While the letters “DEI” may be taboo for the moment, the events industry is diligently aiming to preserve its inclusive nature.
Nowhere is that more apparent than in Washington, DC. With deep roots in African American culture and a vibrant LGBTQ+ community, the capital is the epitome of a melting pot.
Yet it’s also home to the federal government, which is currently cracking down on what it says are unfair practices favoring certain communities over others. Amid a flurry of executive orders, organizations involved in business events as well as the many industries that intersect with travel and hospitality at-large are treading carefully without abandoning their principles.
The effort begins with altering the words in “welcome” messaging without changing the meaning, says Elliott Ferguson, president and CEO of Destination DC and Brand USA’s Board Chair.
“We’ve got to focus on doing the right thing—making sure that we are giving everyone opportunities to continue to advance within our industry,” says Ferguson.
“But we have to be mindful that using the letters ‘DEI’ might not necessarily be well received.”
The DEI Debate
Naturally, the White House’s DEI pushback has fans and harsh critics. Statistics suggest the same:
- As of November 2024, 52% of employed US adults still say focusing on increasing DEI at work is a good thing, according to Pew Research Center.
- Meanwhile, 1 in 8 companies plan to eliminate or reduce their DEI initiatives due to political climate changes, economic pressures or a lack of measurable return on investment, according to a January 2025 report by Resume.org.
Navigating the terrain was a hot topic at the 2025 Destinations International CEO Summit held in March in Savannah, Ga., Ferguson says.
“Diversity is now ‘The D Word,’” he adds.
That said, Ferguson doesn’t expect a push toward “a one-dimensional workforce.”
The debate for how to proceed falls into a larger discussion within the US events industry to present itself as welcoming as possible despite federal policies that may turn off potential international attendees.
The Atlanta CVB, for its part, is doubling down on its diverse heritage as a selling point.
“As one of the world’s most diverse cities, we enthusiastically embrace multicultural tourism,” said William Pate, president and CEO of the Atlanta CVB. “[We are] proud to produce content, such as ATL Unguided, our Black travel guide, LGBTQ+ travel guides and bilingual stories in Spanish, all of which authentically highlight the many diverse experiences that visitors can have in our city.”
Making Sacrifices
Managing expectations and landmines is at the forefront of the industry-wide effort to drive as much attendance to destinations across the US.
For instance, the DC government agreed to President Donald Trump administration’s demands to repurpose and rename its Black Lives Matter Plaza. Meanwhile, artistic groups are protesting the reshaping of the city’s famed Kennedy Center: “Hamilton” cancelled its scheduled run there, and it’s unclear what the ramifications will be regarding a recent executive order challenging the Smithsonian Institution’s portrayal of American culture and history.
“You have to make some sacrifices that make the most sense for the good of the order of the city,” says Ferguson. “But it does not mean that it changes your core values.”
There are workarounds. Destination DC, for instance, can take advantage of its many other venues that face less scrutiny to avoid controversy and attract as large a crowd as possible, notes Ferguson.
DC is also going forward with WorldPride festivities this spring celebrating the LGBTQ+ community and other festivals—including its annual Cherry Blossom Festival (currently ongoing) and Folklife Festival (slated for July 2-7)—celebrating the city’s diverse population.
That said, concerns among the events industry remain.
“DEI programming being reduced: Events have become vital platforms for diversity, equity and inclusion. Losing DEI content weakens our sense of community,” Nicola Kastner, CEO of Event Leaders Exchange, wrote on her LinkedIn page.
