The Fairer Travel Event: Diversity, Equality and Inclusion
12 impactful changes that could make travel more inclusive
TTG’s new Fairer Travel Event brought together changemakers and trailblazers. After a morning exploring how the industry can push for change to drive sustainability, attention then shifted to travel’s role in driving diversity, equity and inclusion. Read on for the 12 ways travel can do more to champion DEI.
1. 'Use your voice boldly, visibly, and unapologetically'
Drawing from decades of experience as an industry trailblazer, Jo Rzymowska MBE, founder of Jovolution, explored why neutrality for travel brands is no longer an option.
True leadership is about presence, not perfection, and it’s tested most when taking a stand is risky. Leaders must speak up, show up, and lean in – especially when it’s uncomfortable. Remaining neutral or silent in the face of injustice is not acceptable. Travel can build bridges but only if we’re brave enough to stand on them.
Rzymowska shared her own story of coming out later in her career and the impact of not being able to bring her whole self to work as she urged everyone to be the generation that chooses courage over comfort. Her message: Don’t walk away. Recommit. Speak out. Keep showing up.
2. 5 quick changes travel firms can make
- Set up one employee resource group, where people can connect, feel heard and contribute ideas.
- Host a single training session on inclusive leadership.
- Take a good look at your business. Who’s missing from the room? Widen your talent pool. Change where and how you advertise roles.
- Make mentoring and sponsorship part of your culture, especially for underrepresented talent.
- Integrate DEI into your business metrics – what gets measured, gets done and transparency builds trust.
3. Embrace accessible travel - it makes business sense
Speakers highlighted that accessible travel is not just a moral or legal responsibility – it’s commercially smart. Travellers with access needs tend to travel in groups, spend more, stay longer, and return more often, making them a valuable market.
“Lean into the opportunity,” advised Marina Snellenberg, accessibility manager, Tui UK. “No one is ever going to complain that you’ve made it too accessible.”
4. Authentic voices drive real change
Jonathan Fletcher, founder, The Wheelie Good Travel Company; Amar Latif, founder, Traveleyes; Jesus Ruiz, head of sustainability and impact, Spanish Tourist Office UK; and Marina Snellenberg emphasized the importance of involving disabled people directly – as customers, employees, and advisors.
Organisations that partner with disabled communities gain trust, credibility, and better design insight.
5. Representation and marketing matters
Inclusive marketing, such as showing accessible features (like tactile signage or blind-friendly menus) alongside wheelchair access, sends a strong message that disabled travellers are welcome.
Campaigns using disabled influencers and authentic voices (e.g., Tui’s accessible holiday campaign) outperform others by building trust and relatability.
6. Let go of your preconceptions
Amar Latif realised there were no blind specialist tour operators. So, he decided to start his own, opening up the world for VIPs (visually impaired people) and offering discounted holidays to sighted people in return for being their eyes. He urged delegates: “Do not have any preconceptions about anyone who is different from you”. “It’s ok to say: ‘I’ll be guided by you. How can I make things easier for you?’ At least that way there is dialogue, not silence.”
7. Have a conversation with the destination
“Including the local community in my tours is not rocket science for me – I can show you those little corners of South Africa you don’t know about,” said Chantal Potgeiter, founder, Themba Travel, who was compelled to look at her supply chain and find those areas where she could make a difference. But she acknowledged it was harder to sell the trips – until you’ve had personal experience of them. “In April, I took four agents to show them an extra layer of Cape Town, and they came back encouraged and enthusiastic.”
Both Joanna Reeve, general manager UK and Ireland, Intrepid Travel and Potgeiter emphasised minimising “leakage” — where profits leave local economies — by employing local guides, staying in community-run accommodations, and sourcing from small businesses.
