There is a refreshing influence of Black women in the hospitality industry making a BIG impression.

These hospitality leaders are building a more diverse industry and are working diligently to make an impact as C-suite executives in the areas of ownership; leadership; bias; inclusivity; and accessibility.

“We are committed to amplifying a diverse array of voices and steadfastly support leaders dedicated to fostering positive, inclusive change within senior management across the hospitality and tourism industry on a global scale,” said Viola Ncube, vice president, sales and marketing, Visit Pleasant Hill.  “As we understand (from a report issued by MMGY Global) at the close of the 20th century, Black Americans spent nearly $30 billion on global and domestic leisure travel. By 2019, their contributions to the industry exceeded $109 billion.”

Countless women are doing amazing things in all industries, but we’d like you to meet three extraordinary Black leaders who are making history in the hospitality industry:

  • Viola Ncube, Vice President, Sales and Marketing, Visit Pleasant Hill
  • Nicole Hankton, Executive Vice President, Visit Walnut Creek
  • Sonya Bradley, Chief of Diversity, Equity, and Inclusion (DEI), Visit Sacramento

(from left to right: Ncube, Hankton, Bradley)

Extensively awarded by and humbly popular amongst their peers, Hankton, Ncube, and Bradley have all earned their reputations as extraordinary leaders in the hospitality industry through hard work and an extreme passion for tourism.

Each of these accomplished women brings their brand of hospitality to an industry that continues to endure the ups and downs, trials and tribulations, and economic ebbs and flows of a career that is fueled by constant change and genuine care.

Viola Ncube, Vice President, Sales and Marketing, Visit Pleasant Hill

Ncube is an accomplished multinational executive with over 30 years of experience. As a Southern African-born British citizen currently living in the U.S. specializing in sales and marketing within the hospitality and startup sectors, she now serves as the vice president of sales and marketing at Visit Pleasant Hill, where she’s significantly boosted the brand’s industry stature over the past three years through her innovative leadership.

She started her career as a hotel secretary. Her passion for luxury hospitality drove her to earn a degree in hotel, restaurant, and tourism management from City of London College and an MBA from Oxford Brookes University. She further honed her skills with qualifications with the Digital Marketing Institute and most recently certified in AI with the Marketing Artificial Intelligence Institute.

Before her tenure in the US, Ncube’s global footprint included playing pivotal roles in the launch of hotels in 14 countries and holding distinguished senior executive roles at major global companies like Accor Hotels, InterContinental Hotel Group, Pineapple Hotels, and Red Carnation Hotels.

Dedicated to fostering diversity, equity, inclusion and accessibility, Ncube is certified by Destinations International and mentors on various committees and boards, including the California Travel Association, where she advocates for underrepresented communities. Outside of work, she enjoys travel, culture, theatre, dancing, and maintaining close ties with her global family. Her journey exemplifies the power of determination and as a global citizen, serving to be an inspiration to many.

Nicole Hankton, Executive Vice President, Visit Walnut Creek

Hankton is a proud San Francisco Bay area native with 20 years of experience in marketing, sales, and public relations. In her role as executive vice president of the visitors bureau at Visit Walnut Creek, she manages marketing, public relations, and local partnership efforts.

A talented communicator with significant previous experience in retail and hotel marketing, including the Oakland Marriott & Convention Center and other properties in the Bay area, Hankton leads the Visit Walnut Creek team on the strategic promotion of Walnut Creek as a leisure and business destination to travelers for small meetings, conferences, social events, and weekend getaways.

She studied business administration at the University of Phoenix and is an alumnus of Leadership San Leandro and Leadership Oakland programs.

Sonya Bradley, Chief of Diversity, Equity and Inclusion, Visit Sacramento

In April 2021, Bradley transitioned from serving as Visit Sacramento’s longtime chief marketing officer to the chief of DEI. This position was created specifically to address the organization’s commitment to taking action and creating change when it comes to DEI within Visit Sacramento, the tourism industry in the Sacramento region, and beyond.

As a 25-year veteran of the tourism industry, Bradley feels a deep, personal calling to use her expertise, widespread relationships, and experiences to create a better path forward for people of color and other underrepresented people in her community to be part of Sacramento’s tourism industry.

In this role, she is involved with all Visit Sacramento departments to ensure that DEI is brought to the forefront of every program and practice. Sonya shares and collaborates on best practices and continues to explore with peers around the country how tourism organizations can better incorporate DEI into daily operations.

She has a bachelor of arts degree from Pepperdine University and a master of science from San Jose State University. She serves on various committees and boards, including California Travel Association, Destinations International, DMA West, and a Sacramento non-profit that focuses on youth and family. She’s a self-described nerd who enjoys reading (especially true crime), armchair decorating, traveling, spending time with family, going to baseball games, and hacking around a golf course.