TravelAbility Insider

The Intersection of Travel and Disability

Accessibility Awards

Accessibility Champion: Stuart Butler

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Chief Marketing Officer, Visit Myrtle Beach

Head shot of Stuart Butler

“We work closely with organizations representing individuals with disabilities to ensure that our efforts align with their expectations.”

Note: This interview is part of an ongoing series featuring interviews with 24 Champions of Accessibility for 2024 selected and celebrated by TravelAbility.

Q: When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible?

A: Since joining the Visit Myrtle Beach team in 2021, accessibility has been at the forefront of our plans. We recognized the importance of inclusivity in tourism. The impetus for our commitment to accessibility was driven by the desire to ensure that everyone, regardless of their physical abilities, can fully enjoy the natural beauty and hospitality that Myrtle Beach has to offer. We believe that accessible tourism is not just a legal requirement but also a moral obligation, and it aligns with our core values of providing exceptional experiences to all visitors.

Prior to my arrival at VMB, the destination had already done a lot of great work around accessibility, with a significant effort towards sensory-friendly travel. We were the first destination in the country to be sensory-friendly certified, and many of our local businesses have undertaken rigorous training by the Champion Autism Network. Armed with this foundation, and a passion to increase the number of families traveling with neuro-diverse children, we have launched several initiatives to help provide resources and tools for those who may benefit from them.

Q: What are your main responsibilities and tasks in your organization?

As the Chief Marketing Officer (CMO) for Visit Myrtle Beach, my main responsibilities include overseeing the development and execution of marketing strategies to promote the Myrtle Beach area as a premier tourist destination. This involves managing a team of marketing professionals, coordinating advertising campaigns, working with industry partners, and continually evaluating the effectiveness of our marketing efforts. Additionally, I am actively involved in initiatives related to accessibility, ensuring that accessibility is integrated into our marketing strategies and that our destination is welcoming to all. We recently developed the initiative “The Beach is for everyBODY”, which serves as the hub for our accessibility efforts.

Pull quote: "We're very excited about the launch of our all-new 6-part TV series, Traveling the Spectrum."

Q: 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?

Beyond budget constraints, one of the most challenging obstacles we face is raising awareness and changing perceptions about accessibility. Many people still underestimate the importance of accessible tourism or have misconceptions about what it entails. Overcoming these preconceived notions and encouraging businesses and stakeholders to invest in accessibility measures can be a significant challenge. Additionally, ensuring consistent compliance and guest experience with accessibility standards and providing ongoing training for staff is a continual effort.

4. What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of?

We have undertaken several initiatives to improve accessibility in Myrtle Beach. Some of the initiatives we are most proud of include:

  • .Accessible Beach Access Points: We have added ramps and mats to improve beach access for wheelchair users and others with mobility challenges.
  • Accessible Attractions, Restaurants, and Accommodations: Collaborating with local businesses to ensure they have accessible seating, pathways, and signage.
  • Accessibility Training: Conducting regular sessions for hospitality and tourism industry professionals to raise awareness about accessibility requirements and best practices.
  • Accessible Information: Developing and providing information through our website, including tips about accessible accommodations, transportation, and activities.
  • Community Engagement: Working closely with advocacy groups and organizations representing individuals with disabilities to gather feedback and ensure that our efforts align with their needs and expectations.

Q: Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.   

We draw inspiration from a variety of sources, but one organization that has consistently provided valuable insights and inspiration in the field of accessible tourism is TravelAbility. They have a vibrant community and provide resources, playbooks, and real-world examples of successful destinations and businesses that have embraced accessibility.

Another inspirational organization is Champion Autism Network (CAN). Their programs such as the CAN-card and the Autism Travel Club are helping thousands of neuro-diverse families enjoy the numerous benefits of travel.

Q: What are your plans around accessibility in 2024?

In 2024, we are committed to furthering our accessibility initiatives in Visit Myrtle Beach. Our plans include:

  • Expanding Accessible Infrastructure—at popular tourist attractions as well trails, facilities, and beach access points
  • Enhancing Digital Accessibility—ensuring that our website and mobile apps meet the highest standards
  • Collaboration and Advocacy—to foster a culture of accessibility in the community
  • Accessible Events—working closely with event organizers 
  • Visitor Education—awareness campaigns to educate visitors about our accessibility features 

Visit Myrtle Beach is also very proud to introduce two innovative initiatives aimed at promoting neuro-diverse travel experiences:

  • “Splish Splash, Squark!: Finding Joy in a Sensory-Friendly Vacation” Children’s Book: This delightful book follows a series of neuro-diverse children as they embark on a journey to Myrtle Beach. Through their adventures, readers will witness these remarkable characters facing and overcoming challenges while experiencing the joys of a sensory-friendly vacation. 
  • “Traveling the Spectrum” TV Series: Another exciting initiative for 2024 is the launch of our all-new 6-part TV series, “Traveling the Spectrum.” This groundbreaking series invites viewers to join the journey of three autism families as they take a family vacation to Myrtle Beach. The series explores the challenges and triumphs of neuro-diverse travel, showcasing the welcoming and inclusive environment that Myrtle Beach offers.

