Accessible and Inclusive Tourism
3.0 Themes
3.5. Customer service excellence
Access and inclusion are essential aspects of customer service, ensuring that people of all abilities can participate comfortably and confidently. Prioritising access and inclusion in customer service not only improves the overall experience for diverse visitors but also demonstrates a commitment to equality, encouraging a broader audience to engage with a business.
Programs that assess and enhance accessibility empower businesses to identify and address gaps, providing them with the tools to create more inclusive experiences. Thorough training in accessibility needs can boost staff confidence, enabling them to offer tailored assistance and promote a welcoming atmosphere for all visitors. Additionally, clear and accessible communication such as social stories, visual aids and easy booking processes helps alleviate anxiety, making it easier for individuals with sensory or cognitive needs to plan their experiences. Safety measures, including first aid trained staff and appropriate emergency protocols ensure that visitors feel secure and supported.
Certification Programs
The Accessible Tourism program by Australian Tourism Industry Council (ATIC) offers a thorough online accessibility assessment and provides an Accessibility Information guide for visitors. The program helps tourism businesses evaluate how inclusive their experiences are. Those meeting the required standards receive recognition for their accessibility efforts across various support areas such as - cognitive/autism; limited mobility; low hearing; low vision; wheelchairs and scooters, promoting inclusivity within the industry. On the completion of the self-assessment, businesses receive a detailed accessibility information guide and logo to share across their channels for information sharing and an internal report highlighting the necessary areas of improvement.
In 2023, the Australian Tourism Export Council (ATEC) launched its Accessible and Inclusive Tourism Training program, a three-module initiative designed to boost operators' confidence in serving visitors with access needs. The modules are aimed at making operators ‘culture, product and service ready’ and understand the needs of visitors of all abilities. Businesses that complete the program earn ATEC’s ‘Accessible and Inclusive Host’ digital badge, which recognises their dedication to creating accessible and inclusive experiences for all visitors.
The Q Train, Victoria
The Q Train, a restaurant on a moving train, offers extensive accessibility features to ensure its award-winning dining experience is available to all. Beyond enhanced mobility measures such as the availability of a dedicated wheelchair for the train, they have implemented initiatives to guide and inform guests with access needs, helping to reduce anxiety. These include ‘social stories,’ which outline what guests can expect from the experience, aiding in determining suitability and alleviating concerns. The Q Train also provides guidance on sensory processing sensitivity, offering tips on navigating social interactions, crowds, noise and lighting for those with sensory needs. Additionally, they offer an access mobility map, carriage and doorway measurements, as well as an audio guide (VacayIt) for further support.
By becoming members of the Hidden Disability Sunflower program, they have provided support to both staff and customers with hidden disabilities. Waitress Sharon shared the following; “The Q Train have consistently supported me throughout my employment and provide me with the accommodations, understanding and a supportive culture to ensure all employees like me, have the opportunity to thrive. I now proudly wear my Sunflower pin to each of my shifts. When I started wearing my pin I immediately noticed a change in my attitude towards work. I feel happier coming to work, knowing that my differences are being celebrated and not criticised. I don't feel isolated anymore or anxious that staff may not understand my behaviours. All of our staff are trained in supporting individuals like me, and each of my colleagues wear a pin to show their support. Without the Sunflower I would frequently receive insensitive and hurtful comments by people not understanding my differences. The Q Train's contribution allows me to confidently educate customers and staff about hidden disabilities in the workplace. I have noticed that the Sunflower doesn’t just benefit me, it has brought our team closer. When team members feel supported and understood, it leads to stronger trust, teamwork and collaboration. I feel proud to work for a workplace that values me.”
The Q Train’s efforts are a testament to going beyond limits for inclusion, especially given a structurally limited train can only provide so many avenues of innovation. They are 2024 winners in the TAC sponsored Inclusive and Accessible Award category, at the Geelong Business Excellence Awards.
“What an amazing experience! We were treated like VIP visitors from the moment we arrived... I was extra impressed with the social story found on the Q Train's website for passengers with additional needs as well as the Hidden Disabilities Sunflower Program which allows people with invisible disabilities a safe and supportive environment to work in.” (Google review)
Live Ningaloo, Western Australia
Live Ningaloo is dedicated to accommodating visitors with hearing impairments, limited mobility, food allergies, and cognitive conditions to ensure an accessible and inclusive experience for all. The booking process is designed to be easy, offering multiple contact options and a website that supports screen readers, with forms built for easy navigation. Staff members are trained in disability awareness to provide optimal assistance throughout the journey. Safety measures on the vessel include both audible and visual emergency alerts, clear exit signage, and a crew trained in emergency procedures, with first aid capabilities and a defibrillator on board. Customised assistance is available, with health information collected before booking to cater to specific needs, including welcoming wheelchair users, though the boat may not meet all accessibility standards. Clear communication is prioritised with clear signage, briefings, and onboard instructions. Additionally, documents are provided in plain English for those with cognitive impairments, and a social script guide is available to help visitors prepare for sensory experiences onboard.
“Fabulous day with wonderful people. What a fantastic experience. The crew/staff were friendly…I am 70 years old and have some mobility challenges but they found solutions to them and never made me feel like I was a nuisance.” (Tripadvisor review)