Online Allies: How Black travelers view DMO social advocacy statements

In the summer of 2020, when streets across the U.S. filled with protests for racial and social justice, something unusual happened in the world of tourism. Destination marketing organizations—better known as DMOs—suddenly became vocal online allies. Their Instagram grids turned black. Their feeds carried hashtags of solidarity. Their captions spoke of inclusion, equity and justice.

It was a striking moment for an industry that historically has not been known for inclusivity. But it raised an important question: did these digital gestures matter to Black travelers, the very audience the messages were meant to support?

That question became the focus of a new study entitled “Online Allies? Exploring Black travelers’ perceptions of DMO social advocacy statements” and published in the Journal of Travel Research. For the researcher behind the project—Dr. Charis Tucker, an assistant professor in the Department of Recreation, Sport and Tourism at the University of Illinois—the motivation was straightforward.

“Organizations in various industries, including tourism, began engaging in digital advocacy, posting their support for racial diversity, the Black community, and/or the Black Lives Matter Movement,” Tucker said. “What was missing from the conversation, however, were the voices of the community for whom this advocacy was directed. I wanted to understand how these statements resonated with Black travelers.”

In this context, “social advocacy statements” means the public messages organizations choose to share online—on websites, social feeds or campaigns—about issues such as racial justice, LGBTQ rights or mental health.

“These statements are usually made during key moments after a major social event or movement,” Tucker said. “They’re meant to show that the organization cares about more than profit; they care about people and justice, too.”

But do they succeed? Or do they come off as hollow gestures?

To find out, the Tucker and her colleagues reviewed real-world posts from DMOs, looking at the kinds of images and captions they used. Then, they designed a set of mock posts that reflected different advocacy approaches:

• A simple black square.
• A black square with a short statement of solidarity.
• A photo of a Black family holding a sign that read “United Against Hate.”
• The same photo, paired with a written statement.

Nearly 200 participants evaluated the posts through an online research platform. Their reactions revealed not only what felt meaningful, but also what felt empty.

The black square, a widely used digital symbol in 2020, flopped in the experiment. Participants dismissed it as vague and performative.

The black square paired with a written statement prompted the most critical reflection. It made travelers stop and ask: does this organization actually understand us? Do they back up these words with action?

“I think this is a little lackluster compared to the other statements I have seen. I don’t want to be represented by just a black square” one participant said.

Posts that combined imagery with text—especially featuring Black people—were seen as more sincere and intentional. The message was clear: gestures need words and words need actions.

So how can DMOs avoid looking performative? According to the study, the key lies in specificity and consistency.

“Organizations must explicitly state their stance,” Tucker said. “Their posts should include who they are supporting, why, and—perhaps most importantly—how. This will limit scrutiny that is sure to come with vague or ambiguous messaging.”

Equally critical is aligning statements with a track record of action. Many participants questioned whether DMOs had been inclusive in the past. Without history to back them up, even the most polished posts risked falling flat.

The implications for tourism marketing are significant. For decades, Black travelers have been underrepresented—or completely absent—in promotional campaigns. In response, they created their own spaces for community and representation.

“Tourism marketing must go beyond surface-level representation,” Tucker said. “Genuine inclusion requires more than simply featuring Black travelers in promotional materials. It demands thoughtful, consistent effort that reflects a genuine understanding of and engagement with Black communities.”

One concept that emerged from the research is something called “relational legitimacy.” Put simply, it’s the trust that grows when organizations affirm the identities, values, and lived experiences of marginalized communities.

“To rebuild trust, DMOs should get to know their community, not just in its present state, but from a historical perspective as well,” Tucker said. “This means recognizing the past experiences, contributions, and challenges of these communities, and using that knowledge to inform more respectful, inclusive engagement.”

That means celebrating local Black voices—entrepreneurs, artists, and cultural leaders—while also listening closely to community feedback and adapting accordingly.

The study’s findings offer a roadmap for an industry that wants to do better. Social advocacy can’t be performative, and it can’t be a one-off post during a crisis. For Black travelers, sincerity shines through when organizations pair words with action, history with honesty, and representation with respect.

As Tucker noted, real trust is built not through hashtags, but through consistency.

For DMOs, the message is as clear as it is challenging: it’s time to move beyond the black square.

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