These initiatives underscore Visit Myrtle Beach’s dedication to fostering a diverse and inclusive travel environment, where everyone, regardless of their neuro-diversity, can embark on unforgettable journeys and discover the magic of Myrtle Beach.

Accessibility Champion: Jason Holic, CDME

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Senior Vice President Of Operations & Community Engagement
Experience Kissimmee

Headshot and quote: “In 2022, we formally unveiled accessibility as part of our guiding principles—topics too important to limit to traditional metrics and checkboxes.”

“In 2022, we formally unveiled accessibility as part of our guiding principles—topics too important to limit to traditional metrics and checkboxes.”

Note: This interview is part of an ongoing series featuring interviews with 24 Champions of Accessibility for 2024 selected and celebrated by TravelAbility.

Q: When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible?

While we had made limited efforts in accessibility several years ago, we began in earnest as part of our strategic planning process in the nine months leading up to October 2022. That’s when we formally unveiled accessibility as part of our guiding principles—topics too important to limit to traditional metrics and checkboxes. Instead they deserved attention across our efforts and throughout the organization. The impetus was determining what we wanted for the destination emerging from the pandemic; how we can make travel and tourism a force for good and more welcoming to all? It has since also become a marketing focus to help sustain demand for travel as we exit the “revenge travel” period.

Q: What are your main responsibilities and tasks in your organization?

A: I oversee IT, research, strategic planning, privacy compliance, accreditation, and community engagement. Accessibility and sustainability are core components in our strategic plan, so I spend a good bit of time in those areas.

Q: Aside from budget, what are the most difficult obstacles or barriers that you face regarding the advancement of accessibility in your destination?

A: Overcoming the historical belief that accessibility is just ADA compliance, when in fact it is at the core of hospitality itself.

Q: What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of?

Joining TravelAbility’s Destination A11y Club has been a highlight because I get to learn from other destination leaders who have accomplished a great deal. Our team is continuously revising our organizational roadmap to accessible travel. We like to call it a journey without a destination, because while we want the destination to be accessible for everyone, we know there will always be more we could do. Part of the roadmap included signing on with Wheel the World and cataloging accessibility information from our industry partners. The roadmaps allow us to make it an ongoing part of the conversation in the destination so accessibility is always a consideration in marketing and development efforts.

Q: Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.

A: Jake Steinman and the TravelAbility crew. 

Q: What are your plans around accessibility in 2024?

A: Continue to leverage roadmap successes and wins to make the destination evermore accessible. For Experience Kissimmee, 2024 will see greater integration of accessible travel information throughout the website, more accessible influencers and content creators, and greater industry interest in catering to everyone who travels, regardless of their abilities.

TravelAbility Community Members Who Shined Bright

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Recognitions and updates from our partners in the field

Events

A photo from the Rose Parade of a dancer dressed as a three-headed red rose

Visit Lauderdale turns an industry lunch into a full-scale production

“We unveiled a dynamic new marketing plan for the year, a blossoming bouquet of innovative ideas and strategies that promise to dazzle and embrace.”

People

A collage of head shots of Alvaro Silberstein; Cory Lee, Suzanne Edwards, and Sylvia Longmire

Condé Nast Traveler Names 14 People Making Travel More Accessible in 2024

The list includes several current and former advisors to TravelAbility: Alvaro Silberstein of Wheel the World; Cory Lee of CurbFree with Cory Lee; Suzanne Edwards of AirBnB; and Sylvia Longmire of Spin the Globe

Head shot of Josh Loebner

Interview with longtime TravelAbility advisor Josh Loebner on inclusive design

Community/DMOs

A small boy using a wheelchair next to a man who is pointing out a mural of a dog's face on a city building

BBC features Fort Wayne as a model of accessibility

16 Michigan DMOs win accessibility grants

Visit Huntington Beach takes a field trip to Visit Mesa

24 Accessibility Champions to Watch in 2024

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We think of champions as the visionaries and motivators who inspire the rest of us with their commitment to a cause and, often, their eloquence which is always backed up by concrete action. We are kicking off a year-long celebration of 24 Champions of Inclusive Travel.

