Inside Travel Oregon’s Governor’s Conference: Proactive Accessibilty

On the scene with Jake Steinman, Founder and CEO, TravelAbility

While attending the Oregon Governor’s Conference on Tourism, I was struck by the diverse approaches to accessibility among the various Destination Marketing Organizations (DMOs). While some view accessibility as a mere checkbox or legal requirement, the state recognizes it as a strategic investment for today’s disabled travelers. Oregon is proactively preparing to accommodate the upcoming ‘silver tsunami’ of baby boomers—10,000 individuals turning 65 each day, with 40% self-identifying as having a disability.

.During the conference, discussions buzzed about partnerships between DMOs, land managers, advocacy groups, and nonprofits—many aimed at enhancing accessible trails and natural spaces, which are a point of pride for Oregon. Governor Tina Kotek’s opening speech and subsequent awards ceremony emphasized this commitment, with the term ‘accessibility’ mentioned 22 times from the stage.

Beyond the speeches, I noticed thoughtful accommodations for disabilities throughout the venue. These included a designated ‘accessibility table’ in the general session ballroom, as well as a designated “sensory room” like the one at Portland Airport.  The conference also included an “Accessibility Vendor Showcase” room, curated by TravelAbility, that highlighted startups like Wheel the World, Enchroma color blind glasses, Access Trax beach mats (designed for wheelchair users), and the Hidden Disability Sunflower Lanyard—a global symbol indicating someone who may need additional care. Additionally, Becky Large, founder of the Autism Travel Club and a former TravelAbility EMS Summit presenter, participated in a neurodiversity breakout session. Notably, Oregon incentivized vendors by offering complimentary exhibit tables, lodging, and travel stipends, rather than requiring them to become sponsors.

In contrast to some state tourism conferences where accessibility is merely symbolic, Oregon. Travel Oregon’s visionary leadership, led by Executive Director Todd Davidson and VP of Marketing Kevin Wright, has adopted a proactive strategy. Their commitment is evident through a groundbreaking $3.6 million grant program, specifically designed to enhance and upgrade accessible experiences for all travelers.  

Both accessibility breakout sessions were standing-room-only, reflecting a universal desire to accommodate all disabilities, regardless of the challenges. Engaging discussions highlighted the organizational hurdles in integrating accessibility into existing roles and underscored the need for dedicated research efforts.

During a luncheon presentation, Travel Oregon’s budget structure revealed a legislative triumph from two decades ago—a 1% lodging tax earmarked for travel promotion. This foresight, coupled with a cap on local DMO tourism fund usage, has positioned Oregon as a trailblazer in accessible tourism, setting a benchmark for others to follow.

This forward-thinking approach was showcased at the Accessible Vendors Showcase (right)