Adaptive sports events build community, elevate destinations, and create meaningful access for athletes with disabilities. In this session recap from TravelAbility Summit 2025, leaders from Richmond Region Tourism, the National Ability Center, and TravelAbility came together with athlete ambassador Sue Ellen Henneberry to share what it truly takes to host adaptive sporting events that work. Drawing on real-world experience, the panel explored how destinations can balance inclusion, logistics, and collaboration to deliver high-impact events that empower athletes and leave a lasting local legacy.
Want to be part of these conversations in real time? Join us at next year’s TravelAbility Summit, taking place November 9-11, 2026 in Tampa, Florida. The summit brings together destinations, venues, and industry leaders committed to making travel and events more inclusive for everyone.
Session Recap
October 13, 2025
Speakers
● Toni Bastian – Director of Accessibility & Tourism Sales, Richmond Region Tourism
● Jamie Starr – Director of Marketing, National Ability Center
● Kristy Durso – Founder, Incredible Memories Travel / Ambassador, TravelAbility ● Guest Contributor: Sue Ellen Henneberry, Athlete Ambassador, Sportable
Session Overview
This session explored how destinations can successfully host adaptive sporting events—balancing inclusion, logistics, and community collaboration. Drawing from the experiences of the National Ability Center in Utah and Richmond Region Tourism in Virginia, panelists shared best practices for designing accessible, high-impact events that empower athletes with disabilities and engage local communities.
Key Insights
- Inclusive adventure as tourism driver: The National Ability Center (NAC) has evolved over 40 years from a veteran ski program into a year-round adaptive recreation hub with 6,000 participants and 33,000 experiences annually.
- Community integration: NAC welcomes families and caregivers alongside participants, emphasizing shared adventure over separation.
- Economic impact: Adaptive events generate substantial tourism spending and strengthen brand identity through inclusion.
- DMO leadership: Richmond Region Tourism partnered with Sportable to host the National Wheelchair Basketball Association Championships—welcoming 400 athletes, 10,000 spectators, and $1.1 million in annual tourism revenue.
- Training and collaboration: Over 2,500 airport, hotel, and attraction staff in Richmond received disability etiquette training through partnerships with Visitable and MobilityWorks.
- Universal design in venues: Facilities like the Henrico Sports & Events Center were built beyond ADA compliance, incorporating lived-experience consultation from Six Wheels Consulting.
Actionable Takeaways
- Plan collaboratively: Include athletes, disability organizations, and accessibility experts from the start.
- Invest in training: Frontline staff interactions shape visitor impressions more than measurements or specs.
- Communicate transparently: Avoid blanket “fully accessible” claims; provide detailed accessibility info so travelers can make informed decisions.
- Anticipate logistics: Coordinate with connecting airports, rideshares, and DME suppliers for seamless travel.
- Show, don’t tell: Use video tours and athlete testimonials to visually demonstrate accessibility.
- Leverage tech and data: NAC uses Salesforce and updated IT systems to manage participant flow and experience tracking efficiently.
Notable Quotes
- “Accessibility isn’t a destination—it’s about meeting individual needs so everyone can experience your destination.” — Kristy Durso
- “Don’t be afraid to bring an adaptive event to your city. With community collaboration, you can do it.” — Tony Bastian
- “It’s not about separate spaces—it’s about shared adventure.” — Jamie Starr
- “Videos showing accessibility give people the freedom to explore without fear.” — Sue Ellen Henneberry
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