Multicultural Meetings and Events Will Be Key as Minorities Become the Majority

With the United States poised to become a minority-majority country by 2040, multicultural markets are no longer a niche outreach business target for convention & visitors bureaus and destination marketing organizations.

Philadelphia is already a minority-majority city, said Greg DeShields, executive director, PHL Diversity, a business development division of the Philadelphia Convention and Visitors Bureau, which works to increase Philadelphia’s share of diverse/multicultural meetings and tourism.

“There are a lot of assets in this market for meeting conference attendees,” he said. “Eighty-one percent of room nights consumed by PHL Diversity-related groups fell in hotel need periods.”