Visit Cayuga's Inclusion Efforts Spur Economic Vitality and Community Empowerment
Visit Cayuga set on an ambitious journey to transform its approach to destination marketing and placemaking through the lens of diversity, equity and inclusion (DEI).
Destination Profile
Explore a rich heritage of activism at fascinating sites across this region, located in the Finger Lakes of New York State. Get an up-close look at U.S. history in Cayuga County, with idyllic towns that hold moving stories of determination and sacrifice. Many notable figures in the antislavery and women’s suffrage movements called this region home, and artifacts from their lives have been meticulously preserved at museums and historic sites. Hear the stories of Harriet Tubman and the Underground Railroad, a secret network of pathways and safe houses that helped guide enslaved people from the U.S. South to freedom in the North and beyond in Canada.
Destination Organization
Geographical Location
Visit Cayuga is located in the Finger Lakes region of Upstate New York.
Destination Population Size
75,000
Organization Budget Size
$1M
Destination Challenge
When I was appointed executive director of the Cayuga County Office of Tourism (Tour Cayuga) in upstate New York, I made a surprising discovery. Harriet Tubman – the legendary civil rights activist and conductor of the Underground Railroad (a historic network used by freedom seeking Americans to escape slavery) who chose Auburn, Cayuga County as her home – was barely featured in the destination's tourism marketing. Even more surprising: some local residents weren't aware of Tubman's profound contributions to their region. This revelation set Tour Cayuga on an ambitious journey to transform its approach to destination marketing and placemaking through the lens of diversity, equity and inclusion (DEI).
The Project
The Cayuga County Office of Tourism (Tour Cayuga) has released a white paper, "A Nine Step Guide to Integrating Diversity, Equity, and Inclusion in Tourism Marketing," documenting the organization's successful journey in implementing comprehensive DEI initiatives. The white paper provides a detailed roadmap for destination marketing organizations (DMOs) seeking to create more inclusive and welcoming environments for all travelers.
Results and Key Performance Indicators (KPIs)
The white paper outlines nine crucial steps for implementing DEI initiatives:
- Introspection and Commitment
- Extensive Research
- Board Approval and Support
- Organizational Integration
- Establishment of Guidance Committee
- The Importance of Partnerships
- Aligning Invitation and Welcome
- Regional Influence and Leadership
- Continuous Impact Analysis
Tour Cayuga's efforts have garnered significant recognition, including the 2023 NYSTIA Award for Excellence in Tourism Equity & Inclusion. The organization was also a finalist for the 2024 eTSY Awards for Best Use of Sustainability and Social Responsibility and the 2024 City Nation Place Awards for Best Communications Strategy.
Lessons Learned
As Harriet Tubman's chosen hometown, we have a unique responsibility to ensure our tourism practices honor her legacy while creating a welcoming environment for all visitors. This white paper shares our learnings to help other destinations, particularly smaller DMOs with limited resources, implement meaningful DEI initiatives.
Actionable Advice
The white paper emphasizes the importance of community engagement, stakeholder support, and long-term commitment. It includes practical tools such as a Marketing Agency Matrix and Impact Multiplier Formula to help organizations measure and track their progress.
Top Takeaways
We cannot just talk the talk; we have to walk the walk as well. In this heightened political climate, it is more important than ever for DMOs to double-down on ensuring marketing messages – what we call the 'invitation' – align authentically with visitors' actual experiences – the 'welcome.' But before being able to extend this welcome, a lot of work and patience is needed to do the work locally. We hope this white paper provides other DMOS very specific action items and takeaways to guide their own journey.
Cayuga, New York
Explore a rich heritage of activism at fascinating sites across this region, located in the Finger Lakes of New York State. Get an up-close look at U.S. history in Cayuga County, with idyllic towns that hold moving stories of determination and sacrifice.
42.918997940545, -76.726151340902
About the Author
A first-generation immigrant to the United States from Nicaragua, Karen Kühl brings 35 years of diverse tourism industry experience to her role as Executive Director of the Cayuga County Office of Tourism. Starting as a hostess and front desk agent, she worked her way up through roles like restaurant and resort manager, ultimately founding her own agritourism venture. Today, she leads efforts to position Cayuga County as a premier destination in the Finger Lakes and Central New York.
Under Kühl's leadership, Cayuga County became the first Travel Unity-certified destination marketing organization, embracing diversity and inclusion in tourism. She spearheaded the Harriet Tubman Committee, uniting community leaders, activists, and descendants of Tubman to honor her legacy and promote Auburn, New York, as a historical hub. Key initiatives include the development of a DEI plan and restoration of the Historic Thompson Memorial AME Zion Church, a landmark of the Underground Railroad.
Karen’s efforts extend to creating the Harriet Tubman Underground Railroad Corridor, connecting New York’s abolitionist sites. Her leadership exemplifies a dedication to heritage tourism, economic growth, and inclusivity, making Cayuga County a welcoming place for all.