TBEX is the world’s largest gathering and networking event for travel content creators, including bloggers, podcasters, YouTubers, influencers, and tourism industry professionals. This is where new ideas are born and what determines the direction of social media marketing and blogging for both content creators and destinations.
So, what direction is marketing taking in the travel industry this year? TBEX made it clear that it’s a seismic shift toward accessibility and inclusion.
Under Toni Bastian’s leadership, accessibility and inclusion began transforming the event long before opening night. The FAM tours were created with accessibility in mind, including detailed information on terrain, energy expenditure, and any potential barriers. For the first time in TBEX history, not only were there a plethora of tour options for disabled creators, but they were able to plan around their needs and travel without anxiety.
Upon arrival at the Richmond Convention Center, accessible routes were clearly marked. Before the opening keynote began, Koda was running for live transcription on the big screen and a QR code was provided for following along on your phone. A Zen Zone sensory room was created with soft chairs, a swing, fidgets, and low lighting. It was made clear through both the welcome speech and accommodations being made that all were welcome.
Leslie Walker of Leslie Walker Consulting, the strategist behind Tami Reist’s award winning accessible travel videos with North Alabama, introduced the opening keynote: a panel of disabled travelers.
The panel was made up of Cory Lee, a full time wheelchair user; Penny Zibula, a legally blind aging traveler with a guide dog; and Phoenyx Powell, an amputee with a dynamic disability and sensory sensitivities. They boldly answered real questions on the state of accessibility in travel.
“Disability content creators are not just influencers, they’re translators helping us to understand a different experience in our destination.”
Why did the premier training and connection conference for creators and DMOs lead off with accessible travel? According to Leslie, it’s because accessibility isn’t niche. Accessible travel content is an opportunity for authentic storytelling, and connection–meeting basic marketing needs in the travel industry. She reminded listeners that disability content creators are not just influencers, they’re translators helping us to understand a different experience in our destination.
Why the Shift?
Penny pointed out that she was old enough to be the grandmother of most people attending the conference. So why was everything she shared so relevant?
Leslie shared that the Baby Boomer population is quickly aging into disability, compounding the need for accessible destinations. While only 19% of these older adults identify as having a disability, when asked specific questions to identify disabilities, that number jumped to over 50%.
Penny highlighted that seniors are looking for the same information as the disability community, whether they identify as disabled or not. “As people age they will acquire some sort of physical challenge. Then they try to compensate and go to Egypt because they’re king and queen of denial, and they get frustrated when they can’t access something because it’s too steep.”
Cory Lee reminded us that the disability community is the largest minority group, and the fastest growing. They’re already spending 50 billion a year on travel in the U.S. alone. That’s not a bandwagon you can afford to miss.
“As people age they will acquire some sort of physical challenge. Then they try to compensate and go to Egypt because they’re king and queen of denial, and they get frustrated when they can’t access something because it’s too steep.”
Penny Zibula
Takeaways for the Industry
TBEX is not just taking the lead in steering marketing toward accessibility, the conference is indicative of a greater shift in the conversation. Accessibility and inclusion have become central to the progress of every destination.
When asked about the difference between a destination that cares about accessibility, all three creators agreed that the human element goes further than infrastructure. Phoenyx stayed at a retreat center that bought a shower chair for her room, Cory Lee had a group build him a ramp out of the shoes on their feet, Penny had a cruise team experiment with multiple spaces before finding a relief area that worked for her guide dog. These things made more of an impact on their travel experiences than any standard ADA effort.
The essential basics of welcome highlighted accessibility landing pages that include transportation, hotels, and energy expenditure details like distances and inclines. It was also pointed out that there’s no excuse for not having a cheap portable ramp to cover a step or two at the entrance. They’re not cost prohibitive.
Phoenyx nicely summed up the hope that’s building in the disability community as this shift in the travel industry is becoming evident, “People are starting to see that accessibility and inclusion really do matter.”
Cory Lee encouraged destinations not to be afraid to work with disabled creators. “We have a very loyal following who depend on us for planning their travels.” He explained that there are about five destinations that are well vetted for accessibility. That’s what people think their only vacation options are. “Let’s change that,” he challenged.
Champions Leading the Way
If you’re interested in working with one of the TBEX panelist, all three speakers are a part of the TravelAbility Content Creator Database.
Toni Bastian of Visit Richmond is a TravelAbility Accessibility Champion of Change who has moved beyond reshaping Richmond Tourism to impacting the industry as a whole. Learn more from her ongoing efforts at the 2026 TravelAbility Summit.
SUBSCRIBE TODAY!
Leave a Reply
You must be logged in to post a comment.