If you haven’t yet noticed on TikTok or Instagram, the tourism industry is experiencing a travel renaissance with Black consumers. Led by influencers and growing online communities, the way that Black travelers engage with the world has been transformed. Movements like Nomadness Travel Tribe have been pivotal in this resurgence, creating spaces where Black travelers feel empowered to explore on their terms. These collectives and individual influencers have discarded stereotypes about who travels and they are celebrating the many dimensions within Black travel culture, inspiring a new generation of global adventurers.
The concept of a Black travel renaissance points to a reclaiming of space in an industry that has historically overlooked or excluded Black narratives. Nomadness Travel Tribe, founded by Evita Robinson, has been a pioneer in this movement. Since its inception, the group has cultivated a global community of over 30,000 members, emphasizing the importance of representation and cultural connection. Nomadness Travel Tribe and similar communities have sparked a shift in how travel is perceived within the Black community, transforming it from a luxury for the 1% to an accessible form of self-expression, personal growth, and economic empowerment.
It is a movement that is deeply intertwined with the purchasing power of Black travelers. A 2021 MMGY Global report revealed that Black Americans spend more than $109B on travel annually, a figure that underscores their significance in the global tourism economy and one that has grown since the pandemic. Beyond the numbers, the travel renaissance has brought a heightened focus on cultural exploration and luxury experiences. Not surprisingly, Many Black travelers are drawn to destinations that celebrate African heritage, such as Ghana’s Year of Return campaign in 2019, which welcomed thousands from the diaspora.
Brazil, known for its rich Afro-Brazilian culture, has also seen a surge in Black visitors, thanks in part to the amplification provided by influencers and travel collectives. At the same time, the undeniable allure of luxury travel has gained traction, fueled by social media’s steady supply of FOMO. Influencers showcasing lavish experiences– five-star resorts in the Maldives, private yachts in the Caribbean, or upscale safaris in Tanzania– have sparked aspirations for indulgent, champagne flute-clinking, adventures.
Social media platforms like Instagram, TikTok, and YouTube have been the main characters driving this specific version of the Black travel renaissance. With their vibrant content, influencers such as Oneika Raymond and Jessica Nabongo, the first Black woman to visit every country in the world, have built dynamic narratives that blend wanderlust with cultural pride and social commentary, as well as the challenges they face during their travels.
Their posts feature visually stunning images that inspire followers and tap into the aspirational aspects of travel, showcasing luxury accommodations, exclusive events, and curated itineraries that amplify the persistent dream of ‘living your best life”. FOMO culture has created a ripple effect, encouraging Black travelers to prioritize experiences that are both culturally enriching and visually shareable. If you didn’t make your followers jealous of your trip, was it even worth getting on the plane?
Social media has amplified narratives like Nabongo’s, with visually engaging content that demystifies less-traveled regions. Botswana’s tourism board recently collaborated with micro-influencers (someone with between 1,000 and 100,000 followers) passionate about sustainability and wildlife conservation. The influencers shared their experiences on ethical safaris and community-based tourism, positioning Botswana as a sustainable destination and attracting travelers seeking unique adventures.
Initiatives like this have extended to countries like Chad, where efforts to promote tourism involve influencers highlighting the country’s natural beauty and cultural heritage. Despite challenges, initiatives such as these aim to reframe perceptions and attract tourists to less explored destinations.
All of this heightened visibility has prompted the travel industry to evolve, with luxury brands and destinations increasingly recognizing the value of collaborating with Black travel and creative influencers to connect with this demographic. For instance, Louis Vuitton has partnered with artists like Tyler, the Creator, to design exclusive travel accessories, including the iconic hard-sided trunks.
Platforms like Airbnb have also recognized the rise in Black travelers by spotlighting stays that would appeal to Black travelers. Airbnb’s notable initiatives include curated lists of Black-owned properties, such as historic homes in the Gullah Geechee Corridor or modern villas in Cape Town, as well as collaborations with influencers who share immersive experiences like Afrocentric decor, culinary traditions, and connections to local Black communities. For followers, these initiatives celebrate Black culture and enhance the accessibility of luxury travel tailored to the Black experience.
But despite the progress, challenges often come along for the ride. Black travelers continue to face issues such as racism, safety concerns, and microaggressive behaviors in certain locations. A quick spin through the comments sections of Black travel influencers reveals many questions regarding specific countries’ reputations for how Black travelers are treated, evidence that these challenges are top of mind when making travel decisions.
These realities highlight the importance of the work being done by communities like Nomadness Travel Tribe, which advocates for systemic change and celebrates the multifaceted nature of Black travel. What Nomadness Travel Tribe is doing is not just telling their community to go out and explore– their efforts are also about rewriting the global narratives around identity and belonging.
The Black travel renaissance is more than a moment; it is an organic and growing movement redefining what it means to see the world. By blending cultural pride, luxury aspirations, and a touch of FOMO via social media, Black travel influencers are inspiring a new wave of global citizens with considerable buying power. For the tourism industry, this is a moment that offers an opportunity to embrace a multicultural messaging approach, cater to an influential demographic, and celebrate the vibrancy that Black travelers bring to the world stage.
