Women in Travel CIC’s Black Asian and Minority Ethnic (BAME) Programme and the University of Surrey’s School of Hospitality and Tourism Management have partnered to launch the first-ever survey of UK BAME travellers. This research project, which is being supported by Black Travel Creators, will through surveys, focus groups and in-depth interviews aim to provide much-needed insights into the travel patterns, influences, circumstances and other factors influencing the decision making of UK BAME travellers. The survey is now live and Women in Travel is urging people from BAME communities to participate.
Speaking about this groundbreaking initiative, Women in Travel’s Executive Director, Jamie-Lee Abtar, said: "The UK travel market has traditionally been treated as a homogenous group, with little allowance for cultural, ethnic and other differences. Additionally, stereotypical beliefs about Black and other BAME communities travelling to familiar destinations, or rarely exploring new places, has, to date, resulted in little interest in these groups from the travel and tourism sector. By collating reliable data on UK black and other BAME travellers, I hope that in turn we can inform the wider travel industry and change and correct perceptions, whilst empowering BAME travellers at the same time.
“There is a growing Black, Asian and Minority Ethnic middle class in the UK, who are mostly young, tech-savvy, and keen explorers of new destinations and tourism experiences. There are huge opportunities for travel brands, destinations and tourism marketers to target this group of travellers.”
