This article shares my personal journey navigating the outdoor recreation landscape as a bicultural woman of Hong Kong descent. My understanding and advocacy for Diversity, Equity and Inclusion (DEI) are deeply influenced by my identity. Experiences as a hiking and rock climbing mentor for Mountain Mentors , a Girl In The Wild leader, and a participant in programs offered by organizations such as Colour The Trails , Soul of Miistaki , All Access Adventures , and Incluskivity have further shaped my perspective. The ongoing journey of unlearning and relearning, while addressing knowledge gaps and unconscious biases, fosters a deeper connection with communities and the land where we recreate. Outdoor Beginnings Every summer during childhood, my family, including aunts, uncles, and cousins, would pack three minivans full of camping gear and venture around the Pacific Northwest. For my parents, camping wasn’t just a way to enjoy nature; it was an affordable means of taking family vacations while embracing life in Canada. These opportunities gave me the immense privilege of access and exposure to the outdoors from an early age. However, during these trips, I became aware that we were the only Asian family at the campsites, feeling embarrassed when my mom spoke Cantonese in the communal spaces. These early experiences reinforced a narrative that the outdoors was not designed for people like me. In early adulthood, as my interest in backcountry hiking and camping grew, I often struggled to find peers who shared my passion. Gear was—and still is—expensive, so my cousin and I pooled our money together to buy our first tent. We then got into rock climbing, which in 2012 was less popular and predominantly characterized by white men and an ego-driven culture. I learned that being a climber meant pushing hard, so I tried. As I transitioned from climbing to mountaineering and from snowboarding to splitboarding, the lack of representation and barriers to entry became increasingly apparent. Financial barriers to gear and courses, combined with the skills gap and lack of knowledge sharing, inhibited my entry for many years. Women and people of color were rarely seen in these spaces, and the discrimination encountered both on and off the mountain was disheartening. It wasn’t until the rise of affinity outdoor groups that this shifted for me. Throughout these years, I learned that, beyond the activities themselves, what I truly sought was community. The Importance of DEI in Outdoor Spaces Addressing DEI in outdoor spaces is essential, as access to nature should be a right, not a privilege. Racialized people are often less likely to engage in outdoor recreation, primarily due to historical discrimination. Additionally, it’s challenging to be in spaces where one feels unwelcome or out of place, and a skewed sense of belonging can arise from stereotypes about what it means to be “outdoorsy.” Reframing this narrative is vital. The outdoor industry remains predominantly white and continues to promote a culture of extremes, emphasizing the "conquering" of peaks and objectives. The language used is often colonial, as are the narratives that accompany it. The growth of advocacy for diversity in outdoor spaces has led to inclusive programming tailored to diverse interests and skill levels for Black peoples, Indigenous peoples, people of color, women, 2SLGBTQI+ individuals, and other underrepresented groups. Most importantly, these organizations not only address issues of access and representation in the outdoors but create supportive spaces for cultural connection and community building. They are essential for fostering psychological safety, mentorship, and skill development. Moving Forward As we continue to make strides toward inclusivity in outdoor spaces, it's important to bridge the leadership gap by increasing representation among mentors, guides, and role models. Mentorship is a crucial component, offering guidance from individuals who understand the unique challenges faced by marginalized communities and their lived experiences. Informal mentorships, such as group hikes and skills workshops, can also empower participation and build confidence in outdoor abilities. However, mentorship programs, partnerships, grants, scholarships, and inclusive training initiatives require continuous progress to be sustainable. Supporting diverse outdoor athletes, filmmakers, and storytellers further amplifies underrepresented voices and inspires future generations. Additionally, education is important for building understanding and respect for the land. By learning about Indigenous Peoples, cultures, and histories, we deepen our connection to the outdoors and encourage responsible stewardship of natural spaces. While progress has been made, there is much more to be done to ensure that outdoor spaces are welcoming to all. By advocating for DEI in outdoor recreation and fostering connections among diverse communities, we can create a more inclusive environment that enriches the outdoor experience for everyone. As we move forward, let’s redefine what it means to be an outdoors person.

