When I became executive director of Tour Cayuga in upstate New York, I set out to fundamentally reshape our organization’s approach to destination marketing. Harriet Tubman, one of America’s most influential civil rights leaders who chose our region as her home, needed to be front and center in our tourism narrative. Furthermore, this introspection required a holistic DEI solution that became the catalyst for a comprehensive transformation of our destination marketing. In this process, I quickly learned that meaningful change would only be possible through strong community partnerships and collaborative leadership.

As a woman leader in the tourism industry, I understood that implementing lasting DEI initiatives required more than just top-down directives. It demanded a careful balance of vision, community engagement, and sustainable practices. Here’s how we built a community-led approach that transformed our DMO and could serve as a model for other organizations.

Building Trust Through Inclusive Leadership

One of our first crucial steps was establishing a 13-member Harriet Tubman Committee, which included Tubman’s descendants, community leaders and key stakeholders. This wasn’t just about consultation — it was about embedding community voices into our decision-making process. As Gwen Webber-McLeod, one of our community leaders, advised me early on, “Stay in your lane. Tour Cayuga is not a social justice organization, but a tourism promotion agency.” This guidance helped us understand how to effectively promote social justice within our tourism marketing mandate while respecting community boundaries.

Forging Strategic Partnerships

We recognized that sustainable change requires strong alliances. We built partnerships with local business leaders, government officials, and organizations such as the National Parks Service and the Underground Railroad Consortium of New York State. These partnerships weren’t just about expanding our reach; they were about creating a network of advocates who could help drive our mission forward.

Local business owner and tourism board member Melody Smith Johnson became a crucial ally, helping us navigate the delicate balance between promotion and advocacy. Her insight that “we had to ensure we would honor her legacy and not monetize her name” became a guiding principle in our approach to authentic DEI implementation.

Empowering Through Education and Engagement

We invested heavily in education and engagement at all levels. This included conducting focus groups with Black travelers and tour operators, researching Black-owned businesses in our county, and documenting the Black Auburn Experience through local community leaders. We regularly host workshops and summits for regional partners interested in creating their own DEI programs, positioning Tour Cayuga as a thought leader while building a stronger regional network.

In partnership with our local community, we host Tourism Community Days. These events, held across Cayuga County, provide a space for locals to share their thoughts on how the region should be promoted, identify hidden tourism gems, and discuss local barriers to tourism. The feedback gathered helps shape our marketing strategies while strengthening community ownership over tourism development.

Measuring Impact Through a Community Lens

Traditional return on investment metrics weren’t sufficient to capture the true impact of our initiatives. We developed an “impact multiplier” measurement system that considers awareness growth, thought leadership wins, and influence on future guidance. This approach helps us demonstrate value to stakeholders while keeping community impact at the forefront of our evaluation.

Karen Kühl is the executive director of the Cayuga County Office of Tourism.