Engaging new travel audiences: understanding the Black travellers’ decision-making process

In collaboration with Women in Travel CIC (WiT CIC), the project aims to provide much needed insights and develop a framework for understanding the travel patterns, influences, circumstances and other factors influencing UK Black travellers.

Start date

May 2021

End date

September 2021


The UK travel market has traditionally been treated as a homogenous group, with little allowance for cultural, ethnic and other differences. Further, stereotypical beliefs about Black and other BAME communities travelling to familiar destinations, rarely exploring new places, has meant little interest in these groups from the travel and tourism sector. A growing Black middle class, who are mostly young, tech-savvy, keen explorers of new destinations and tourism experiences create huge opportunities for travel brands, destinations and tourism marketers.

Funding amount





Research groups and centres

We have a world-class reputation for our research in hospitality, tourism, transport and events.

Centre for Competitiveness of the Visitor Economy