It’s hard to deny that Black travelers in the U.S. are one of the largest groups currently exploring the world. Just one look at social media unearths seemingly endless content of everything from skiing in Aspen and fresh mangoes in Grenada to flying dresses in Greece and bungee jumping in Zimbabwe.
We’re everywhere, well almost everywhere. One area of travel where Black people are noticeably scarce is in the marketing and advertising of travel itself.
According to a recent report by MMGY Travel Intelligence, Black travelers spent a staggering $145 billion dollars on domestic travel in 2023.
We took 184.12 million trips in 2023, accounting for 11% of the U.S. leisure travel market, and plan to spend an average of $2,992 on travel in 2025, a $1,300 increase per traveler compared to 2024. The report also shows that Black travelers are willing to pay for upgraded airline seats, hotel accommodations, and experiences overall.
Even to the untrained eye, a report like this shows that not only are Black travelers jetsetting, but our preferences and spending power are rapidly changing traditional travel industry norms. Yet many travel brands, particularly in the luxury sector, still fail to adequately speak to this influential market.
Many marketing and sales campaigns, travel agencies, and even social media teams continue to not reflect the presence of Black travelers in the industry. And those that do, often showcase Black people either as racially ambiguous or as staff.
However, being left out of conversations isn’t a new experience for our community, which is why one of the many ways Black travelers have decided to have their voices heard is by creating their own trusted travel network.
With decades of experience under her belt, travel journalist Imani Bashir uses social media platforms like TikTok to showcase the realities of Black travel and expatriatism, as well as highlight Black-owned travel businesses to her over 260,000 followers.
“Black travelers are reimagining the travel industry in many ways. One of which is carving out more time in our itineraries to support segments of communities that are Black at home and abroad—Travel agents, restaurants, and Black travel luxury brands,” says Bashir.
Bashir’s words couldn’t be more true. In response to not finding services that speak directly to Black travelers, there has been a rise over the years of Black entrepreneurs creating groups, retreats, concierge companies, and even hotels that are for and by Black people. As an award-winning diversity in travel consultant and President of the Black Travel Alliance, Martinque Lewis created The ABC Travel Greenbook to help Black travelers, businesses, and resources connect throughout the diaspora. Even celebrities are getting into the game.
With more Black women choosing solo escapes than ever before, actress Tracee Ellis Ross, known for her solo adventures, announced a new show set to air on the Roku Channel on July 25, appropriately titled Solo Traveling with Tracee Ellis Ross.
In short, Black travelers are not waiting to be seen; instead, they are choosing to carve out their own lane within the travel industry and create representation for themselves.
“We have started asking less about representation and have become the advertising we want to see through content creation, blogs, and journalism,” says Bashir.
Whether the rest of the travel industry catches up still remains to be seen, but one thing is certain: Black jetsetters have no intention of slowing down and regulating themselves to the shadows.
They are showing up, making their presence known and their voices heard. So if you’re looking for them, look no further than a destination near you.