The first survey of UK black, Asian and minority ethnic travellers is being launched.
The research project is a collaboration between Women in Travel’s (BAME) programme and the University of Surrey’s School of Hospitality and Tourism Management.
It is being supported by Black Travel Creators and will include surveys, focus groups and in-depth interviews to provide insights into the travel patterns, influences, circumstances and other factors influencing the decision making of UK BAME travellers.
Women in Travel executive director Jamie-Lee Abtar said: “The UK travel market has traditionally been treated as a homogenous group, with little allowance for cultural, ethnic and other differences.
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“Additionally, stereotypical beliefs about black and other BAME communities travelling to familiar destinations, or rarely exploring new places, has, to date, resulted in little interest in these groups from the travel and tourism sector.
“By collating reliable data on UK black and other BAME travellers, I hope that in turn we can inform the wider travel industry and change and correct perceptions, whilst empowering BAME travellers at the same time.
“There is a growing black, Asian and minority ethnic middle class in the UK, who are mostly young, tech-savvy, and keen explorers of new destinations and tourism experiences. There are huge opportunities for travel brands, destinations and tourism marketers to target this group of travellers.”
Professor Iis Tussyadiah, acting head of the School of Hospitality & Tourism Management at the University of Surrey added: “The School of Hospitality & Tourism Management is dedicated to addressing racial inequality as a societal, moral, and business issue, and we’re proud to be working with Women in Travel on this project.”
Women in Travel is urging people from BAME communities to participate via this link.