Accessibility Playbook

An end-to-end toolkit to equip destination organizations on their accessibility journey Request full Playbook on https://destinationsinternational.org/accessibility-playbook

ACCESSIBILITY PLAYBOOK DESTINATION MODULE

PRODUCED IN CONJUNCTION WITH

PART 1 INTRODUCTION

PART 1

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WELCOME TO THE ACCESSIBILITY PLAYBOOK

Welcome to the Accessibility Playbook developed by TravelAbility and Destinations International in partnership with [your destination]. According to the World Health Organization, 1.3 billion individuals, or one out of six people, live with a significant disability. This translates to 70 million Americans, over 10.5 million Canadians, and more than 120 million residents across the European Union. By 2030, 73 million U.S. Baby Boomers will be 65+. Nearly half, 43%, will identify as having a disability. When you include partners, caregivers, and family, that grows to 288 million people whose travel decisions are driven by accessibility in the US alone. We have an incredible opportunity to welcome new visitors to [our destination] and this playbook is designed to help you build your 2030 strategy. Ensuring destinations are welcoming to travelers with disabilities goes beyond numbers and economic impact. [Our destination] believes in welcoming everyone to participate and explore with confidence. We strive to demonstrate community values such as compassion and awareness with our actions. We are proud to welcome travelers with disabilities through initiatives such as [insert here]. This work brings us one step closer towards a reality where everyone, regardless of ability, feels valued and can fully experience the joys of travel. We now call on you to help further these endeavors and elevate the visitor experience through your own education. Please utilize the wealth of information and expertise in this playbook to better understand and support travelers with disabilities. These pages are a guide to help get you started, providing recommendations, resources, and use cases. We look forward to your feedback and collaboration as we continue on this journey together.

[Name] [Title] [Destination Organization]

PART 1

FOUR COMMON DISABILITIES

Vision disabilities – Includes blindness and low vision, conditions affecting a person’s ability to see. Auditory disabilities – Includes deafness and hard of hearing, conditions affecting a person’s ability to hear. Mobility disabilities – Conditions affecting a person’s ability to move around independently and perform everyday activities. Cognitive & Neurological disabilities – Variations in cognitive, neurological, or mental health functioning that may affect information processing, commun- ication, sensory experiences, emotional regulation, attention, memory, or interactions with others.

To better support travelers, it is helpful to understand the primary types of disabilities that can affect how people experience travel environments and services. Disability is complex and can be present at birth, develop over time, result from injury, or be associated with aging. While the experience of disability varies widely, most traveler needs can be understood through four key categories: vision, auditory, mobility, and cognitive & neurological. While some disabilities are visible, many are unseen. No matter the type of disability that exists, it is essential to treat each individual with respect. This involves understanding and acknowledging unique perspectives, needs, and experiences.

A Guide to Accessibility Icons for Marketing

Person with cane and dots – Indicates tactile paths or guidance for people who are blind or have visual impairments. Accessible parking sign with downward arrow – Accessible parking available in a garage or lower level. Person in wheelchair on incline – Signifies wheelchair-accessible ramps are available. Wheelchair with “RAMP” label – Indicates a ramp entrance that is wheelchair accessible. Elevator with wheelchair icon – Signifies an accessible elevator or lift for wheelchair users.

Eye icon – Represents visual impairments or services for people with low vision. Guide dog – Indicates service animals are welcome and recognized. Braille dots – Braille signage or information is available. Hand reading braille – Reinforces availability of braille materials or tactile signage. Ear with sound waves – Assistive listening devices or hearing support available. Brain with circuits – Refers to supports for neurodivergent individuals or cognitive disabilities. Person with white cane – Designates an area accessible or designed for people who are blind or have low vision.

PART 1

Important Considerations

RESPECT THE PERSON’S PERSONAL SPACE INCLUDING EQUIPMENT OR AIDS: Be mindful of personal space and avoid

BE PATIENT AND UNDERSTANDING:

ASK BEFORE OFFERING

ASSISTANCE: Always ask if the person needs help before providing assistance. Respect their autonomy and allow them to accept or decline assistance.

Allow extra time for individuals to complete tasks or navigate unfamiliar environments. Be patient and understanding of any challenges they may encounter.

touching them or any equipment or aids without permission.

