"Avoid That Place": How Western Media Drives Tourists Away from Black Communities

By Leroy Adams

I remember standing on the only road in my town, watching as fire blazed through the bushes on both sides. Earlier that day, the Tigray People’s Liberation Front (TPLF) had stormed through Endabaguna, marching with raised fists and AK-47s, proclaiming victory over a contested election through loudspeakers mounted on pickup trucks. Two years later, I would witness another protest, one that made that fiery night in Endabaguna look like a high school party gone wrong.

On August 12, 2017, violence erupted in Charlottesville, Virginia, when hundreds of white nationalists gathered for the "Unite the Right" rally to protest the removal of a Confederate statue. The rally led to violent clashes between attendees and counter-protesters, resulting in a state of emergency declared by the governor. Tragically, the violence claimed three lives: Heather Heyer, a 32-year-old counter-protester, was killed when a white supremacist drove his car into a crowd; and two state troopers, Lieutenant H. Jay Cullen and Trooper-Pilot Berke M.M. Bates, died in a helicopter crash while monitoring the events.

These two protests were received very differently by the global public. In Africa, protests are often portrayed as evidence of instability and violence, painting the entire continent as chaotic. In the U.S., however, white Americans protesting under the guise of “patriotism” are often seen as defending their rights, even when their actions verge on domestic terrorism. The common thread behind this disparity? Media power—specifically, the overwhelming influence of Western media.

"Is It Safe There?"

The narrow lens of Western media doesn’t just shape perceptions of Africa; it costs the continent billions in lost investments, business opportunities, and tourism revenue every year. By constantly bombarding audiences with negative images—poverty, war, famine—the media creates a distorted global perception. According to recent reports, this misrepresentation costs Africa $4.2 billion annually in lost potential. Even when there are significant positive developments, the media's tendency to focus on negative events leads to an imbalanced view of the continent’s challenges.

“Negative events are common during election cycles; however, the extent of coverage devoted to these is amplified for African nations,” the report states. Based on a case study, it is estimated that “countries lose between 0.026% and 0.144% GDP annually as a result of biased media.” This relentless focus on the negative reduces a continent rich with innovation, culture, and opportunity to a caricature, causing the world to disinvest and turn away.

The same struggle is mirrored within Black communities in the U.S. The media doesn’t just misrepresent us—it erases us. A Pew Research survey showed that 63% of Black adults believe the news portrays them more negatively than any other group, limiting our narrative to crime, poverty, and stereotypes. When I first moved to San Antonio, I asked, “Where can I find Black communities?” while trying to locate a go-to soul food restaurant. Instead of recommendations, I was warned about the East Side and told it was riddled with crime, prostitution, and homelessness. The descriptions made it sound like a war zone, yet they failed to mention community gems like Gardopia Gardens, clean parks, legacy restaurants like Chatman Chicken and Tank’s Pizza, and the historic Carver Cultural Center.

This scarlet letter of the media hangs over many Black communities, shrinking their potential and limiting opportunities to attract local talent, investment, and tourists. Whether it’s Endabaguna or the East Side of San Antonio, biased coverage robs communities of growth and silences their achievements.

The Impact of Media on Tourism and Business

A study from the UCLA Anderson Review, published in August 2024, sheds light on the persistent racial bias Black Airbnb hosts face. It reveals that Black hosts consistently receive fewer bookings and earn less than their white counterparts. Despite Airbnb's efforts to address guest discrimination, the company has yet to take significant steps to protect minority hosts from similar biases. Many hosts continue to navigate these subtle and overt biases alone. As highlighted in the review, discrimination is often veiled as concerns about safety, with prospective guests asking “Is it safe?” or requesting to to visit neighborhoods before they book or making other coded inquiries.

Battling Stereotypes Abroad

In 2014, while serving as a Peace Corps volunteer in Ethiopia and later working as a teacher in China, I saw firsthand the impact of the limited and distorted images of Black people projected by U.S. media. The same outlets that depicted Africa as a land of violence and poverty also portrayed Black Americans as thuggish, violent, anti-intellectual, and less attractive than white people. In Ethiopia, one of my colleagues questioned my identity as a Black American because I "didn’t walk like one." When I asked him to elaborate, he mimicked a swagger associated with sagging pants, attributing this idea to images of Black American rappers like Lil Wayne he had seen on TV. It was disheartening to realize that I was up against generations of programming that reduced Black Americans to stereotypes of blinged-out entertainers.

Reclaiming Our Story: From Africa to the East Side

So, how do we combat these destructive and inaccurate images?

First, media coverage must become more balanced and inclusive, spotlighting positive developments alongside other events. African and Black American journalists play a critical role in reshaping the narrative, ensuring that communities are portrayed accurately and holistically. Yet, Black Americans remain underrepresented in U.S. newsrooms—just 6% of journalists are Black, according to a 2022 Pew Research Center survey, despite Black people making up 12% of the U.S. population. This underrepresentation has far-reaching implications, reinforcing biased coverage that distorts the truth.

Moreover, travelers increasingly prefer to receive travel content from people who belong to the destinations they wish to visit. Influencers like Pelumi Nubi, known for her solo cross-country drive from London to Lagos, are changing the narrative by portraying African countries as must-visit destinations.

The Power of Local Media

Combating biased portrayals requires a multifaceted effort. While national media has the power to shape perceptions on a global scale, local media has the opportunity to craft more authentic and nuanced images of their communities. To deny a community its economic potential by painting it as a place to avoid is not just irresponsible—it’s harmful.

Reclaiming our narrative, whether from Endabaguna to San Antonio’s East Side, is essential for empowering our communities, attracting investment, and fostering a richer understanding of the world. We must celebrate our achievements, share our untold stories, and ensure that every corner of the world sees the full spectrum of what we offer.