Advice Line

Accessibility isn’t about ‘them.’ It’s about all of us.”

When you meet with a city council or tourism board, what single statistic or story most effectively demonstrates the importance of investing in accessibility?

There are a few ways I like to answer this question, but the most impactful is leading with the numbers—because numbers don’t lie and they tell a powerful story.

I’ll often ask travel professionals, “How much do you think people with disabilities spend on accessible travel?” The guesses are usually way off. Some say $10 million, maybe $10 billion if they’re thinking big.

But the truth? Between 2019 and 2020, people with disabilities spent $58.7 billion on accessible travel in the U.S. alone.

And that’s just a fraction of the potential. Many travelers with disabilities still hesitate to travel because they’re afraid their needs won’t be met. Imagine how much higher that figure could be if more destinations were truly inclusive.

It’s also important to realize this isn’t a small group. According to the CDC, 27% of American adults have a diagnosed disability. That’s more than one in four people. This is a major market segment, not a niche.

I also love sharing a moment from my keynotes. I’ll ask the audience, “Who here has a disability or a family member with a disability?” Usually about a third of the room stands. Then I break down what a disability actually includes—vision impairments like wearing glasses, neurodivergence, temporary conditions—and by the end, nearly the entire room is on their feet. It’s a powerful visual. Accessibility isn’t about “them”—it’s about all of us.

Another stat I share: families with a disability spend 30% more when they travel. Sometimes that’s due to extra equipment, but often it’s because better service means their needs are met. If an average family spends $3,000 on a trip, a family with accessibility needs might spend $4,000. Multiply that by how often we travel in larger groups, return to places that treat us well and tell our communities—it adds up fast.

Take Disney World. Ask any U.S.-based accessible travel group where to go, and the first answer is always Disney. Not because of specialized programs, they’ve actually phased some of those out, but because their customer service is consistently excellent. They meet guests’ needs first. That reputation alone has made them a leader in accessible travel, supporting everything from food allergies to wheelchairs to neurodivergencies.

So when I speak with tourism boards or councils, I focus on both sides: the emotional connection and the financial return. Accessibility is the right thing to do—but it’s also smart business. You’re not just meeting needs. You’re building loyalty, encouraging repeat visits, driving higher spend and fueling powerful word of mouth. And in tourism, where everything centers on customer service, that’s everything.

Check back next month for Part Two! Noble Studios conducted a thorough interview with Kristy Durso going over the many facets of creating a destination that is truly for everyone. This series is pulled directly from the interview. Click here for the full interview.