LISTEN AND COMMUNICATE: Listen attentively to

USE WELCOMING LANGUAGE: Use language that respects the dignity and autonomy of

RESPECT THEIR INDEPENDENCE: Respect the individual’s independence and avoid making assumptions about their

the person and communicate

clearly. If they have difficulty speaking

neurodivergent individuals. Avoid using stigmatizing or derogatory language, and prioritize person-first language (e.g., “person with autism” rather than “autistic person”).

abilities. Offer assistance when needed but allow them to take the lead in communication and decision-making. Interact with the disabled individual instead of the caregiver.

or understanding, be patient and use alternative methods of communication if necessary.

VISION DISABILITIES Blindness and low vision are both conditions that affect a person’s ability to see, but they differ in degree and extent. Blindness: Blindness refers to a complete or severe loss of vision. A person who is blind typically cannot see at all or has very limited vision, often to the extent that they rely on alternative senses such as touch, hearing, or smell. Low Vision: Low vision refers to significant visual impairment that cannot be fully corrected

with glasses, contact lenses, medication, or surgery. Unlike blindness, individuals with low vision still have some remaining vision, but it is impaired to the point where everyday activities like reading or recognizing faces may be challenging. A Warm Welcome Identify Yourself: When approaching a blind person, introduce yourself and let them know that you are there to assist if needed. This helps establish trust and facilitates communication.

SHARE THIS 1 Watch This Video: (3:40) “We Don’t Bite” is a short video produced by the District of Columbia for disability sensitivity training.

PART 1

Communicate Clearly: Use clear and descriptive language when providing information or giving directions. Paint a vivid picture with your words, conveying details, colors, shapes, sizes, and spatial relationships. Be specific and avoid vague or ambiguous terms. Offer Assistance: If a blind person requests assistance, offer your help willingly and respectfully. Be patient and help without taking over or assuming control. Guide Properly: If guiding a blind person, offer your arm for them to hold onto, and walk slightly ahead while describing the surroundings and any obstacles. Allow them to maintain their own pace and follow their lead.

MOBILITY DISABILITIES

Mobility issues refer to conditions or disabilities that affect a person’s ability to move around independently and perform everyday activities. Some common mobility issues include: Musculoskeletal Conditions : Conditions such as arthritis, osteoporosis, or muscular dystrophy can make it difficult for individuals to walk, stand, or move around comfortably. Neurological Disorders : Neurological conditions like multiple sclerosis, Parkinson’s disease, or cerebral palsy can result in difficulties with balance and mobility. Spinal Cord Injuries : Injuries to the spinal cord can cause paralysis or partial paralysis. Individuals may use wheelchairs, walkers, or other assistive devices for mobility. Stroke : Stroke survivors may experience hemiparesis or hemiplegia. This can make it challenging to walk or maintain balance. Amputations : Individuals who have undergone amputation due to injury, vascular disease, or congenital conditions may use prosthetic limbs or assistive devices. Chronic Pain : Chronic pain conditions such as fibromyalgia, back pain, or neuropathy can significantly impact mobility and quality of life. Visual Impairments : Individuals with visual impairments may use mobility aids such as white canes or guide dogs. Age-related Decline : As people age, they may experience a decline in mobility due to factors such as muscle weakness, joint stiffness, balance problems, and chronic health conditions.

PART 1

A Warm Welcome Offer Assistance Appropriately: Confirm if the person would like assistance, and follow instructions if help is wanted. Get consent before handling equipment and taking over tasks. Ensure Accessibility: Make sure that the environment is accessible to individuals with mobility issues. This includes providing ramps, elevators, wide doorways, and accessible restrooms. Be Mindful of Physical Barriers: Be aware of physical barriers that may hinder mobility, such as stairs, uneven surfaces, or narrow doorways. Offer alternative routes or assistance as needed.

AUDITORY DISABILITIES Deafness and being hard of hearing are both conditions that affect a person’s ability to hear. Deafness: Deafness refers to a profound hearing loss that may render a person unable to hear sounds at all or only able to perceive very loud noises. Individuals who are deaf typically rely on alternative forms of communication, such as sign language, lip-reading, or written communication to interact with others and navigate the world around them. Hard of Hearing: Being hard of hearing (HoH) refers to having a partial hearing loss, where a person may have difficulty hearing certain sounds or frequencies but can still perceive sound to some extent. Individuals who are hard of hearing may rely on hearing aids, assistive listening devices, or other accommodations to improve their ability to hear speech and other sounds. Hard of Hearing individuals often use spoken language as their primary mode of communication. A Warm Welcome Get Their Attention: Before

speaking, make sure you have their attention. Do this by waving your hand, tapping them gently on the shoulder, or making eye contact.

