Expanding accessible travel is a critical opportunity for California’s tourism industry. Research from the World Health Organization indicates that approximately 1.3 billion people globally (16% of the world’s population) live with significant disabilities. This research also highlights that travelers with disabilities typically travel with an additional two to three people. Within the European Union, more than 70% of the 80 million people with disabilities can afford to travel and enjoy tourism. In Asia and the Pacific, the potential market size is 690 million people, and in Latin America and Caribbean, this figure reaches 85 million people.
Closer to home, Centers for Disease Control and Prevention data reveals that over 70 million adults in the U.S. — more than one in four — report having a disability. Older adults experience significantly higher rates of disability than younger age groups. With 77 million baby boomers approaching or already in retirement, the demand for accessible accommodations and inclusive experiences is poised to grow dramatically due to shifting age demographics alone. These travelers represent a powerful and expanding market, already contributing nearly $50 billion in domestic travel spending nationally over the past two years.
Visit California is making strategic moves to engage this audience and ensure our state remains at the forefront of inclusive travel, building on its position as a national leader in this space.
Visit California’s Accessibility Initiatives
Visit California has launched an Accessibility Hub on to act as resource for travelers with disabilities. The hub offers inclusive trip ideas, planning resources and curated itineraries for travelers of all abilities.
A key feature of the hub is Joy Diversion, an original three-part content series designed to inspire a new wave of road trip adventures across the Golden State. Hosted by BAFTA award-winning presenter and disability advocate Sophie Morgan, the series invites audiences to experience the Golden State in all its diversity and playfulness.
To empower the California hospitality industry in advancing accessibility statewide, Visit California partnered with accessible travel professionals at TravelAbility to license its Accessibility Playbook, making it available to California destination marketing organizations (DMOs) and hospitality businesses at no cost.
Developed in collaboration with Destinations International, the Accessibility Playbook provides practical strategies for DMOs and hospitality businesses to enhance accessibility across California, helping make travel more welcoming for everyone. It is housed on Visit California’s industry website alongside a companion toolkit that includes FAQs, sample social media posts and a newsletter template to help share this resource with local partners. To access both, you’ll need to be a California-based hospitality business or DMO and will need to log in or create a free account.
To learn more about the Accessibility Playbook, email Devin McConnell at dmcconnell@visitcalifornia.com.
