Amplifying Black Voices: 5 Strategies for Inclusive Influencer Campaigns

This Juneteenth is only the fifth time the United States has recognized the day as an official holiday. But for Black citizens, it has long been a powerful moment of reflection, recognition, and celebration of Black freedom, resilience, and culture.

It’s also a call for tourism marketers to assess how they’re uplifting Black voices in their content and campaigns. Especially since Black travelers spend $145 billion on trips, destinations would be unwise to brush off this segment of travelers. 

By now, we’d hope (optimistically) that these practices are already in place—but if they’re not, or if you’re still unsure, here are five strategies to guide your approach.

1. Prioritize Representation with Intention

Move beyond optics. Representation should be intentional, not performative. If you’re just showing images of Black travelers in your destination and think that’s sufficient, dig deeper. Consumers will see right through your efforts if they are too shallow.

Instead, work with Black creators across niches to elevate Black voices who also discuss luxury, family topics, adventure travel, wellness, and LGBTQ+ issues. Audit past partnerships for 

diversity and identify gaps to make sure your marketing efforts are as intentional as possible. Tell stories, don’t just show characters.

2. Let Creators Lead the Storytelling

Black influencers bring lived experience and cultural nuance that cannot be scripted. Or at least it shouldn’t be. While many brands tout their influencer relations, they are sometimes wary of giving those influencers too much control. But trust the process.

Invite creators to share their genuine perspective on your destination and let them do their thing. Of course, perform your due diligence to let them know what your goals and hopes are for the destination, but giving them freedom will also yield some surprises if the partnership is a healthy one. Work together. Co-create campaigns. Don’t control every aspect of the narrative when it comes to influencers.

3. Go Beyond the Moment

One Juneteenth post doesn’t equal a sustained commitment to Black travelers. We all know that, but some brands seem to forget. Diverse storytelling needs to happen all year because diverse travelers hit the road all year.

So instead of a one-off campaign that might look embarrassing (remember #BlackoutTuesday?), build long-term relationships, ambassador programs, and recurring opportunities to elevate Black voices in your marketing. Partner with Black creators on evergreen and seasonal campaigns, not just heritage months, to ensure your destination stays engaged consistently.

4. Compensate Fairly and Transparently

Pay Black influencers the same rates as non-Black peers with similar reach and engagement. Again, it shouldn’t need to be said, but pay disparities between different content creators do happen. It’s unfortunate but underscores why we need to double down on these talking points so often.

To avoid this, be clear on deliverables, usage rights, and the value you see in their content. Transparency is the key to success on this one. And above all, avoid asking for free content in exchange for “exposure.” Those days are over and it will be interpreted as insulting. Influencers with impact should be valued for their artistry and labor.

5. Spotlight Black-Owned Businesses and Community Voices

While focusing on Black travelers, remember the Black-owned businesses who are in your destination, as well. Use influencer campaigns to drive awareness to Black-owned restaurants, shops, and cultural sites that will be of interest to all travelers.

Collaborate with creators who can elevate these businesses in a way that feels authentic and respectful. Organize encounters or events so that influencers will see these businesses in action. One of the best ways to do this is to offer content partners itineraries that reflect the full depth of the destination, including neighborhoods often left out of traditional tourism narratives.

Inclusive influencer marketing isn’t a trend. It’s a responsibility. This Juneteenth, and every campaign after, is a chance to do better: to amplify with purpose, partner with equity, and tell stories that reflect the full richness of your destination.

Looking to elevate Black voices in your community and attract more diverse visitors? Get in touch with Laura Cyrille at laura.cyrille@old.aboutdci.com to learn more about how DCI’s destination marketing experts can help you do just that.