I’ve spent decades in this industry, and have always believed travel can open minds and transform lives. Many travel businesses and leaders are driven by fairness, inclusion and the belief everyone should feel they belong.
But when inclusion gets politicised, it’s not enough to be quietly supportive – you either stand up, or stand back.
The recent rulings by the UK Supreme Court on gender identity, and others abroad, have added uncertainty for an already misunderstood community.
More concerning is that no transgender voices were included, a failure the Good Law Project described as a betrayal of the legal principles the profession swore to uphold.
These rulings create confusion for businesses and services, and worse, embolden transphobia. People are scared, unsure where they belong – or whether they’re even seen as fully human.
Meanwhile, we debate bathroom access while ignoring real risks to women and children. How many women have genuinely felt unsafe because of a trans woman? Very few. Yet the media fixates on less than 1% of the population, spinning fear into policy.
What hurts more is seeing parts of the LGBTQ+ community turn on itself. As a gay woman, I remember what it feels like to be seen only through the lens of my sexuality, as if that’s all that matters. Have we forgotten what it’s like to be made to feel different, or second rate?
Travel isn’t immune. It means facing hard truths and asking difficult questions, especially when operating in places with different cultural values.
I understand criticism of Virgin Atlantic’s inaugural flight to Riyadh. There are places I have chosen not to travel to because “progress” feels more symbolic than sincere. But change doesn’t happen from a distance.
In Saudi Arabia, nearly two-thirds (63%) of the population is under the age of 30, and more women are stepping into leadership positions. If we apply “boycott logic” everywhere, where do we stop?
Travel can’t be neutral. It either builds bridges or reinforces walls. No other industry is better placed to create empathy and understanding.
When we share food and hear stories face-to-face, prejudice loses its grip and humanity takes its place. But that only works if we stand for something, which means more than box-ticking during Pride.
Our brochures, boards, leadership and suppliers should reflect the values we promote. It’s not just about representation, it’s about bravery. I admire brands like Intrepid Travel, easyJet holidays, Kuoni and Hays Travel, and others, that continue to champion inclusion.
Visibility isn’t enough – a rainbow sticker won’t fix broken systems. Pride isn’t just a symbol, it’s action. It’s showing up for those under attack, and those who feel unseen. We’re at a crossroads and the choices we make now will shape our boardrooms, our businesses and our communities.
Let’s make this Pride Month count and make inclusion the standard, not the exception. I choose to show up, with hope, courage and belief in this industry’s power to lead the way. And I know we can.
Jo Rzymowska is the founder of Jovolution, and a non-executive director at Hays Travel. She will be one of many industry changemakers speaking at TTG’s Fairer Travel Event on 1 July. Find out more and how to buy tickets at ttgmedia.com/fairer-travel-event.
