Accessible tourism is one of Midwest Victoria’s biggest growth opportunities.
Almost 1 in 5 Australians live with disability, and travellers with accessibility needs already make up 21% of domestic overnight trips and 1 in 5 tourism dollars spent nationally*. With most of their travel nights spent in regional areas, this audience is looking for destinations just like ours.
Inclusive marketing and positive word of mouth plays an important role here. When potential travellers see people like themselves in a story, they’re far more likely to picture themselves visiting.
That’s why TMV partnered with We Are Explorers to deliver an authentic content series that showcases what accessible adventure really looks like across Midwest Victoria.
The hero article, Three Trails in Ballarat That Make Adventure Accessible to Everyone, follows wheelchair-user and adaptive mountain biker Gerard Smith on a weekend getaway in the region. It captures not just the trails but the supporting experiences — where to stay, eat and drink — that shape a great weekend away.
With 10 local businesses featured, the story showcases our region in a way that feels welcoming and achievable — the kind of representation that quietly gives travellers confidence.
Content that resonates
The collaboration significantly outperformed expectations, proving just how strongly audiences connect with stories that feel relatable and inclusive.
Estimated impressions: 257,250 | Achieved: 480,997
Estimated reach: 168,000 | Achieved: 320,051
Total engagements: 161,192
Engagement rate benchmark: 16% | Achieved: 50%
Reel performance: 148,217 video plays
A big congratulations to the TMV team and We Are Explorers for delivering a strategic and impactful content partnership.
These stories and videos go a long way to inspire new audiences, strengthening our region’s position as a destination where everyone, regardless of ability, can explore, connect and embark on an adventure.
This itinerary also aligns closely with our recent industry development work, supporting operators to understand the value of the accessible tourism market and deliver more inclusive, welcoming visitor experiences.