Travelers today expect experiences that are equitable, inclusive, and accessible. DMOs are stepping up to answer the call. By prioritizing accessibility and representation, destinations are creating spaces that truly feel welcoming to all.
Defining Inclusivity and Accessibility
You probably already know this, but here’s a quick refresher just in case:
- Accessibility is removing physical, digital, and social barriers so everyone, including people with disabilities or access needs, can fully enjoy travel.
- Inclusivity goes a step further. It ensures people from all backgrounds, abilities, identities, and cultures feel welcomed, seen, and valued throughout their journey with your destination.
Why This Matters
This shift is about more than compliance. It’s about connection, trust, and future-proofing the travel experience.
- Travelers are seeking it. One in four adults in the U.S. lives with a disability. An aging population and increasing numbers of neurodiverse travelers are shaping new expectations.
- Social awareness is growing. There is an increasing demand for equitable experiences that reflect the diversity of today’s travelers.
- Legal requirements are tightening. Laws like the ADA (U,S.), ACA (Canada), and the European Accessibility Act are driving more accessible infrastructure.
- It is an economic opportunity. The World Health Organization estimates the spending power of people with disabilities, roughly 20% of the global population, at $13 trillion. While not every traveler has high disposable income, all deserve clear information and fewer barriers.
- Equity builds trust. Investing in inclusive design expands your audience, strengthens loyalty, and makes travel better for everyone.
How Destinations Are Taking Action
Creating inclusive experiences means addressing multiple touchpoints throughout a traveler’s journey. Here are some ways destinations are making meaningful improvements:
Improving physical accessibility.
Sharing clear, accurate details on ramps, elevators, restrooms, signage, and pathways helps travelers plan confidently.
Visit Jacksonville offers a detailed Accessible Travel landing page that highlights accessible parks, attractions, beaches, and accommodations. They also collaborate with local ambassadors to provide firsthand perspectives, helping travelers plan confidently.
Highlighting representation and lived experiences.
Stories and authentic voices build trust and belonging.
Visit Madison showcases quotes from LGBTQ+ visitors on a landing page about experiencing the city. By centering traveler perspectives, they celebrate diversity and make it clear that Madison is a welcoming, inclusive destination.
Supporting neurodivergent inclusion.
Sensory-friendly spaces, predictable schedules, and staff training create welcoming environments for a range of conditions such as autism, ADHD, and sensory processing differences. According to the CDC, about 1 in 36 children in the U.S. has autism, and that number continues to rise.
Visit High Point created the Autism Travel Guide to support families, highlighting Certified Autism Centers and resources to help plan stress-reducing trips.
Ensuring digital accessibility.
Designing websites and content to be easy to navigate, meet web standards, and work with screen readers and assistive tech. This includes using alt text, readable fonts, captions, high contrast, and simple navigation.
Destination Osoyoos has an Accessible Travel page with well-structured content, descriptive alt text, and a UGC gallery that helps visitors visualize experiences.
Showcasing diverse representation in marketing.
Inclusive marketing reflects the wide range of communities within your destination as well as those who visit. This means featuring travelers of different ages, ethnicities, identities, and cultural backgrounds. Authentic representation builds trust, celebrates diversity, and ensures all travelers feel seen.
Visit Pasadena highlights the city’s rich cultural diversity in its visuals, storytelling, and communications across all channels.
Creating culturally inclusive experiences.
Recognizing and respecting the diverse needs of travelers by offering multilingual resources, culturally sensitive tours, sensory-friendly events, and dietary accommodations that reflect a variety of backgrounds and traditions.
San Diego Tourism offers tailored travel guides and resources for travelers, including an LGBTQ+ travel guide, multilingual services, and accessibility support, ensuring everyone feels welcome.
Shaping a More Inclusive Travel Experience
Small, thoughtful changes, like adding alt text to images, featuring more diverse travelers in your visuals, using inclusive language, and accurately representing the accessibility of attractions in your destination, can make a big impact.
Here are some actions you can take:
➡️ Audit your content. Review your website and campaigns with an accessibility and inclusivity lens.
➡️ Collaborate locally. Partner with businesses and community advocates to showcase inclusive experiences and promote a more inclusive society.
➡️ Tell real stories. Feature travelers from diverse cultural backgrounds and people with disabilities in your content.
➡️ Visually represent disability authentically. Move beyond the default image of a wheelchair user. Disability is diverse—some disabilities are visible, while many are not. Use visuals to reflect the full range of disability experiences so all travelers feel seen.
➡️ Be transparent. Share honest, thorough accessibility details.
➡️ Partner with experts. Work with organizations that specialize in accessible travel.
➡️ Invite feedback. Engage with your audience to learn what you can improve.
Prioritizing accessibility and inclusion shows every visitor that their experience matters. It also builds trust, expands your audience, and helps create destinations where all travelers feel at home.
Many destinations are already leading the way. If you have tips or stories to share, send them our way!
