San Diego Tourism Authority Announces 2025 DEI Cohort

by Mia Taylor
Last updated: 4:00 PM ET, Thu January 23, 2025

The San Diego Tourism Authority (SDTA) has just revealed the participants in its 2025 DEI Tourism Accelerator cohort.

The selected business owners include several Black, women-owned businesses, as well as Asian, women-owned businesses and Latina, women-owned businesses. A veteran-owned business and a veteran, Black, woman-owned business are also part of the current cohort mix.

The 2025 cohort was selected from nearly 50 applicants, reflecting the diversity of the region and the industry and embracing a wide range of business types with owners from a variety of backgrounds.

“The Tourism Accelerator program underscores SDTA's unwavering commitment to DEI as a strategic business imperative for our industry,” Theresa Cunningham, vice president of people, culture & purpose, said in a statement.

“By empowering small and diverse-owned businesses to thrive, the program fosters a more inclusive and vibrant tourism sector, strengthens our community, and solidifies San Diego’s reputation as a premier destination for tourism and business,” Cunningham added.

San Diego’s DEI Tourism Accelerator program, one of the first of its kind in the country, was created to promote diversity, equity and inclusion in the city’s local tourism industry.

The four-year-old program achieves this goal by providing a variety of benefits including: Free membership, mentoring, education and networking opportunities to businesses owned by women, veterans, people of color, people with disabilities and members of the LGBTQIA+ community.

An impressive 65% of Tourism Accelerator graduates report revenue growth after their program participation, while 45% have created new jobs, and 100% say they have more confidence in doing business.

2025 Cohort Participants

Baraka and Bilal  
Baraka and Bilal provide hand-crafted, flavorful dishes that showcase East African traditions and are available for events seeking unique, memorable cuisine. Founded in 2013, by UWEAST (United Women of East Africa Support Team), this initiative empowers refugee women by teaching them entrepreneurial skills that honor their cultural heritage. 

 Owner: Sahra Abdi | Black, woman-owned business  6553 University Ave. San Diego, CA 92115

Bloom & Rooted  
Bloom & Rooted is San Diego’s premier partner for luxury plant and floral design. We specialize in curating bespoke plant rentals, native floral displays, and event decor that embodies the timeless beauty of Southern California’s landscape. We also offer eco-conscious floral installations that reflect San Diego’s commitment to sustainability and the environment.  

Owner:  Felicia Booker | Black, woman-owned business  1835 Imperial Ave San Diego, CA 92123 

CatchHer IceCream  
CatchHer IceCream is a homemade, upscale, adults-only, liquor-infused ice cream brand.  Owner: Sheena Lyte | Black, woman-owned business  9932 Mesa Rim Road, Ste A San Diego, CA 92121
Flour Atelier  Flour Atelier is a boutique modern bakery specializing in Asian inspired flavors from the Philippines and Japan.   

Owner: Chrisell Nguyen | Asian, woman-owned business  4240 Kearny Mesa Rd 116, San Diego, California 92111 

Movement Matters Collective
 Movement Matters Collective is a community-focused health and wellness organization offering inclusive, accessible movement experiences. We provide pilates, dance, and yoga classes to promote physical and mental well-being in our boutique wellness space, as well as tailored wellness services for organizations, events, and conventions.  

Owner: Latoya Mckelvin-Westpoint | Black, woman-owned business  3014 C St. Unit E, San Diego, California 

Mujeres Brew House   
Mujeres Brew House is San Diego's first and only all-female and Latina-owned and operated craft brewery in San Diego.  

Owner: Carmen Favela | Latina, woman-owned business  1983 Julian Ave San Diego, CA 92113

Purpose First  
Purpose First is a certified 501(c)(3) nonprofit organization that hosts community cleanup events in San Diego. We provide education, sponsor eco-friendly events, and have rescued over 7,000 lbs of trash from entering the ocean.  

Owner: Gregor Coffaro | Veteran-owned business  960 Sapphire St. San Diego, CA 92109

Sunny Bites Food Tours   
Sunny Bites Food Tours offers immersive walking food tours that showcase the culinary gems and local culture of San Diego’s off-the-beaten-path neighborhoods, starting with North Park. By partnering with local businesses, we provide guests with a unique and flavorful experience that supports the community while highlighting the rich history and vibrant food scene of each area.  

Owner: Rachel Murray | Woman-owned business  4102 Ohio St San Diego, CA 92104

Surje Coffee Co.  
Surje Coffee is a dairy-free, gluten-free specialty coffee shop in El Cajon, offering culturally inspired coffee mocktails and community-centered events. We also provide catering through our mobile coffee cart, delivering our unique coffee experiences to off-site events, expanding our reach and customer base.  

Owner: Valerie Urrutia | Latina, woman-owned business  124 E Main Street, El Cajon, CA 92020

The Old Town Soap Company  
The Old Town Soap Company is a Black, Woman, and Veteran-Owned personal care and wellness brand based in Liberty Station, Point Loma. We specialize in zero-waste, plant-based products like soaps, body butters, serums, and beard oils, alongside unique soap-making classes. We provide endless possibilities for product customization for retail and wholesale customers.  

Owner: Ernestine Brown | Veteran, Black, woman-owned business  2820 Historic Decatur Rd, San Diego, CA 92106 