How a small DMO is leading the way in DEI-focused placemaking: Lessons from Cayuga County in upstate New York
By Kimberli Samuel, Marketing Communications Lead, The Culturist Group
When Karen Kuhl was appointed executive director of the Cayuga County Office of Tourism (Tour Cayuga) in upstate New York, she 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 Culturist Group works with tourism organisations of all sizes to help them create authentic, culturally relevant, resonant marketing communications strategies that appeal to multicultural audiences and focus on inclusivity and belonging. In Cayuga County in upstate New York, we found an inspiring partner who has created a holistic placemaking approach that centres on diversity, equity, and inclusion to help tell its own culturally rich and historically significant story.
Their success offers valuable lessons for DMOs of all sizes looking to implement meaningful DEI initiatives.
A foundation in sustainability
For Tour Cayuga, DEI isn't just about marketing – it's fundamentally tied to destination sustainability. The organisation views sustainability through three interconnected pillars:
- Environmental Protection (Planet)
- Social Equity (People)
- Economic Viability (Prosperity)
"DEI work falls under social equity, but it's essential to understand that all three pillars must work together for true sustainability," explains Kuhl. "These principles need to be in the core DNA of an organisation to survive leadership changes and create lasting impact."
Nine steps to DEI implementation
Tour Cayuga's journey revealed nine crucial steps for DMOs implementing DEI initiatives:
1. Start with introspection
The team began by defining their role carefully. As Gwen Webber-McLeod, a community leader, advised: "Stay in your lane. Tour Cayuga is not a social justice organisation, but a tourism promotion agency." This clarity helped the organisation understand how to effectively promote social justice within their tourism marketing mandate.
2. Research extensively
Beyond studying industry reports like MMGY's "The Black Traveller: Insights, Opportunities & Priorities," Tour Cayuga conducted focus groups with Black travellers and tour operators. They also researched Black-owned businesses in the county and documented the Black Auburn Experience through local community leaders.
3. Secure board support
The team presented research-backed proposals to their board, leading to bold moves like featuring Harriet Tubman prominently on their 2020 Travel Guide cover – a significant departure from previous marketing approaches.
4. Transform internal operations
Tour Cayuga didn't just focus externally. They audited their board composition, revised bylaws, updated their employee manual, and obtained Travel Unity Level One Certification. Staff members pursued individual DEI training through industry partners.
5. Create community oversight
A 13-member Harriet Tubman Committee was established, including Tubman's descendants, community leaders and various stakeholders. This committee ensures authentic messaging and serves as a crucial community liaison.
6. Build strategic partnerships
Tour Cayuga forged partnerships with organisations like GirlTrek, National Parks Service and the Underground Railroad Consortium of New York State, amplifying their impact beyond their immediate region.
7. Match invitation with welcome
"We cannot just talk the talk; we have to walk the walk," says Kuhl. Tour Cayuga ensures their marketing messages (the invitation) align with actual visitor experiences (the welcome) through carefully curated content, diverse photo/video shoots and targeted media FAMs.
8. Expand regional influence
The organisation regularly hosts workshops and summits for regional partners interested in creating their own DEI programmes. They're also leading accessibility initiatives in the Finger Lakes region and developing tour guide training programmes.
9. Analyse impact continuously
Tour Cayuga developed an "impact multiplier" measurement system that considers awareness growth, thought leadership wins, and influence on future guidance – moving beyond traditional ROI metrics.
Results that speak volumes
Tour Cayuga's efforts have garnered significant recognition, including the 2023 NYSTIA Award for Excellence in Tourism Equity & Inclusion. The organisation 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. As a result of this initiative, Tour Cayuga is now a leading voice in the statewide and regional creation of Underground Railroad tourism development and placemaking.
Key takeaways for DMOs
Tour Cayuga's experience offers several valuable lessons:
- Focus on one initiative at a time and be patient with the process
- Start locally before expanding to visitor-facing initiatives
- Prepare for a long-term commitment – think years, not months
- Leverage stakeholder support for creation, fact-checking and advocacy
- Address challenges through education and factual support
- Seek external guidance from industry experts and organisations
- Measure impact beyond traditional revenue metrics
As Melody Smith Johnson, a Cayuga County resident, business owner and Tourism board member, emphasises: "We had to ensure we would honour her legacy and not monetise her name." This principle has guided Tour Cayuga's approach to authentic, meaningful DEI implementation – proving that even small DMOs can make a significant impact in creating more inclusive and equitable tourism experiences.
The success of Tour Cayuga demonstrates that comprehensive DEI initiatives can enhance a destination's appeal while positively impacting the broader tourism industry. Their journey provides a valuable roadmap for other DMOs embarking on their own DEI transformations.
Learn more at tourcayuga.com and follow their journey @tourcayuga. To download Tour Cayuga's DEI White paper visit, https://www.tourcayuga.com/wp-content/uploads/White-Paper-for-Tour-Cayuga.pdf.
