rhea

President & CEO CEO
Visit SLO CAL Visit Stockton

Brad Dean Karen Riordan

Chief Executive Officer President and CEO
Discover Puerto Rico Myrtle Beach Area Chamber & CVB

Rob DeCleene, CDME Stacy Ritter

Executive Director President and CEO
Visit South Bend Mishawaka Greater Fort Lauderdale Convention & Visitors Bureau

Jayne DeLuce Brian Ross

President & CEO President & CEO
Visit Champaign County Experience Columbus

Fred Dixon Corrina Ruffieux, CDME

President & CEO Executive Director
NYC & Company Visit Elizabeth City

Cathy Duke Celestino Ruffini

CEO CEO
Destination St. John’s Visit Beloit

Kyle Edmiston, CDME Annette M Rummel

President/CEO President/CEO
Visit Lake Charles Great Lakes Bay Regional CVB

Dennis Edwards Rachel Sacco

President & CEO President & CEO
Greater Raleigh Convention & Visitors Bureau Experience Scottsdale

Kinney Ferris Marc Sapoznik

Executive Director President/CEO
Visit Oxford MS Rancho Cordova Travel & Tourism

Kara Franker Michele Saran

CEO CEO
Visit Estes Park Explore Waterloo Region

Todd Garofano Richard W. Scharf

Executive Director President & CEO
Discover Schenectady Visit Denver

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Marc J. Garcia Dan Schemm

President and CEO Executive Director
Visit Mesa VisitNorman

Maura Gast Amy Schneider

Executive Director Director
Irving Convention and Visitors Bureau Columbia Missouri Convention and Visitors Bureau

Gina Gemberling Martha J. Sheridan

President & CEO President & CEO
Little Rock Convention & Visitors Bureau Greater Boston Convention & Visitors Bureau

Jane S. Ghosh Douglas Small

President & CEO President & CEO
Discover Kalamazoo Experience Grand Rapids

David Gilbert Evan Smith

CEO President & CEO
Destination Cleveland Discover Newport

Wendy Haase Susan M. Smith

President President & CEO
Travel Santa Ana Visit Bastrop

Virginia J. Haley, CDME Butch Spyridon

President President
Visit Sarasota County Nashville Convention & Visitors Corporation

Gretchen Hall Laura Beth Strickland

Chief Operating Officer Executive Director
Destinations International Vicksburg Convention and Visitors Bureau

Mark Hecquet Mike Testa

President / CEO President & CEO
Travel Butler County Visit Sacramento

Dave Herrell Maureen Haley Thornton

President and CEO President & CEO
Visit Quad Cities Visit Franklin

Victoria Isley Trevor Tkach

President & CEO President & CEO
Explore Asheville Traverse City Tourism

Kathy Janega-Dykes Kathleen Trainor

President/CEO Executive Director
Visit Santa Barbara Tourism Barrie

Ashley Johnson, CDME Karen Trevino

President & CEO President & CEO
Visit Laguna Beach North Little Rock Convention & Visitors Bureau

Jack Johnson Don Welsh

Chief Advocacy Officer President & CEO
Destinations International Destinations International

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Brook Kaufman Carrie Westergard

CEO Executive Director
Visit Casper Boise Convention & Visitors Bureau

Misti Kerns, CMP CDME Kari Westlund

President & CEO President & CEO
Santa Monica Travel & Tourism Travel Lane County

Tom Kiely David Whitaker

President and CEO President & CEO
West Hollywood Travel and Tourism Board Greater Miami Convention & Visitors Bureau

Jim Kirkos Scott White

CEO President & CEO
Meadowlands Live! CVB Visit Greater Palm Springs

Valerie Knoblauch Peggy Williams-Smith

President and CEO President and CEO
Finger Lakes Visitors Connection, Ontario County, NY VISIT Milwaukee

Kurt Krause Scott Wilson

President & CEO President & CEO
VisitNorfolk Visit Temecula Valley

Darryl Leggieri Lance Woodworth

President President & CEO
Discover Saratoga Destination Toledo

Joseph Marinelli Michael W Woody

President Chief Tourism Officer
Visit Savannah & Visit Tybee Island Visit Galveston

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