In the past several years, much has been written about diversity, equity, and inclusion in the context of this country's political debate. Often misunderstood and maligned, diversity raises an important question: Can diversity help an organization become more effective in developing its competitive strategy?
Diversity initiatives can significantly enhance the competitive strategy of a Destination Marketing Organization (DMO) in several ways:
1. Broader Market Appeal: DEI efforts can help a DMO appeal to a broader audience. By showcasing diversity and inclusivity in marketing materials, events, and promotions, the DMO can attract visitors from various demographic segments who feel represented and welcome.
2. Innovation and Creativity: Diversity fosters innovation and creativity. A diverse team within the DMO, representing different backgrounds, experiences, and perspectives, can generate a wider range of ideas for marketing campaigns, events, and experiences. This leads to more innovative and appealing offerings for visitors.
3. Enhanced Understanding of Visitor Need: By implementing inclusive practices such as community engagement and feedback mechanisms, the DMO can gain a deeper understanding of the diverse needs and preferences of visitors. This insight allows for the development of tailored experiences and services that better meet the expectations of different demographic groups.
4. Competitive Advantage in Talent Acquisition: A commitment to diversity can enhance a DMO's competitive advantage in talent acquisition. Organizations prioritizing diversity and inclusion tend to attract top talent from diverse backgrounds drawn to inclusive workplace cultures.
5. Positive Reputation and Brand Image: Demonstrating a strong commitment to DEI can enhance the DMO's reputation and brand image. In today’s world, visitors are increasingly seeking destinations that prioritize inclusivity and social responsibility. Therefore, a DMO known for its DEI initiatives may enjoy greater positive perception and word-of-mouth promotion.
6. Resilience and Adaptability: Diverse teams are often more resilient and adaptable in facing challenges. By fostering a culture of inclusion and diversity, the DMO can better navigate changes in the tourism landscape, economic fluctuations, and other external factors.
7. Alignment with Stakeholder Values: Many stakeholders, such as residents, businesses, and local governments, value diversity and inclusion. By integrating DEI principles into its competitive strategy, the DMO can strengthen its relationships with these stakeholders and foster collaboration toward shared common goals.
But does it work?
In the 2023 report titled, “Diversity Matters Even More,” McKinsey and Company indicate the business case for gender diversity on executive teams has more than doubled in the past decade.
A strong business case for ethnic diversity also suggests that companies with higher representation of ethnic minorities in the top quartile have a 39% increased likelihood of outperformance compared to those in the bottom quartile.
McKinsey's latest analysis shows that companies with greater diversity on their boards of directors are more likely to outperform companies financially in the top quartile.
Those companies in the top quartile for gender diversity are 27% more likely to outperform financially than those in the bottom quartile.
In a 2019 analysis, McKinsey found that companies in the top quartile for gender diversity on executive teams were 25% more likely to have above-average profitability than those in the 4th quartile. This represented an increase from 21% in 2017 and 15% in 2014.
Integrating DEI principles into developing a competitive DMO strategy can help attract more visitors and foster a more inclusive and sustainable tourism ecosystem that benefits all stakeholders.