The ultimate checklist: How destinations can offer accessible travel experiences

The travel and tourism industry is full of opportunity, giving travelers around the world access to new destinations and cultural experiences that have the power to change their perspectives about the world around them. But there's just one problem: These experiences aren't accessible to everyone, particularly travelers with physical limitations or neurological conditions such as autism. However, there’s a growing movement to create more inclusive experiences across all industries that open new travel opportunities and doors for those who are impacted. 

There’s no better time to foster an open dialogue about what accessibility and inclusivity means in the travel and tourism industry than World Tourism Day. Celebrated every September 27 since 1980, World Tourism Day is designed to raise awareness about tourism and how it affects different parts of our planet, including environmentally, socially, politically and economically. While World Tourism Day isn’t for a few more months, summer travel is already upon us, giving us an opportunity to make a difference in the lives of travelers now–and make powerful, beautiful experiences more accessible in a world that is ripe with conflict and inequality.

Destinations and organizations like TravelAbility are leading the charge, and most importantly, they are making a difference. Here’s how destinations around the world can create more accessible, inclusive travel experiences. 

What do travelers want?

Consumers in general are more prone to purchasing products or services that align with their values–and travel is no different. Travelers want to visit destinations where they know they’ll feel safe and welcomed, and a recent Accenture survey revealed that approximately three out of every five travelers want their travel providers to share similar diversity and inclusion values. Often, diversity, equity and inclusion in travel means creating inclusive experiences for every race, gender or those who are part of the LGBTQ+ community. However, creating inclusive experiences also means creating accessible experiences. 

Think about it this way: Currently, 87% of families with members on the spectrum don’t travel due to a lack of sensory-friendly options. Given that an estimated 1% of the world’s population is on the spectrum, approximately 75 million people are excluded from travel. Not only is this a massive opportunity for the travel and tourism industry to open up new experiences for a drastically underserved market, it’s also an opportunity to bridge the gap so travelers with autism can experience the joy of travel. 

Creating accessible experiences

There's a growing movement to raise awareness about increasing accessibility in travel. According to a recent report, 45% of European destination marketing organizations prioritize visitors with disabilities. While that’s an incredible start, it’s simply not enough.

Sojern Advisory Board member and TravelAbility Board member, Stuart Butler, chief marketing officer of Visit Myrtle Beach, is an advocate for families with autism and is continually finding ways to make Myrtle Beach more accessible to those with different sensory needs. To do so, Stuart created Traveling the Spectrum, an organization that helps families with autism experience travel. Traveling the Spectrum recently filmed a six-part series that offers an intimate glimpse into the lives of three families living with autism. The series showcases their heartfelt journeys toward understanding, acceptance and the joy of creating memories and discovering the world together. Stuart said, “This show goes beyond destination marketing. It's a series that dives into the essence of humanity. We need everyone to lend their support to get this series noticed. This is the start of a ripple effect that can change the way the world views people with autism.” 

The accessible destination checklist

So how can destinations take a page from Stuart’s book to create accessible, inviting experiences for travelers with different physical and mental needs? We’ve created a checklist to help destinations ensure they’re delivering the accessible experiences travelers want:

• Create a destination-wide initiative to make your destination more accessible: When destinations can ensure wheelchair access for guests at hotels, attractions and activities, or offer services such as Braille material and closed captioning for blind and deaf travelers, and quiet zones for autistic travelers, travelers will know they can avoid the panic associated with not having the resources they need.

• Change your data strategy: By tailoring your data strategy to better understand and target accessibility-minded audiences, destinations can reach people planning trips who need certain types of experience — and offer the assurance they need to feel comfortable booking.

• Message your values: Do you have special services, activities or accommodations for travelers with physical or mental limitations? Then say so. Some groups are hesitant to travel if they don’t know that a destination can safely welcome them. By being upfront about the services you offer, you can give travelers peace of mind while creating smoother, safer experiences for them. 

Every person deserves the opportunity to have a safe, accessible, and accepting travel experience. By shifting their strategies to ensure accessible travel, destinations can open up new opportunities to welcome new guests and, more importantly, give people around the world the ability to travel without fear or apprehension.