YORK COUNTY, Pa. — Sojourn Noir is a new marketing initiative that aims to promote travel by the Black community into York County. The initiative created in 2022 by Joanne Wilmore, owner of Grace Manor Bed & Breakfast in York, intends to keep the Black traveler in mind to ensure a welcoming and fun experience
"One of the things that we look at Sojourn Noir is for Black people to be able to travel and be their authentic selves," said Wilmore.
According to travel marketing company MMGY, a 2019 survey indicated that in the U.S. 42% of Black travelers felt discriminated against or unwelcome in the destinations they traveled to. That number rose to 46% in 2022.
"There is still vestiges of discrimination," said Wilmore. "There’s things like tableside racism that still exists in this country. There’s things like encumbered retail shopping and tourists experience this."
Sojourn Noir aims to tackle that growing number by highlighting businesses in the York County area that appeal to the Black community, while also working with those businesses to ensure a welcoming trip.
"What we are doing is working with local businesses that interface with tourists, so [they] can receive a more welcoming environment when they do travel in destinations," said Wilmore.
It's a chance to show and highlight everything that York has to offer for the Black community.
"York has so much to offer from the restaurants to the cultural events to one of the few authentic sites on the underground railroad, we have a number of experiences that African-American travelers can have here in York," said Wilmore. "It’s really a gem here and there’s lots to do."
It's an enjoyable travel experience that Wilmore believes everyone in Pennsylvania has the right to.
"The welcoming signs in Pennsylvania are pursue your happiness. So, we also look at the fact that travel is one of the pursuits of happiness," said Wilmore. "We look at training and developing relationships so that African American travelers can have a better travel experience."
That includes a handful of businesses and events, including the many performances such as "Step Afrika!" and a Black History film series being offered at the Appell Center for the Performing Arts.
"We open the doors to everybody, and we just hope that people will come and experience joy and the thrill of the live performing arts," said Debra Volz, director of marketing at the Appell Center.
York is also home to the William C. Goodrich Freedom Center and Underground Railroad Museum, the only authenticated Underground Railroad site in York County and one of the first sites to be affiliated with Sojourn Noir.
"We always talk about destinations and destinations are more than just the fact that you go somewhere," said Kelly Summerford, director of the Goodrich Freedom Center. "This destination meant a destination to others back in the 1800’s. When you talk about Black History a lot of times were talking in the abstract. A lot of times we’re talking about things we cannot touch, feel or taste. When you actually come into a place that was identified as a hub or a station for the underground railroad you feel differently."
Whatever interests you, Sojourn Noir emphasizes why York is a great place to visit while epitomizing what Black History Month is all about.
"African American History Month is a great time to do Sojourn Noir and to encourage Black travel to York because we have so many wonderful cultural attractions here," said Wimore. "But, anytime is also a great time to come to York to visit. There's so much to do, we have so much to offer. You'll want to come back."