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California Travel Association (CalTravel) is the influential, unified voice of California's travel and tourism industry. Its mission is to protect and advance the interests and investments of the industry through advocacy, collaboration, and education. It is committed to strengthening the industry by making it more diverse, equitable, and inclusive.

CalTravel has developed an eight-point plan to jumpstart the association's first significant Diversity, Equity, and Inclusion (DEI) initiative. The action plan seeks to engage CalTravel members by establishing a DEI-focused task force, surveying members to establish DEI goals, sharing educational resources, creating opportunities for future industry leaders, and encouraging members to sign on to the Pledge 25x25 initiative from SVLG. CalTravel's plan outlines the following eight initiatives:​

  1. Forming a CalTravel DEI Task Force

  2. Creating a DEI toolkit to house educational resources 

  3. Signing on to Pledge 25x25 and encouraging members to sign on

  4. Surveying membership and board to establish DEI goals

  5. Adding a representative from the DEI Task Force to the CalTravel Leadership Nomination Committee

  6. Offering an annual CalTravel Summit Scholarship to an individual from an underrepresented group

  7. Adding a DEI Champion Award category to the annual CalTravel Awards 

  8. Establishing an Industry Engagement Bureau to help the travel and tourism industry connect with its future leaders by facilitating engagement opportunities for students



As the first person hired to the role of Director of Diversity, Equity and Inclusion with the San Francisco 49ers, Christina Jefferson has hit the ground running. Whether she is working on employee resource groups, collaborating with the marketing team, or working on supplier diversity, she’s found a helpful mantra inspired by Bruce Lee: “Be like water.” Rather than staying in a silo, as Director of Diversity, Equity and Inclusion, Jefferson is involved in multiple parts of the 49ers organization, her efforts flowing to where they are needed the most. 


A longtime fan of the football team, Jefferson joined the 49ers organization in April 2021 following six years with Sephora, where she led the company-wide diversity and inclusion initiative. A Midwesterner, she earned her B.S. from the University of Southern Indiana and her Masters in Human Resource Management from Golden Gate University. Jefferson said she took the job because was confident that she would have the support needed to do her best work and bring equity to the forefront.

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In a candid conversation with Nadia Anderson, SVLG’s Racial Justice & Equity Lead, 49ers DEI Director Christina Jefferson discussed some of the challenges and opportunities associated with being a DEI Director in turbulent times.

Director of Diversity, Equity and Inclusion
The San Francisco 49ers

Christina Jefferson

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““I think that I bring something that a lot of other people don't bring because I bring experiences of being a woman of color, being a queer woman of color, and being someone who also brings my Jewishness to the to the conversation. I just see things in different ways.”

PLEDGE 25x25

 Join the movement catalyzing a more diverse future for business.

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