Traveling in Color: The 2025 Traveler Identity Consensus

Inclusive travel isn't just a moral imperative - it reflects the values shaping the future of tourism

Marking five years since the groundbreaking 2020 BIPOC Travel Consensus, the 2025 edition delivers powerful insights and clear strategies to help travel brands, destinations, and organizations lead with purpose and profit.

This game-changing report is powered by a dynamic collaboration between Emmy Award-winning storyteller and NOMADNESS Travel Tribe founder Evita Robinson and Drs. Alana Dillette and Stefanie Benjamin, visionary co-founders of CODE. Together, they’re ushering in a bold new era of travel—one centering BIPOC voices with their intersecting identities.

As a fiver-year follow-up, this multi-method, in-depth study blends quantitative survey data with qualitative interviews and focus groups to deliver powerful, actionable insights for travel brands, destinations, and organization. Centering BIPOC voices, it explores the motivations, expectations, preferences, and spending habits of travelers across generations, gender identities, sexual orientations, and ability levels.

Key Findings highlight that:

Travel decisions are deeply personal. Driven by safety, cultural connection, and emotional resonance. 60% of respondents say the current political climate has a considerable or significant impact on their travel decisions and experiences.

Representation impacts spending. When travelers feel seen, they're more likely to spend and return. 83% of respondents are more likely to plan a trip if a destination or brand support diversity, equity, and inclusion AND highlights cultural attractions that reflect its history and identity.

Exclusion has a cost. BIPOC travelers are 55% less likely to feel represented, meaning many skip destinations that don't reflect or respect them. Respondents are willing to spend $215 more/week to plan a trip if a destination or brand supports inclusion.

Belonging in travel means more than being welcome—it means being seen, valued, and safe. Yet, our findings reveal a glaring disconnect between industry marketing and real traveler experiences.

🛡 95% of all respondents ranked feeling safe as their top travel priority.

🛡 50% of respondents want both short form and long form storytellling and travel content.

💬 “For the BIPOC travel community, it’s not just about leisure—it’s often about reclaiming narratives, celebrating heritage, and breaking barriers.” - ‘Lena James’ - Indigenous Journalist 

This report offers brands, DMOs, and tourism stakeholders the insights and narratives needed to foster more equitable, resonant, and forward thinking travel experiences.

• Elevate storytelling that centers authenticity and identity awareness
• Center BIPOC voices in leadership, not just campaigns
• Build inclusive strategies rooted in emotional and physical safety
• Understand that representation isn’t just progress, it’s protection

Limited availability—don’t miss your chance to get the data, the experts, and the plan that will set you apart.

Ways to purchase:

• Option 1: Report Only: $1,985
• Includes the full report (virtual copy).

• Option 2: Report + Virtual Workshop: $2,985
• Unlock the full experience: With this option, you’ll receive the complete report plus an exclusive live virtual workshop with Evita Robinson and Drs. Dillette & Benjamin. This interactive session goes beyond the pages—giving you the opportunity to dive deep.
  
• Option 3: Report + Virtual Workshop + Customized Road Map: $5,985
• Go beyond the report—get the ultimate insider package!
  When you choose this option, you’re not just getting the full report, you’re securing exclusive, direct access to Evita Robinson and Drs. Dillette & Benjamin in a live virtual workshop. Bring your burning questions, get tailored answers, and uncover expert insights you can’t find anywhere else.But we’re taking it even further! You’ll walk away with a Customized Roadmap for Implementation, built just for you. No guesswork, no generic advice, just a clear, actionable plan to put the data to work and create real change fast.

Supported by: Tripadvisor & The Culturist Group