Destinations International Launches Industry’s First Equity, Diversity and Inclusion Assessment Tool

August 26, 2022

 

Destinations International, the world’s largest association for official destination organizations and convention and visitors bureaus, unveiled a groundbreaking tool to measure equity, diversity and inclusion (EDI) initiatives and discover ways to improve upon the results. The EDI Assessment Tool is designed to help its member organizations understand how EDI has been incorporated into their operational practices as a basis to elevate and integrate performance, and it is also expected to be a model for other entities in the business events industry to embrace. 

The tool allows users to create intentional EDI goals and track progress in the workplace and the community through data-driven metrics. Organizations have the opportunity to assess workplace dynamics, operations and policies, vendor selection, community engagement and accessibility-related strategies.

Don Welsh, president and CEO of Destinations International, expressed gratitude for his organization's partnership with the National Coalition of Black Meeting Professionals (NCBMP), which sparked the idea to create the groundbreaking tool for the industry.

"We know that many destination organizations understand the value of making sure EDI principles are incorporated into their brand, but we recognize that they might not know where to start," Welsh said. "This important tool will help destination organizations set standard policies, procedures [and metrics to keep track of progress being made in the areas of EDI], and we believe it is a step that other organizations within the business events industry can adopt as well."

The tool aims to create awareness and discussion about EDI strategies for destination organizations of all budget sizes around the globe. Reporting features offer leading practices, median and best practice averages, and filters to anonymously compare a member destination to other peers by budget, geography, tourism asset, sports division and more.

“We have recognized the need for authentic EDI initiatives in our industry and have discussed the need for accountability through measurement and metrics,” said Sophia Hyder Hock, chief diversity officer at Destinations International. “This assessment will provide our destination members with the ability to have a baseline understanding about EDI initiatives as it relates to their workplace, policies and operations, vendors, community and accessibility plans.”

On a Mission

Under Destinations International’s EDI mission, the organization recognizes and advocates the importance of cultivating a unified travel industry where everyone is welcome, where there is equitable access for all, and where it challenges existing power structures so that systemically marginalized voices and perspectives can be heard. The association is committed to transforming destination communities through thought leadership, best practices and tools based on EDI principles through an anti-racist lens that empowers its members so their destinations excel.

From 2019 to 2021, Destinations International reached several milestones that led to the development of the EDI Assessment Tool, including the following.

  • Launch of first survey to gather workforce diversity demographics
     
  • Development of common EDI language and vision for 2020
     
  • Release of first EDI Study on destination organizations
     
  • Launch of partnership with NCBMP to create a shared advocacy plan with the goal of seeking actions that strive to educate, uplift and unite the hospitality industry in an equitable way
     
  • Launch of EDI Leadership classes

EDI Assessment Tool in Action

Destination members who take advantage of the tool will sign up and designate employees to be the EDI liaison, fill out and answer the questions on the assessment platform, and pick a results package.

The results include measurement of the organization’s score against their median industry range and measurement against Destinations International’s best practices range, with the median score dynamically changing based upon filters selected. Results categories include workplace, operations and policies, vendors, community and accessibility.

The tool provides a detailed meaning of the organization’s scoring, including whether it is optimizing EDI in its destination, managing EDI in its destination, emerging into a fuller understanding of EDI or aspiring to create a solid EDI foundation.

Based on the organization’s results, the tool includes a guide to leading best practices to help elevate EDI initiatives.

Organizations have four reporting tiers to choose from, including:

  • Basic: Organization scoring analysis across EDI verticals, including comparison to the industry median for each category
     
  • Standard: Comparison of organization's responses across all EDI assessment questions within each category
     
  • Advanced: Ability to filter results to see how a member organization compares to a set of peer destinations
     
  • Premium: 75-minute consultation with Destinations International’s chief diversity officer. 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.