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Outdoor Afro Founder, CEO Rue Mapp wins Bessie Awards

Outdoor industry entrepreneur and globetrotter Rue Mapp won the 2023 Bessie Awards in San Juan, Puerto Rico’s electrifying tapestry of African, Spanish, and indigenous culture. “When I heard my name, my team and I were completely elated and squealing with gratitude,” said Mapp, founder and CEO of national not-for-profit Outdoor Afro. “My fellow nominees are so extraordinary. It was an honor to simply be in their company." She joined filmmaker/explorer Céline Cousteau and sustainable luxury expert Juliet Kinsman in the lifetime achievement JourneyWoman category. Mapp earned the fifth annual award at the 10th annual Women in Travel (WITS) Creator Summit held May 20 at Caribe Hilton. Global lifestyle brand Wanderful hosted the traveling marketing summit and evening ceremony.

Hundreds of Wanderful’s international collective of travelers and travel content creators rooted Mapp up to the stage to receive the first-ever win for her and her organization. The Bessie Awards honors women of impact in travel – particularly influencers, creative entrepreneurs, marketers, and other representatives who have contributed unique voices and work to the travel industry.  As the JourneyWoman winner, Mapp joins a new community of travelers who have demonstrated a long-term commitment to making the travel industry better. The category commemorates the late Evelyn Hannon, who founded the world’s original solo travel publication JourneyWoman in 1994. With more than 60,000 subscribers, JourneyWoman became the largest publication for women over the age of 50 who travel across the planet. It’s co-created with and represents the voices of mature women for almost 30 years.

During 2019, now CEO and Editor Carolyn Ray acquired JourneyWoman. Travel trade platform TravelPulse named Ray as one of the most influential women in travel March 2023. Unable to attend the awards to present the honor, Ray shared a virtually recorded message to JourneyWoman finalists. She thanked Mapp, Cousteau, and Kinsman for their contributions to the travel industry. JourneyWoman also conducted a recent study that showed 70 percent of women above age 50 don’t feel seen or understood by the travel business. A missed opportunity for the trade to build relationships with these women and improve the types of travel experiences offered worldwide.

The JourneyWoman Award celebrates travelers proving long-term commitments to make the travel industry better. Photo by Tatianna Muniz of Ghost Edits.

“While I'm grateful for this prestigious recognition, I’m hopeful that this win will inspire other women to embrace the unprecedented opportunities we have today,” Mapp said. “These opportunities make it possible for more women of all ages and backgrounds to embrace a fulfilling and impactful career in the outdoor, travel, and tourism industries.” These findings are why women like this year’s sisterhood of finalists are significant to both travel and tourism conversations. The Bessie Awards uplifted these 2023 category winners spanning the globe as well: Collaborator of the Year: Switzerland Tourism x The Wanderlust Within; Creator of the Year: Olivia Christine Perez; Social Impact Award: International Black Women Travel Jubilee; Trailblazer Award: Jessica Serna (My Curly Adventures); Travel Startup of the Year: Fora; Most Impactful Piece of Writing: “Why You Shouldn’t Cancel Your Upcoming Trip to Puerto Rico” by Jen Ruiz; Wanderful Award: wmnsWORK; and Inclusion Award: Together Outdoors, Grant Program.

Together Outdoors won the Inclusion Award, which was a category shared by finalist Hurtigruten Group’s Black Travel Advisory Board. Mapp became a founding member of that board. Through it, she embarked on an 18-day Antarctica voyage February 2022 to help drive change and new opportunities for Black people in the adventure cruise industry. Its goal is to continue to increase visibility and inclusivity of Black travelers while heading to Norway summer 2023. Along with a successful Bessie Awards experience, Wanderful celebrates its 10th anniversary this year. As its Puerto Rico summit concluded Sunday May 21, Founder and CEO Beth Santos shared a toast with participants and surprised them with WITS 2024 destinations: Salt Lake City and Park City, Utah, from April 12 to April 14.

Wanderful reaches more than 100 million women worldwide each year. Its hybrid online/offline membership community launched in 2020. The community offers women the chance to make lifelong travel connections both at home and abroad through an exclusive 24/7 member app; a global hosting network; local chapter events in cities around the globe; and professional and travel webinars hosted by resident experts. The following figures about women travelers prompted Santo to build the brand: women make up 80 percent of travel decisions; two out of three travelers are women; the number of women-only travel companies has increased 230 percent in the past six years; 11 percent of the travel industry includes solo women; and $800 billion is spent by solo women on their travels.