PART 1

Communicate Clearly: Speak clearly and at a moderate pace, but avoid shouting and covering your mouth, as it can distort lip movement. Use natural facial expressions and gestures to enhance communication and avoid exaggeration. Respect Their Communication Preferences: Respect the individual’s preferred communication method, whether it’s sign language, lip-reading, written communication, or a combination of methods. If you’re unsure, ask them how they prefer to communicate. Do not assume the individual reads lips. Provide Accommodations: Provide accommodations such as written materials, visual aids, or assistive listening devices to facilitate communication and ensure inclusivity. Address the Person Directly: Don’t speak to interpreters, companions, or caregivers instead of directly addressing the deaf or HoH individual.

COGNITIVE AND NEUROLOGICAL DISABILITIES

Neurodivergence describes individuals whose neurological development and functioning differ from what is typically considered “normal” or “neurotypical.” This includes people with conditions such as autism spectrum disorder (ASD), attention deficit hyperactivity disorder (ADHD), dyslexia, dyspraxia, Tourette syndrome, PTSD, and more. They may face challenges in social communication, sensory processing, executive function, and emotional regulation. Individuals with PTSD often have heightened or altered sensory processing. Everyday stimuli like loud noises, bright lights, crowds or unexpected touch can be perceived as threats, triggering a fight, flight or freeze response. Environments that are too stimulating or unpredictable can become overwhelming very quickly. A Warm Welcome Respect Individual Differences: Recognize that neurodivergent individuals have diverse experiences, strengths, and challenges. Listen and Validate: Listen attentively to the person’s perspectives, experiences, and preferences. Respect Interests: Respect the individual’s personal space, boundaries, and ways of interacting. Ask for consent before initiating physical contact or offering assistance and respect their right to decline if they are not comfortable. Do not pressure the individual to conform to neurotypical norms such as eye contact and handshaking. SHARE THIS 1 Eight Myths About Autism by Pete Wharmby

PART 1

COMMUNICATION GUIDANCE Part of what makes communicating challenging is that people with disabilities are not a homogeneous group. A good practice is to ask how someone prefers to describe themselves and, if you inadvertently offend someone with your language, apologize and ask them to share with you their preferred language. There are generally two ways to approach this: person-first or identity-first. Neither is right or wrong; we should simply honor an individual’s preference.

TIPS

USE

DO NOT USE

Emphasize abilities, not limitations

Person who uses a wheelchair

Confined or restricted to a wheelchair, wheelchair bound

Person who uses a device to speak

Can’t talk, mute

Do not use language that suggests the lack of something

Person with a disability

Disabled, handicapped

Person of short stature

Midget

Person with cerebral palsy

Cerebral palsy victim

Person with epilepsy or seizure disorder

Epileptic

Person with multiple sclerosis

Afflicted by multiple sclerosis

Emphasize the need for accessibility, not the disability

Accessible parking or bathroom

Handicapped parking or bathroom

Do not use offensive language

Person with a physical disability

Crippled, lame, deformed, invalid, spastic

Person with an intellectual, cognitive, developmental disability

Slow, simple, moronic, defective,afflicted, special person

Person with and emotional or behavioral disability, a mental health impairment, or a psychiatric disability

Insane, crazy, psycho, maniac, nuts

Avoid language that implies negative stereotypes

Person without a disability; non- disabled person

Normal person, healthy person

Source: Center for Disease Control (CDC)

PART 1

DEFINE YOUR WHY Create your accessibility strategy by first defining your why. Why is accessibility important for your destination and the community you serve? Conduct initial conversations internally, with external stakeholders, and with community groups to shape your vision. Optimally, Defining your why means... • Designate an point person internally as the accessibility A11Y. • Survey industry partners to uncover accessibility features -Adding an accessibility landing page to your website • Determine how accessibility can be embedded into the natural work flow of other departments • Outline measurable objects, goals and milestones • Establish a task force to champion efforts Like any strategic initiative, recognize that your path to accessibility is long-term. Consider how accessibility can be embedded into your existing efforts.

