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Marketing and Promotion of Itineraries
and Tour Packages for All
Ivor Ambrose
ENAT – European Network for Accessible Tourism
15 November 2017
#LombardHeritageforAll	#Tourism4All
A.L.L. project	
Co-funded by the COSME Programme of the European Union
Grant Agreement n.: 699425-A.L.L.-COS-TOUR-2015-3-04/COS-TOUR-2015-3-04-1
Tourism
is for All
1 in 5 people have an access need, when travelling
OSSATE,	2005
Accessible Tourism is:
- making environments, venues and services
suitable for the widest range of customers,
including people with disabilities, seniors,
families with small children… and many more
“Tourism for All”
With almost 100 members in more than 30 countries
in Europe, Middle East, Africa, North and South
America, Asia, Australasia – Pacific regions
More than 5000 followers in social media
In Europe and around the world
The mission of the European Network
for Accessible Tourism (ENAT) is:
“…to make European tourism
destinations, products and services
accessible to all travellers and to
promote accessible tourism around the
world”.
#tourism4all @EUaccesstourism
ENAT: In Europe & around the world
Just a few of ENAT’s Members & Partners
Visit: www.accessibletourism.org
Accessible Tourism Market…
65 % “Seniors”
35 % Visitors with
disabilities
Plus:
-  Families with small
children
-  Temporary impairments
= All of us
… at some time in life
•  138.6 million people with access needs in the EU (2011)
•  UK, France, Germany, Italy and Spain have
more than 10 million people with access needs when
travelling
•  783 million trips within the EU (2012)
•  Demand will reach 862 million trips per year by 2020,
(+ 1.2% per year).
Source: EU Study, 2015, GFK
Accessible Tourism Market - Europe
•  1 in 5 persons in Europe
are over 60
•  They want to travel and
enjoy life
•  Seniors from Europe take
6 to 7 trips a year
•  Most discretionary income
•  More active, “youthful”
•  Most overseas trips
Seniors are 65% of the
Accessible Tourism Market
On average:
•  People with disabilities
+ 2.2 companions
•  Older people +1.6
companions
People with access needs travel with 1.9 companions (on
average)
	
Travel Companions
•  "Accessible tourism"
generated €786 billion gross
turnover in 2012
•  Supports 9 million jobs in
Europe
	
Accessible Tourism Supports
Jobs and Growth
Value of Accessible Tourism Market
- England
Source:	VisitEngland	
•  Accessible Tourism
spend: £12.4 BN
•  Increased by 30%
from 2009 to 2013
•  Which disabilities?
•  Visitor Survey (2013)
- groups where one of the
members has a disability or
long-term health condition
Source:	VisitEngland	
Accessible Tourism Market - England
Source:	VisitEngland	
•  Stay longer
•  Spend more
Accessible Tourism Market - England
Across Lombards Lands
Spoleto Slovenia
ALL Marketing & Promotion
Italy Slovenia
•  Engaging Local Actors and Stakeholders - The VIP strategy
V = Visitors: potential visitors to the tourism areas in Italy and Slovenia
I = Industry: the business owners and managers engaged in ALL
P = Policy makers: the local and regional tourist boards and other authorities
responsible for tourism and transport in the ALL areas
•  Branding guidelines for tourism suppliers and destination managers
•  Examples of A.L.L. Itineraries: 1, 2, 3, 4 day tours and packages
•  Pantou.org – the Accessible Tourism Directory >>> global marketing
•  Social media, bloggers, visitors’ feedback
http://www.acrosslombardslands.eu
ALL - Business Toolkit for SMEs
Ø The building blocks: -
Ø How to position your business;
Ø Create and verify accessible itineraries,
Ø Engage businesses in the promotion of the destination,
Ø Producing accessibility guides,
Ø Train staff and Tourist Guides, etc.
Ø The “Unique Selling/Experience Proposition”, with unique, carefully
prepared Lombard itineraries & packages “accessible for you”
Ø Marketing Tools:
Ø How to present accessibility information on your website
Ø Add links on your website to AcrossLombardsLands.eu and Pantou.org
Ø Feedback from visitors – sharing experiences on your website & partner sites
ALL Exploitation Toolkit
- Pantou
Marketing lombard itineraries spoleto enat-ambrose-smallfile
ALL Exploitation Toolkit
– Pantou Directory
Spoleto
Slovenia
ALL Exploitation Toolkit
– Pantou Directory
Marketing lombard itineraries spoleto enat-ambrose-smallfile
Marketing lombard itineraries spoleto enat-ambrose-smallfile
ATTIMO Exploitation Toolkit
“Across Lombards Lands”...
…the path to the accessible tourism
market for sustainable and
accessible businesses and
destinations
Engage with your customers, seek
their opinion, keep an open mind!
Visitor Feedback
Thank you
Grazie!
ENAT – European Network for Accessible Tourism
www.accessibletourism.org
http://www.acrosslombardslands.eu
#TOURISM4ALL #LombardHeritageforAll

