CEO Update: Advancing accessible travel in California

Dear Industry Partners,

Expanding accessible travel is a critical opportunity for California’s tourism industry. Currently, one in four Americans — more than 73 million adults — live with a disability, a number that will continue to rise as the population ages. 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. Across the state, destinations and businesses have taken innovative and meaningful steps to improve access and create welcoming environments. Visit California is highlighting these efforts through a coordinated approach across our owned and earned channels, while providing free industry resources to give stakeholders a platform to elevate accessibility as a statewide priority and reflect it in how we market the California experience.
 
A key component of this work is the recently developed Accessibility Hub on VisitCalifornia.com. The hub offers inclusive trip ideas, planning resources and curated itineraries for travelers of all abilities. It also features Joy Diversion, an original video series hosted by disability advocate Sophie Morgan that highlights destinations advancing thoughtful, inclusive design.
 
Visit California is partnering with media and influencers to elevate these stories and build visibility for the state’s inclusive offerings. Over the past year, this effort has generated 42 media placements about accessibility with a combined circulation of more than 323 million, including coverage in USA Today, TravelPulse and TravelAge West. Media interest in accessible travel continues to rise, and California is well positioned to lead the conversation.
 
To ensure our industry has the tools to leverage this opportunity, Visit California has secured a statewide license for TravelAbility’s Accessibility Playbook, developed in partnership with Destinations International. The guide is available at no cost to DMOs and hospitality businesses across the state and provides practical steps to enhance accessibility in every community. 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 log in or create a free account.
 
This work strengthens our competitiveness and reinforces California’s leadership as we prepare for a series of global events, including the 2026 FIFA World Cup, Super Bowl LX in the Bay Area, Super Bowl LXI in Los Angeles and LA28 Olympic and Paralympic Games. These moments serve as a postcard to the world, showcasing the best of California. Accessibility must be part of the story we tell.
 
Thank you for your continued partnership and commitment to making California a destination where everyone feels welcome.

Sincerely,
Caroline Beteta
President & CEO
Visit California