Purpose: The purpose of this paper is to extend this notion of inclusivity to the tourism academy, question how we as tourism researchers and academics “do” diversity and reflect on how we can achieve diversity excellence. Design/methodology/approach: An inward reflexivity on the tourism literature from 1949, and projecting the future of diversity excellence in the tourism academy. Findings: The tourism academy has begun to embrace diversity in research, making the next 75 years look hopeful. Originality/value: The notion of diversity excellence in research was introduced for the first time with suggestions for strategies to begin achieving it. © 2019, Emerald Publishing Limited.