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Marketing lombard itineraries spoleto enat-ambrose-smallfile

  • 1. Marketing and Promotion of Itineraries and Tour Packages for All Ivor Ambrose ENAT – European Network for Accessible Tourism 15 November 2017 #LombardHeritageforAll #Tourism4All A.L.L. project Co-funded by the COSME Programme of the European Union Grant Agreement n.: 699425-A.L.L.-COS-TOUR-2015-3-04/COS-TOUR-2015-3-04-1
  • 3. 1 in 5 people have an access need, when travelling OSSATE, 2005
  • 4. Accessible Tourism is: - making environments, venues and services suitable for the widest range of customers, including people with disabilities, seniors, families with small children… and many more “Tourism for All”
  • 5. With almost 100 members in more than 30 countries in Europe, Middle East, Africa, North and South America, Asia, Australasia – Pacific regions More than 5000 followers in social media In Europe and around the world
  • 6. The mission of the European Network for Accessible Tourism (ENAT) is: “…to make European tourism destinations, products and services accessible to all travellers and to promote accessible tourism around the world”. #tourism4all @EUaccesstourism ENAT: In Europe & around the world
  • 7. Just a few of ENAT’s Members & Partners
  • 9. Accessible Tourism Market… 65 % “Seniors” 35 % Visitors with disabilities Plus: -  Families with small children -  Temporary impairments = All of us … at some time in life
  • 10. •  138.6 million people with access needs in the EU (2011) •  UK, France, Germany, Italy and Spain have more than 10 million people with access needs when travelling •  783 million trips within the EU (2012) •  Demand will reach 862 million trips per year by 2020, (+ 1.2% per year). Source: EU Study, 2015, GFK Accessible Tourism Market - Europe
  • 11. •  1 in 5 persons in Europe are over 60 •  They want to travel and enjoy life •  Seniors from Europe take 6 to 7 trips a year •  Most discretionary income •  More active, “youthful” •  Most overseas trips Seniors are 65% of the Accessible Tourism Market
  • 12. On average: •  People with disabilities + 2.2 companions •  Older people +1.6 companions People with access needs travel with 1.9 companions (on average) Travel Companions
  • 13. •  "Accessible tourism" generated €786 billion gross turnover in 2012 •  Supports 9 million jobs in Europe Accessible Tourism Supports Jobs and Growth
  • 14. Value of Accessible Tourism Market - England Source: VisitEngland •  Accessible Tourism spend: £12.4 BN •  Increased by 30% from 2009 to 2013
  • 15. •  Which disabilities? •  Visitor Survey (2013) - groups where one of the members has a disability or long-term health condition Source: VisitEngland Accessible Tourism Market - England
  • 16. Source: VisitEngland •  Stay longer •  Spend more Accessible Tourism Market - England
  • 18. ALL Marketing & Promotion Italy Slovenia •  Engaging Local Actors and Stakeholders - The VIP strategy V = Visitors: potential visitors to the tourism areas in Italy and Slovenia I = Industry: the business owners and managers engaged in ALL P = Policy makers: the local and regional tourist boards and other authorities responsible for tourism and transport in the ALL areas •  Branding guidelines for tourism suppliers and destination managers •  Examples of A.L.L. Itineraries: 1, 2, 3, 4 day tours and packages •  Pantou.org – the Accessible Tourism Directory >>> global marketing •  Social media, bloggers, visitors’ feedback http://www.acrosslombardslands.eu
  • 19. ALL - Business Toolkit for SMEs Ø The building blocks: - Ø How to position your business; Ø Create and verify accessible itineraries, Ø Engage businesses in the promotion of the destination, Ø Producing accessibility guides, Ø Train staff and Tourist Guides, etc. Ø The “Unique Selling/Experience Proposition”, with unique, carefully prepared Lombard itineraries & packages “accessible for you” Ø Marketing Tools: Ø How to present accessibility information on your website Ø Add links on your website to AcrossLombardsLands.eu and Pantou.org Ø Feedback from visitors – sharing experiences on your website & partner sites
  • 22. ALL Exploitation Toolkit – Pantou Directory Spoleto
  • 27. “Across Lombards Lands”... …the path to the accessible tourism market for sustainable and accessible businesses and destinations Engage with your customers, seek their opinion, keep an open mind! Visitor Feedback
  • 28. Thank you Grazie! ENAT – European Network for Accessible Tourism www.accessibletourism.org http://www.acrosslombardslands.eu #TOURISM4ALL #LombardHeritageforAll