This month, Leisure Group Travel reached out to several tourism leaders who are working to make the world more accessible for disabled travelers. They offer valuable advice to destinations on how to be more inclusive and share their thoughts on what the future holds for accessible travel. LGT also interviewed Jake Steinman, the founder of TravelAbility. The issue covers barrier free destinations and highlights the people who are paving the way for an accessible future.
Tennessee Tourism Rewrites Accessibility with Music-Driven Alt Text
Watch the Video Here.
NASHVILLE, Tenn. – April 10, 2025 – The Tennessee Department of Tourist Development (TDTD) is redefining accessibility through the power of music, partnering with songwriters in an industry-first initiative to enhance the online travel experience for blind and visually impaired visitors. This groundbreaking program called “Sound Sites” replaces standard image descriptions known as alt-text on TNVacation.com with beautifully-crafted song lyrics, allowing travelers using screen readers to experience Tennessee’s landscapes, culture and spirit through poetic, immersive storytelling.
Leveraging one of Tennessee’s most iconic assets—its legendary songwriters—this initiative creates a richer and more evocative way for visually impaired travelers to connect with the state. Instead of generic, uninspired alt-text such as “image of a mountain” or “street at night,” visitors will hear lyrical descriptions that bring Tennessee’s scenic beauty to life.
Innovating Accessibility Through Music
More than seven million Americans have a non-corrective visual disability, including more than one million who are blind, according to the National Federation of the Blind. That number is expected to double by 2050. Recognizing the need for more meaningful and engaging online experiences, Tennessee is going beyond traditional accessibility standards. While accessibility standards have traditionally focused on functionality, Sound Sites elevates them to an art form, using human creativity to ensure all travelers can experience Tennessee with wonder and excitement.
“Music has the power to connect us all, regardless of how we experience the world,” said Billy Montana, a Tennessee-based, award-winning country songwriter known for hits recorded by Garth Brooks and Tim McGraw. “Sound Sites is a beautiful example of how we can use creativity to make travel more accessible and welcoming to all. I’m honored to be a part of a project helping people feel more connected to Tennessee and to each other.”
Montana is one of 12 talented songwriters bringing Sound Sites to life, joining an all-star lineup that includes country music legend Dolly Parton, Brooks & Dunn’s Kix Brooks and Grammy-nominated songwriter Michael Farren. The initiative also features a diverse range of artists, from Americana storyteller Hilary Williams—daughter of Hank Williams Jr.—and indie-rock powerhouse Nicole Atkins to Nashville hitmakers David Tolliver, Adam Wood, Brian Davis, Thomas Edwards and Jack Settle. JP Williams, a celebrated blind singer-songwriter, brings an especially meaningful perspective to the project, helping to ensure that Tennessee’s landscapes aren’t just seen, but truly felt.
A Unique Approach to Accessible Travel
With Sound Sites, Tennessee is laying the foundation for a new kind of travel experience—one that will continue to grow, evolve and connect people in new ways.
The program follows the success of Tennessee’s Colorblind Viewfinder initiative, which introduced specialized scenic viewfinders that allow colorblind visitors to experience the full spectrum of fall foliage. With Sound Sites, Tennessee continues to expand what accessible and engaging travel looks like, proving that the state isn’t just seen—it’s felt.
“We want to ensure everyone has the opportunity to experience Tennessee’s unmatched beauty, including the millions who travel with visual impairments,” said Mark Ezell, Commissioner of the Tennessee Department of Tourist Development. “Tennessee’s deep musical roots make this campaign a natural fit, and we’re proud to champion travel experiences that embrace everyone. This is just the beginning of a meaningful, ongoing effort to connect people to the beauty of our great state.”
Experience Tennessee Beyond Description
Hundreds of images are featured across TDTD’s digital properties and social channels, marking the start of an ongoing collaboration with songwriters and members of the blind community to enhance descriptions. The state is also developing best practices to share with tourism partners, aiming to improve accessibility across destination, lodging, and attraction websites throughout Tennessee.
Travelers can explore the Sound Sites experience now at TNvacation.com, where song-driven descriptions bring Tennessee’s landscapes to life in an entirely new way. Join the conversation on social media with @TNvacation using hashtag #TNSoundsPerfect.
About Tennessee Department of Tourist Development
The Tennessee Department of Tourist Development (TDTD) is dedicated to driving economic growth and tourism in all 95 counties. TDTD’s global marketing efforts increase visitation to Tennessee, which boosts tax revenue, creates jobs and attracts new investment across the state. Tennessee is a global destination of choice offering visitors world-class music, live entertainment, family-friendly experiences, charming communities, innovative and classic culinary creations, renowned scenic beauty and outdoor adventure—all centered at the crossroads of rich history and unrivaled hospitality. Vacations “sound perfect” in Tennessee. Visit TNvacation.com and follow @TNvacation on Facebook, X, and Instagram for travel inspiration.
