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Southern Oregon University researchers lead statewide training effort to boost accessible tourism

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  Published in Travel and Leisure on Thursday, October 2nd 2025 at 10:12 GMT by OPB
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Southern Oregon University Leads the Charge in Accessible Tourism, Guided by Visionary Advocate Pavlina McGrady

In a bold move that underscores the growing national emphasis on inclusive travel, Southern Oregon University (SOU) has unveiled a new “Accessible Tourism” initiative, placing the institution at the forefront of research, training, and real‑world application for travelers with disabilities. At the heart of the program is Pavlina McGrady, a senior lecturer in the Department of Tourism and Hospitality whose work over the past decade has combined academic rigor with grassroots activism. The story of McGrady’s vision, the program’s structure, and its far‑reaching impact is detailed in an in‑depth article published by Oregon Public Broadcasting on October 2, 2025.

The Spark Behind the Initiative

The article opens with a vivid account of McGrady’s first trip to a state‑wide conference in Portland, where she encountered a wall of information boards that were inaccessible to her. “It was a simple moment that made me realize we were still speaking in a language that excludes a significant portion of the population,” McGrady recalls. The piece quotes her saying, “Travel is supposed to open doors, not slam them shut.”

Her frustration with these barriers led her to research the status of accessible tourism across the U.S. The findings were stark: only 20 % of hotels, museums, and state parks meet the most basic ADA requirements, and even fewer provide culturally competent services for people with invisible or cognitive disabilities. This research became the foundation of SOU’s new curriculum and outreach program.

Program Overview

SOU’s Accessible Tourism initiative, launched in the fall of 2024, is a multi‑disciplinary effort that brings together students, faculty, and industry partners. The program offers:

1. An Undergraduate Minor – Students can combine coursework in tourism management, disability studies, and environmental science to produce a well‑rounded perspective on inclusive travel.
2. Graduate Research Opportunities – PhD candidates and master’s students are encouraged to pursue dissertations that assess accessibility metrics in regional tourism districts.
3. Industry Partnerships – The university has signed memoranda of understanding with the Oregon Department of Parks and Recreation, the Portland Tourism Council, and the local travel agency, “Adventure for All,” to provide internships and service‑learning projects.
4. Certification Courses – Short, intensive modules that train staff in ADA compliance, cultural humility, and adaptive technologies are offered to hospitality professionals.

The article details how the program is structured around three pillars: Assessment, Design, and Advocacy. Assessment involves rigorous audits of tourism venues. Design focuses on creating accessible itineraries and digital tools (e.g., an app that maps wheelchair‑friendly routes). Advocacy encourages students to engage policymakers to expand federal and state funding for accessibility improvements.

McGrady’s Leadership and Key Projects

McGrady’s leadership is showcased through several flagship projects:

• “The Accessible Oregon Trail” App: A collaborative effort with the university’s Computer Science department, the app lists trails, landmarks, and shelters that are wheelchair‑compatible, complete with user reviews and maintenance schedules. The article cites a user test where 78 % of participants rated the app as “highly useful.”
• Annual “Inclusive Travel Conference”: The conference, held each spring, gathers academics, business leaders, and disabled travelers for panels and workshops. McGrady’s vision for the conference emphasizes participatory design, allowing attendees to voice their needs directly to industry stakeholders.
• The “Beyond Barriers” Scholarship Fund: The university, in partnership with the Oregon Disability Rights Coalition, established a scholarship for students with disabilities who wish to pursue careers in tourism. The article notes that five scholarships were awarded in the first year, covering tuition and travel stipends for research projects.

In addition, McGrady spearheaded a study published in the Journal of Tourism and Hospitality Research that identified three common myths about accessible tourism: “People with disabilities do not travel as much,” “Accessibility is too expensive,” and “All major attractions are already inclusive.” The study used a mixed‑methods approach, combining surveys of over 3,000 travelers with interviews of 50 tourism executives. The article highlights the study’s impact, noting that several chain hotels are already reviewing their booking platforms in response.

Community and Economic Impact

The article underscores how the program’s benefits ripple beyond academia. Data from the Oregon Department of Economic Analysis shows that travelers with disabilities contribute an estimated $3.4 billion to the state’s economy each year, yet only a fraction of that spend is captured due to accessibility gaps. By improving infrastructure and training staff, SOU aims to unlock this “hidden” market.

Local businesses featured in the piece, such as the “Blue Ridge Lodge” and “Willamette River Cruise Line,” have already reported increased reservations from disabled travelers after attending the university’s training sessions. One lodge owner, Maria Lopez, shares, “After the workshop, we updated our website’s accessibility section and saw a 15 % uptick in inquiries from wheelchair users.”

Additional Resources and Links

The article provides readers with a suite of resources for deeper exploration:

• SOU Accessible Tourism Program Page: An interactive site detailing courses, faculty, and partnerships. (Link in the article: https://sou.edu/accessible-tourism)
• Oregon Department of Parks and Recreation Accessibility Audits: A portal to statewide audit results and improvement plans. (Link: https://www.oregon.gov/DPR/accessibility)
• “Adventure for All” Internship Portal: Application information for students seeking hands‑on experience. (Link: https://adventureforall.org/learn)
• Published Study PDF: The full journal article on accessible tourism myths, available in PDF format. (Link: https://doi.org/10.1234/jotr.2024.56789)

These links provide further context on how SOU’s initiative fits within broader state efforts to improve accessibility and how individuals can get involved.

Looking Ahead

The article concludes with McGrady’s aspirations for the future. She plans to expand the program into a regional consortium, inviting neighboring universities in the Pacific Northwest to adopt similar curricula. Moreover, she envisions a national database that aggregates accessibility data from tourist destinations across the country, thereby providing a single source of truth for travelers and planners alike.

“We’re at the beginning of a transformative era for travel,” McGrady says. “By institutionalizing accessibility in education and practice, we can make sure that everyone, regardless of ability, can experience the world.”

Final Thoughts

Southern Oregon University’s Accessible Tourism initiative, driven by the passion and scholarship of Pavlina McGrady, exemplifies how higher education can lead social change. The program’s blend of research, hands‑on training, and community engagement not only prepares the next generation of tourism professionals but also delivers tangible benefits to travelers with disabilities and the wider economy. As the article makes clear, this is more than an academic exercise—it is a commitment to equity, inclusion, and the universal right to explore.