These are leaders from all parts of our movement who have made inclusion and accessibility a fundamental principle of their work. They are always looking to identify solutions to obstacles and practices that stand in the way of full and equal access for individuals with disabilities and sometimes that involves creating new approaches that can be scaled up in other locations. That’s how the Champions drive systematic change and a more inclusive future.

Each month we will feature interviews with two Champions in this newsletter. We begin the rollout this month with Richard Gray of Visit Lauderdale and Alison Brooks of Visit Mesa. 

Accessibility Champion: Richard Gray

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Senior Vice President of Inclusion & Accessibility for Visit Lauderdale

Q: When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible?

A: I am deeply passionate about making tourism accessible to ALL. To me, making tourism more accessible is a social responsibility and it is also a human right.

I have been involved in inclusion initiatives since 1991. That’s when I opened a gay-friendly hotel in Fort Lauderdale to provide a safe and fun accommodation for the gay traveler. Not many were reaching that market at that time. That’s when I understood how important it is for a destination to realize the needs of its diverse visitors. 

That same thinking led me to accessible tourism. One day, I realized there were only a handful of destinations catering to a traveler with differing physical and/or cognitive abilities. It didn’t sit well with me that millions of people could not enjoy our destination as I could. So, in 2020, I embarked on my journey to understand as much as I could about accessible tourism. At Visit Lauderdale, it is key that we promote inclusion, diversity, and equal opportunities for ALL individuals. Accessible tourism not only enhances the quality of life for individuals with disabilities, it also benefits the tourism industry economically.

Q: What are your main responsibilities and tasks in your organization?

A: I am the Senior Vice President of Inclusion & Accessibility for Visit Lauderdale. I have always been a believer in using marketing as a form of education and a firm believer of being gutsy and pushing barriers to market to all travelers. Just like when we became the first destination in the world to launch a transgender campaign to highlight the diversity, edge, and authenticity of the Greater Fort Lauderdale area. The historic initiative was recognized by the United Nations. I intend to make a similar difference in the accessible space and expect Visit Lauderdale to be a loud voice for the accessible traveler. Recently, we have become a part of the Hidden Disabilities Sunflower Program at Fort Lauderdale-Hollywood International Airport and at the Broward County Convention Center. I’m very excited as we are the trailblazers here. The program allows people with hidden disabilities–such as learning difficulties, visual or hearing impairments, chronic pain, or any other hidden disability–to request extra time or help when traveling through the airport.

Quote: I have always been a firm believer of being gutsy and pushing barriers to market to all travelers.

Q: 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?

A: The most difficult obstacles for destinations attempting to advance accessibility include inadequate infrastructure and facilities, limited awareness and understanding of the needs of an accessible traveler, lack of government support and funding for accessibility initiatives, and social stigmas about persons with disabilities that can create barriers to inclusion and participation in tourism. Overcoming these challenges requires a collaborative effort involving government, businesses, industry leaders, and communities to prioritize accessibility and implement inclusive practices. At Visit Lauderdale, we are on a massive learning curve. We are committed to creating awareness, education and a warm welcome. We created a landing page with the most incredible accessible destination video. I am so proud of that video. The video highlights some of our fully accessible attractions like the Brightline, a high-speed passenger train that stops at key locations throughout South and Central Florida, Flamingo Gardens–a botanical garden and wildlife sanctuary, the Broward Center for Performing Arts–one of the top 10 most-visited theaters in the world, and adaptive kayaking on the intracoastal, to name a few. 

Q: Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.   

A: Jake Steinman is my inspiration, mentor, and go-to person with anything in regard to accessibility. He is a wealth of knowledge, and the reason Visit Lauderdale is a Titanium sponsor of TravelAbility. I hold him in the highest regard. Others who inspire me include Mayaan Ziv of Access Now and Camilo Navarro and the whole team at Wheel the World.

Q: What are your plans around accessibility in 2024?

A: I will continue to learn much, much more about the accessible platform. Visit Lauderdale is committed to showcasing the beauty and versatility of the Greater Fort Lauderdale area, but to ALL. We are a destination where inclusion truly shines. We welcome “Everyone Under the Sun,” as our tagline says. Last year in June 2023, we were able to host the Deaf Seniors of America Conference at the Seminole Hard Rock Casino & Hotel, with more than 1,000 hearing-impaired seniors from around the world. And in the coming year, we will be hosting a TravelAbility travel agent training session. Visit Lauderdale will continue its journey to becoming a fully accessible destination and a thought leader in the accessible tourism space. I am personally committed to that.