PBS: Change, Not Charity
Change, Not Charity: The Americans with Disabilities Act tells the emotional and dramatic story of the decades-long push for equality and accessibility that culminated in the passage of the Americans with Disabilities Act (ADA) in 1990. While curb cuts, ramps at building entrances, and braille on elevator buttons seem commonplace today, they were once the subject of a pitched battle that landed on the steps of Congress. Told through the voices of key participants and witnesses, the film highlights the determined people who literally put their bodies on the line to achieve their goal and change the lives of all Americans. A story of courage and perseverance, the film brings to life one of the great civil rights movements in American history, where ordinary people made their voices heard and Congress responded. A testament to the power of coalition building and bipartisan compromise, the passage of the ADA is a shining example of democracy in action.
To mark the 35th anniversary of the Americans with Disabilities Act, TravelAbility is launching a powerful lineup of initiatives designed to educate, engage, and equip the travel industry to better serve travelers with disabilities. Download the full slate of activities here.
Watch the episode here. WATCH NOW!
Observations from Abilities Expo Los Angeles and Destination International’s CEO Summit
From Jake Steinman
Last week, I attended the CEO Summit in Savannah, where I had the opportunity to engage with over 25 CEOs from various destinations. The event offered a valuable pulse check on the industry, revealing a mix of uncertainty, strategic shifts, and a growing focus on accessibility. Here are some key observations and insights.
Navigating Uncertainty: The Mood Among Industry Leaders
A prevailing sentiment was that “kindness has gone out of style”
The general atmosphere among attendees was one of confusion and uncertainty. Vendors voiced concerns that large-scale projects might be put on hold or canceled altogether, reflecting a cautious approach to future investments. A prevailing sentiment was that “kindness has gone out of style,” a troubling notion in an industry where hospitality and empathy are core values.
Adding to the uncertainty, the CEO of Panama City Beach shared a revealing anecdote. Florida Governor Ron DeSantis, whom he previously worked for, informed him that his destination marketing organization (DMO) would be the first to undergo an audit under the newly introduced mini-DOGE initiative. This heightened sense of scrutiny is contributing to industry-wide apprehension.
The Evolution of DEI: Going Undercover
Diversity initiatives are facing new challenges in the current political climate. At a breakfast discussion on the future of “Tourism Diversity Matters,” it became clear that organizations are adapting to maintain these efforts, sometimes discreetly. Several attendees noted that their DEI staff had been reassigned to other departments while continuing their work under a different guise—essentially going undercover.
A proposal was made to rename “Tourism Diversity Matters” to simply “Tourism Matters.” The suggested rebranding aimed to ensure the initiative’s longevity while advancing its mission in a more politically palatable manner. Several Black audience members supported this shift as a strategic move to preserve and expand the program’s impact.
Accessibility Gains Momentum at Conferences
Accessibility was a standout topic at the DI’s CEO Summit, gaining traction as a non-partisan, forward-thinking initiative. Wheel the World delivered a compelling presentation that resonated with many CEOs, reinforcing that accessibility is not just an ethical responsibility but a strategic imperative for future-proofing destinations. One particularly insightful takeaway came from Alvaro Silberstein, founder of Wheel the World, was that he chose UC Berkeley for his MBA over other options largely due to the city’s strong history of accessibility. (Similarly, Sophie Morgan—wheelchair user, BBC news anchor, and Conde Nast Traveler’s accessibility editor—moderated a panel I participated in at Visit California’s Marketing Outlook Forum in LA. After a month-long coast-to-coast tour of America, she decided to relocate to the U.S., finding accessibility here, while imperfect, it was consistently superior to anything she had experienced in the UK.)
Meanwhile, Don Welsh, CEO Destinations International, underscored DI’s commitment to accessibility in his closing remarks, highlighting strengthened partnerships with TravelAbility and Wheel the World. The momentum in this space is clear, with destinations increasingly recognizing the economic and reputational benefits of inclusive travel. Also, at the Oregon Governor’s conference on Tourism held last month in Portland, three out of the 10 sessions focused on accessibility.
Risk Mitigation and Training: A New Approach
Conversations at the Abilities Expo further reinforced the need for improved accessibility training. In discussions with two ADA plaintiff attorneys, I proposed adding a scenario-based section to the newsletter and conference, tentatively titled “Would You Sue Over This?” or, as another community member suggested, “To Sue or Not to Sue.”
One attorney noted that in 95% of cases, lawsuits could have been avoided if businesses had simply treated their customers with dignity and respect. Incorporating accessibility training into regional Master Class workshops could serve as both a compliance measure and a safeguard against litigation, making it a win-win for the industry.
