Building a Destination for Everyone: A Q&A on Accessible Travel with Kristy Durso

Building a Destination for Everyone: A Q&A on Accessible Travel with Kristy Durso

Accessibility in travel isn’t a trend.

It’s a movement that’s long overdue. 

As more destinations seek to welcome all visitors, accessibility has become an essential conversation for destination marketing organizations (DMOs), not just a compliance checkbox. For communities looking to grow tourism, build loyalty and embody true hospitality, understanding the needs of travelers with disabilities is no longer optional—it’s a competitive advantage and a moral imperative in travel marketing.

Still, many tourism professionals feel unsure where to begin. What counts as accessible? How do you communicate it honestly? And how can small teams make meaningful progress without massive budgets?

To help answer those questions, we spoke with someone who brings both lived experience and industry expertise to the table.

Kristy Durso is the owner of Incredible Memories Travel, a full-time wheelchair user and a mom to three kids with disabilities and food allergies. Her personal insight into accessible travel, combined with her work as a travel advisor, advocate and board member for Travelability Foundation, gives her a uniquely valuable perspective for DMOs. 

Kristy has spent years helping destinations understand the difference between what’s technically accessible and what’s truly welcoming. She works directly with tourist boards, resorts and visitor bureaus to improve experiences, build trust and inspire more inclusive thinking across the industry.

In this Q&A, Kristy shares practical strategies, powerful stories and a hopeful vision for the future of accessible travel—one where more people are included, heard and supported from the moment they plan their trip to the moment they return home.

Let’s dive in.

“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.

What helps skeptical tourism businesses understand the value of investing in accessibility?

I like to share stories that challenge assumptions. Like the list of things I’ve done as a wheelchair user that most in the room haven’t. Or my son, who has intellectual disabilities, but has read Julius Caesar, Lord of the Rings and The Count of Monte Cristo. Most adults haven’t read all three. Or my daughter, who has 30 food allergies and is still one of the most adventurous eaters I know.

These moments open people’s eyes. They show that people with disabilities aren’t defined by limitations. They are travelers, adventurers and consumers—just like everyone else.

Here’s what really seals the deal.

Accessibility is just smart customer service.

Tourism is a customer service industry. Accessibility is about meeting your guest’s needs, just like you would for dietary preferences or language barriers. So why not for mobility, sensory, or cognitive needs?

The good news is that once a business starts doing this, and truly commits to it, they usually don’t want to stop. I’ve seen destinations begin with small steps, like Traverse City adding a sensory room, and quickly become champions for accessibility. They see the results. They hear the gratitude. They feel the difference it makes.

To any business that’s hesitant, I say this: “Start with the human connection. Show the economic value.”

Then let them experience the joy of being a place where everyone belongs.

Kristy Durso, a full-time wheelchair user, skydiving over the open landscape because accessibility means saying yes to every kind of thrill.

How can a destination make the greatest impact on accessibility with a limited budget?

Start by telling a real story.

If I had just $10,000 left in a budget, I wouldn’t spend it on checklists or audits. I would spend it on bringing in a family with accessibility needs and letting them explore your destination. Film them, not doing “disability-specific” things, but simply doing what they love. Let them be a family, and then show how your destination either supports or hinders their experience.

Capture the moments that work, and just as importantly, the moments where they struggle. That’s how you find the gaps. And that’s how you move hearts and minds.

Accessibility is not linear. There is no single checklist or seminar that can tell you whether your city is accessible. What’s accessible for me, as a wheelchair user, isn’t the same as what’s accessible for my friend who’s quadriplegic. Or for my daughter, who is cognitively disabled. Or for a traveler who is level three autistic. We all interact with places differently.

So the goal isn’t to declare, “This is accessible.” The goal is to tell your city’s story in a way that lets the traveler decide for themselves if it works for them.

And you do that by offering real, honest, visual access to what their experience might look like.

A great example is Lansing, Michigan. They partnered with a company called AbleVu, which I’ve worked with as well. AbleVu creates visual walk-throughs of attractions—not to judge or check boxes, but to tell the story of accessibility. A traveler can see what an entrance looks like, how the seating is arranged, or whether sensory-friendly spaces are available. That helps them make informed, safe choices.

One of their most surprising and inspiring features is an accessible indoor go-kart track. The owner, who was temporarily paralyzed after an accident, didn’t want to give up racing. So he designed a go-kart with hand controls and added a Hoyer lift. Now, anyone can join. Just reading “accessible go-kart” doesn’t quite capture it. But when you watch the video and see someone using it, you think, “Maybe I could do that too.”

That’s the ripple effect.

