NCBMP Explores “The Power of Place” at State of Black Tourism
By Todd McElwee
The National Coalition of Black Meetings Professionals (NCBMP) and Tourism Economics, an Oxford Economics Company, had a question: What is the impact of Black meetings and events?
Presenting research from the Black Tourism Economic Impact Study, Adam Sacks, President, Tourism Economics, an Oxford Company, had the answer during NCBMP’s State of Black Tourism (SOBT) at the Dr. Martin Luther King Jr. Memorial Library in Washington, DC: $114 billion in total business sales.
SOBT was staged on September 17 under the theme of “The Power of Place.” The library’s nearly 300-seat auditorium was full.
Sacks broke down the $114 billion and other significant portions of the Black meetings sector, which impacts north of 578,000 jobs. In 2025, the market saw 29 million participate in meetings and events, 203,000 unique events and a $1,639 spend per participant.
Travel spending came in at $27.8 billion, with meetings production recorded at $20.5 billion. Black meetings comprise a 12% share of the domestic market.
Sacks concluded his presentation by answering “How important are Black meetings and events?” They’re massively importantly, he said.
SOBT also included a panel discussion with Mayor of Savannah Mayor Van R. Johnson II, Baltimore Mayor Brandon Scott, and Kansas City Mayor Quinton Lucas. Sheila R. Neal, CASE, Associate Vice President, Strategic Alliances, Visit Detroit signed on as the moderator, with Jason E. Dunn Sr., CEO, NCBMP, and Phyllis Dickerson, CEO of the African American Mayors Association (AAMA), adding to the conversation.
Intentionality, and its relevance to meetings and events was a major theme. The mayors discussed the significance of cities presenting the complete picture of a destination, including embracing the Black tourism experience via curated agendas, advertising and more. Dickerson discussed being intentional in every single detail in order to meet culture of the groups that are coming into town.
Lucas highlighted the importance of Black neighborhoods and institutions being included, and featured, in films and shows. He referenced how a recent episode of Apple TV’s Ted Lasso was filmed in Kansas City and included a visit to the Negro Leagues Baseball Museum and other Black cultural touchstones.
Municipal governments and CVBs, and other meetings industry stakeholders, must also be intentional in their dealings with each other. Neal asked the mayors to share how much they knew about the hospitality industry before taking office. Scott, who had been president of the Baltimore City Council, was well-versed on the subject and had pushed for a Black tourism experience before becoming mayor. He also said CVB heads, and other hospitality leaders, should get to know council members and other politicians, as you never know who will be the next mayor.
Johnson discussed the importance of mayors helping the entirety of the government and community to understand the impact Black meetings, and travel/tourism in general, has on a city.
Dunn stressed to point to the data when doing business, stating “Lead with the $114 billion.”
Hilina D. Ajakaiye, CDME, Chief Strategy Officer, National Coalition of Black Meeting Professionals; and Kevin L. S. Richardson, NCBMP Chairman, also discussed the growth and impact of NCBMP, while thanking everyone for attending SOBT.