TravelAbility Insider

The Intersection of Travel and Disability

Digital Accessibility

Wheel the World’s First “Accessibility Verified” State: Oregon

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Oregon just made history. Thanks to a partnership between Travel Oregon and Wheel the World, the state has become the first in the nation to achieve “Accessibility Verified” status, a milestone that puts inclusion front and center in the tourism landscape.

This wasn’t a token effort. Over the past year, Wheel the World has conducted on-the-ground accessibility assessments at more than 750 hotels, restaurants, attractions, and welcome centers across 43 Oregon communities. These evaluations go beyond ADA checkboxes or self-reported claims. Each site was measured and verified for mobility, visual, hearing, and cognitive accessibility, giving travelers with disabilities reliable information to plan trips with money-back guarantee level confidence.

The result: Oregon is now the first state where travelers can map out entire itineraries online through Wheel the World and Travel Oregon, with accessibility information built into every step – from outdoor adventures to culinary stops and cultural landmarks.

Kevin Wright, VP of Brand Stewardship at Travel Oregon, called the designation “a reflection of Oregon’s deep and ongoing commitment to welcoming all travelers.”

Wheel the World’s CEO & Co-founder Alvaro Silberstein underscored the ripple effect: “By becoming the first state to achieve Accessibility Verified status, Oregon is setting a precedent and proving how powerful this cycle can be for travelers and for the communities that welcome them.”

For Wheel the World, this win with Travel Oregon is more than just a badge. It’s proof that accessibility can be scaled statewide, benefiting both travelers and local businesses. For Oregon, it’s a brand differentiator—positioning the state as a leader in inclusive tourism.

Businesses across Oregon are invited to join the program, further expanding the network of verified sites. Meanwhile, travelers can now browse and book Oregon’s accessible experiences directly on traveloregon.com and wheeltheworld.com, complete with detailed listings, AI-powered accessibility profiles, and 24-hour support.

Bottom line: Oregon just set the bar. The question now is: which state will be next?

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Advice Line: Lessons with Kristy Durso Part Five

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Lesson 5: Show, Don’t Tell – Representation that Resonates

Instead of asking, ‘Is this accessible?’ try asking, ‘How can I help you do what you came here to do?’

How can destinations use marketing content to build trust with travelers who have disabilities?

Marketing plays a huge role in accessibility. And I don’t just mean making sure your website is technically usable. It’s about trust.

When I land on a destination’s site, and I don’t see visual descriptions on images, or the videos don’t have captions, or the accessibility page is hidden in the footer, it tells me everything I need to know. It says, “We haven’t thought this through.” That’s why accessible web design and inclusive web development matter so much—not just for compliance, but to signal that everyone is welcome, and someone has actually thought this through.

So here’s where I’d start:

  • Every photo should include a visual description and alternative text.
  • Every video should have closed captions, not just for people who are deaf or hard of hearing, but for everyone. (Seriously, so many people watch videos with captions now. Even my kids do.)
  • Accessibility info should be easy to find. Don’t bury it. Make it visible and proud.
  • Representation matters. Don’t just include people with disabilities—feature them authentically.

Market research already shows people are more likely to buy a product when they see someone like themselves using it. So representation isn’t just a “nice to have.” It drives engagement.

But here’s the key: don’t make the disability the center of the story.

My favorite marketing videos are the ones where I’m just having fun. Rolling through a destination, interacting, enjoying myself. Maybe you see my wheelchair, maybe you don’t. Maybe someone’s using ASL or a white cane. The point is that accessibility is part of the experience—it’s not the headline.

When you do that, you speak to everyone. You make the story feel human, not performative.

I’ve made plenty of promotional videos that were more like infomercials: “Come here, we’re accessible!” They’re fine. But they don’t move people the way authentic stories do.

One of my favorite videos didn’t even mention my wheelchair. I just said: “If you can’t walk, you roll. If you can’t see, you listen. If you can’t hear, you observe.”

That speaks to everyone. It’s not about disability, it’s about living fully. And that’s what travel should be. Bringing people together.

