The document discusses the need for accessible travel and tourism in Europe, highlighting challenges, market potential, and the rights of individuals with disabilities. It emphasizes that accessible tourism is essential for a significant portion of the population and presents examples of good practices, policies, and the importance of addressing accessibility throughout the entire visitor experience. The overall message advocates for the inclusion of accessible tourism in mainstream strategies to benefit both visitors and the tourism industry.

1. Travel and Tourism for All
Mr. Ivor Ambrose, Managing Director
European Network for Accessible Tourism (ENAT)
Global Forum on Accessible Cities
Fondazione CRT, Torino, 16th June 2011
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2. Overview
1. Who needs accessible travel and tourism?
2. Accessible Tourism in Europe: Challenges and Trends
a. Market Potential
b. Demographics & Human Rights
c. The Business Case – Examples of Good Practices
3. Spotlight on Policies and Actions for Accessible Cities
2

3. Part 1.
Who needs accessible travel and tourism?
Toegankelijkheidsbureau vzw. Belgium
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4. When do customers need
accessible tourism?
Throughout the “visitor journey” and the whole value
chain!
National Conference on
The Right to Access for Persons With Disabilities
To the Built Environment and Transportation, Design for All

5. Demand Supply
Access requirements: Accessible provisions in:
• Travel offers
• Information (www…)
• Booking
• Transport
• Accommodation
• Hearing impairments • Frail, elderly
• Facilities
• Visual impairments • Small children
• Diet meals
• Wheelchair users • Long-term illness
• Attractions
• Walking difficulties • Service animal
• Excursions, activities
• Allergies / Diets • Understanding the
language • Care Services
• Small or large stature
• Learning difficulties Right to National Conference on Disabilities
The Access for Persons With
To the Built Environment and Transportation, Design for All

6. Tourism Services
Accessible… throughout entire delivery chain
• Information - search, bookings, Websites,
mobile…
• Transport - vehicles, terminals, transfers,
assistance…
• Infrastructure - attractions, accommodation
restaurants, streets, beaches…
•Services - hospitality, packages, guiding,
excursions, special menus,
activities, tech-aids, assistance…

7. The Problem:
For visitors
• Travel for people with disabilities is unpredictable,
difficult or sometimes even impossible
• Quality of infrastructure, transport, services, and
information varies widely from place to place as
well as between EU Member States
• Lack of access standards increases uncertainty,
reduces travel options and allows a lack of
accountability to prevail.

8. The Problem:
For the tourism industry
• The accessible tourism market is relatively unknown
and it seems difficult to attract with existing
channels.
• Visitors’ needs and requirements are unknown or
misunderstood. Therefore the market is avoided.
• Investment costs are misunderstood, exaggerated
• Access is seen mainly as a ”problem” rather than a
”golden opportunity”.

9. Quiz time!

16. … can you see it?

17. Part 2.
Accessible Tourism in Europe: Challenges and Trends
a. Demographics and Market Potential
b. Human Rights
c. The Business Case – Good Practices
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18. Demographics
Demographic ageing in Europe
… Age pyramid

19. Demographics
Demographic ageing in Europe
… Age pyramid?
Link: Ageing and Disability

20. Prevalence of disability and long-standing
health problems by age (Europe)
National Conference on
The Right to Access for Persons With Disabilities
To the Built Environment and Transportation, Design for All

21. Demand for accessible tourism in Europe
40
% over 65 years with disabilities and long-term health difficulties 37.1
35 34
32 32.4
30.4 30.6
29.1 29.5 30.3
30 28.6
28.2
26.3
25.2 25.7
24.5
25
23.5 23.8
22.9 23.2
22
20.4
19.4
20
18.6 18.6
17.6
15
10
5
National Conference on
0 The Right to Access for Persons With Disabilities
SK MT RO CY To the Built Environment and Transportation, Design for All
LT LU HU IE ES IT NO AT GR DE DK CZ SI BE PT SE NL EE FR UK FI

