You and your spouse are about to leave on a much-deserved vacation. You've got your tickets, the luggage is all packed and the office has the only-in-an-extreme-emergency numbers. But where are you going? Are the kids going with you? The answers may depend on whether you are white, Hispanic, African American or Asian American. And the answers will indicate which suppliers in the $430 billion travel industry will be benefiting from your trip.

The Minority Traveler Report, a 1996 study undertaken by the Travel Industry Association of America, found that while there are many similarities in the way Americans of any heritage travel, key differences underscore tangible opportunities that more travel marketers should take advantage of.

A few findings:

• Asian American travelers are the biggest spenders of all groups and are the most likely to travel by plane.
• African American travelers are four times more likely to rent a car than travelers overall; and they take twice as many trips that involve group tours.
• Hispanic travelers are more likely to visit theme and amusement parks, participate in gambling, nightlife and dancing and are the most likely to bring the kids along.

US Airways has had a program in place for several years to target African Americans through advertising. "We're looking to expand to the Hispanic market and increase our participation in gay/lesbian programs," said David A. Castelveter, Director, Public Relations Marketing.

Convention and visitors bureaus are also targeting African Americans, and other groups, by promoting multicultural tours. St. Louis offers a Multicultural Guide to entice visitors.

Brenda Scott, President/CEO of the Mobile (Ala.) Convention and Visitors Corporation said that the ethnic traveler is very important economically to her city, which itself is 45% African American. Groups are courted directly, such as the Baptist Church convention planners and the National Coalition of Black Meeting Planners. A local business, Wright's Tours & Charter Service, specializes in tours following Mobile's African American heritage trail, with visits to such sights as the Big Zion church, the Stone St. Baptist Church, the National African American Archives & Museum and The Museum of the City of Mobile, which recently appointed a curator to help build a collection to reflect African American contributions. Notably, Mobile's 300 years of history includes the distinction of being the site of the last slave ship that arrived in America. Ms. Scott noted that she is the first African American woman in the country to run a bureau, and commented that, while her appointment was made on a color blind basis, it was not entirely a coincidence.

In the final analysis, said Brenda Scott, "We want to celebrate adversity - it happened to all of us, now let's move on - since through adversity comes diversity."

For more information, please contact Lisa Skriloff, 212-242-3351, infobrokr1@aol.com.

A version of this article previously appeared in Brandweek magazine.