Group Tour Magazine - August 2023 - 15

young people to travel. " We're probably one
of the largest under-represented sections of
society in the travel, tourism, and hospitality
sectors, " he says. But there's good news, too.
" I've seen a massive change in the industry,
and more businesses and organizations are
improving accessibility to provide an inclusive
environment across the board. "
GETTING STARTED
If you're looking for a good first step, try conducting
a DEI and accessibility audit of your
own organization. " Change happens when
you look inside and see where your own gaps
are, " says Greg DeShields, executive director
of Tourism Diversity Matters (TDM), a leading
organization for DEI and a resource for
the tourism industry. " You need a sense of
exactly where you are, and then you need to
make a long-term commitment to be more
impactful, " he says.
The group tour operators who succeed
will be those who act more strategically
instead of just " checking the box, " DeShields
says. " We're living in an era of accountability,
and people are paying attention. But those
who put in the upfront work are poised to
reap the benefits with hiring, and not just
with customers. It can also help with hiring
employees, especially in a field where the
right staff can make all the difference, " he
says. " Creating a more positive work environment
for employees will allow you to attract
top talent in a tight employment market. "
WHAT'S AHEAD
For many in the industry, these are still early
days. Stratikis notes that air travel, for example,
continues to lag behind other sectors. " It's
surprising how little they've moved forward in
DEI and accessibility,' " he says. " It's still at an
unacceptable level across the board. " Perhaps
the time is right for some positive moves forward.
Delta Air Lines recently announced that
it is developing a first-of-its-kind airline seat
that allows wheelchair users to stay in their
chairs while flying.
And, given growing demands from customers,
more innovation might be on the
way. " Only time will tell, but I expect things
to continue progressing in a positive manner
toward providing more inclusive and
accessible travel environments and spaces
for everyone in all areas of tourism, " he says,
Sensory-Friendly Destinations
" We want families to play and experience authentic Arizona fun with confidence,
knowing their needs come first, " says Alison Brooks, vice president, destination
experience and advocacy for Visit Mesa. In 2019, the city became the first International
Board of Credentialing and Continuing Education Standards (IBCCES)
autism-certified city. " It's our job in the industry to encourage people to visit us, so
we need to remove as many barriers as possible, and to provide the technology
and training to back up our plans. "
One critical aspect of this certification has been the city's adoption of the
Hidden Disabilities Sunflower program, expanding from its airport origins to
include the entire city. " It's a lanyard or wristband that quietly lets others know
that you have a disability or condition that may not be immediately apparent, "
Brooks says. " We've done extensive training of 5,000 individuals and more than
50 businesses, including hospitality and employees in the city, police, fire, and
parks and recreation departments. When they see that sunflower, they know a
traveler may need a helping hand, understanding, or more time, and they've
been trained on how to respond. "
Brooks notes that statistic, cited earlier, about how few families with autistic
children are even able to enjoy a family vacation. " We're tapping into a market that
had never been talked to before, " she adds. " We see this as not just the right thing
to do but also as a good business decision. "
Myrtle Beach, South Carolina, also prides itself on sensory friendliness. " Families
with children diagnosed with autism often feel vacations are out of their
reach-and we want to change that, " says Karen Riordan, president and CEO of
Visit Myrtle Beach. " We believe in the restorative and life-altering power of travel
and continue to further our efforts to provide greater support and access to
memorable vacation experiences for all. "
Like Mesa, Myrtle Beach also participates in the Hidden Sunflower program,
and last year it launched " The Beach is for everyBODY: Sensory-Friendly Pledge "
with the Champion Autism Network (CAN) and TravelAbility. Over 150 businesses
along the city's Grand Strand have pledged support or received certification.
noting that advocacy, education, and implementation
will be key considerations.
" People are seeking more authentic travel
experiences, and that's where a more inclusive
operation can make a big difference, "
DeShields says. " When you think about it,
those of us in the tourism industry aren't
selling a perishable good or something the
customer can hold and take home. We sell
a memory, and those memories need to
be as authentic and as welcoming as they
can possibly be. "
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