For years, the question of whether Black people “really travel” has loomed in certain circles. But new research from MMGY Travel Intelligence makes the answer undeniable: not only do Black travelers travel, but they also spend—and they spend big. In 2023 alone, Black travelers contributed a staggering $145 billion to the U.S. travel economy, underscoring their influence as a vital market segment that the industry can no longer afford to overlook.
A Growing Economic Force in Travel
The study, based on data from 2,000 Black leisure travelers, found that Black travelers took 184.12 million trips last year, making up 11% of the U.S. leisure travel market. This isn’t just a trend—it’s a movement. And as National Coalition of Black Meeting Professionals (NCBMP) CEO Jason Dunn puts it, the conversation needs to shift:
“The data is clear: Black people do travel, and our buying power does impact communities. This should no longer be a question but a fact discussed in all boardrooms, especially in today’s climate.”
Looking ahead, Black travelers plan to increase their travel budgets significantly, with an expected average spend of $2,992 per traveler in 2025—a $1,300 jump from the previous year. This is particularly noteworthy given that, on average, Black leisure travelers report lower median incomes compared to the broader U.S. travel population.
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Where the Money Is Going
So, what exactly are Black travelers spending their money on? The report breaks it down:
• Transportation and food make up the largest portion of travel expenses.
• Accommodations follow closely behind.
• Among higher-income Black travelers, 59% of the budget is allocated to transportation and lodging.
• For lower-income travelers, this figure sits at 51%.
Traditionally, road trips have been a staple in Black travel culture, with 79% of travelers opting for car travel and covering an average of 247 miles one way. However, this may be shifting as more Black travelers embrace premium travel experiences. According to the study, 87% are willing to pay for upgrades, including better hotel stays and preferred airline seating.
The Importance of Safety and Cultural Connection
For many Black travelers, safety and inclusivity remain top concerns. 79% of respondents cited feeling safe and welcomed as a major factor in choosing destinations. This aligns with the historical challenges Black travelers have faced, from limited travel options in the Jim Crow era to modern concerns about discrimination and bias in travel spaces.
“Creating memories, relaxing, and exploring new destinations while feeling safe are paramount for today’s Black travelers,” said Simon Moriarty, Vice President of Research & Analytics at MMGY Travel Intelligence.
Beyond safety, cultural connection is a key motivator, particularly for millennials, who actively seek out destinations that celebrate Black heritage and support Black-owned businesses. Meanwhile, Gen Z and Baby Boomers tend to prioritize affordability, looking for valuable experiences that don’t strain their budgets.
An Industry Wake-Up Call
With 76% of Black travelers planning domestic vacations in 2025, the outlook for this market is stronger than ever. However, the question remains: is the travel industry adapting fast enough?
Martinique Lewis, President of the Black Travel Alliance, sees the report as a clear message to travel brands and destinations:
“This data speaks to the significance of Black travelers. It’s also a wake-up call for destinations considering how to engage this market.”
The numbers don’t lie—Black travelers are not just participants in the travel industry; they are shaping its future. They’re spending more, prioritizing cultural experiences, and demanding better service. Travel brands that fail to acknowledge this $145 billion market risk missing out on a powerful economic force that is only set to grow.
