At Visit Oulu , we’re deeply committed to fostering a welcoming environment for all, but implementing Diversity, Equity, and Inclusion (DEI) values in tourism marketing comes with challenges. How do we promote inclusivity without falling into the trap of performative marketing or "inclusion washing," much like the dangers of greenwashing in sustainability? The Pelekääkkönää campaign was one step towards creating authentic connections with both locals and visitors, challenging preconceived notions about what Oulu can offer. By inviting residents to re-examine their views of Oulu’s potential, we began an important conversation about inclusivity. However, promoting inclusion goes beyond just a clever marketing campaign. Authenticity in DEI Marketing One of the primary challenges in DEI marketing is authenticity. To avoid performative gestures, we need to engage in long-term planning and build inclusive frameworks into every facet of the visitor experience, from the attractions...