Looking Ahead: ADA35 as a Unifying Initiative
As we approach 2025, which marks the 35th anniversary of the ADA, we have a unique opportunity to elevate accessibility initiatives on a larger scale. My plan is to roll up several key efforts—the Playbook, the InnovateAble Showcase, research collaborations with Longwoods and USAE News, Regional Masterclass Workshops, and the 7th Annual TravelAbility Summit—into a year-long ADA35 celebration.
If industry leaders see themselves as contributors to a long-term foundation rather than just attendees of isolated events, the momentum behind accessibility will continue to grow.
Accessibility remains a strong, future-focused initiative that destinations are willing to champion.
The CEO Summit made one thing clear: while uncertainty looms over various aspects of the industry, accessibility remains a strong, future-focused initiative that destinations are willing to champion. With ADA35 on the horizon, we have a compelling narrative to drive meaningful progress forward.
North Alabama’s Accessibility Champion: Tami Reist
By Jennifer Allen
I completed this interview with Tami via email before heading to North Alabama to be a part of a launch project showcasing accessibility across North Alabama. I couldn’t help but think about the truth behind her words as we were exposed to her initiatives in real life. Tami puts a lot of emphasis on the power of working together, and we were able to witness that power everywhere we went. Her passion has clearly spread to her team and to the North Alabama partners. From the breakfast lady at the hotel, to the camera crew, to the partner destination marketing teams – everyone was excited about the progress North Alabama is making. Reist is making waves, and those working with her are excited to do what they can to be a part of it.
A Personal Journey to Advocacy
Reist’s passion for accessibility started at home. “My father’s experience navigating life after losing both legs to diabetes gave me a firsthand insight into the challenges faced by those with mobility limitations,” she shares. “Although he passed away shortly after the amputations, I felt it was my duty to start the process.”
Her commitment only deepened as she saw the growing need for accessible travel options. “My mother has early dementia, and along with other baby boomers, we’re seeing more people who want to travel but face barriers. That was part of my motivation for getting involved in making North Alabama a friendly, accessible region.”
Breaking Barriers and Building Connections
Transforming accessibility across 16 counties hasn’t been without challenges, but Reist has taken a community-driven approach. “We are currently working with over 150 of our tourism partners that are also interested in this mission,” she says.
One of the major strides in this effort has been a partnership with Wheel the World to collect accurate accessibility measurements for hotels and attractions. “We’re also getting Huntsville International Airport onboard and building out a website to share places where travelers can find accessible transportation and other services.”
Another initiative that stands out is the ALL-A-BAMA program, which provides sensory training for tourism partners. “We’re training them on sensory initiatives and equipping them with ALL-A-BAMA backpacks filled with weighted blankets, headsets, and other items to help travelers.”
Reist has also brought storytelling into the mix. “We’ve hired Leslie Walker, a Creative Tourism Consultant, who has gathered ten influencers from all facets of accessibility to come to our area. We’re filming and creating itineraries that will go on our website to showcase things to do for our accessible travelers.”
Inspired by Those Who Came Before
Reist finds inspiration in the words of Helen Keller: “Alone we can do so little, together we can do so much.”
North Alabama holds a special connection to Keller, who was born in Tuscumbia. “For the past fifteen years, the Ivy Green Museum has hosted Camp Courage. Alabama Mountain Lakes has been a sponsor of the final dinner for the camp,” Reist explains.
“When you see these children, what they are unable to see, and yet the impact the camp is making on their lives—it’s absolutely amazing. We use students from UNA to be the Annie Sullivans to the participants. Seeing the tears of joy from these future special education teachers and the impact they’ve had in just one week is incredibly moving.”
To support these efforts, Reist’s team has established a $1,500 scholarship for educators who go the extra mile in working with students at Camp Courage.
Looking Ahead: 2025 and Beyond
Reist and her team are already making plans for the future. “We have developed an accessibility training program for our tourism partners to help them understand travelers’ needs and how to create a more accessible experience.”
Excitingly, Reist’s work will be featured in an upcoming documentary as part of the ‘Travels with Darley’ series on PBS. “She’s doing a documentary on our North Alabama journey to building out this Friendly Accessible plan. It will air in January 2026 as part of her semi-quincentennial series.”
Looking five years ahead, Reist envisions even bigger changes. “I want to see more emphasis put on building designs that encompass ALL accessible travelers. I’d love to see attractions that are fully accessible and a hotel that is 100% accessible.”
She also hopes more people will join the movement. “I want to see more organizations get involved with TravelAbility.”
Advice for Creating Lasting Change
For those looking to make progress in accessibility, Reist has clear advice: “Look to those currently working in this area. Get involved with TravelAbility. Make sure to bring your accessible community partners to the table.”
She emphasizes the importance of listening. “Allow those who have accessibility needs to share their travel obstacles with you. Reach out to your state and those already working on accessible issues. Create a board to help guide you and remember the overall outcome.”
And above all, she reminds us to embrace the power of collaboration. “Always remember, ‘Alone we can do so little, together we can do so much.’”