In response to the underrepresentation of Black people in the travel sphere, Black travelers have created their presence in the market – authentically representing and providing opportunities for Black travelers. This group of Black travelers has taken on the collective name of the Black Travel Movement (BTM). Informed by social movement and critical race theory, nine interviews were conducted to better understand what influences BTM leaders in their quest for social change. Three emergent themes resulted: Catalysts Lead to Self-Efficacy, Awareness Leads to Consciousness Raising, and Community Activation Leads to Resource Mobilization. As evident from our interviews with BTM leaders, discrimination, bias, racism, and inequities are ubiquitous and continue to create inhospitable and toxic touristic experiences and landscapes for Black and people of color. However, results reveal a cyclical model that highlights hope through activism and community mobilization.
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