The African American Traveler

The African American Travelers is one of several ongoing research initiatives Mandala undertakes to help fill the gaps in understanding of multicultural tourism. Their work is covered by major news organizations, associations, and academia as the definitive source on multicultural trends and behaviors. The African American Traveler study includes family reunions, cultural travelers, online search activity and other travel behaviors of the $63 billion leisure market. The Study is based on interviews with 1,747 African-American leisure travelers in the United States… Topic areas covered in the report are:
  • Demographics (age, generation, marital status, number of people in household, census region and state of residence, household income, education, gender identity.)
  • Purpose of the trip (family reunion, weddings, vacation, business/leisure, etc.)
  • U.S. destinations visited
  • International destinations visited (Continents and countries)
  • Passport ownership
  • Trip planning behavior –When they start planning, tools they use, including:
  • Website and social media usage
  • Travel party composition
  • Mode of transportation (air, car, train, ship, rental car, other)
  • Distance traveled from home
  • Type of accommodations
  • Number of nights on the last trip
  • Activities on the trip
  • Importance of African American culture when choosing the destination
  • Attitudes toward sustainable tourism
  • Barriers to future travel (finances, time, fear of racial profiling, airport hassles, etc.)
  • Trip spending on lodging, transportation, shopping, entertainment, food, and beverage
  • Type of shopping venues (outlets, traditional malls, artisan)
The report can be purchased here. The top destinations visited by African American Travelers, for which custom analysis is available, include:
  1. Florida
  2. New York
  3. Atlanta
  4. Caribbean
  5. Orlando
  6. Las Vegas
  7. Miami
  8. Washington, D.C.
  9. Los Angeles
  10. North Carolina
  11. New Orleans
  12. Virginia
  13. Maryland
  14. South Carolina
  15. Chicago
  16. Mexico
  17. Pennsylvania
  18. Tennessee
  19. Baltimore
  20. San Francisco
  21. Puerto Rico
  22. Honolulu
  23. Missouri
  24. Denver
  25. Africa
  26. Bermuda
According to Gloria and Solomon Herbert, publishers of Black Meetings and Tourism Magazine, “Since the last historic Green Book (Negro Travel Guide) was published in 1966, the growth in numbers and frequency of travel among African Americans continues to increase at unprecedented rates. In 2001, the African American market was identified by the U.S. Travel Association (USTA) as the number one fastest-growing segment in the travel industry.” Mandala was awarded one of the coveted APEX Awards from Black Meetings and Tourism Magazine this July. Click here for coverage of the event and other award recipients.


New U.S. Hispanic/Latino Traveler Study

As an update to their 2011 study, this study will size the market opportunity and identify the unique needs of Hispanic and Latino travelers in the U.S. Learn the benefits of adding your own proprietary questions to this omnibus study for a fraction of the cost.Yet benefit from national findings on this growing segment of the travel population!

The Report on Accessible Travel

Order The Report on Travelers with Disabilities conducted by Mandala Research for Open Doors Organization here.

Participate in the Cultural/Heritage Traveler, including Film and Rail Tourism

Mandala Research is updating its research on the cultural and heritage travel market. The study will take a deep dive not only into demographics and trip planning statistics, and document behaviors and motivators for travel. The group will revisit their segmentation analysis that revealed 5 key attitudinal and behavioral groups; including the “passionate” segment, one of the most valuable audiences for travel marketers. They will review the changes that have occurred in the marketplace since the 2009 and 2013 studies and focus on how the change in administration might have changed the way cultural travelers perceive and make their travel decisions. You can order their past Cultural Traveler reports here. Write Mandala directly to learn more about getting involved in adding questions to this 2020 study.
The Mandala Group has also founded Women in Travel and Tourism International, an organization leading the way at increasing the ranks of women in the most senior leadership roles in the travel industry. 2020 is the second recognition program honoring women who have made significant contributions in travel and tourism. Save the Date for February 19 in Kissimmee, Florida at the Connect Travel Marketplace. (Conference registrants get the opportunity to see special guest Barack Obama!)
Nominate your candidates for an award here! Contact Mandala for more information and for sponsorship opportunities. Join WITTI by visiting

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