Driving Change: How Inclusion and Access Shape

Insights from the Destination International Social Inclusion Summit

Destinations International (DI) hosted the 2024 Social Inclusion Summit in Spokane, Washington, October 28-30, where they shared insights and resources on inclusion in the travel and tourism industry.

During the summit, DI provided attendees with resources such as the Global Accessibility Report, Workforce Diversity and Retention Industry Brief, Social Inclusion Dictionary 2024, and Social Inclusion Resource Glossary.

Attendees also received an “Ideas to Inspire Change” workbook, which provided best practices and ideas for discussion in breakout sessions.

Smart Meetings discusses the importance of inclusion and accessibility in the meetings industry with Sophia Hyder Hock, chief inclusion officer at Destinations International.

Smart meeting Why do these discussions and resources about inclusion and accessibility in the meetings and events industry make sense?

Sophia Hyde Hawk Promoting conversations around inclusion and accessibility makes sense because business events can drive professional development and knowledge sharing and create significant economic impact. According to the EIC’s “The Impact of Business Activities on the Global Economy” report, business activities contribute more than $1.5 trillion to global GDP every year. Inclusion is critical at events as it serves both a compelling business case and an ethical imperative. Creating inclusive events can provide access to new, untapped markets, increasing engagement and revenue, while also delivering an attendee experience that fosters long-term loyalty and creates a competitive advantage for the event.

Read more: Diversity, equity, and inclusion are good for your meetings (and business)

Inclusive and accessible events enable the full participation of all attendees, promoting richer conversations, enhanced learning and greater innovation by embracing diverse perspectives. This diversity is a further strong incentive for the industry to invest in the event itself (sponsors, exhibitors, etc.). Locally, events can create opportunities for underserved populations to transform into the workforce of the future, supporting the future growth of industry and events.

Event organizers and destinations need these resources to help coordinate their efforts and maximize profitability and growth for everyone.

How does SM provide these resources to improve the event experience for attendees and planners?

SHH Resources such as the Social Inclusion Dictionary, Tampa Case Study, and Accessibility Playbook provide attendees with actionable strategies for implementing popular and impactful initiatives. Integrating these resources into the event experience can help attendees envision practical next steps while deepening their understanding of responsibilities. For planners, these tools can increase the value of events by fostering engagement, sparking ideas, and empowering participants to create meaningful change.

Read more: How customized intergenerational engagement benefits conference professors

The value of joint education and assets provides not only implementable concepts but also practices that enable destinations and event organizers to maintain an effective working relationship. For planners, concepts that can be incorporated into their business event strategy move them from reactive to proactive and start conversations (and in some cases concessions) around these important attendee experience elements early in the process, rather than Think about it as an afterthought after signing the contract. When these resources support their strategic complement, it becomes part of their RFP process, negotiations, and services they work with the destination.

SM What is the reaction of attendees when given information such as the “Ideas to Spark Change” workbook?

SHH Attendees responded enthusiastically to the “Ideas to Inspire Change” workbook, which combines concepts, ideation prompts and note-taking space. Available in digital form with limited print runs, this workbook helps attendees focus during meetings and captures actionable insights to bridge the gap between theory and implementation. Many attendees said they intended to use the workbook to guide conversations with colleagues, extend its impact beyond the summit, and influence their organizations’ future strategies.

How can SM planners truly take what they’ve learned and use it thoughtfully and intentionally when working with attendees and planning events?

SHH Planners can thoughtfully apply what they learn, starting with self-assessment and stakeholder engagement. Using tools like DI’s Tampa Case Study and Toolkit, they can identify opportunities and areas of growth around inclusion. Planners can focus on integrating inclusive practices at all stages—from site selection, planning and communication to execution. This includes consulting with diverse groups, seeking feedback, and continually adapting to attendee needs. By aligning campaign goals with broader social inclusion principles, planners can ensure every decision reflects their commitment to equity. Continuously revisiting these practices after the event, through attendee feedback and internal review, is key to refining and sustaining impact.

Planners can use what they learn to tailor negotiation requests and develop strategies to improve ROI. This in turn increases internal support, possible event funding, attendee experience and loyalty. By applying what they learn, planners can start conversations with target organizations early in the process to maximize creativity, communication and experience. This will also shape the nature of conversations, from transactions to negotiations. Concepts can further reshape local partnerships to generate different local added value and, in some cases, offer special services to attendees.

SM As we move into 2025, how can planners use information from the Social Inclusion Summit to create better events?

SHH Going forward, planners can leverage the practices of the Social Inclusion Summit and consider inclusion as a cornerstone of event strategy rather than a one-off initiative. They should leverage resources like the Accessibility Playbook and the Tampa Bay Toolkit to build a framework for accessible and inclusive practices. By prioritizing destinations that invest in social inclusion, planners can ensure destination choices and relationships are aligned with shared goals. This may become a requirement of planners during the RFP process.

Working with organizations and experts in the field can provide new perspectives and innovative solutions. Additionally, as political and social dynamics evolve, planners must remain proactive and address challenges head-on while advocating for equity. By embedding these principles into their organizational culture or the way they work with clients, planners can create events that resonate deeply, cultivate real connections and set new benchmarks in the industry.