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Multicultural Travel News – News From New York, Ireland, Washington and More

Friday, Oct 16, 2015
Multicultural Travel News 
In This Issue:     
News Briefs:
Multicultural Travel News Briefs:
New York City Announced New Family Ambassador in its First-Ever Bilingual Tourism Campaign
Mayor Bill de Blasio and NYC & Company, New York City’s official marketing, tourism and partnership organization, together with Nickelodeon, announced Dora is returning as the seventh Official NYC Family Ambassador. The announcement was made in Orlando, Florida during IPW, the travel industry’s premier international marketplace, where NYC & Company’s president and CEO Fred Dixon was joined by Dora. As part of the yearlong campaign, the world’s most beloved explorer, Dora, will encourage family travel to the City’s five boroughs by highlighting New York City as a family-friendly destination. For the first time ever, NYC & Company’s family ambassador program will include English and Spanish content that features activities and destinations in the five boroughs for families to enjoy. A global phenomenon, Dora has crossed social, racial and language boundaries and stands as a hero and friend to millions of children around the world. The Official NYC Family Ambassador campaign will be promoted through out-of-home media in the five boroughs and in Buffalo through NYC & Company’s new city-to-city tourism partnership; social media engagement using the hashtag #nycgofamily; TV commercials running in NYC taxicabs; and digital media targeting the City’s top regional, domestic and Spanish-speaking markets. For more details on the Dora Family Ambassador campaign, visit

Low Cost Airline Volaris Inaugurates Service from JFK – Continues Focus on the Hispanic Market
Low cost carrier Volaris, serving more destinations in Mexico than any other airline, inaugurates service from JFK on July 15th  as it continues to serve its core audience, the Hispanic Market. Miguel Aguiñiga Rodríguez, Senior Manager Mex-US/Sales & Marketing for Volaris,  in an interview with Multicultural Travel News, said that the “visiting family and relatives” market (VFR) is their key market. For that reason, since the airline was launched 9 years ago, he noted, they have been doing research to identify the largest Mexican-American population areas to establish routes to serve the VFR market.  Guadalajara is a principal destination because of the opportunity it presents to this  market as drive time from Guadalajara is only 2 to 6 hours to most key cities such as Zacatecas, Aguascalientes and Morelia, among others, destinations that are key for the Mexican ex-patriots living in the US. The airline also targets second and third generation Mexican-Americans to encourage them to visit and learn about their culture and food.The Volaris outreach to the Hispanic population is aligned with the Mexican Tourism board’s campaign with the theme “Mis Raices” targeting the Hispanic Market which will launch this August. The current “Live it to Believe it” campaign highlights the culture and food of Mexico and promotes a “Wine & Tequila Route” and “Mole Route.” The “Thousand Flavors of Mole” route encourages travelers to visit the regions of Mexico City, Tlaxcala, Oaxaca and Puebla where the famous “mole poblano” originates. The tequila route includes the city of Guadalajara, the capital of Mariachi music, itself declared as UNESCO Intangible Cultural Heritage of Humanity. Volaris marketing outreach includes alliances  with the various regional  Mexican Federations around the US, as a  key way to reach their main target —  Mexicans in the US with ties to family in Mexico. Knowing that Hispanics overindex in social media usage, Volaris is also focused on utilizing Facebook where they currently have over 1,300,00 likes and Twitter with over a million followers.  And in other milestone news, earlier this month Volaris announced it transported its 50 Millionth customer.

Vagabond Adventure Tours of Ireland and their sister company, Driftwood Irish Journeys of Discovery, offer trips off the beaten path. Become a Shepherd for a Day on New Kerry UnCorked Tour – Kerry UnCorked is a new immersive and insightful eight day trip from Vagabond that distills the best of Counties Kerry and Cork in Ireland’s Southwest. It ranges from a day spent working with a shepherd on a classic hill farm to cycling in Killarney National Park. There’s horseback riding on the Dingle Peninsula and even a chance try surfing along one of the Southwest’s most beautiful beaches. There are two nights each in the towns of Dingle and Kinsale, the latter Ireland’s most famous gastronomic village. Weekly departures May through September, 2016 details at  VagabondExperience Ireland through Irish Eyes – Enjoy a hands-on cooking demonstration of traditional Irish recipes on a Vagabond trip. Meet local artisan food producers and craftsmen and see them at work at their farms and studios. Join in or observe a local sporting team’s training session. Meet local musicians at traditional seissuns at local pubs throughout the country. For more information, visit

Six Weeks of Neighborhood Celebrations in Washington, DC
Cultural Tourism DC returned to its roots during September and October with more than 50 unique tours of the District of Columbia during WalkingTown DC.Cultural Tourism DC continues to serve as a catalyst for offering authentic experiences in the District of Columbia providing their programs through the generosity of people and companies that care deeply about the District of Columbia and local history. All of the educational programs are offered free of charge. Cultural Tourism DC’s Neighborhood Heritage Trail program grows this fall when two neighborhoods launch their new trails. An East of the River View: Anacostia Heritage Trail was launched October 3. At Park/Bloomingdale Heritage Trail has its kickoff planned for Saturday, October 17 at 11 a.m. in northwest Washington. PorchFest lets residents showcase their neighborhood with music and art and gives visitors a chance to roam and learn about the area, its amenities, architecture, and even the potential for living there -simply by following the music from porch-to-porch. Previous events included: Adams Morgan PorchFest, Rhode Island Avenue Main Street For more information visit

New-York Historical Society to Transform Fourth Floor with New Women’s History Center & Reinvisioned Collection Display
The New-York Historical Society has revealed plans for the transformation of the Henry Luce III Center for the Study of American Culture on the fourth floor of its home on Central Park West, which will be redesigned to feature highlights from its collection, as well as a new center for scholarship focused on women’s history. The centerpiece of the reimagined fourth floor will be New-York Historical’s preeminent collection of Tiffany lamps, displayed in a sparkling glass gallery designed by architect Eva Jiřičná. Renovation of the fourth floor has begun and the space is scheduled to open to the public in early 2017. The Center for the Study of Women’s History will be an educational resource for scholars, students, and the public, as well as a venue for discussion and exchange focused on women’s history. The annual Diane L. and Adam E. Max Conference in Women’s History will convene scholars and thinkers to discuss topics concerning women’s issues and their relevance to broader movements. The inaugural conference will take place in March 2016 and will focus on the female-dominated garment industry. The Center will also co-host an online course on women and work, taught by Columbia University historian Alice Kessler-Harris. In addition, it will develop educational resources and opportunities for K-12 students on-site and online, enabling them to engage with primary sources and curricula focused on the history of women’s labor and social reform in New York.
About This Newsletter

Multicultural Travel News newsletter (MTN) covers travel news of interest to ethnic and niche travelers and those who market to them. We write about destinations that interest multicultural travelers or have outreach campaigns to travelers of Hispanic, African American, Asian American and other cultural backgrounds; women; LGBT travelers and people with disabilities.

Multicultural Travel News is also written for leisure and business travelers looking for what to see and do and for marketing executives interested in ideas, best practices and the business case for targeting so-called “minority” travelers. We covercities and countries, hotels, airlines, cruise lines, convention and visitor bureaus, tour operators and other travel marketers with a multicultural angle. Multicultural Travel News is written and edited by Lisa Skriloff.


Multicultural Travel News is published by Multicultural Marketing Resources, Inc. (MMR). To view past editions click here.For a free subscription to Multicultural Travel News and its sister publication, Multicultural Marketing News, sign up here.


Lisa Skriloff, Editor

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