Amid a recent hard push by President Donald Trump to terminate affirmative action programs in the federal government, and in the corporate world, the San Diego Tourism Authority recently released its 2025 DEI Tourism Accelerator cohort.
A SDTA spokesperson says that despite federal pressure, the organization will continue to promote diversity, equity and inclusion initiatives.
The Tourism Accelerator program is now in its fourth year. According to the SDTA, 65% of graduates report revenue growth, 45% have created new jobs, and 100% say they have more confidence in doing business.
“The Tourism Accelerator program underscores SDTA’s unwavering commitment to DEI as a strategic business imperative for our industry,” SDTA Vice President of People, Culture & Purpose Theresa Cunningham says. “By empowering small and diverse-owned businesses to thrive, the program fosters a more inclusive and vibrant tourism sector, strengthens our community, and solidifies San Diego’s reputation as a premier destination for tourism and business.”
Just after Trump took office on January 20, 2025, he signed an executive order to end affirmative action in federal contracting and directed that all federal diversity, equity and inclusion staff be put on paid leave and eventually be laid off.
Some of America’s biggest brands are following Trump’s lead. Amazon, Meta, Walmart and McDonald’s recently changed or ended DEI programs.
The SDTA believes there are ample reasons to continue such initiatives. Cunningham says The Tourism Accelerator has proven ROI, creates jobs, creates global market competitiveness and helps attract major convention business to San Diego.
The 10 designees in the SDTA’s 2025 DEI Accelerator Cohort were chosen from among 50 applicants. Each received a suite of business-related services valued at more than $15,000.
The cohort companies includes: Baraki and Bial, Bloom & Rooted, CatchHer IceCream, Flour Atelier, Mujeres Brew House, Movement Matters Collective, Purpose First, Sunny Bites Food Tours, Surje Coffee Company and The Old Town Soap Company.
Diamond Brandon of S&S Friendly Ranch was a 2024 graduate of the SDTA’s DEI initiative.
“I loved this program,” Brandon says. “As a growing business, we were limiting ourselves and thinking small…what SDTA poured into us over the year expanded our vision and made goals out of reach seem much more obtainable. This program gave me the tools to dream big and work smarter.” SDSun