Craig Radford, 360 Direct Access “If you do right by the disability community, we’ll be your biggest supporters. We’ve been in the pit. We know how dark it is, and we don’t want to leave anybody else there.” LIVED EXPERIENCE PERSPECTIVE

PART 1

Aligning to Social Impact Destinations International’s Social Impact Framework serves as a guide for destinations to foster community vitality and influence sustainable economic growth. Follow the five steps of the Framework to develop a measurable and impactful accessibility strategy that engages community organizations and experts.

STEP 1 Review your destination's vision and goals. Select the pillars) that lead to intended outcomes. Example: Community Impact and Well-Being; Intended Outcomes: Enhance the experience of residents and visitors by investing in shared spaces, infrastructure and services that support a thriving, connected community.

STEP 3 Develop action-oriented solutions that lead to intended outcomes. Engage with community members and stakeholders to design and implement initiatives. Example: Host an annual ommunity celebration that reflects the uniqueness of our destination's neighborhoods and cultures, engaging visitors and residents.

STEP 5 Communicate the impact of your outcomes. Share progress to build awareness, inspire collaboration, and position your destination as a welcoming place to visit, live, invest and work. Example: Marketing campaign to highlight community celebration.

STEP 2 Identify relevant topics for your destination. Focus on issues that are critical to your community and stakeholders. Choose from the 13 topics above. Example: Community Representation and Engagement

STEP 4 Establish metrics to track outcomes.

Track progress and success through data, feedback, or visible change. Example: Attendance numbers. feedback from residents and visitors, partnerships, sponsorships.

PART 1

Consider these best practices when getting started:  Has your destination defined the meaning of accessibility?  Does your destination adhere to accessibility standards for the built environment, and for information and communications technology, where possible?  Does your destination have a documented accessible vision and strategy with defined long and short-term goals?  Does your destination have an individual who is responsible for the implementation of the accessible travel strategy?  Does your destination organization allocate an annual budget for accessible travel initiatives?  Does your destination organization provide staff with training on disability awareness and how to support travelers with disabilities?  Has your destination organization conducted a baseline accessibility assessment of local tourism partners and facilities?  Does your destination organization’s visitor website meet or is working to apply Web Content Accessibility Guidelines 2.1 (WCAG)?  Does your destination provide accurate, consistent, and reliable information about barriers and/or partial accessibility for travelers on our destination website?  Does your destination organization actively market to travelers with disabilities using dedicated accessible travel content?  Does your destination organization have dedicated disability marketing channels?

PART 1

SECURING FUNDING FOR ACCESSIBILITY There is no single pathway to funding accessibility. Accessibility funding sits at the intersection of destination development , civic infrastructure, public policy, and community community engagement . In practice, this means destination organizations are rarely the sole funders. Instead, they operate within shared ecosystems where leadership must be coordinated across sectors: government agencies, nonprofits, and private industry partners. Accessibility cannot be addressed through a single budget line or isolated initiative. The most effective destinations advance accessibility through coordinated investments across partners and sectors. For destination organization teams, the challenge is therefore twofold: 1. Securing internal buy-in that positions accessibility as a legitimate destination priority. 2. Aligning external partners around a shared funding and implementation approach. This requires reframing accessibility from a cost center into a multi-benefit investment that supports residents, visitors, and long-term destination competitiveness. Below are 5 examples of how different destinations are structuring collaboration across sectors to fund accessibility in practice.

FIVE REAL WORLD APPROACHES TO ACCESSIBILITY FUNDING

FUNDING STRUCTURE & MECHANISM

ACCESSIBILITY FOCUS & OUTCOMES

DESTINATION ROLE

Pure Michigan STATE PARKS ACCESSIBILITY INVESTMENT MODEL

Michigan funds accessibility upgrades across state parks through a combination of state recreation dollars, federal park improvement programs, and Department of Natural Resources (DNR) grants. Investments support adaptive track chairs, accessible beaches, kayak launches, and trail enhancements across the park system.

