Tripadvisor conducted research into the Black traveler, a $100 – $129 billion dollar market of U.S. Black travelers, depending on which study you read. This is a huge market and any company, especially black owned companies, should ensure that they are well poised to cater to this niche market. Regardless of companies currently running away from DEI, the facts remain the same. Black consumers are important.
Having success with the Black traveler requires insight into what is critical to us. Historically, safety has been of utmost importance to us when traveling, given the history of racial violence in the United States. The Green Book, the brainchild of postman Victor Green, was first published in 1936 in Harlem and existed for approximately 30 years. The publication served a lifesaving function to let Black people know where they could safely eat, get gas, and sleep, among other things. According to the National Parks Service, it expanded to cover other regions and states quickly and by 1962 had a circulation of over 2 million nationwide. Safety is still a top priority for us, as recent studies demonstrate, but so are cultural experiences and dining.
According to Black Travel Today, 44% of Black travelers prioritize cultural and racial diversity when determining if a destination is safe. It is not just about having a good time. It is about feeling connected to the culture of a place. Black travelers want to have an authentic experience while in a destination— whether that’s through local food, traditions or a historical context. Overall, 39 million leisure travelers are “deliberate” culinary travelers.
In addition, the report mentions that 66% of Black travelers try to support black owned businesses. This is an opportunity upon which black businesses, travel brands and destinations must capitalize. Food and shopping are leading spend categories with nearly half of travelers spending on local and/or regional cuisine on their most recent leisure trip.
As usual, with our business savvy, we adapt with the shifts and trends. Over the past few years, Black businesses have tapped into the food truck trend but have progressed into festivals celebrating the authenticity and history of Black cuisine. These events have popped up all over the country, such as the Black Food Truck Festival in South Carolina and localized food events, like the Taste of Black St. Louise, which has grown to attract 25,000 people. South Florida, with its international flair, has the Jerk Festival, which started in Broward and now is in West Palm Beach and New York. This phenomenon has created a new niche of food-based travel that influences where travelers are headed.
Local restaurants looking to attract tourists need to focus on the foundations of creating a unique atmosphere with impeccable food and lean into the local tourism board to promote the location so tourists will find them. With Black travelers spending well over $100 billion dollars coupled with the special place that food, gathering, family, and comfort all play in our community, Black owned restaurants are well positioned to grow with this trend.