22. Potential market for accessible tourism in Europe
• If:
70% of the population that requires accessible tourism
provisions has both the physical and the financial means to
travel.
– The potential travel market is: > 89 million
• But:
– people with accessibility needs seldom travel alone:
– With a multiplier effect for friends and family members: x 1.5
• Then the general demand for accessible tourism is:
127.5 million persons
• Which is 27% of the European population

23. Total potential travel market in Europe:
> 133 million tourists
National Conference on
The Right to Access for Persons With Disabilities
To the Built Environment and Transportation, Design for All

24. Total potential travel market in Europe:
> €89 billion
National Conference on
The Right to Access for Persons With Disabilities
To the Built Environment and Transportation, Design for All

25. In brief:
100
90
80
70
60
50
40
30
20
10
0
Like “Design-for-All”, Essential Desirable Good to have
…accessible tourism provisions are:
Essential for at least 10% of the population
Desirable for 40%
Good for 100%

26. A Matter of Human Rights
The rights of persons with disabilities to equal
participation in society must be respected by travel
and tourism providers
• Overall strengthening of rights in EU states with legal powers
• Europe has signed the UN Declaration on the Rights of
Persons with Disabilities
• The European Commission has proposed a Regulation on
equal access to goods and services for disabled people.
• Tourism providers must be equipped with the confidence
and ability to meet their legal responsibilities.

27. Business Case
• Good Practices in accessible tourism are found in
many EU member States.
• The important thing is to learn from them and to
improve, by following the good examples.
• Projects and Good Practices on the ENAT website:
http://www.accessibletourism.org/?i=enat.en.projects
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28. Business Case
• “VisitEngland” is the national tourist board for England, responsible for
marketing England to domestic and established overseas markets and for
improving England’s tourism product.
• It provides advice to tourism enterprises, publishes market data and
promotes England as a destination.
• The 2012 Olympics and Paralympic Games in London are the focus of
many initiatives to improve accessibility – and not only in London.
• Compliance with the UK Disability Discrimination Act impacts the sector.
http://www.visitengland.org/
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29. Business Case
In 2009 the UK Visitor Survey asked:
• Do you or does anyone travelling with you have a
disability or a long-term health problem?
11% of all visitors answered “yes”.
Disabled visitors contributed almost £2bn to the
English domestic visitor economy in 2009. (11% of
total spending)
Disabled visitors stay longer and spend more per
visit, on average.
http://www.visitengland.org/
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30. Business Case
Great Britain
Accessibility information on tourist-travel booking websites
• In Britain, over 7000 hotels and Bed & Breakfast establishments publish
accessibility information on their websites, enabling customers to find out what
to expect before they book.
• The access information is collected as part of the VB Quality Scheme, using
the access audit questions developed by the EU-funded OSSATE project
(“One-Stop-Shop for Accessible Tourism in Europe”) www.ossate.org
• Web statistics have shown that in 2010, sites which display access
information achieve 25% more “click-through-to-booking” than sites
which have no access information.
http://www.visitbritain.org/
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31. Business Case
EUROTAXI – White Paper 2011
1. Design and development of a Taxi for All
customers
2. A national support programme for
procurement of accessible taxis
3. Development of systems of taxi concessions
and services at Municipal level
4. Industrial production programme, cost
reduction, standards.
http://www.accessibletourism.org/?i=enat.en.news.1118
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32. Business Case
Spain
Spanish Provinces: provision of taxis per 1,000 inhabitants
3.5
3.0
2.5
1.5
1.0
0.5
0.0
http://www.accessibletourism.org/?i=enat.en.news.1118
________________ shows national average: 1.5 taxis per 1,000 inhabitants
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33. Business Case
EUROTAXI
http://www.accessibletourism.org/?i=enat.en.news.1118
33