In today’s global travel market, the allure of stunning landscapes and iconic landmarks continues to dominate tourism marketing strategies. Traditional advertising often paints a picture-perfect scene, aiming to draw visitors through visual appeal. However, this approach frequently overlooks the deeper needs and concerns of a more diverse audience, particularly minority travelers. The evolving demands of global tourists call for a shift toward more inclusive and empathetic marketing strategies that prioritize, not only the beauty of a destination, but also the human needs of all visitors rooted in safety and belonging. The Limitations of Aesthetic-Driven Marketing Aesthetic-driven marketing, while effective in capturing initial interest, often fails to address the layered experiences of travelers from various backgrounds. For many, especially those from minority groups, the decision to travel involves more than appreciating scenic beauty; it includes assessing whether they will have their basic needs met in a destination while feeling safe and welcomed. Traditional marketing strategies tend to neglect these aspects, focusing predominantly on surface-level attractions and inadvertently alienating those who perceive these destinations as unwelcoming or unsafe. While beaches are undeniably beautiful and visually appealing, it's crucial for marketing teams to engage in deeper reflection on the imagery they use and the narratives they craft. As we present the idyllic beach scenes, it’s important to consider the diverse perspectives and concerns of each potential visitor. For instance, how does the plus-size traveler feel when they see images dominated by slender bikini-clad beachgoers? What apprehensions might a Black gay couple harbor about visiting a beach that is primarily marketed with images of white families? Consider the transgender individual seeking to blend in with other beachgoers, who may face anxiety over something as fundamental as using the beach restroom safely. Then, there's the solo female traveler, whose concerns about physical safety might make her wary of walking to her car after a sunset stroll. Each of these perspectives should influence how we depict and promote our beaches, ensuring that our marketing is inclusive and considerate of all potential visitors, offering a welcoming and safe environment for everyone. The Rise of Inclusive Narratives Inclusive narratives in marketing seek to create a sense of belonging and safety for everyone. These narratives delve deeper than aesthetic allure, aiming to connect emotionally and mentally with potential visitors. By showcasing how destinations cater to diverse needs through safety protocols, inclusive events, and community engagement, marketing campaigns can transform the perception of a destination from merely a place to visit to a place where all visitors can feel secure and valued. Inclusive marketing also involves highlighting real stories from diverse travelers, sharing their experiences of hospitality and community interaction. These stories can serve as powerful testimonials to the genuine welcome and safety that destinations offer, which can encourage more people to visit, knowing they will be embraced regardless of their background. Implementing Inclusive Marketing Strategies To integrate inclusive narratives effectively, tourism marketers should start by understanding their audience deeply. This process entails conducting thorough research to understand the diverse preferences, requirements, and safety concerns of various demographic groups, including plus-sized travelers, the LGBTQ+ community, Black families, and others. Marketers can use this information to tailor their campaigns to reflect the real concerns and desires of these groups. One practical strategy is to involve community members in the marketing process. By engaging local communities, especially minority groups, in creating marketing content, destinations can ensure that the narratives are authentic and resonate with a broader audience. This collaboration can help uncover unique aspects of the destination that are appealing and reassuring to diverse visitors. Moreover, training for hospitality staff on cultural sensitivity and inclusiveness can enhance the overall experience of travelers, ensuring that the welcoming message conveyed in marketing materials is matched by the reality on the ground. Overcoming Challenges Shifting towards a more inclusive marketing strategy is not without its challenges. Resistance may come from within the industry, with stakeholders clinging to tried-and-true methods or fearing that focusing on minority groups might alienate traditional audiences. To overcome thes e obstacles, it is crucial to present inclusivity as an expansion of market reach, not a limitation. Additionally, measuring the impact of inclusive marketing campaigns can be complex. Marketers need to set clear, quantifiable goals and employ robust analytics to track the effectiveness of these strategies in attracting a more diverse visitor base and improving their experience. The Future of Tourism Marketing As the global population becomes increasingly diverse and social values shift towards greater inclusivity, the tourism industry must adapt to remain competitive and relevant. Inclusive marketing is not just a moral imperative but a business strategy that can lead to increased visitor satisfaction, loyalty, and ultimately, profitability. The future of tourism marketing lies in its ability to embrace all potential travelers, creating marketing narratives that reflect the diverse world we live in. By doing so, destinations can ensure that they are seen not just as places to visit, but as places where all are genuinely welcome. Inclusive narratives in tourism marketing represent a profound shift towards more empathetic and comprehensive approaches to promoting destinations. They hold the key to unlocking deeper engagement with a broader audience, ensuring that all travelers can experience the joy of travel with a sense of safety and belonging. As the industry evolves, those who prioritize inclusivity in their marketing strategies will likely lead the way in defining the future of tourism.

On May 17, 2024, Travel Unity and the International Trade Administration (ITA) announced a strategic partnership.