When destinations lean into inclusive storytelling, they don’t just reach people with disabilities. They reach families, friends, caregivers and anyone who values empathy and openness.

It’s good storytelling. It’s good marketing. And it’s how we close the gap between invitation and inclusion.

Check back next month for Part Six! 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. Check out the archives for the rest of the series. Click here for the full interview. 

Kristy Durso is sitting in her wheelchair on the beach, smiling over her shoulder with the beautiful turquoise ocean in the background.

Featured public speaker, accessibilities advocate, entrepreneur, Army veteran, and military wife Kristy Durso is Travelability’s Ambassedor and owns and operates Incredible Memories Travel, a full-service travel agency that assists everyone, including those with accessibility needs. She has three children, one who has autoimmune issues and food allergies, another on the spectrum, and another with cognitive and intellectual disabilities. 

August What Would You Do? 

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Each month we address various accessibility issues that may arise within the TravelAbility community. 

What Would You Do?

You’re ready to showcase accessible travel options in your destination. You’ve built an accessibility landing page packed with hotels, restaurants, attractions, transportation, and even sample itineraries. But now comes the big question: where should it live on your website? Where will travelers actually find it?

Your Responses:

Anne Menendez | Director of Marketing, San Francisco Disability Business Alliance

Under “Experiences” and definitely with the same visibility, if not higher, as Travel for LGBTQ, Travel with Pets, and other options I have seen while omitting Travel for the Disability Community

Sonja Froese | Networking Nurse, Author and Social Media Manager

Front page to show your thoughtfulness and empathy, your organization skills and your strengths!

Everyone can use accessible activities, rooms and offers. Also to “prepare“ everyone that there could be people with disabilities

Beth Javens | Destination Dynamo!

A small ad-spend to market to this audience and they will find it on your site – you’ll never wonder!

Jennifer Allen | TravelAbility Editor

The TravelAbility Playbook recommends featuring your accessibility landing page on the homepage or at the top navigation bar for easy access. In my own travel planning experience, it’s easiest when it’s a part of the top navigation bar. When it’s not there, I look at the “Plan Your Visit” tab. If I still can’t find it, I’ll check out itineraries to see if there’s anything for wheelchair users, but at that point I assume I’ll have limited options.

Rethinking Accessibility Survey Highlights How Travel Industry Partners Can Better Share Accessibility Features Already in Place

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In celebration of the 35th anniversary of the Americans with Disabilities Act (ADA), TravelAbility has released a new nationwide survey to spark a shift in how accessibility is presented across the U.S. tourism sector.

The Uncovering Accessibility survey, part of TravelAbility’s ongoing “Rethinking Accessibility” campaign collected responses from 143 tourism businesses, including hotels, attractions, restaurants, museums, and outdoor recreation providers. The goal: to better understand the accessibility features already in place and how they are (or aren’t) being communicated to travelers.

What the results revealed is encouraging: many businesses already offer inclusive features—but aren’t promoting them.

“Travelers with disabilities aren’t just looking for compliance—they’re looking for clarity. The ADA mandates certain physical features, but there’s no ADA for information. People with disabilities often have to guess what will or won’t work for them. That’s why Accessibility Landing Pages are so important—they help travelers discover what they can do, not what they can’t.”

– Jake Steinman, founder of TravelAbility

Key Findings from 143 Respondents

  • 85% offer step-free entry
  • 81% have accessible restrooms
  • 81% offer ramps or elevators
  • 68% provide accommodations for blind or low-vision guests, such as braille signage or audio guides
  • 60% offer features for deaf or hard of hearing travelers, including hearing loops or text transcripts
  • 44% offer sensory-friendly features such as calm spaces, sensory bags, or quiet hours
  • Yet 78% do not have a dedicated accessibility page on their website

In other words: accessibility is happening—it’s just not being shared.

This Isn’t About Perfection, It’s About Visibility

From large print menus and calm rooms to free pet stays for service dogs, many businesses already offer helpful features. An Accessibility Landing Page brings that information together in one place—helping guests plan confidently while showcasing the efforts of local businesses.

