Tourism Diversity Matters Resets With a New Mission 

Tourism Diversity Matters (TDM), the once high-profile diversity, equity, and inclusion nonprofit, says it is planning a return. Following a leadership crisis in early 2024 and more than a year largely out of view, the organization is now in what its board describes as a deliberate rebuild phase. A public re-emergence is not expected until 2027.

“TDM was founded on a bigger idea than one individual’s mistake,” said Melissa Cherry, senior VP at Miles Partnership and TDM’s new board chair. “2025 was about putting out fires and figuring out who we are. 2026 was about rebuilding the ship. 2027 is when we show back up in a visible way.”

From Industry Leader to Reset Mode

Founded in 2021 in response to the murder of George Floyd, TDM quickly became a central DEI resource for the travel and meetings industry.

It offered consulting, workforce development programs, research, and its own conference.

That momentum stalled abruptly in February 2024, when founding executive director Greg DeShields was fired following allegations of workplace bullying and discriminatory behavior, a crisis that undercut the organization’s core mission and shook industry confidence.

Hattie Hill, a longtime DEI advisor, was brought in as interim CEO to stabilize operations and served in that role for most of 2025. She worked with the Association Governance Institute through ASAE and helped reestablish TDM’s bylaws and governance structure. In addition, under her leadership, several outstanding projects for destination marketing organizations were completed, including work for San Diego. 

Since then, the organization has largely gone quiet.

No Staff, No Website, but Not Gone

Today, TDM is fully volunteer-led by a 20-member board. Its website is offline, and its social channels have been inactive for more than a year.

Cherry describes that absence as intentional. “We didn’t want to be out there without clarity,” she said. “It was more important to get it right than to move fast.”

The board has voted to keep the organization’s name and mission intact. “The mission still matters, and the industry still needs it,” Cherry said.

TDM is also exploring a shift from its current 501(c)(6) status to a 501(c)(3), a move that could expand fundraising opportunities and reshape its long-term business model.

A Narrower Mission

When TDM returns, it will look very different. It doesn't plan to revive its previous mix of consulting, events, and training programs. Instead, it is narrowing its focus to workforce and pipeline development.

That includes attracting more diverse talent to the industry, creating clearer career pathways, and improving retention, areas the board believes are both underserved and critical to long-term progress.

“Career pathing in this industry is not intuitive,” Cherry said. “If we don’t fix that, we won’t sustain any diversity gains.”

TDM’s reset comes at a time when DEI efforts across industries are facing increased scrutiny, legal challenges, and, in some cases, rollbacks. 

Cherry describes 2025 as a period marked by tension and what she calls the “weaponization of DEI." It reinforces the board’s decision to pause and reassess before re-engaging publicly.

“We didn’t want to create another crisis by moving too fast,” she said.

The board itself has remained intact throughout the transition, which Cherry views as a sign of continued commitment.