An international explorer, Rue Mapp is founding member of Hurtigruten Group's Black Travel Advisory Board. Cover photo and dock photo by Aspen Cierra Photography.

And the late Bessie Coleman knew exactly how it felt to trail blaze the travel and aviation industries alone in early 20th-century America. She became the first Black woman to earn a pilot’s license. Because flying schools in the United States denied her entry, she taught herself French, moved to France, and earned her license from France's well-known Caudron Brother's School of Aviation in just months. Mapp is an awarded and inspirational leader, speaker, public lands champion, outdoor gear designer, and published author. The Oakland, California, native pioneered for-profit venture Outdoor Afro, Inc. in 2021 and subsequently launched a 22-piece hike collection with outdoor retailer REI Co-op. Her first national book titled “Nature Swagger: Stories and Visions of Black Joy in the Outdoors” released with American publisher Chronicle Books during November 2022.

Over the years, Mapp has been recognized with many distinctions. She became a 2021 AFAR Travel Vanguard Award recipient, National Geographic 2019 Fellow, Heinz Awards Honoree, and National Wildlife Federation Communication Award recipient (received alongside President Bill Clinton). The White House also invited Mapp to participate in the America’s Great Outdoors Conference, which led to her participation in the launch of former First Lady Michelle Obama’s “Let’s Move” initiative.

Mapp’s career and community impact through Outdoor Afro aims to lift up the natural world and those who connect with it. Her advocacy for conservation continues to earn international media attention, including Essence, EBONY, The New York Times, Good Morning America, NPR, NBC’s TODAY, Forbes, Oprah Winfrey, and “MeatEater” with Steven Rinella. “In the spirit of Bessie Coleman – a trailblazer and pioneer – let us remember that our work is far from done,” said Mapp during her Wanderful acceptance speech. “Together, we can conquer the skies, overcome challenges, and realize our dreams. With unwavering determination and a commitment to helping communities thrive, we can make a transformative impact.”

The Bessies became a first-time win for Mapp whose life work within the outdoor industry travels the world. Photo by Aspen Cierra Photography.

ABOUT OUTDOOR AFRO: Outdoor Afro is a national not-for-profit organization that celebrates and inspires Black connections and leadership in nature. What started as a kitchen table blog by Founder and CEO Rue Mapp in 2009 has since grown into a cutting-edge nationwide movement with 100-plus volunteer leaders in 60 cities with network participation reaching more than 60,000 people. Outdoor Afro reconnects Black people with the outdoors through outdoor education, recreation, and conservation. Follow Outdoor Afro at outdoorafro.org and @outdoorafro today.

ABOUT WANDERFUL: Wanderful is a global lifestyle brand that specializes in helping all women travel the world. Reaching more than 100 million women worldwide each year, Wanderful connects travelers through a thriving membership community, meetups in 50 global cities, group trips, global events like WITS Travel Creator Summit, and the first major outdoor travel festival for women, Wanderfest. More here.

ABOUT WITS TRAVEL CREATOR SUMMIT: WITS is the premier event for travel’s top marketing talent. Creative entrepreneurs, influencers, DMOs, and industry come together to discuss future innovations, build dynamic collaborations, and change travel worldwide, all while supporting and empowering a dynamic community of women and gender diverse people. Details here


10 Black outdoorswomen who nourish our ‘Nature Swagger’

Some are the “first” in their outdoor odysseys. All are fearless in their historical nature experiences. For Women’s History Month 2023, Outdoor Afro wanted to acknowledge a few female inspirations and contributors of new book “Nature Swagger” by Rue Mapp in collaboration with American publisher Chronicle Books. As founder and CEO of Outdoor Afro, Mapp has transformed her kitchen table blog into a now national not-for-profit organization that celebrates and inspires Black connections and leadership in nature. Since this year’s monthlong theme is “Celebrating Women Who Tell Our Stories,” Mapp’s newest coffee table read sets a natural scene to appreciate those wilderness women who have – and still are – strengthening relationships to land, wildlife, and waterways. 

“Nature Swagger” published November 2022 and documents original stories, photographs, and spotlights from Outdoor Afro volunteer leaders, related organizations, and prominent Black outdoor influencers Mapp has collaborated with personally and professionally throughout her outdoor industry adventures. “It was important to tell the story of the people and their special places that not only informed my own connection to nature,” said Mapp, “but of the many people I have had the pleasure of getting to know over the past decade.” The book elevates the fact that being Black isn’t a singular experience. Instead, reflective of region, age, personal history, and more, said Mapp. “‘Nature Swagger’ includes stories of individuals who anyone can relate to or who might remind us of family and friends. I want readers to be inspired and see nature from many perspectives, thinking broadly of what connections to the outdoors can look like for anyone.”

