Representation matters: elevating voices in Boston’s hospitality industry

As 2024 closed and we ring in the New Year, it is imperative to reflect on the significant strides made in one of Boston’s key economic drivers — the hospitality sector, particularly regarding representation and inclusion. The hospitality industry stands as the third largest economic driver in Boston, contributing immensely to the city’s GDP. Notably, over 70% of the workforce in this industry comprises people of color. This statistic not only highlights the diversity within the workforce but also underscores the necessity for equitable representation in leadership and decision-making roles.

Four years ago, the city of Boston initiated a campaign aimed at revitalizing the city’s image, post-pandemic, while simultaneously addressing the historical disparities faced by underrepresented communities in the hospitality sector. This initiative sought to elevate the voices of those who have long been marginalized, and it is heartening to witness the tangible impact it has had on local businesses and cultural initiatives led by people of color.

One individual who has made significant contributions to this movement is Hilina Ajakaiye, the executive vice president at Meet Boston. Her leadership has been pivotal in amplifying the voices of small vendors who have historically been excluded from the economic mainstream. Ajakaiye has been instrumental in reshaping the narrative around Boston’s hospitality landscape, ensuring that it reflects the city’s rich diversity and vibrant tapestry of cultures.

Through her advocacy, Ajakaiye has helped ensure that various initiatives such as BamsFest, the Embrace Boston Festival, Get Konnected!’s “A Taste of Ethnic Boston” and the Roxbury International Film Festival serve as a platform to celebrate and promote the diverse cultures that contribute to Boston’s unique identity. Additionally, in 2024 the launch of Asian Restaurant Week during AAPI Month further exemplifies her commitment to recognizing and elevating the contributions of Asian American-owned culinary businesses in the city.

Ajakaiye’s efforts extend beyond cultural celebrations; she has implemented a robust supplier diversity strategy at Meet Boston, focusing on increasing membership among BIPOC businesses. This initiative is critical, as it not only provides these businesses with a seat at the table but also ensures that they have a voice in the decision-making processes that affect their livelihoods. By fostering an inclusive environment, Ajakaiye is helping to create a hospitality landscape that truly represents the people who make Boston the vibrant city it is.

The importance of representation in the hospitality industry cannot be overstated. In a market where Black domestic travelers alone represent over $100 billion, and the Asian market contributes an additional $50 billion, it is clear that the economic potential of these communities is vast. Ignoring this significant demographic would be a disservice not only to the communities themselves but also to the city’s economy as a whole. By leveraging her position, Ajakaiye is ensuring that these voices are heard and that their contributions are valued.

Moreover, representation fosters a sense of belonging and community. When individuals see themselves reflected in leadership roles and in the marketing of the city’s offerings, it cultivates trust and loyalty. Consumers are more likely to support businesses that resonate with their identities and experiences. Thus, Ajakaiye’s work not only uplifts small and midsize vendors of color but also enhances the overall appeal of Boston as a diverse and inclusive destination.

As we look ahead, it is essential for other leaders in not just the hospitality industry but other industries to follow Ajakaiye’s example, especially as diversity, equity and inclusion continue to be vilified. By prioritizing diversity equity and inclusion, the industries throughout Boston and the Commonwealth can harness the full potential of their workforce and the communities they serve. Collaborative efforts between established businesses and emerging BIPOC vendors can lead to innovative solutions that benefit everyone involved and contribute to closing the wealth gap.

Hilina Ajakaiye’s leadership at Meet Boston exemplifies the transformative power of representation. By advocating for the inclusion of small vendors of color, she is not just changing the face of Boston’s hospitality industry; she is helping to reshape the economic landscape of the industry. As we celebrate the progress made in 2024, let us commit to sustaining this momentum in 2025 and encourage both the public and private sectors to follow her lead, ensuring that every voice is heard and valued in the ongoing journey toward economic equity and inclusion. Representation truly matters, and it is through these efforts that we can build a brighter, more inclusive future for not only Boston’s hospitality industry but all other industries.

Richard Taylor is vice president of Roxbury Main Streets, former deputy chair of the Board of the Federal Reserve Bank of Boston and managing director of Nubian Square Ascends.