What is accessibility in tourism?

Accessibility in tourism refers to the design of travel products, services, and environments to be usable by all people, including those with disabilities, the elderly, and others with specific access requirements. According to Austrade, 18% of Australians, or 4.4 million people, are living with a disability, and 22%, or 5.5 million, have a long-term health condition. Austrade’s Thrive 2030 Strategy aims to increase accessibility across the tourism economy through several initiatives.

Physical Accessibility

Physical accessibility involves ensuring that your facilities and infrastructure are designed to accommodate individuals with mobility impairments. This includes people who use wheelchairs, mobility scooters, or other mobility aids, and those with limited mobility. Key features for physical accessibility include ramps, elevators, accessible restrooms, and wide doorways.

Sensory Accessibility

Sensory accessibility caters to individuals with visual or hearing impairments. For example, this can include those who are blind or have low vision, and those who are deaf or hard of hearing. To improve the experience for these guests, businesses can provide aids such as braille signage, audio guides, and visual alarms and more. Ensuring clear, contrasting signage and offering written transcripts for audio information are also important measures. 

Cognitive Accessibility

Cognitive accessibility addresses the needs of individuals living with cognitive disabilities such as autism, intellectual disabilities, or learning difficulties. This can include clear signage, easy-to-read information, and staff trained to assist guests with special requirements. Providing quiet spaces, visual schedules, and simplified communication can greatly enhance the experience for these guests. 

Remember, not all disabilities are noticeable

It’s important to remember that not all disabilities are visible or obvious. While some individuals may use wheelchairs, canes, or other assistive devices that clearly signal a disability, many people live with ‘invisible’ disabilities. These can include chronic illnesses, mental health conditions, cognitive impairments, hearing or vision impairments that aren’t immediately apparent, and other health issues that affect their day-to-day lives. 

For instance, someone with sensory processing disorder may become overwhelmed in noisy environments and need access to quiet spaces. A person with a cognitive disability might benefit from clear, straightforward communication and extra time to process information. Those with chronic pain or fatigue might require frequent rest breaks or seating accommodations. 

In 2024, it’s increasingly important for tourism businesses to consider creating an inclusive environment that acknowledges and accommodates diverse needs. By exploring ways to better support the full spectrum of disabilities, businesses can contribute to a more inclusive and welcoming community, making travel experiences more accessible for everyone. 

Why is accessible tourism important?

Accessible tourism is vital for several reasons, contributing to social inclusion, economic growth, and enhanced customer satisfaction.

Accessible tourism refers to the inclusive practice of making travel and tourism services usable by everyone, regardless of their physical, sensory, or cognitive abilities. This involves creating environments that cater to the needs of all travellers, including those with disabilities, seniors, and families with young children.

Accessible tourism is about more than just physical access; it's about the entire experience. This means providing accessible booking processes, customer service that is trained to assist travellers with disabilities, and ensuring that marketing materials are accessible to all. 

To learn more about the significance of accessible tourism and its impact on both businesses and travelers, see our blog on Why is Accessible Tourism Important?

What are the benefits of being an accessible tourism business?

Being an accessible tourism business offers numerous benefits, not just for guests but also for the business itself, including:

1. Expanded customer base

By catering to individuals with disabilities, businesses can attract a larger customer base. This includes not only the individuals themselves but also their families, friends, and caregivers. Tourism Council WA notes that inclusive businesses are likely to see an increase in overall visitor numbers.

2. Increased revenue

Accessible tourism can lead to increased revenue as it attracts a segment of the market that might otherwise be excluded. People with disabilities often travel with companions, leading to higher spend per visit. Accessible businesses can tap into this growing and lucrative market.

3. Enhanced reputation

Businesses that prioritise accessibility often enjoy an enhanced reputation. Being known as an inclusive and welcoming business can attract positive attention and differentiate a business from its competitors. Positive brand image and public relations benefits are significant advantages.

4. Compliance with regulations

Many countries have regulations regarding accessibility in public spaces. By complying with these regulations, businesses can avoid legal issues and potential fines. This also allows businesses to stay ahead of regulatory requirements, and treat compliance requirements as an opportunity to improve their offerings.

5. Positive social impact

Accessible tourism contributes to a positive social impact by promoting inclusivity and diversity. This aligns with broader social values and can enhance a business's corporate social responsibility profile. 

6. Customer loyalty

Accessible businesses are more likely to earn the loyalty of their customers. Satisfied guests are more likely to return and recommend the business to others, leading to repeat business and positive reviews. 

Tips to increase your accessibility as a tourism business

If you’re looking to increase accessibility in your business, there are plenty of things you can consider and steps you can take, such as the following.