Accessible Tourism
5.0 What is your Role?
The accessible and inclusive tourism sector continues to grow, however still requires thought, attention and care. It is important to think of accessible tourism customers beyond their mobility and focus on their ability.
In being a disability ally, there is a need for a change in attitude from looking beyond the tick boxing exercise of being ‘compliant’ to one that is truly ‘customer centric and commercially minded’ and forms part of business as usual activities and operations. This will enable Australia to lead the way in providing world-class services and experiences that are commercially strong for this very important sector.
We need to as an industry, change our mindset to this important sector and recognise that the problem is that society puts up barriers for people with disability not the people with disability that are the barrier. While it is hard to service each disability specifically, making minor changes which would suit a wide range of disabilities is encouraged and is a positive and significant step forward.
The National Accessible Tourism Working Group represented by State and Territory Governments and chaired by AUSTRADE funded the 2022 National Accessible Tourism Pilot Mentoring Program. This Program, developed and delivered by Push Adventures, guided operators through its WELCOME framework enabling them to improve their accessibility and inclusion.
Welcome
All visitors want to feel welcomed and included, starting from the moment they engage with a business online or in-person. To offer the best experience, it looks beyond just people with disabilities and can include accommodating for those travelling with children in prams, seniors, support workers, people with food intolerances, language difficulties and those temporarily affected by a disability.
Experiences need to be delivered with accessibility in mind, in the planning, delivery and post experience, thinking back to the importance of the customer journey.
Environment
To ensure a positive experience, people with disability undertake a high amount of research and fact checking that a site will be accessible. This includes ensuring that any communication is clear and easy to understand of what people should expect to experience.
An ideal model of accessible tourism would see universal design principles applied for all experiences, products and services appropriately meeting and adapting to the needs of all travellers regardless of their abilities (White & Childs). For major building works, consulting and engaging with accessible design providers, architects and designers is advised. Some physical improvements include ramps and minimal floor surface gradients, having non-slip floor surfaces, lighting choices, incorporating seating, and moveable furniture. Additional facilitating infrastructure including lifts, toilets and transport are considered major priorities for improvement for people with disability.
Links
All tourism businesses represent one link in the tourism supply chain as part of the overall tourism ecosystem. As such, considering how the government and other local businesses support visitors' experience is critical within the context of the broader environment and destination they visit. Linking in with local government and tourism organisations (local, regional and state), and national organisations ensures business owners are across disability specific news, announcements and grants. This includes having an accurate Australian Tourism Data Warehouse (ATDW) profile which outlines what accessible features are in a business. The ATDW is Australia’s digital platform for tourism information and products amplified through the state and national tourism organisations. Tourism operators with profiles are able to include details that their business provides and all accessible features.
As well as this is a willingness to learn and engage with people with disability and ask any questions. Speak to people with disability, customers and guests, the disability community, local Council, colleagues, and start learning. Ignorance is not an excuse. To not pay attention to this important sector and make efforts towards accommodating the needs of people with disability, a business is not only doing a great disservice to themselves, but are missing out on a loyal customer base who want to spend money and travel.
Communication
Like any market sector, clear communication that is easily understood and located including signage is critical. It is important to understand that organising a holiday can become a stressful and anxious activity (and it shouldn’t be), so it’s important to ensure that as part of training and developing communications that this extends through to telephone and email manner - pre, during and post visit as well as a continual focus on guest feedback for improvement.
Operations
Staff training with a clear goal of improving the quality and standard of the offering is key to any successful business. Exceptional customer service lies in the consistency of delivery to all customers. Internally, consistency must be led by regular training so that staff members can understand and implement policies and procedures. Customer service training should include providing a safe environment for staff to feel comfortable asking questions on disability and responding to varying needs.
The experience for a visitor is based upon the interaction and relationship they develop with the staff, therefore their attitude and knowledge can heavily affect the traveller’s visit and holiday. Staff that are trained generally and more specifically for people with disability will have a significant impact on their experience and build advocacy and repeat business for all customers regardless of ability.
Marketing
The importance of communicating information via different methods and platforms is one of the easiest steps a business can take to reference specific measures and implementations taken that addresses needs and any barriers. The use of inclusive imagery and language builds trust and confidence to enable more visitors to have a full and enriched experience. Make sure that information is in clear language and easy to understand and read, provide images (with image descriptions) and videos (with closed captions) and floor plans as proof points, provide clear directions to the business and correct business information (opening hours, contact details, address).
Most importantly, words matter and language can be a very difficult element when consulting or speaking with people with disability. In most cases, it is individual preferences for the use of language. Defining someone with disability should be their own choice. The most important thing is to understand that their disability is not what defines them.
In recent years, the rise of social media platform TikTok has been a place of education and forming a community of awareness with a number of people with disability and disability activists making a difference through destigmatising common misperceptions, showing barriers from ableism embedded into society and sharing their authentic day-to-day lives.
Experience
Improving the overall experience for people with disability will ensure and promote universality and inclusion for all. Overall it will enhance visitor experiences, memorability and, ultimately, advocacy. Most importantly, it will enable greater social inclusion, support positive mental health and ensure every visitor has an amazing and memorable holiday.
In failing to meet visitors’ needs, a business is failing in their role in this industry.
Limitations in the physical environment can be challenging to overcome. But consistently improving the visitor experience is within the control of business owners and all individuals. For example, taking into consideration people with hidden disabilities, especially autistic people and other sensory disabilities. Or ensuring that WiFi is functioning properly, as autistic children often use and play on mobile devices for managing changing environments and sensory overload.