The document discusses inclusive and accessible tourism. It notes that the population is aging globally and more people will have disabilities, representing a significant portion of the tourism market. Research is cited showing people with disabilities spend comparable amounts on travel as the general population. Universal design of tourism products and services from the start is advocated to meet the needs and desires of all customers. Examples of accessible tourism destinations and initiatives are provided. The use of inclusive and realistic imagery in marketing is emphasized to promote an accessible culture and market to potential customers.

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Advocates for Inclusive Tourism
A Customer Focused Approach to
Inclusive and Accessible Tourism

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Advocates for Inclusive Tourism
Challenging Perceptions

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Challenging Perceptions

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Advocates for Inclusive Tourism
Challenging Perceptions

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Advocates for Inclusive Tourism
Challenging Perceptions

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Challenging Perceptions

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Challenging Perceptions
Disability is the only minority group
anyone can join in an instant.

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Challenging Perceptions

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Advocates for Inclusive Tourism
Economic Drivers - Research
Of every person who has lived to be 65 from the beginning of
recorded history, two-thirds are alive today

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Dr. Simon Darcy in 2008 - CRC on Sustainable
Tourism
• $8bn per year or 11% of overall tourism expenditure
• The average travel group size for people with a
disability is 2.8 people for a domestic overnight trip
and 3.4 for a day trip.
• There is a myth that the accessible tourism market
does not spend because of economic circumstance
and are a significant proportion of each travel
market segment.
• They travel on a level comparable with the general
population for domestic overnight and day trips.
Economic Drivers - Research

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• 60 percent of net U.S. wealth and
• 40 percent of spending
• In many categories, like travel, boomers
will represent over 50 percent of
consumption
US research by McKinsey & Company predicted that by
2015, the baby boomer generation will command:
Economic Drivers - Research

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Economic Drivers - Research
The impact on the Inclusive Travel sector is significant as over 40% of them will
be retiring with some form of disability, raising the total value of the Inclusive
Tourism sector to over 25% of the market by 2020.

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• Value per annum to the UK economy 12.4 billion
pound
• 20% of day trip market and 14% of the overnight
market
• Growth in value 3 times tourism in total, 33% for
Accessible Tourism 11% Total Tourism
• Length of stay and average spend both higher
• Over 65 more people with a disability than able
bodied
• High percentage of the total market at a young
age
VisitEngland Statistics

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2015 Intergenerational Report
Australia in 2055
• The number of Australians aged 65 and over
is projected to more than double by 2054-55
• The number of people aged 15 to 64 for every
person aged 65 and over has fallen from 7.3
people in 1975 to an estimated 4.5 people
today
• By 2054-55, this is projected to nearly halve
again to 2.7 people.
Economic Drivers - Research

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Baby Boomer Influence
The Baby Boomers will be unlike any other generation of retirees that have come
before it. It is an adventurous and consumer driven generation. Further, unlike
previous generations, it will spend its accumulated wealth rather than build a nest egg
to pass on to future generations. It will dominate the tourism market for the next 20
years.
US Statistics from 2009
• 70% will inherit $300K average
• Top 8 million $1.5M average
• Total inheritance $8.4 Trillion
• In 2009, households headed by adults ages 65 and
older ... had 47 times as much net wealth as the typical
household headed by someone under 35 years of age.

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Accessible Product Development
Universal Design must be Integrated at Every Stage
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Universe
Customer
Desires
Capacity
Review
Product
Design
Built
Infrastruc-
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Infrastruc-
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Sta
Training
Product
Implementation
Packaging
Release
Marketing
Unive
rsal Design istheGovernin
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Little Things make a big Difference
• Seats in reception
• Large type registration
forms/menus
• Large faced clocks
• Large buttoned remote
controls
• Lower reception counter
• Walking stick holders
• Accessible paths of travel
marked
• Raised toilet flush buttons
• Levers rather than door
knobs
• Step free garden paths
• Information and maps to
local accessible cafes, bars
and attractions
• Arrangements with local
equipment hirers
• Straws for drinks including
wine tasting venues
It is all about product development for a new market
It is not about ACCESSIBILITY

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"Inclusion should just blend in"

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Phillip Island Nature Parks

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Phillip Island Nature Parks

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Phillip Island Nature Parks

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Marketing
Use a Variety of Styles
• Descriptive
• Measurements and data
• Photographic
• The critical thing is not to assume every
disability is the same.
• Provide the information to allow everyone to
make their own decision

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Imagery is a powerful tool to promote
an "Inclusive" culture

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Imagery must be real

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Use Destination Campaigns
VisitEngland Example

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Reconsider South Africa

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Panel Discussion
Martin Heng

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Questions
Advocates for Inclusive Tourism
http://travability.travel
Inclusive Imagery
Real People, Real Lives, Real Change
http://photoability.net