When you showcase real stories, you inspire people and not just inform them. You let families imagine themselves there. Suddenly, they aren’t just passing through. They’re planning full days, extended stays and return visits.

Information is the key. Many people with disabilities choose not to travel because they don’t know what to expect. But when that information is made visible, honest and welcoming, uncertainty becomes excitement.

It’s not about being perfect.

It’s about being prepared and transparent.

And that is something any destination can do, even on a limited budget.

“Between 2019 and 2020, travelers with disabilities spent $58.7 billion on accessible travel in the U.S. alone, according to a market study by Open Doors Organization.”

What’s an example of a destination that saw a clear return on investing in accessibility?

Absolutely. One of my favorite examples is Beaches Turks & Caicos, a resort that truly listened, made a change and saw immediate results.

They addressed something many destinations overlook: guaranteed accessible room bookings. In the Caribbean, it’s especially difficult to reserve an accessible room with certainty. Unlike categories like ocean-view or suites, accessibility often isn’t treated as a priority. 

But Beaches made it one.

After hearing me speak about this gap, they created a new booking category for accessible rooms in 2021. That small change, simply naming the category and guaranteeing it, was transformational. The result? It became so popular that it was harder to book than their top-tier suites. They eventually had to double the number of accessible rooms on the property to meet demand.

Now, they’re building a new wing, and while I don’t know the exact number of accessible rooms it will include, I do know they’re adding more. That’s what happens when you truly meet a need. You see a return, not just in guest satisfaction, but in occupancy and loyalty.

They didn’t stop at basic accessibility either. At one of their Sandals properties, which caters to adults, they began offering accessible suites with luxury-level services. Those rooms are constantly booked. And that proves an important point: people with disabilities span every demographic. Some are wealthy, some are not. Some are parents, newlyweds, solo travelers. We all want options.

Too often, hotels treat accessibility as an afterthought. ADA rooms are usually the lowest tier, with sterile decor and bathrooms that feel more medical than welcoming. Even in countries like the U.S., where laws require accessible rooms across categories, enforcement is uneven. Many accessible rooms still only offer one bed, forcing families to book multiple rooms or settle for poor accommodations.

My solution? Make every bathroom accessible. Install grab bars. Widen doorways. 

These changes aren’t expensive, and they help everyone. The athlete recovering from a workout. The couple celebrating with champagne. The parent bathing a child. If you design for inclusion, those features enhance the experience instead of standing out.

So yes, Beaches Turks & Caicos is a great case study. They didn’t need a massive budget. They simply restructured their booking engine, identified a real need and saw results. That’s the takeaway. Accessibility isn’t just the right thing to do. It’s smart, scalable business.

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:

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.

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

How can destinations improve everyday visitor experiences to be more inclusive for guests with different accessibility needs?

Start by shifting perspective.

The most effective thing a destination can do is see the world through someone else’s eyes. Accessibility training isn’t just about regulations or checklists—it’s about understanding what different people need to feel welcome, safe and valued.

I’ve built a complete training program covering nine different areas of accessibility, not just disability. Because accessibility isn’t one-size-fits-all. It looks different for someone with a mobility device, for someone who is neurodivergent, or for a family traveling with sensory needs.

Neurodivergence is a great place to start.

It’s approachable and impactful. Something as simple as a sunflower lanyard signals to staff that someone might need extra time, clearer communication, or a little more patience.

Or work with organizations like Kulture City. They provide training and sensory tools like backpacks with noise-canceling headphones and fidgets. These tools help staff better support guests in museums, zoos and event spaces.

Traverse City is a great example.

After I spoke at the Pure Michigan conference, their tourism director approached me and said, “This feels like so much. Where do I begin?” I told him to start small.

They created a sensory room in time for the National Cherry Festival, and it was used constantly. Guests came in overwhelmed and left in tears of gratitude. That one room changed everything. Now, the city is Kulture City certified and asking, “What can we do next?”

That’s the ripple effect we want to see.

And this isn’t just for big cities. Rural destinations actually have a huge opportunity to lead. Smaller crowds, slower pace and simpler experiences make them ideal for travelers with mobility challenges, sensory sensitivities, or neurodivergence. Some of my best travel experiences have been in small towns that brought creativity, not big budgets, to the table. A $40 ramp, a few grab bars, or textured guide bumps for white cane users can transform access. 

And while training is foundational, destinations can do even more with affordable, creative tools that don’t require massive infrastructure:

The key isn’t changing your destination. It’s changing the access.

Whether you’re a national park or a rural town, there are scalable solutions for nearly every barrier.

You don’t have to offer every accommodation—you just have to ask the right question:

“How can we help you do what you came here to do?”

That one shift turns limitations into service. It moves us from rules to relationships. And it doesn’t just build accessibility—it builds trust, loyalty and return visits.