HARRIET TUBMAN: Tying into Outdoor Afro’s Black History Month 2023 coverage about the Underground Railroad, Tubman became one of the most revered conductors of the well-structured network. The nature navigator guided freedom efforts for hundreds of enslaved men and women in the American South. Yet, her reliance on the outdoors goes deeper than ushering others through dangerous forests. Tubman became a student of those around her – as a former enslaved woman herself. She listened intently to the local maritime workers to gain knowledge about constellations and how these sources could silently map routes to “stations” or safe houses. She was also a naturalist. Her keen desire to seek freedom was her driving force to understand the medicinal properties that various plant species held. She healed wounded Black soldiers – often in the middle of the night – as they fought their way to the other side of enslavement. Today, we honor Tubman not just for her work in helping forge the path to freedom for the ancestors but her interconnectedness outlook to the benefits of nature.

BESSIE COLEMAN: This aviation pioneer soared into history books as the first Black woman to earn a pilot’s license in 1921 – and the first Black woman to fly publicly in 1922. Interestingly in the early 20th century, most aircraft featured an open-air design, which provided instant access to the elements. Bessie Coleman once said, “The air is the only place free from prejudices.” Coleman’s history-making journey was far from easy. The Texan-born and Langston University-educated aviatrix was determined to fly despite the naysayers. When no U.S. flight instructor wanted to teach her, Coleman put herself through language school to first learn French then travel to France. It was there that she earned a pilot’s license. Her contributions to aviation landed her into the National Aviation Hall of Fame in 2006. To start 2023, Mattel honored her with a commemorative doll through its Barbie Inspiring Women Series. Mapp just became a 2023 Bessie Awards finalist as part of global lifestyle brand Wanderful’s annual summit recognizing women impacting the travel industry.

IDA B. WELLS: After losing both parents to yellow fever at age 16, Ida B. Wells’ tenacious spirit safeguarded her and her surviving siblings to live decent lives. From working as a school teacher to becoming a newspaper owner, she always centered Black communities. Credited as one of the main activists and voices during the Women’s Suffrage Movement, Wells made it her business to ensure women were treated fairly. Especially Black women. It even led to her forming Chicago’s Alpha Suffrage Club in 1913. The organization was the main catalyst to pass the Illinois Anti-Suffrage Act. The skilled journalist and researcher fearlessly covered the American South and its lynching culture of Black people. She became a Pulitzer Prize winner 158 years after her death, earning the highest national honor in print journalism "for her outstanding and courageous reporting on the horrific and vicious violence against African Americans during the era of lynching."

SOJOURNER TRUTH: Born Isabella Baumfree, Sojourner Truth was known to many as someone who captured the horrors of enslavement through her profound speech. Her real talent and claim to fame: photography. Her photographs – called carte de visite at the time – depicted everything from her storied life to mid-1800 political leaders and figures. Her photos gained popularity almost instantly. She used the art form to support herself, but the small images also became instrumental in helping to end slavery. Her photos were published in newspapers nationwide to help spread word of slavery’s grisly scenes. Truth’s work sparked deeper conversations and movements around the times. It seemed as though she invented a type of currency that financed her activism. She once said about her cause work, “I sell the shadow to support the substance.” More recently, her name has come into discussions around headshot placement onto one of the U.S. dollar bills. However, that American topic remains a stalemate. 

RUE MAPP: An awarded leader, a public lands champion, and a motivational speaker, Rue Mapp started Outdoor Afro as a kitchen table blog and social enterprise in 2009. She incorporated it as a 501(c)(3) organization in 2015. Today, Outdoor Afro includes more than 100 volunteer leaders across the United States who guide a participation network of more than 60,000 people in nature. The modern-day outdoorswoman from Oakland, California, originated Outdoor Afro to celebrate and inspire Black connections and leadership in nature. During the past 14 years, the not-for-profit outfit has changed public perceptions of Black people and Black communities only having pain-and-peril narratives. Instead, Outdoor Afro centers the culture’s Black joy in nature moments. “Nature Swagger” is a continuation of Mapp’s community work in the outdoors by highlighting various storytelling forms and age groups. Along with publishing “Nature Swagger” in 2022, she co-created a hike collection with REI Co-op through her for-profit enterprise Outdoor Afro, Inc. to help solve unmet needs in outdoor apparel. She has earned international attention from media like Oprah Winfrey, The New York Times, Good Morning America, Forbes, and Netflix’s popular series MeatEater with Steven Rinella. 