8. Action > words: the industry needs to move from talk to tangible change
Leslie Latchman, photographer, filmmaker and writer stressed that "talking isn’t enough", as he called for more diversity in front of, and behind the lense for more travel brands to create more authentic marketing and storytelling. “It’s easy to fluff this up on stage,” added Potgeiter. “It takes a lot to take action.” Alongside Reeve, they urged travel professionals to take action — by diversifying supply chains, promoting lesser-known destinations, and investing in underrepresented communities. Familiar destinations should be explored in deeper ways to bring forward untold stories and authentic experiences.
Progress was important, not perfection, was another common point of agreement.
9. LGBTQ+ equals growth
Tris Reid-Smith, co-founder and CEO, Pride Wide emphasised the growing market opportunity in LGBTQ+ inclusive travel. For example:
• 28% of Gen Z in the US identify as LGBTQ+ (a noteworthy generational trend when compared with UN Tourism data, suggesting that 10% of global travellers identify as LGBTQ+)
• The LGBTQ+ travel market is expected to grow to $64 billion annually by 2032.
• This is not just about ethics – inclusive practices are commercially valuable, especially as younger generations care more about diversity and inclusion.
• Do not stereotype the community – LGBTQ+ are just as likely to care about culture, adventure and gastronomy as they are about Pride and parties.
10. Halal holidays should not be considered 'niche'
Hafsa Gaher, CEO of the Halal Travel Network, had one particularly clear message: with two billion Muslims in the world, Halal tourism cannot be considered niche. As such, travel that offers support and understanding to Muslim travellers should be the norm.
What Halal conscious travellers really need are three simple things:
1. Celebration and understanding – make Muslim tourists feel accepted and welcome
2. Confident staff who do not rely on assumptions or stereotypes. Travel agency, tour operator
and all front-facing industry staff should be well trained in halal tourism
3. Flexible facilities will prevent your guests from ever feeling like a burden.“Inclusion happens in the details. Every friction removed is a win for
more than one community.”
11. A mindset shift needs to take place in accessible travel
Richard Thompson is CEO of Inclu Travel Group, referred to pockets of excellence in accessible travel. “But we need an ecosystem of excellence,” he said. “Can mainstream tour operators do this now,” he asked. “Not a chance – but in the future, they will have to.” Key points he raised included:
- Inclusivity is only 20% about the right facilities. Nepal is one of the world’s most inclusive destinations – because people create accessibility. “It’s a mindset shift, focusing on guests and their experiences.”
- The return on investment is “eye-watering”. “There’s a direct correlation between the action you take and the guests who come,” he said.
12. Now is the time for hope – and certain brand are showing how it's possible
Retail guru, broadcaster and co-chair of the Better Business Act campaign, Mary Portas OBE set out why kindness, not ball-breaking, should be a part of the creative brief, in a candid and entertaining closing session. She also addressed why aligning purpose with profit isn’t just business ethics, it’s smart strategy.
Business should be rooted in humanity and values
Modern business must shift from a purely profit-driven, shareholder-focused model to one built on love, kindness, and moral purpose, she urged.
Portas emphasized the power of choice – how every pound we spend – is a vote for the kind of world we want. “Every time we go on Amazon, we feed the beast,” she said. She challenged individuals and business leaders to become more conscious of their impact, promoting B-Corps and ethical businesses as the path forward.
Better Business Act and policy reform
As co-chair of the Better Business Act campaign, Portas is spearheading a movement to legally require businesses to consider people, planet, and profit – not just shareholders. This would hold companies accountable for harm (like those water company bosses in the UK responsible for sewage spills) and incentivize long-term, sustainable decision-making.
Now is a time for creative change
Despite the challenges, Portas described this as most creative and hopeful time in business. She celebrated innovative brands like “Who Gives a Crap” for reimagining mundane products with purpose. “What’s travel’s version of that,” she asked? Her call to action: rethink what business can be, inspire change through storytelling, and build a better future grounded in values.
More takeaways from The Fairer Travel Event
 | Discover eight responsible travel tips to help drive real change | |
 | Retail legend Mary Portas’s six tips to make business more responsible – and more profitable |