Because people don’t remember perfect. They remember prepared.

“We have to stop asking, ‘Is it accessible?’ and start asking, ‘How can I help you do what you came here to do?’”

How can destinations effectively measure the impact of their accessibility efforts? Why does it matter?

Measurement is the next frontier for accessibility. For a long time, we simply haven’t been tracking it. And if we’re asking destinations to invest in accessibility, then we absolutely need to help them understand the return on that investment, both socially and financially.

I’ve started asking DMOs: If you’re spending money to improve accessibility, wouldn’t you want to know what kind of change it’s making in your destination? Until recently, most hadn’t even thought to ask that question. But that’s changing. There’s a growing awareness that you can’t improve what you don’t measure.

So what can you measure? Start with the basics: increased visitation from people with disabilities and their families. Look at whether those visitors are staying longer now that they know they’ll be supported. Track repeat visits—because when we find a destination that truly gets it, we come back and we bring others. Word-of-mouth is powerful in the disability community, especially in online travel groups. And don’t forget usage data:

You can also look at behavior online. Are visitors clicking into your accessibility pages? Are they spending time with content that features inclusive imagery or shows accessibility in action? These signals tell you what’s resonating—and what might still be missing.

But it’s not just about numbers. It’s about the stories behind them. I’ve seen guests in tears after attending a festival where they finally felt included. I’ve heard from families who were able to spend an entire day at an attraction, for the first time, because a sensory room gave them the space they needed. That’s impact. That’s what success looks like.

And here’s the thing: the data will follow the effort. When you invest in accessibility, when you prepare for guests instead of just meeting the legal minimum, your destination becomes more welcoming for everyone. 

That builds loyalty. It drives revenue. And it creates a culture people want to be part of.

So yes, we absolutely need to measure it. When you can point to results like bookings, web traffic or transformed experiences, you give stakeholders and investors a reason to keep going. That’s how real, lasting change happens.

A full-time wheelchair user, Kristy proves adventure has no limits. Here she is adaptive water skiing and loving every moment.

What’s in your crystal ball five years from now?

I think we’re at a real tipping point. Accessibility has gone from being ignored to becoming the conversation. When I first started advocating, it felt like I was shouting into the wind. People told me, “No one’s going to listen,” or “That company won’t change.” But I kept pushing, and now? People are catching the vision.

In five years, I believe we’ll see accessibility normalized across the travel industry—not as a bonus or an add-on, but as a core part of design and guest experience. The shift is already happening. It’s no longer about checking a box. It’s about asking, How do we make this a place where everyone feels like they belong?

Let me paint you a picture. I was recently at a property in Oregon, owned by the McMenamin brothers—a beautiful, multi-use space with a winery, an amphitheater, a golf course, bars and picnic areas. Now imagine that entire space as fully accessible:

You’ve just changed that family’s experience. You didn’t just give them access—you gave them choice, connection and time together. And that’s where we’re going.

Now think about airports. Most of us have felt overwhelmed in one. But what if every airport had therapy dogs walking through terminals, quiet rooms to regroup, clearer signage and staff trained to anticipate a wide range of needs? Everyone benefits from that—not just people with disabilities.

The future of accessibility is about becoming more others-oriented. It’s about giving instead of reacting, preparing instead of scrambling. There’s no downside to that. It lifts the experience for everyone.

So my crystal ball says this: in five years, accessibility won’t be a footnote—it will be the standard. Not because anyone was forced into it, but because we finally understand that inclusion isn’t just the right thing to do.

It’s also the smart thing.

Meet Kristy Durso

Kristy Durso is an internationally recognized speaker, accessibility advocate, and travel industry consultant dedicated to making tourism inclusive for all. As a veteran, military spouse and adrenaline-seeker, she understands the importance of accessibility in outdoor and adventure travel. She works with destinations, tour operators and hospitality brands to improve accessibility in both rural and urban settings, ensuring that travelers of all abilities can explore the world, whether it’s hiking trails, adaptive water sports or off-road experiences.

She is the founder of the Accessible Travel Network, an organization supporting travel advisors specializing in accessibility, and serves as an ambassador for TravelAbility. With a background in public speaking, training, and consulting, she has been a keynote speaker at major industry events, including ITB Berlin, TravelAbility and the National Tour Association. She also collaborates with mobility companies like Firefly and FreedomTrax, which help wheelchair users access rugged terrain.

Passionate about ensuring the great outdoors is for everyone, she works closely with destinations to develop adaptive adventure experiences, helping the industry recognize that accessibility isn’t just compliance—it’s an opportunity to welcome more travelers and grow rural tourism.

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