Organizations that welcome travelers want to showcase their dedication to inclusion and responsible tourism. But without external validation or formal recognition, it can be challenging to prove your efforts are meaningful and industry-leading.
In a competitive marketplace, travelers and partners are actively seeking out brands that align with their values. Without an official certification, your organization risks being perceived as performative or out of step with industry standards. This can limit trust, reduce visitor engagement, and diminish your reputation for authenticity.
Travel Unity’s Certified by Travel Unity (CBTU) program provides an external validation of your DEI efforts across four levels—ranging from strategic planning to traveler-facing communications. This rigorous, collaborative process encourages continuous improvement and signals your leadership in responsible, inclusive tourism.
Achieving CBTU certification provides your organization with:
Beyond the badge, CBTU positions your organization as a leader committed to making a real, measurable difference in the communities you serve.
Certified by Travel Unity (CBTU) is the travel and tourism industry’s only certification program for visitor-facing organizations that validates visitor-facing organizations’ efforts around diversity, equity, and inclusion (DEI).
Being Certified by Travel Unity demonstrates organizational alignment with Travel Unity’s DEI Standards for Visitor-Facing Organizations’ three pillars:
Internal culture and HR alignment.
Ensuring a welcoming experience for all backgrounds and abilities.
Engaging stakeholders and local supply chains.
Destination organizations, attractions, hotels, resorts, museums, and cultural institutions committed to elevating their DEI practices and publicly demonstrating their leadership.
CBTU Level One requires organizations to have external and internal facing commitments to DEI and demonstrable achievement of new short-term goals around DEI.
CBTU Level Two requires demonstration of alignment with all Management & Workforce criteria related to human resources (HR).
CBTU Level Three requires organizations to have plans for engaging their stakeholders, partners, and supply chain around matters related to DEI.
The highest level of CBTU, Level Four, requires organizations to demonstrate alignment with all of Travel Unity’s DEI Statements for Travel & Tourism, including preparations for visitors of all backgrounds and abilities.
For organizations that need additional assistance, Travel Unity’s Consulting team can complete an additional in-depth audit of specific items or a comprehensive audit of your entire organization.
Non-Alliance Members
$1,000 per level
Travel Unity Alliance Member
$750 per level
CDTP-Certified Members
$500 per level
Contact us for more information or organization-specific modules.
