Designing for Every Traveler: A Web Accessibility 101 Guide for Tourism
Earlier in 2025, the TwoSix team attended the Pure Michigan Governor’s Conference on Tourism. I attended a panel about accessibility in travel that discussed why it matters in the industry. And a couple of DMOs shared first-hand accounts of steps they’ve taken to create a more inclusive destination.
Sensory-friendly attractions and amenities should absolutely be a goal for all destinations. For DMOs and CVBs, creating an inclusive experience should begin long before a visitor ever sets foot in your destination. That’s where website accessibility comes into play.
What is Web Accessibility?
Simply put, web accessibility is designing your website so that people with disabilities can navigate, understand, and interact with it using the tools and technologies they rely on. That includes people who:
- Use screen readers due to blindness or low vision
- Navigate with a keyboard instead of a mouse
- Rely on captions/transcripts for hearing impairments
- Need consistent layout and language due to cognitive differences
When a site is not easily accessible, users can struggle to find critical info, complete any bookings, or even discover your destination at all.
Why It Matters in Destination Marketing
Did you know that 1 in 4 U.S. adults has a disability that affects how they interact with the world around them? That’s over 61 million people whose travel decisions might start (or stop) on your website. Making your site accessible means reaching a broader range of visitor demographics, including seniors, veterans, neurodiverse individuals, those on the spectrum, and more.
Travelers with disabilities typically need to plan their trips in greater detail, and they rely on accurate information to be presented. Do you have wheelchair-accessible trails and entrances? Does your destination offer visual or audio tour options? Are there accessible transportation and/or lodging options available? The more information you’re able to clearly provide online, the less stress users will have when planning their next getaway.
Accessibility also greatly improves SEO and mobile UX. A site that is user-friendly, mobile-friendly, and search engine optimized is a win for everyone.
And ultimately, it’ll help support your DMO’s brand! An inclusive site reflects an inclusive destination, showing that you care about all travelers who decide to pass through or book a longer stay.
Quick Web Checklist: 7 Things You Can Do Today
- Add Alt Text to Images – write short descriptions for every image so screen readers can easily describe them to users. When you upload images to your site, there should be a place to add alternative text. Be as descriptive as you can.
- Use Clear, High-Contrast Text – make sure any text on your site stands out from the background. Light gray on white? No thanks!
- Use Descriptive Link Text – instead of using generic calls to action like “Click Here” or “Learn More”, try some detailed verbiage like “Book Your Tour Now”. The clearer you can be, the more helpful for screen readers.
- Include Captions and Transcripts – for any video or audio content throughout your site, adding captions and providing transcripts you can assist those with hearing impairments.
- Check Keyboard Navigation – can someone easily tab through a website without a mouse? Try it out for yourself.
- Use the Right Headings – it might be tempting to pick a certain heading to use when the design looks better on a page, but heading hierarchies exist for a reason! Using the right headings communicates the organization of the page in the website’s code, and it ultimately helps screen readers and other assistive technologies easily navigate through the pages.
- Check Accuracy of Listings – when details like locations, hours, accessibility features, pricing, or amenities are incorrect or outdated, it can lead to confusion and frustration. Keep the info as up to date as possible to build confidence and set the right expectations for travelers. They should have a positive experience from the jump!
Accessibility is Hospitality
Making your destination’s website accessible isn’t just a technical upgrade. And it should never just be a legal box to check.
For every traveler who can book a place to stay without barriers, every family that finds your content easy to navigate, and every guest who feels seen and included, accessibility makes a difference. Being open and welcoming to all starts with a website that’s built for everyone.
