Cincinnati USA CVB Announces New Initiative to Broaden Visitor Market, Enhance Diversity and Inclusion Programs
The Cincinnati USA Convention & Visitors Bureau today announced a new initiative to enhance its focus on diversity and inclusion, making it more relevant in the community and more attractive to visitors.
To lead the initiative, Jason Dunn, CTA, has been named Group Vice President, Diversity Sales and Inclusion, said Julie Calvert, President & CEO.
"The destination marketing industry attracts 26 million visitors and generates $5 billion in economic impact annually to the Cincinnati region,” said Calvert. “Over the next two decades, studies show that the majority of new U.S. travelers will be people of color and varying nationalities. Trends also show LGBTQ+ travel will be strong. We want to be prepared to sincerely welcome and engage these visitors. This initiative, and Jason’s new role, will help us accomplish that.”
Connecting Visitors to the Community
“It’s essential that we connect communities of all backgrounds to the Cincinnati region,” Dunn said. “While we’ve made significant progress in doing so – our renewed focus and expanded programs will be an important step in positioning our region as a first choice for all visitors.”
Dunn will lead a new department responsible for five key initiatives that include all CVB programs related to diversity and inclusion. These include diversity sales, supplier diversity, developing the CVB’s first internal diversity/inclusion initiative, expanding the Vibe marketing platform, and growing the Dan Lincoln Institute for Hospitality Leadership, which trains students for diverse careers in hospitality and tourism.
“Jason delivers a skill set, leadership experience and perspectives that are unique to our organization and have helped create economic growth in the Cincinnati region,” said Calvert. “Jason’s new, expanded role is an essential part of our commitment to helping Cincinnati become the destination of the future.”
Dunn Led Significant Growth in Multicultural Market
Since joining the CVB in 2004, Dunn has led efforts to deliver significant new convention business and forged inroads with the national multicultural meetings market. The number of multicultural meetings in Cincinnati has represented more than one-third of all CVB new business in the past decade, resulting in $129 million in economic impact from 2013-2018.
Dunn’s work for the CVB, the industry and the local community speak to his own commitment to diversity and inclusion, and to forging a vibrant community, according to Calvert.
Dunn has served as Chairman of the Southwest Ohio Regional Transit Authority, where he helped the organization improve access to jobs, broaden benefits to employees, and increase accountability and enhance planning. He is the Chairman of Greater Cincinnati Northern Kentucky African American Chamber of Commerce and also chairs the Cincinnati Police Foundation.
Among his industry leadership roles, Jason is the Vice Chair of National Coalition of Black Meeting Planners and co-chaired the 107th NAACP National Convention Blue Ribbon Committee.