Studies have shown that travelers with disabilities make up about one-fifth of all U.S. travelers and take an average of 3.3 trips per year. This demonstrates that being an inclusive tourism destination is more than just the right thing to do — it’s a wise business decision. Inclusivity broadens the demographic of potential travelers, creates positive experiences for those travelers, and ultimately results in long-lasting economic impact for the destination and its community.
Accessibility vs. Inclusivity: What’s the Difference?
First, one quick distinction: Accessibility refers to features within the built environment—wheelchair ramps, handrails, Braille signage—to provide people with disabilities access to the same information and experiences as people without disabilities. Inclusivity is an ethos—a guiding mindset and belief system that prioritizes making all people feel included, valued, seen, heard and eagerly welcomed. Oftentimes these two go hand-in-hand; through inclusivity, a destination can become accessible by identifying challenges and creating solutions for potential barriers.
In his 2024 SXSW panel, Accessible Tourism: Inclusive Places, Spaces & Experiences, Paralympian and disability advocate Dylan Alcott advises destinations to: “Ask questions. Find out what would be most beneficial and valuable to visitors with disabilities.” He encourages consulting with a range of disability communities, as well as prospective and previous visitors, to co-create solutions that can best meet the needs of future travelers. “The disability community is not a monolith and different disabilities require different solutions,” he says. “Everyone has the right to be involved, active, healthy and happy. If you’re leaving people behind, you’re also leaving money behind.”
Steps DMOs Can Take to Be More Welcoming:
- Research & Share Learnings: Focus groups can help identify potential barriers to travel, and DMOs can provide learnings in a toolkit to local businesses, attractions and tour operators. Working with independent research firms, such as Downs & St. Germain Research or Future Partners, can provide a strategic blueprint for traveler insights, marketing plans and action steps.
- Post, Share & Amplify: Social media platforms, particularly TikTok and Instagram, are becoming some of the most important resources for disability communities to access up-to-date information on accessible amenities and experiences. Regularly post and share accessible travel ideas, tips and experiences on owned channels.
- Partner with Content Creators with Disabilities: Hire a diverse range of content creators, bloggers and influencers for editorial and social media content, and provide curated familiarization (FAM) tours for an array of accessibility needs. Content creators with disabilities can share their own lived experiences within a destination, reach their highly engaged audiences and provide insight to DMOs on possible areas for improvement. Content creators such as itslololove, thejourneyofabravewoman and theblindcanegirl are out there sharing their travel experiences in real-time.
