Family Travel

Chief Marketing Officer, Visit Myrtle Beach

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.

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.