Understanding the $71-Billion ‘Multicultural Tourist’

I just learned today that when Latinos and African-Americans travel we contribute to some huge, rapidly growing market known as “multicultural tourism.”

At least that is according to Kim Hunter, the CEO of  Lagrant Communications, a P.R. and marketing firm.  As Mr. Hunter informs us, “African-American and Hispanic traveling behaviors have steadily been on the rise.”

But that is not all. Some research (somewhere) also shows that:

“Hispanics were also willing to spend $71 billion in traveling.”

This, I guess, is mostly because when it comes to our vacation, we are a very willful bunch.

But if marketers really, really want to take advantage of such an important market, they’d better start by understanding that we do not travel like everybody else. No, señor: While both, African Americans and Hispanics want to go somewhere “they will be accepted,” African-Americans travel with their churches, while Hispanics travel with their children.

[I suppose this leaves non-Hispanic whites making the pilgrimage to Cancún, childless and mostly willing to get wasted on bad tequila shots.]