In today’s travel marketing, diversity is easy to spot but harder to feel. Campaigns showcase a range of faces, cultures and smiles, signaling inclusion at a glance. Yet for many Black, Asian and Hispanic travelers, the message beneath the visuals still falls flat.
Being seen is not the same as being understood. Representation alone, when not backed by genuine connection, often rings hollow. In fact, 76% of multiethnic travelers say mainstream travel marketing does not resonate with them. Many describe feeling overlooked, stereotyped or left out entirely.
This is not just a gap in messaging. It is a missed opportunity for deeper engagement, brand trust and long-term visitation. When campaigns lean too heavily on surface-level diversity, they risk alienating the very audiences they aim to include.
For DMOs, the solution is not more representation. It is more resonance. Understanding what truly drives multiethnic travelers helps marketers connect through shared interests, emotional storytelling and authentic inclusion.
Our new Better & Wiser research study shows how.
About the Study
In collaboration with Wiser Insights and Uniquely Driven, we set out to go beyond assumptions and listen directly to the lived experiences of multiethnic travelers. The result is the Better & Wiser study, “Beyond Representation: Engaging Multiethnic Travel Audiences,” a close look at how inclusion, authenticity and emotional connection shape travel decisions for diverse audiences.
We surveyed 1,200 U.S.-based travelers, evenly split among Black, Asian and Hispanic or Latino respondents. Every participant met a key threshold: they travel for leisure at least once per year, either domestically or internationally. The survey was conducted online using rigorous sampling and fraud-prevention protocols to ensure accuracy.
Our goal was to understand what truly drives these travelers, how they perceive mainstream marketing and what makes them feel genuinely welcome in a destination. The findings point to powerful shifts in expectations and reveal new ways for marketers to build trust and engagement.
What We Heard: The Big Picture
There’s a lot to unpack in Beyond Representation: Engaging Multiethnic Travel Audiences. The insights span behavior, emotion and the real experiences of travelers who are too often overlooked.
Here are a few big takeaways, but the full story is worth a closer look.
- Representation Without Connection Falls Flat: 76% of respondents say mainstream travel marketing doesn’t resonate with them. Many feel overlooked or misunderstood.
- Interest Over Identity: Travelers are motivated by one-of-a-kind experiences, not racial validation. Shared passions matter more than shared demographics.
- Inclusion Feels Personal, Not Posed: Inclusion comes from how welcome a traveler feels, not whether they see someone who looks like them in an ad.
- Novelty Over Familiarity: Multiethnic travelers crave the unfamiliar. New cultures, new people, new adventures.
- Authenticity Earns Trust: Surface-level diversity efforts can backfire. Travelers are looking for genuine connection, honesty and trust.
What This Means for DMOs
These findings are more than just reflections. They are a roadmap for DMOs that want to move from performative inclusion to genuine connection.
Multi-ethnic travelers represent a growing segment of the travel audience and a significant economic force. Reaching them effectively means not just doing the right thing, but also driving visitation, loyalty and long-term growth.
To connect with these travelers, DMOs should rethink old strategies. Focus less on checking diversity boxes and more on telling real stories that showcase what makes your destination welcoming, meaningful and worth exploring. Highlight the emotional core of the travel experience such as curiosity, connection and joy, and ensure that what you market is truly what visitors will find.
The takeaway is simple. Shift from representation to resonance. Prioritize authenticity. And create campaigns that make all travelers feel like they belong.
Get the Full Study
This intro just scratches the surface. The full Better & Wiser study is packed with insights, real traveler voices and clear recommendations to help marketers connect more meaningfully with multiethnic audiences.
Whether you’re a DMO or a brand partner, this research offers a practical path to more inclusive, effective and emotionally resonant travel marketing.
Download the study and start building campaigns that truly welcome everyone.