DR. CAROLYN FINNEY: She initially pursued acting as a career choice but was transformed by a five-year backpacking journey through Africa and Asia before she planted new roots in Nepal for a few years. The experience changed Dr. Carolyn Finney’s life so much that she went back to school to earn both bachelor’s and master’s degrees in gender and environmental issues in Kenya and Nepal. A few years later, the now author, storytell, and cultural geographer earned a doctorate to address the inequalities and lack of diversity within environmental organizations and institutions. She often explores why Black people and Black communities are underrepresented in nature, environmental, and outdoor recreation discourse. Her 2014 book “Black Faces, White Spaces” examines this subject. She uses her artistic voice and presence to illustrate these courageous conversations with global audiences. 

ANGELOU EZEILO: With good grace, she’s considered an industry disrupter who has spent the past 13 years forging partnerships and creating powerful programming to diversify outdoor-focused organizations and companies. Angelou Ezeilo boldly speaks her truth to break barriers that prevent Black people, Black communities, and Black experiences from inclusion into nature and outdoor industry storylines. Working a lot with young people, she has dedicated her talents to connecting them to conservation-related careers and opportunities. What she started as simply conservation lessons in Gwinnett County, Georgia, elementary schools has now grown into the Greening Youth Foundation. Founded in 2007, the foundation bridges the gap between underrepresented youth and young adults, creating space for newer generations to thrive in state and federal land management sectors.

AKIIMA PRICE: The creative thinker links change-making people, places, and programs with underserved communities. A Washington, D.C., native, Akiima Price is a nationally respected influencer who works at the intersection of social and environmental issues and the relationship between nature and community well-being. She co-founded the Friends of Anacostia Park, an urban national park in D.C. The innovative model focuses on park restoration, nature-based human development, and workforce development in highly stressed communities surrounding the park. Previously serving as an interpretation ranger for the National Park Service at Lake Mead Recreation Area in Colorado, she has cultivated 30 years of experience in cutting-edge best practices around trauma-informed environmentalism. “As a child,” she said, “we moved from an apartment to a suburban townhouse where people were trying to move up and out of public housing. There was a dirt field behind our house, and we played in that dirt field and a sewer tunnel. We saw foam but didn’t know it was waste. We played and caught butterflies.” Today, that landfill is gone. Akiima uses that experience as a reminder and reconnection tool to strengthen community relationships to local parks.

LEAH PENNIMAN: A 2019 James Beard Foundation Leadership Award recipient, Leah Penniman is one of many innovative leaders of the Black farming movement. Although Black agricultural practices are centuries old, the obstacles and racism that Black farmers still face are oftentimes overwhelming to juggle in a now digital economy. Penniman co-founded Soul Fire Farm in New York, which operates in the food justice space within America’s food system. With the goal of reconnecting Black people and Black communities to ancestral lands, Pinniman helps develop programs that train Black farmer cohorts – both domestic and international – on the importance of food equity. Penniman’s work has reached Ghana, Haiti, and Mexico. She has gained support through the Fulbright Program’s Soros Racial Justice Fellowship and even became a recipient of the Pritzker Environmental Genius Award. She penned powerful books on the topic of Black farming, including the 2018 release of “Farming While Black: Soul Fire Farm’s Practical Guide to Liberation on the Land.”

ELAINE LEE: One of the original definitions of a travel influencer, Elaine Lee is a globetrotter, travel writer, and media maven. For decades, her storytelling experiences have taken readers inside destination diaries and colorful articles about Black travel trends, women’s travel issues, solo travel, budget travel, travel planning, and health. In 1997, Lee published classic trek keepsake, “Go Girl: The Black Woman’s Book of Travel and Adventure.” Her book became a recommended read by Essence, Black Enterprise, and Upscale magazines. She has been featured on popular national and local radio and TV shows, including the Travel Channel. Lee also developed the Bay Area’s first travel radio show with travel writing colleague Pamela Michaels in 1999. Her worldwide trips have totaled 61 countries, traveling solo in 1992 and 2004. The “wander” woman continues to fly. More outdoor titles this bibliophile holds: sailor, cyclist, skier, and long-distance swimmer. In these new media times, she shares her travel writing and provides international travel advice through online forum Ugogurl.com.