Accessibility assets are embedded into public recreation infrastructure and integrated into state tourism marketing platforms. This creates dual outcomes: improved independent access for residents and expanded accessible outdoor visitor experiences that can be promoted by destinations.

Destinations across Michigan act as downstream activation partners. They do not influence funding decisions but package and promote accessible infrastructure as visitor- ready experiences through regional marketing, itinerary development, and destination storytelling.

Travel Oregon STATE TOURISM ACCESSIBILITY INVESTMENT SYSTEM

In 2025, Travel Oregon invested approximately $8.2 million through combined funding mechanisms, including a competitive grants program supporting 65 projects and a Wheel the World accessibility assessment covering more than 750 businesses across 43 communities.

The model integrates capital funding with system-wide accessibility measurement, positioning accessibility as a coordinated statewide tourism strategy. Improvements range from low-cost operational upgrades to infrastructure enhancements, often leveraged with local or private co-investment. Oregon was positioned as an “accessibility-verified” destination through this system-wide approach.

Travel Oregon functions as a system architect and integrator, managing grants, commissioning accessibility assessments, and embedding verified accessibility data into statewide tourism marketing and destination development strategies.

PART 1

FUNDING STRUCTURE & MECHANISM

ACCESSIBILITY FOCUS & OUTCOMES

DESTINATION ROLE

Alabama Mountain Lakes Tourist Association (AMLA) MICRO-GRANT DISTRIBUTION MODEL

AMLA’s Accessibility Advancement Grant Program distributed $500 micro-grants to tourism bureaus across 16 counties in North Alabama, ensuring full regional participation. The 2025 program allocated approximately $8,500 in direct funding.

Funds supported targeted improvements such as braille

AMLA acts as a regional funding distributor and multiplier, structuring micro-grants, setting accessibility priorities, and catalyzing additional local investment while enabling county tourism bureaus to implement aligned accessibility improvements across the region.

materials, ADA upgrades, sensory- friendly spaces, mobility equipment, and accessible event infrastructure. While individual grants are small, the model drives distributed impact, leveraging municipal, nonprofit, and in-kind contributions. The program generated an estimated $50,000– $75,000+ in total project value.

Visit Mesa DESTINATION-LED NONPROFIT ACCESSIBILITY FOUNDATION MODEL

The Mesa For All Foundation is a nonprofit aligned with Visit Mesa that blends philanthropic funding, destination strategy, and private- sector participation to support accessibility programs.

Funding supports autism certification, accessibility audits (e.g., Wheel the World partnerships), workforce development (Camp Level Up), and business inclusion initiatives. The model builds structured pathways for businesses to improve accessibility while strengthening destination-wide inclusion performance.

Visit Mesa acts as a strategic anchor and ecosystem integrator. The destination shapes program priorities, connects businesses to certification and funding pathways, and integrates accessibility outcomes into destination branding, marketing, and stakeholder engagement systems.

Québec PAET (Kéroul + Ministry of Tourism) CERTIFICATION-LINKED ACCESSIBILITY FUNDING GATE MODEL

Québec’s Ministry of Tourism funds accessibility improvements through PAET (Programme d’accessibilité des établissements touristiques), administered with Kéroul, the province’s accessibility authority. Funding supports tourism business upgrades in infrastructure and service delivery.

Accessibility is structurally embedded into eligibility and prioritization through technical assessments and classification systems. Businesses with higher accessibility performance gain improved positioning in tourism promotion systems, linking funding access, certification outcomes, and market visibility.

Destination organizations and tourism partners operate within a structured ecosystem where accessibility certification influences funding access and destination visibility. Their role is amplification and alignment: integrating certified businesses into marketing systems and reinforcing accessibility as a competitive tourism asset.

PART 1

Building Stronger Accessibility Funding Applications A 2024 study by Destinations International and CityDNA found that destinations with defined accessibility ownership and dedicated funding are significantly more likely to have active accessibility strategies in place. Successful accessibility funding efforts rely on clear internal ownership, cross-sector partnerships, and strong project design, including:  Define a measurable community need  Align funding requests with implementation outcomes

 Demonstrate cross-sector or community support  Use realistic budgets with phased delivery plans  Incorporate lived-experience input  Seek external review before submission  Ensure applications are clear, accessible, and compliant

SHARE THIS 1 Grant-writing strategies from Louisa Mariki

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