Inclusive Marketing and Storytelling in a Polarised World

Online Training Session

Inclusive Marketing and Storytelling in a Polarised World

Wednesday 25 February 2026 | 1:30–2:30pm (UK)
Online | Live interactive training

Travel brands are operating in an increasingly polarised environment — navigating backlash, misinformation and anxiety around so-called “woke” narratives, while still needing to authentically reflect the diverse audiences they serve.

This practical Inclusive Travel Forum training session is designed to help travel professionals move from performative inclusion to credible, confidence-led marketing, ensuring what is communicated externally reflects the reality of the experience being delivered.

The session brings together expert voices from travel communications, accessibility and cultural representation, alongside real-world insight into how inclusive marketing decisions affect traveller trust and brand reputation.

What this session will cover

Through short expert contributions, panel discussion and live Q&A, we will explore:

• How travel brands can communicate inclusion with confidence in polarised and high-scrutiny environments
• The reputational and commercial risks of performative inclusive marketing
• Using inclusive language and imagery without alienation, fear or tokenism
• Avoiding stereotypes, extractive storytelling and misleading accessibility claims
• How to be transparent about where your organisation is — and what you’re improving
• Practical examples of inclusive travel marketing that reflect real experiences, not just campaigns

Speakers

• Amy Skelding – Managing Partner & UK Travel Lead, FINN Partners
  Reputation, risk and confidence in inclusive travel marketing
• Natasha Syed - Head of Travel at JCDecaux UK & 
  Travel advertising specialist, writer and founder of British Muslim Travel & Lifestyle Magazine
• Sonia Groot – Founder, DiscoverAble.eu
  Accessibility accuracy and inclusive storytelling for disabled travellers
• Sharon Fevrier – Author, visually impaired traveller and accessibility & inclusion consultant

Facilitated by:

• Atlyn Forde – Founder, Inclusive Travel Forum

Who should attend

• Marketing and brand teams
• Communications and PR professionals
• Product and experience designers
• Destination organisations and tourism boards
• Senior leaders responsible for brand, reputation and customer trust

Cost

• Inclusive Travel Forum members: Free
• Non-members: £35

Register now to strengthen your brand voice and communicate inclusion with clarity and credibility.

Not an Inclusive Travel Forum Member?

Membership gives you:

• Free access to training and events
• Practical resources and toolkits
• Industry insight and peer learning
• A platform to learn, share and lead on inclusion in travel

Join the Inclusive Travel Forum here and access the full programme at no additional cost.