*Illustrations by Dajah Callen


Outdoor Afro’s Rue Mapp nominated as Bessie Awards finalist

Global lifestyle brand Wanderful has announced 2023 finalists of its fifth annual Bessie Awards, and this year’s nominees include Outdoor Afro Founder and CEO Rue Mapp. Mapp has been selected as a finalist under the JourneyWoman Award category, a lifetime achievement award for a person who has demonstrated long-term commitment to making the travel industry better. This award is presented in memory of JourneyWoman’s Evelyn Hannon. “It’s truly an incredible honor to be recognized by the community,” said Mapp, whose social enterprise in 2009 called Outdoor Afro is today a national not-for-profit organization. “I’m personally touched by the person this award recognizes – a Black American woman, Bessie Coleman, who not only sought to travel in an era of exquisite and codified boundaries that limited that possibility for women who looked like her, but also had the audacity and tenacity to become a pilot herself. So much of my work stands on the shoulders of Bessie Coleman whose heights I can only try to attain.” 

FORMER WINNERS, ATTENDEES VOTE HERE

The Bessie Awards is dedicated to recognizing the achievements and efforts of those who have contributed to and impacted the travel industry. Winners are selected through a popular vote from past WITS attendees and former Bessie Award winners. Voting is now open. WITS will announce this year’s winners at the Bessie Awards ceremony taking place Saturday, May 20, at 7:30 p.m. AST at the Caribe Hilton in San Juan, Puerto Rico. Mapp is an awarded and inspirational leader, speaker, public lands champion, outdoor gear designer, and published author. The Oakland, California, native established for-profit venture Outdoor Afro, Inc. in 2021 and subsequently launched a 22-piece hike collection with outdoor retailer REI Co-op. Her first national book titled “Nature Swagger: Stories and Visions of Black Joy in the Outdoors” released with American publisher Chronicle Books during November 2022. That same year in February, she participated in an 18-day Hurtigruten Expeditions voyage to Antarctica. Mapp became a founding member of the group's first-ever Black Traveler Advisory Board. The board is designed to drive change within the entire cruise industry.

Over the years, Mapp has been recognized with many awards and distinctions. She became a 2021 AFAR Travel Vanguard Award recipient, National Geographic 2019 Fellow, Heinz Awards Honoree, and National Wildlife Federation Communication Award recipient (received alongside President Bill Clinton). The White House also invited Mapp to participate in the America’s Great Outdoors Conference, which led to her participation in the launch of former First Lady Michelle Obama’s “Let’s Move” initiative. Mapp’s career and community impact through Outdoor Afro aims to lift up the natural world and those who connect with it. Her advocacy for conservation continues to earn international media attention, including The New York Times, Good Morning America, NPR, NBC’s TODAY, Forbes, Oprah Winfrey, and “MeatEater” with Steven Rinella.

“I’ve accomplished a lot of life goals,” Mapp said. “For me, it’s always been about a race to the ordinary. I want to get out on my travels and adventures, and see more people who look like me and are represented as strong, beautiful, and free from all over the world. And it's no longer a big deal. The Bessie Awards, created by Wanderful and hosted at the annual Women in Travel Summit (WITS) Travel Creator Summit, honor women and gender diverse people of impact in the travel space – particularly influencers, creative entrepreneurs, marketers, brands, and industry members who have added a compelling voice to the travel industry. “We are absolutely thrilled to recognize such an extraordinary group of creators and brands this year for our fifth annual Bessies,” said Beth Santos, Founder and CEO of Wanderful. “We hope that by showcasing their work we can inspire more builders in the space to contribute their voices to make our travel industry even more thoughtful, inclusive, and meaningful.” 

ABOUT OUTDOOR AFRO: Outdoor Afro is a national not-for-profit organization that celebrates and inspires Black connections and leadership in nature. What started as a kitchen table blog by Founder and CEO Rue Mapp in 2009 has since grown into a cutting-edge nationwide movement with 100-plus volunteer leaders in 60 cities with network participation reaching more than 60,000 people. Outdoor Afro reconnects Black people with the outdoors through outdoor education, recreation, and conservation. Follow Outdoor Afro at outdoorafro.org and @outdoorafro today.

ABOUT WANDERFUL: Wanderful is a global lifestyle brand that specializes in helping all women travel the world. Reaching more than 100 million women worldwide each year, Wanderful connects travelers through a thriving membership community, meetups in 50 global cities, group trips, global events like WITS Travel Creator Summit, and the first major outdoor travel festival for women, Wanderfest. Learn more here.

ABOUT WITS TRAVEL CREATOR SUMMIT: WITS is the premier event for travel’s top marketing talent. Creative entrepreneurs, influencers, DMOs, and industry come together to discuss future innovations, build dynamic collaborations, and change travel worldwide, all while supporting and empowering a dynamic community of women and gender diverse people. Learn more here


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