Trends

From Jake Steinman

Last week, I attended the CEO Summit in Savannah, where I had the opportunity to engage with over 25 CEOs from various destinations. The event offered a valuable pulse check on the industry, revealing a mix of uncertainty, strategic shifts, and a growing focus on accessibility. Here are some key observations and insights.

Navigating Uncertainty: The Mood Among Industry Leaders

The general atmosphere among attendees was one of confusion and uncertainty. Vendors voiced concerns that large-scale projects might be put on hold or canceled altogether, reflecting a cautious approach to future investments. A prevailing sentiment was that “kindness has gone out of style,” a troubling notion in an industry where hospitality and empathy are core values.

Adding to the uncertainty, the CEO of Panama City Beach shared a revealing anecdote. Florida Governor Ron DeSantis, whom he previously worked for, informed him that his destination marketing organization (DMO) would be the first to undergo an audit under the newly introduced mini-DOGE initiative. This heightened sense of scrutiny is contributing to industry-wide apprehension.

The Evolution of DEI: Going Undercover

Diversity initiatives are facing new challenges in the current political climate. At a breakfast discussion on the future of “Tourism Diversity Matters,” it became clear that organizations are adapting to maintain these efforts, sometimes discreetly. Several attendees noted that their DEI staff had been reassigned to other departments while continuing their work under a different guise—essentially going undercover.

A proposal was made to rename “Tourism Diversity Matters” to simply “Tourism Matters.” The suggested rebranding aimed to ensure the initiative’s longevity while advancing its mission in a more politically palatable manner. Several Black audience members supported this shift as a strategic move to preserve and expand the program’s impact.

Accessibility Gains Momentum at Conferences

Accessibility was a standout topic at the DI’s CEO Summit, gaining traction as a non-partisan, forward-thinking initiative. Wheel the World delivered a compelling presentation that resonated with many CEOs, reinforcing that accessibility is not just an ethical responsibility but a strategic imperative for future-proofing destinations. One particularly insightful takeaway came from Alvaro Silberstein, founder of Wheel the World, was that he chose UC Berkeley for his MBA over other options largely due to the city’s strong history of accessibility. (Similarly, Sophie Morgan—wheelchair user, BBC news anchor, and Conde Nast Traveler’s accessibility editor—moderated a panel I participated in at Visit California’s Marketing Outlook Forum in LA. After a month-long coast-to-coast tour of America, she decided to relocate to the U.S., finding accessibility here, while imperfect, it was consistently superior to anything she had experienced in the UK.)

Meanwhile, Don Welsh, CEO Destinations International, underscored DI’s commitment to accessibility in his closing remarks, highlighting strengthened partnerships with TravelAbility and Wheel the World. The momentum in this space is clear, with destinations increasingly recognizing the economic and reputational benefits of inclusive travel. Also, at the Oregon Governor’s conference on Tourism held last month in Portland, three out of the 10 sessions focused on accessibility.

Risk Mitigation and Training: A New Approach

Conversations at the Abilities Expo further reinforced the need for improved accessibility training. In discussions with two ADA plaintiff attorneys, I proposed adding a scenario-based section to the newsletter and conference, tentatively titled “Would You Sue Over This?” or, as another community member suggested, “To Sue or Not to Sue.” 

One attorney noted that in 95% of cases, lawsuits could have been avoided if businesses had simply treated their customers with dignity and respect. Incorporating accessibility training into regional Master Class workshops could serve as both a compliance measure and a safeguard against litigation, making it a win-win for the industry.

Looking Ahead: ADA35 as a Unifying Initiative

As we approach 2025, which marks the 35th anniversary of the ADA, we have a unique opportunity to elevate accessibility initiatives on a larger scale. My plan is to roll up several key efforts—the Playbook, the InnovateAble Showcase, research collaborations with Longwoods and USAE News, Regional Masterclass Workshops, and the 7th Annual TravelAbility Summit—into a year-long ADA35 celebration.

If industry leaders see themselves as contributors to a long-term foundation rather than just attendees of isolated events, the momentum behind accessibility will continue to grow.

The CEO Summit made one thing clear: while uncertainty looms over various aspects of the industry, accessibility remains a strong, future-focused initiative that destinations are willing to champion. With ADA35 on the horizon, we have a compelling narrative to drive meaningful progress forward.