By Michelle Laquindanum, Paradise Public Relations and Influential Communications
Paradise proudly champions diverse communities and recognizes that tourism is an important driving force for economic development and socially inclusive growth. I was fortunate enough to join my team in being a part of this important force by attending the Destinations International Social Inclusion Summit in Spokane, WA. The second annual DI Social Inclusion Summit focused on accountability and impact, emphasized the importance of the indigenous experiences and explored several aspects of the DI social inclusion framework and pillars. This was a special event made that much more meaningful as it was hosted by Visit Spokane, a place rooted in indigenous culture. The destination unveiled their land acknowledgment and social inclusion video to be used as a legacy component for meetings and events moving forward. “Show up as your true self. Come as you are. We welcome you.”
This was a transformative experience that expanded my understanding of how to authentically integrate inclusion into actionable destination marketing and simply connecting strategies. The summit’s central theme, “moving forward together,” resonated deeply with me and all of us at Paradise, offering fresh insights into building a more inclusive travel and tourism landscape. Though moving forward together doesn’t have one definition, the key takeaways from the conference were the importance of implementable solutions to cultivate inclusive spaces and the constant mindfulness that goes along with being aware and intentional in life and our workplaces. As I look to leverage these insights, I’m committed to applying PR strategies that prioritize meaningful inclusivity, ensuring that every travel experience is welcoming and accessible to all.
Understanding Inclusive PR in Travel and Hospitality
Practicing inclusive Public Relations (PR) in travel and tourism begins with a deep understanding of what inclusivity means to your teams. At the Social Inclusion Summit, I learned the importance of being open to new perspectives and simply taking the first step toward trying. The key takeaway was that inclusivity isn’t a one-size-fits-all approach but an evolving process requiring authenticity, sensitivity and commitment. The conference emphasized rejecting misconceptions, avoiding tokenism and truly meaning every effort toward inclusivity. This means building a foundation of understanding within both your team and your clients, identifying and engaging with diverse communities and being open to continuous learning.
Strategies for Genuine and Intentional PR
Implementing genuine and intentional PR strategies requires adopting a data-driven approach, tracking a broader range of demographics to inform and refine strategy as well as an awareness that travel is different for everyone. Having data to back your decisions ensures that your efforts are not only inclusive but also targeted and effective. Another actionable strategy is identifying accessible options and ensuring clear communication of those resources to the audiences who need them. This means offering transparent information and resources that enhance the travel experience for everyone. As said in the conference, “offer options not opinions.” Additionally, connecting for impact involves identifying partnerships that align with your mission and can contribute to meaningful economic growth. Prioritize collaborations that not only extend your reach but also bring value to diverse communities, driving both social and economic benefits.
Moving forward, my approach will focus on honoring autonomy by offering options that respect individual preferences and letting visitors be the guiding voice in their own experiences. It’s about crafting genuine connections and setting a positive tone, which can be achieved by fostering meaningful, long-term partnerships dedicated to inclusivity.
Ultimately, the Summit gave me so much to think about. One of the more memorable experiences was listening to David Browneagle, a member of the Spokane Tribe of Indians, share his stories about the rich heritage, customs and contemporary issues facing Spokane’s Indigenous people – and his immense wisdom. “Find out who you are. This is your existence. My history is who I am today, history is who we are today.”
