Black Travel Today
by Kitty J. Pope
More than ever before black people all over the country are enjoying the benefits of
travel. As evidenced by the growth in black tourism and travel-related businesses, African
Americans are cashing in on the rewards of travel in many ways. According to the Travel
Industry of America (TIA), the African American segment of the U.S. population represents
one of the fastest growing markets in the travel industry.
A few generations ago black people travelled mostly to visit relatives and to attend family
reunions, funerals, graduations and other mostly family-related trips that they deemed
necessary. The face of black travel today has continued to change as travel has steadily
increased for vacations, leisure, meetings, cultural-related activities and educational
reasons that are not necessarily related to family visits.
According to The U.S. African American Market, a new research report published by
Packaged Facts, there are 3.7 million affluent African Americans who are projected to have a
combined buying power of $292.4 billion by 2006. In addition, the combined buying power of
African Americans in the United States is expected to increase to $682 billion within the next
five years, nearly a 30% increase. Black people at an alarming rate are beginning to invest
many of their leisure dollars into travelling. The African-American affluent market, as well as
the working-class market will definitely have quite an impact on the tourist industry.
The reasons for black travel today vary from family-to-family and person-to-person. We are
attending different cultural events and business meetings. We are college students traveling
to various sporting events, concerts, and different settings for spring break. We are families
going to the beach or mountains for vacations, and staying at first-class hotels and resorts.
We are young adults attending the Caribbean and other Afrocentric festivals. The number of
us who are travelling abroad to Europe and other countries just for the travel and educational
experiences is steadily increasing. And yes, black people are visiting Africa. Many of us are
dreaming of a trip to the Motherland and the number acting on that dream has continued to
grow each day.
The World Tourism Organization currently ranks the African Continent as one of the fastest
growing destinations for international tourists. Many travel-related organizations,
businesses, airlines, as well as government agencies are working together to make Africa
one of the world's premiere travel and tourism destinations. John Watusi Branch, author of
Journey to the Motherland and president of African Travel, Assistance and Business
Association says that Africa offers all that one could imagine for any vacation and more.
"Mountains trips, some of the world's most beautiful sandy beaches, lush resorts and an
exciting nightlife... A vacation tour to Africa offers you the most memorable vacation you'll
ever have," says Branch.
David J. Saunders, co-founder and CEO of Venue International Professionals, Inc., a full-
service travel and tourism company specializing in destinations on the African continent,
says that it is a real eye opener, heart warmer and soul lifter to visit Africa several times
each year with many African American friends. "It is a joy to share the thrill as they discover
their historic roots, explore exciting tourism destinations and enter an ever-expanding world
of business, investments and networking opportunities," says Sanders, who is also a
member of the African Travel Association. Saunders also says that there is an international
trend towards the establishment of tourism and marketing strategies much like what was
done for African-Americans with regard to the travel and tourism industry in the Caribbean
Islands
Many black couples are visiting Afrocentric heritage sites and taking their children with
them. While they are still visiting theme parks and going on leisure trips with their children,
parents are also making sure that their children learn about their history. Understanding the
rewards and benefits of travel, they are teaching their children about travel and taking them
on educational trips at early ages. One piece of advice for parents travelling with children is
from travel and hospitality writer Roy Williams who says that it is important to pick age-
appropriate places, and places that will be interesting to children when choosing sites to
visit. "Planning ahead is crucial for couples with children when taking family vacations,"
says Williams who specializes in writing about traveling with children. Family travel can be
very rewarding not only because of educational opportunities, but also because it is a time
when families get to further bond and create fond memories.
When children start traveling and learning about different places at an early age, they are
more likely to continue to be interested in traveling and making it a part of their educational
experience as they grow older. College instructor Daiyyah Abdullah says that educational
travel helps students to broaden their experiences. "Educational travel leads students to
become conversant in both international and national issues... International travel expands
one’s global perspective while domestic travel expands one’s knowledge about the various
cultures, traditions, and socio-political issues of one’s own country," she says. Abdullah, who
created "Journeys," an online magazine where college studies write about their travel
experiences, believes that educational travel for both college and secondary students
encourages students to become involved in global learning.
Whether travelling for educational purposes, visiting family, doing business or taking
cultural trips, black travel today has continued to progress. African American travel volume is
up 4 percent from 2000 to 2002 (increasing from 72.2 million to 75.2 million person-trips),
higher than the two percent increase for travellers overall during the same time period
according to "The Minority Traveller", 2003 Edition. One travel trend that has continued to be
popular among African Americans are group tours. The Minority Traveller also reported that
compared to travellers overall, nearly three times as many African-American person-trips
involve group tours (10% vs. 3%). Whatever the reasons for the ever changing black travel
experience, black people are definitely contributing in every way to the livelihood of the
tourism market. According to the report, African-American households spend $428 per trip,
on average, excluding spending on transportation to their destination. These overall statistics
on black travel have continued to rise in the last couple of years. As black travel trends
change and expand, it is a given that its growth impact on the tourism market in the present
and coming years will be positive for everyone.
Black Travel Today
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
Of course, travelling to the Caribbean for vacation and festival
fun has continued to be a part of the black travel scene; but
more people have begun to visit historic and heritage sites
while on the islands. African Diaspora Heritage Sites in and
outside of the United States have become very popular tourist
attractions. The Travel Industry Association (TIA) has ranked
visiting historic sites and museums Americans’ third favorite
vacation activity behind shopping and outdoor activities.
According a 2003 Edition of The Historic Traveler, a
TIA/Smithsonian Magazine, 81 percent of U.S. adult travellers
included at least one historical or cultural activity on their trip in
2002 . The Heritage Tourism Program of the National Trust for
Historic Preservation reported that the growth in the visitation
of heritage sites shows that Americans have a growing interest
in the everyday life stories of the past, not just the lives of
famous historic figures. This growth also includes visitation of
heritage sites of the African Diaspora.
fun has continued to be a part of the black travel scene; but
more people have begun to visit historic and heritage sites
while on the islands. African Diaspora Heritage Sites in and
outside of the United States have become very popular tourist
attractions. The Travel Industry Association (TIA) has ranked
visiting historic sites and museums Americans’ third favorite
vacation activity behind shopping and outdoor activities.
According a 2003 Edition of The Historic Traveler, a
TIA/Smithsonian Magazine, 81 percent of U.S. adult travellers
included at least one historical or cultural activity on their trip in
2002 . The Heritage Tourism Program of the National Trust for
Historic Preservation reported that the growth in the visitation
of heritage sites shows that Americans have a growing interest
in the everyday life stories of the past, not just the lives of
famous historic figures. This growth also includes visitation of
heritage sites of the African Diaspora.
Economics was a main reason for the limited travel
experiences of yesteryear. Many black people
travelled only when they felt they had to because of
financial restraints. As more and more blacks
attended college, made financial gains and enjoyed
more affluent lifestyles, travel became an integral part
of their leisure and business lifestyles.
experiences of yesteryear. Many black people
travelled only when they felt they had to because of
financial restraints. As more and more blacks
attended college, made financial gains and enjoyed
more affluent lifestyles, travel became an integral part
of their leisure and business lifestyles.
Ft. Lauderdale C&VB