34. Business Case
Spain
EUROTAXI: procurement > service > requirement
Stage 1. Public-private support for technical development and procurement
Stage 2. Service development and increasing customer use / demand
Stage 3. Legislated targets and full implementation in specified communities
2017 – Status review
http://www.accessibletourism.org/?i=enat.en.news.1118
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35. Business Case
Portugal
Accessible Portugal Travel Agency
1. SME – small beginnings, fast growth
2. Inclusive holidays for people with disabilities, families and friends
3. Entrepreneur and Tourism Awards
4. “Accessible Destination” development partner
http://www.accessibleportugal.com/
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36. Business Case
Portugal
http://www.accessibleportugal.com/
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37. Business Case
Portugal
Accessible Portugal is contributing to:
Infrastructure analysis & access upgrading,
Information, Activities, Services, Events,
Marketing, and ENAT Access Certification
http://www.accessibleportugal.com/
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38. Part 3.
Spotlight on Policies and Actions for
Accessible Cities
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39. Incentives, Marketing, Awards…
ENAT Code of Good Conduct
Accessible Tourism Standards development
ENAT Accessible Tourism Certification
EU Access City awards
EU EDEN Destinations of Excellence Awards
UNWTO Ulysses Awards
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40. Campaigns and initiatives
EU Passenger Rights
EDF Freedom of Movement
EU Europa Nostra
EU Calypso Social Tourism
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41. Networks and Projects
eAccessplus ICT and Web Access
League of Historical and
Accessible Cities
European Greenways Association
Eurocities
and more…
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42. Areas for development
Enterprise level
Cities and Destinations
Regions
Countries
Global regions: Europe, Asia, North & South America,
Australasia, Africa
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43. ENAT -Strategic developments
UNWTO – ENAT – Fundación ONCE
• Accessible Tourism Guidelines for States + Enterprises
• Training - Themis Foundation
• Employment insertion of persons with disabilities
OECD Programme for Tourism
• Actions for Accessible Tourism development
EU Tourism Strategy 2010 – 2020
• Requires accessibility tourism mainstreaming!
EU Disability Strategy 2011 - 2020
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44. What Defines Successful Accessible
Tourism Enterprises, Cities and
Destinations?
1. Work out a policy and a strategy
- Leadership comes from the top of the organisation
2. Use networks and form partnerships
- Discuss ideas, find partners, collaborate with NGOs and
experts
3. Address the whole access chain
- Connect with other suppliers, develop new synergies
4. Develop and market the destination
- work from local to global level to improve facilities to high
standards and reach target markets
5. Deliver accessible tourism experiences
- Aim to give every visitor a good, accessible experience!

45. In practical terms….
• Be prepared to welcome all visitors
• Question and revise ‘normal’ policies and practices
• Show leadership, find your allies
• Get access to resources and expertise
• Network with suppliers, stakeholders and supporters
• Encourage new businesses, focusing on access
• Invest in training and planning
• And don’t forget to tell what you have done!
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46. The Rewards of
Accessible Tourism
More visitors
Longer tourist season
New business and employment opportunities
Increased income
General improvements for the local citizens, the
environment and society
Happy customers, coming back again!

47. Networking & partnering for success
Accessible Tourism “to do” list
For Foundations and Cities...
Join LHAC and ENAT networks
Engage with other networks, form partnerships
Participate in accessible tourism events
Include the tourism sector in your strategies and
projects
Inform about your plans and share your experience
Tell us your wishes! So we can support you…

48. ENAT Website www.accessibletourism.org
ENAT Code
News
Events
Projects
Good Practices
Links
Themes
Library
Forums
Contacts
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49. Contact: Ivor Ambrose
Email: enat@accessibletourism.org Thankyou

50. Websites of National Tourist Boards
in Europe – Accessibility Information
Countries - Web Info YES NO
Information on accessibility 19 20
Resources for policymakers 8 31
Resources for business 5 34
Resources for visitors 17 22
Booking for accessible accommodation 8 31
Booking for accessible events /
attractions 3 36
Link(s) to dedicated accessible tourism
website 12 27
E-mail contact for Accessible Tourism
webpages 28 11
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