Black people and their tourism dollars demand dignity.

And that’s all 145 billion of those dollars spent in the US on average each year. So when data shows that 42% of Black travelers say they have had an unwelcoming experience while on vacation, it is indeed perplexing—that is, until you look back at our history and realize little intentional work has been done to undo these trends.

Sojourn Noir seeks to create professional learning spaces to begin this intentional work. Our aim is to ensure that hard earned Black dollars are spent in businesses and destinations that welcome, respect and inspire a sense of belonging for Black travelers.

Our Why: In an increasingly interconnected world, fostering a culturally informed and intelligent environment is paramount for the success of any business or organization.

As people-facing institutions aim to host diverse audiences, it is imperative that your team serves as a model for cross and intercultural understanding.

Sojourn Noir’s Bring Yourself Here Cultural Intelligence Learning Series for Tourism and Service Industry Professionals is a comprehensive learning series tailored to enhance the cultural competency of staff, volunteers, and community members otherwise engaged with your operations.

As experts in human development with a focus African American history and heritage, Bring Yourself Here focuses specifically on building your organizational competencies to create spaces for African American visitors to feel respected, welcome, and experience a sense of belonging. 

Instead of a “one-size fits all cultures” training that tends to generalize and equate the lived experience of all non-white people under the reductive umbrella of BIPOC (Black Indigenous, People of Color), Sojourn Noir focuses on the specific disparate treatment of the African American leisure traveler.

Sojourn Noir recognizes that the nearly 1 in 2 African Americans reporting unfair, uncomfortable treatment in these spaces from hotels to restaurants, to museums and historical and outdoor sites, etc. stems from Black people in the U.S. experiences of being  historically and purposely denied the self- care practices of rest, luxury, and leisure including the opportunity to travel and explore freely‒the inalienable right to travel.

Sojourn Noir’s Bring Yourself Here Cultural Intelligence Learning Series for Tourism and Hospitality Professionals is designed to help your team connect how America’s past is impacting the inequitable outcomes of the present and be equipped for change.

1. Black people deserve respectful, welcoming spaces that inspire a sense of belonging in order to rest, stop and savor culinary delights, seek adventure, discover historical truths, be immersed in the richness of arts and culture and enjoy unencumbered retail experiences–to which they have been historically and purposely denied access. 

 2. For businesses and organizations to create respectful, welcoming spaces that inspire a sense of belonging for Black consumers, they must  

a) explore how years of systemic biases in the travel, leisure, and service industries can show up in their workspaces 

b) understand the ways those biases impact Black consumers, and  

c) learn to excavate those biases from their workplace. 

Inaugural Launch 

Sojourn Noir launched its Bring Yourself Here Learning Series in 2024 gathering members of the community to garner insight and feedback.  

Three layers of Sojourn Noir’s Bring Yourself Here customizable support is available for your business/organization. 

1. Cultural Intelligence Foundational Workshop for Tourism and Service Industry Professionals 

Sojourn Noir facilitates cultural competency building opportunities to travel and hospitality industry professionals. Our 8-hour foundational and 5, three-hour industry-aligned supplemental workshops are suited for organizations that are seeking to gain historical knowledge that: 

A. Informs current Black safety and belonging data (e.g. 1 in 2 African Americans feeling unwelcome during travel) and  

B. Moves beyond tips and tricks toward changed personal and organization perspective and process. 

2. Industry Deep Dive 4-hour companion Cultural Intelligence Workshop

 This training is meant as a compliment (not a standalone) to the above foundational training. 

A. This learning opportunity allows businesses and organizations to focus on the specific historical underpinning that influences the present of your industry of service.  

B. Sojourn Noir offers deep dives in the following industries:  arts &culture and entertainment, dining, rest, outdoor adventure, and retail. 

3. Informed Marketing and Communications Strategy  

Sojourn Noir invites you to pair your newfound knowledge with an aligned strategy to promote your business/organization! Our team develops marketing, communications, and community engagement strategies that reflect and deliver a welcoming and respectful sense of belonging for African American patrons. 

A. Brand/Organizational Discovery Session

The goal of the discovery process is to reveal critical information required to effectively build and create meaningful engagement with the brand among the desired audience. 

B. Audience Research/Focus Groups

The goal is to gather in-depth information and insights about visitor expectations and awareness, perceptions, and opinions to inform marketing strategy. 

C. Develop a strategic marketing plan for digital and social media.