Marketing Director, Visit Tampa Bay
Q1. When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible?
Visit Tampa Bay began intensifying its focus on accessibility as part of a broader inclusivity initiative, which recognized the growing need and ethical imperative to serve all travelers, regardless of their physical abilities. This commitment was further motivated by the understanding that improving accessibility not only benefits travelers with disabilities but also enhances the overall visitor experience, which makes the destination more welcoming and enjoyable for everyone.
Q2. What are your main responsibilities and tasks in your organization?
Working with a dedicated internal team and external representatives and agencies, I direct all marketing and communications channels including advertising, public relations, branding, activations, targeted niche campaigns and creative out-of-the-box ideas. Additionally, I oversee our leisure sales team and work closely with our partnership and convention sales team to ensure brand integrity and consistency.
Q3. Aside from budget, what are the most difficult obstacles or barriers that you face regarding the advancement of accessibility in your destination? What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of?
One of the primary challenges in advancing accessibility in Tampa Bay is transforming the mindset of local stakeholders and partners. Too often, accessibility is seen merely as an ADA compliance issue rather than a broader commitment to inclusivity and enhancing the guest experience. At Visit Tampa Bay, we aim to lead by example, demonstrating successful accessible initiatives and sharing findings and best practices with our partners.
A critical early step was the appointment of Jamie Santillo as an accessibility ambassador to Visit Tampa Bay. As a local travel agent with a disability, Jaime brought a valuable perspective, ensuring that our accessibility efforts were not only well-informed but also genuinely reflective of the needs of travelers with disabilities. Her appearance in an accessibility video, along with her Tampa Bay itineraries, underscores the importance of getting input from the community on the initiatives aimed to serve. We are proud to showcase her as an expert in creating inclusive travel experiences. In the past few years, Jamie’s own travel agency, Adventures by Jamie, has been voted a top travel agency in Florida and the Southeast.
We showcase the value and impact of accessible tourism through pilot programs and strategic partnerships, demonstrating that thoughtful accessibility improvements lead to increased guest satisfaction and repeat visitation. We are particularly proud of our recent initiatives that collectively aim to position Tampa Bay as a leader in accessible tourism.
Recent initiatives include:
- EnChroma: We’ve introduced EnChroma glasses at key cultural venues like the Tampa Museum of Art and The Florida Museum of Photographic Arts. These glasses allow visitors with red-green color blindness to see a broader spectrum of colors, enhancing their experience of the visual arts.
- Wheel the World: Visit Tampa Bay was the first DMO in Florida to highlight accessible trips with Wheel the World. We are expanding this partnership to enhance accessibility at more hotels and tourist attractions.
- AbleVu: We’re working to make Tampa Bay the first “AbleVu Accessible City” in Florida by enhancing accessibility at a variety of partner businesses, including attractions, hotels, and dining establishments.
By sharing the successes of these initiatives, we position ourselves as a model for others in the hospitality and tourism industry, advocating for a more inclusive approach that benefits all visitors.
“Too often, accessibility is seen merely as an ADA compliance issue rather than a broader commitment to inclusivity and enhancing the guest experience.”
Q4. Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.
Visit Tampa Bay often looks to Destinations International, specifically their Social Inclusion program, for ideas and inspiration. Destinations International has established itself as a leader in advancing equity and inclusion within the tourism industry, providing a framework that helps destinations like Tampa Bay develop more inclusive practices. By aligning with forward-thinking frameworks and incorporating their recommendations, Visit Tampa Bay continues to reinforce its commitment to being a leader in accessible travel and tourism.
Q5. What are your plans around accessibility in 2024?
In 2024, Visit Tampa Bay plans to further enhance accessibility through several strategic initiatives:
- Expansion: Extending accessibility training to improve service delivery across the board. We are also expanding our listings on sites such as Wheel the World, showing off the destination’s accessible offerings.
- Technology Integration: We are leveraging technology to create more accessible online resources, including virtual tours and interactive guides that are ADA-compliant. We continue to elevate our landing page.
Enhanced Community Engagement: Increasing engagement with local disability advocacy groups to ensure their input and feedback are integral to accessibility initiatives in development. Working closely with county and city officials to be sure that we are highlighting all of the work done in our community.
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