Simple, Scalable Steps for Progress

The report also highlights accessible features that businesses can easily promote—many of which are low-cost or already in place:

  • Sensory-friendly hours and quiet spaces
  • Tactile exhibits, large print menus, and guided tours
  • Use of visual or assistive apps (e.g., Aira, Be My Eyes)
  • Staff training or service dog-friendly policies
  • Accurate details about physical access, parking, and signage

“This survey gave us a whole new outlook on how we could be more accessible,” shared one respondent. “Our buildings were constructed in the 1960s, and as a small business, meeting some ADA compliance standards has felt cost-prohibitive. That said, many guests in wheelchairs still come and enjoy the property—and they find ways to navigate the shortcomings. This survey showed us how we can still be supportive. We already offer free pet stays for service dogs, and we’re looking forward to tackling more from the list.”

The Role of the Destination A11Y Club

Ten leading DMOs in TravelAbility’s Destination A11Y Club are already paving the way. Each maintains an Accessibility Landing Page highlighting inclusive local experiences for travelers with disabilities and older adults.

With help from the Uncovering Accessibility survey, they’re now expanding those listings—often uncovering accessibility assets they didn’t know they had. It’s a win-win for both visitors and the local businesses they rely on.

What’s Next

The survey findings are just the beginning. Here’s what TravelAbility and participating destinations are doing next:

  • Creating a best practice guide to help businesses build or improve accessibility pages tailored to the types of organizations surveyed.
  • Connecting interested businesses with training opportunities through TravelAbility’s partner network.

As destinations take these next steps, the goal is simple: empower travelers with better information and create more welcoming travel experiences for all.

Participating DMO’s

Media Contacts

Charlottesville Albemarle Convention & Visitors Bureau
Anna Whitlow, Director of Marketing & PR
awhitlow@albemarle.org

Discover Lancaster
Olivia Novak, Senior Marketing Manager
onovak@discoverlancaster.com

Experience Kissimmee
Deirdre Shaw, Destination Stewardship Manager
dshaw@experiencekissimmee.com

The Palm Beaches
 Christine DeMichael, Director of Integrated Marketing
CDeMichael@ThePalmBeaches.com

Visit Lauderdale
Attiyya Atkins, Senior Manager, Global Integrated Marketing
aatkins@broward.org

Visit Loudoun
Jennifer Christie, Director of Marketing
christie@visitloudoun.org

VisitLEX
Arin Arnold‑Davis, Director of Destination Stewardship and Community Engagement
aarnold@visitlex.com

Visit Mesa
Zoey Shircel, CATP, Communications Manager
zoey@visitmesa.com

Visit Myrtle Beach
Stuart Butler, President
stuart.butler@visitmyrtlebeach.com

Visit Richmond
Toni Bastian, Director of Accessibility & Tourism Sales
tbastian@visitrichmondva.com

Best Practices: Bonjour Quebec’s Tools for Accessible Travel

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Bonjour Québec has accessibility filters!

The ability to sort out what you can or cannot do in travel planning is an invaluable empowerment for the disabled traveler.

Bonjour Québec utilizes practical website planning tools and filters across disabilities to make it easy for travelers to plan a visit to Quebec.

Québec for All is a database of over 2,000 Kéroul-certified tourism businesses (Kéroul criss-crosses the province to test and evaluate establishments. Its representatives also make recommendations to businesses on adapting their infrastructures) across Québec, linked directly through the tourism website. Fully or partially accessible to people with a disability, seniors, or anyone with difficulty getting around (parents with strollers included), these establishments offer a warm and caring welcome, with staff that has been trained to respond to the needs and expectations of this clientele.

Business accessibility and searches

With the Bonjour Québec search engine, you can also find accommodation establishments and tourist sites or activities whose accessibility has been evaluated by Kéroul based on four criteria:

  Accessible   Accessible

 Partially accessible   Partially accessible

 Services for people with a visual impairment  Services for people with a visual impairment

   Services for people with a hearing impairmentc Services for people with a hearing impairment


Québec has done a lot in terms of accessibility and inclusion, but the ability to plan for the plethora of accessible options is what truly makes Québec accessible to all travelers.