Insights from the Destinations International Social Inclusion Summit
From Oct. 28-30, Destinations International (DI) held its 2024 Social Inclusion Summit in Spokane, Washington, where they shared insights and resources around inclusion in the travel and tourism industry.
During the summit, DI offered attendees resources such as the Global Accessibility Report, Workforce Diversification and Retention Industry Brief, 2024 Social Inclusion Lexicon, and Social Inclusion Resources Glossary.
Attendees were also given the “Ideas that Spark Change” workbook, which provided best practices for breakout sessions and ideas for discussion.
Smart Meetings chatted with Sophia Hyder Hock, chief inclusion officer for Destinations International, on the importance of inclusion and accessibility in the meetings industry.
Smart Meetings Why are these discussions and resources about inclusion and accessibility in the meeting and events industry meaningful?
Sophia Hyder Hock Fostering dialogue around inclusion and accessibility is meaningful as business events drive professional growth and knowledge-sharing and create significant economic impact. According to the EIC’s “Global Economic Significance of Business Events” report, business events generate over $1.5 trillion in global GDP annually. Inclusion is vital in events because it serves both a compelling business case and an ethical imperative. Creating inclusive events opens attendance to new and untapped markets, driving participation and revenue while also delivering an attendee experience that fosters long-term loyalty and establishes a competitive advantage for the event.
Read More: Diversity, Equity and Inclusion Are Good for Your Meetings (and Business)
Inclusive and accessible events enable all attendees to engage fully, fostering richer dialogue, enhanced learning and greater innovation by embracing diverse perspectives. This diversity further provides a strong incentive for industry investment into events themselves (sponsors, exhibitors, etc.). Locally, events can create opportunities for engagement with underserved populations that can convert into the future workforce, supporting both the industry and the future growth of the event.
Event organizers and destinations need these resources to help them align their efforts and maximize profitability and development for all.
SM How does offering these resources improve the event experience for attendees and planners?
SHH Resources like the Social Inclusion Lexicons, Tampa Case Study and Accessibility Playbook provide attendees with actionable strategies to implement welcoming and impactful initiatives. Integrating these resources into the event experience helps attendees envision practical next steps while deepening their understanding of accountability. For planners, these tools enhance the event’s value by fostering engagement, sparking ideas and empowering participants to create meaningful change.
Read More: How Customized Generational Engagement Can Benefit Meeting Profs
The value of joint education and assets not only offers implementable concepts but also provides practices to align the destination and the event organizer to conduct effective working relationships. For planners, concepts that can be built into their Business Events Strategy shift them from reactive to proactive and start conversations (and in some cases concessions) around these important attendee experience elements early in the process rather than as an afterthought post-contracting. When these resources support additions to their strategy, this becomes a part of their RFP process, negotiations, and the services they partner with the destination on.
SM What was the attendees’ reaction when given information such as the “Ideas that Spark Change” workbooks?
SHH Attendees responded enthusiastically to the “Ideas that Spark Change” workbook, which combined concepts, ideation prompts and space for notes. The workbook, available digitally and in limited print, helped attendees focus during sessions and capture actionable insights to bridge the gap between theory and implementation. Many attendees shared that they intend to use the workbook to guide conversations with colleagues, extending its impact beyond the summit and influencing their organizations’ strategies moving forward.
SM How can planners really take what they learned and use it thoughtfully and intentionally when working with their attendees and crafting their events?
SHH Planners can thoughtfully apply learnings by starting with self-assessment and stakeholder engagement. Using tools like DI’s Tampa Case Study and Toolkit, they can identify areas of opportunity and growth around inclusion. Planners can focus on integrating inclusive practices at every stage—from venue selection, programming and communications to execution. This involves consulting with diverse groups, seeking feedback and remaining adaptable to the needs of attendees. By aligning their event goals with broader principles of social inclusion, planners can ensure that every decision reflects their commitment to equity. Consistently revisiting these practices post-event, through attendee feedback and internal reviews, is key to refining and sustaining impact.
Planners can take what they learn to pivot negotiation requests and strategize for enhancing ROI. This in turn increases internal buy-in, likely event funding, attendee experience and loyalty. Through application of learnings, planners can start conversations with destination organizations earlier in the process to maximize creativity, communication and experience. This also will shape the nature of conversations from transactional to consultative. Concepts can further reshape local partnerships to produce different local value adds and, in some cases, special offerings for attendees.
SM Moving into 2025, how can planners utilize the information from the Social Inclusion Summit to create better events?
SHH Looking ahead, planners can harness practices from the Social Inclusion Summit by treating inclusion not as a one-time initiative but as a cornerstone of event strategy. They should embrace resources like the Accessibility Playbook and the Tampa Bay Toolkit to build a framework for accessible and inclusive practices. By prioritizing destinations that are investing in social inclusion, planners can ensure that destination selection and relationships are aligned on shared goals. This could become a requirement for planners during the RFP process.
Collaboration with organizations and experts in the field can provide fresh perspectives and innovative solutions. Moreover, as political and social dynamics evolve, planners must remain proactive, addressing challenges head-on while advocating for equity. By embedding these principles into their organizational culture or how they work with clients, planners can create events that resonate deeply, foster genuine connections and set new benchmarks in the industry.
