Readership stats: Spring 2022: 780 readers  Fifth Issue: Spring 2023: 1.7 million readers   Average: 370,000

By Jennifer Allen

In the world of travel, embracing inclusivity and accessibility has become paramount. One trailblazer leading the charge is Debbie Austin, the visionary behind the remarkable digital magazine “Accessible Journeys“, published in partnership with TravelAbility.  From modest beginnings to exponential growth, Debbie brought her audience from 780 readers to 1.7 million in less than a year’s time, and transformed her magazine into a beacon of awareness and advocacy, connecting with the disability community and inspiring change within the travel industry. Debbie shared her experiences at the 2023 Travelability Summit, giving practical advice that can be applied in other areas of the travel industry. Debbie breaks it down into four replicable steps:

1. Work with Disability Voices: Amplifying Stories, Connecting Communities

“The trajectory changed when we bought in guest editors, probably because they were sharing from their own travel perspective. It’s not merely an interview we’re having with them, where we have one article. They’re able to look within their own network of resources, and get other people to share their own experiences based on whatever the theme of that magazine is at that point in time. So that is when things started to change. We had Kay, the Awkward Traveler as the first guest editor. She has an invisible disability. Then, the second was Jenn from Wonders Within Reach, who speaks about family travel. Stuff like that has appealed to more people, and we hope that it continues to appeal to people. So with Wonders Within Reach’s issue, we had over 380,000 readers, then we moved on to the spring issue with Cory Lee, where we had 1.7 million readers.” 

These authentic voices resonate deeply, creating a sense of community and fostering genuine connections, extended from the communities they’ve already built.

2. Host Giveaways: Fostering Engagement and Excitement

Through partnerships with travel companies and hotels, the magazine experienced a surge in readership. 

“We did a giveaway with the accessibleGO travel club which has over 90,000 members. And so we saw numbers increase as a result. The second one was with the Schoolhouse Hotel and also accessibleGO.”

This was another great way for expanding reach and getting the magazine in front of new eyes.

3. Utilize Instagram: Harnessing the Power of Visual Storytelling

In the digital age, social media platforms have emerged as gateways to global audiences. Debbie’s revelation regarding the role of Instagram in her magazine’s growth is striking. “That will be social media 100%,” she asserts. “It was mind-boggling when we realized the amount of readers that we attracted.” Leveraging Instagram’s visual appeal, “Accessible Journeys” draws readers in with captivating imagery and shares stories that resonate deeply. The link in the bio leads readers to relevant articles, creating a seamless transition from eye-catching posts to engaging content. The Instagram page for “Accessible Journeys” was only started in February of this year, but exponential growth can be directly linked to the platform by viewing how many people have accessed the magazine through the link in bio.

4. Use Imagery to Attract Attention: Capturing Hearts Through Curiosity

As much as we say not to judge a book by the cover, it’s clear that readership is still linked to the image on the cover of the magazine. 

“What’s on the cover is the draw. Because with Cory, we were talking about adaptive activities. So we had a lot of curious people wondering, ‘okay, adaptive activities, somebody with a disability. How does that work?’ I think that generated a lot of interest. We have several hundreds of thousands of readers, and we linked that to what’s on the cover.”

Using an image that sparks curiosity will hook the reader.

Conclusion

Debbie’s journey with “Accessible Journeys” underscores the impact of intentional inclusivity on the travel industry. Her strategic approach—leveraging giveaways, collaborating with influencers, utilizing Instagram, and prioritizing captivating imagery—has propelled the magazine from its humble origins to a transformative force for change. 

Debbie admits that she doesn’t care why people read it, as long as they do. “I just want them to read it because it’s raising awareness of disabilities and that’s what is really important to us. Because the more you know, the more you can change your perspective of people with disabilities overall, and that means that we will get closer to a barrier free world, which is what we are all about. You want to make sure that people know, so they can change their mindset, their opinions, and their behaviors, because we really do believe that knowledge is key. We’re all about telling stories and raising disability awareness.” Through these stories, she aspires to motivate individuals to embark on their own journeys, regardless of limitations. “If there’s somebody else doing it, chances are you can do it too,” she emphasizes. As “Accessible Journeys” continues to pave the way for a barrier-free world, the travel industry learns the power of sharing, connecting, and advocating for transformation.

Problem: Reaching the disability community through marketing

Solution: Insights from “Accessible Journeys” success:

• Amplify Authentic Voices:
  • Guest editors with personal experiences foster engagement.
  • Community connections grow through shared stories.
• Engage Through Giveaways:
  • Partnerships with travel entities expand reach.
  • Giveaways introduce the magazine to new audiences.
• Leverage Instagram:
  • Visual storytelling on Instagram attracts readers.
  • Bio link guides seamlessly to magazine content.
• Curiosity-Driven Imagery:
  • Intriguing cover images pique interest.
  • Images that raise questions hook readers.

In September 2022, the Province outlined the requirements for organizations to comply with the Act, including creating an accessibility advisory committee. Destination BC’s AIC is composed of 13 individuals from across the province and will be chaired by Destination BC’s President & CEO, Richard Porges. The committee’s role is to provide recommendations and advice to Destination BC on reducing barriers regarding its programs and policies relating to tourism marketing, development, and management. Destination BC’s application process and assessment approach were co-designed with those that have lived experience and various dimensions of diversity. Utilizing a thorough assessment, this inclusive process resulted in an intersectional group of individuals whose perspectives will support Destination BC in the meaningful implementation of the Accessible British Columbia Act. Read More.

Our Takeaway: This is a huge step towards bridging the gap in accessibility. Those impacted by inaccessibility are able to share their expertise to raise the standard of inclusion.