Certified By Travel Unity (CBTU)

DEI Certification for Organizations

Organizations that welcome travelers want to showcase their dedication to inclusion and responsible tourism. But without external validation or formal recognition, it can be challenging to prove your efforts are meaningful and industry-leading.

In a competitive marketplace, travelers and partners are actively seeking out brands that align with their values. Without an official certification, your organization risks being perceived as performative or out of step with industry standards. This can limit trust, reduce visitor engagement, and diminish your reputation for authenticity.

Travel Unity’s Certified by Travel Unity (CBTU) program provides an external validation of your DEI efforts across four levels—ranging from strategic planning to traveler-facing communications. This rigorous, collaborative process encourages continuous improvement and signals your leadership in responsible, inclusive tourism.

Achieving CBTU certification provides your organization with:

Formal recognition and external validation of your DEI efforts
A clear pathway for progressive, continuous improvement
A competitive advantage that attracts responsible travelers and ethical partners
Increased trust and credibility within your community and industry ecosystem

Beyond the badge, CBTU positions your organization as a leader committed to making a real, measurable difference in the communities you serve.

About CBTU

Certified by Travel Unity (CBTU) is the travel and tourism industry’s only certification program for visitor-facing organizations that validates visitor-facing organizations’ efforts around diversity, equity, and inclusion (DEI).

Being Certified by Travel Unity demonstrates organizational alignment with Travel Unity’s DEI Standards for Visitor-Facing Organizations’ three pillars:

Management and Workforce
Visitorship
Community Impact

Interested in certification? E-mail [email protected]

Who It’s For:

Destination organizations, attractions, hotels, resorts, museums, and cultural institutions committed to elevating their DEI practices and publicly demonstrating their leadership.

Level One CBTU Level One requires organizations to have external and internal facing commitments to DEI and demonstrable achievement of new short-term goals around DEI.	Level Two CBTU Level Two requires demonstration of alignment with all Management & Workforce criteria related to human resources (HR).
Level Three CBTU Level Three requires organizations to have plans for engaging their stakeholders, partners, and supply chain around matters related to DEI.	Level Four The highest level of CBTU, Level Four, requires organizations to demonstrate alignment with all of Travel Unity’s DEI Statements for Travel & Tourism, including preparations for visitors of all backgrounds and abilities.

For organizations that need additional assistance, Travel Unity’s Consulting team can complete an additional in-depth audit of specific items or a comprehensive audit of your entire organization.