Destination marketing organizations (DMOs) are evolving to include both management and marketing functions. From a management perspective, U.S. DMOs recently engaged in destination social advocacy, identified by their social media posts, aimed at Black travelers, in support of racial justice. One gap in the exploration of these actions is how such actions were perceived as legitimate by Black travelers. However, before such evaluations can be made, a standard measure of legitimacy is needed. Thus, the purpose of this study is to explore the dimensions Black travelers use to evaluate legitimacy and to develop a reliable and valid scale to measure the legitimacy judgments of Black travelers. Results from this study suggest that Black travelers use four dimensions of legitimacy when judging DMOs: relational, sociopolitical, cognitive, and pragmatic. Theoretical and practical implications address the ways in which DMOs can affirm Black travelers through partnerships and authentic representation.