Accessible and Inclusive Tourism
1. Sparrowly Group’s journey
1.1. Disclaimer
Sparrowly Group is a strategic management consultancy working across Australia’s health, community development, visitor economy and economic development sectors. We understand the value of resilient, self-sustaining communities and advocate for solutions that promote improved health and wellbeing, aiming for positive outcomes for all.
While we do not position ourselves as experts in accessible and inclusive tourism, an area that is continuously evolving, we hope this discussion paper, along with our collective insights, helps to raise awareness and foster ongoing dialogue around accessibility in tourism across Australia, celebrating those who are leading the way.
This document, along with our previous research, is intended as a guide to support a dynamic, evolving conversation, and we are committed to keeping it relevant and reflective of new developments.
1.2. Sparrowly Group’s commitment to accessible and inclusive tourism
Since 2018, Sparrowly Group has been committed to advancing accessible and inclusive tourism in Australia. Through in-depth research and the annual publication of our discussion paper, Creating Real Inclusion: A Call to Arms to the Tourism Industry, we aim to inspire the tourism industry to go beyond compliance and truly embrace inclusivity.
Our paper underscores the economic significance of accessible and inclusive tourism, which contributed $10.8 billion annually to both international and domestic markets, exceeding the Chinese inbound market pre-COVID. In the June 2023 quarter, the domestic market alone reached $6.8 billion (total trip spend), making up 21% of total domestic tourism spend (Austrade 2024).
The paper advocates for a holistic approach that centres on universal design, customer service, and authentic visitor experiences. Backed by first hand stories, extensive research, and sector insights, our work has guided and encouraged tourism businesses, destinations and decision makers to make meaningful strides toward inclusion for over six years.
Our commitment to accessible and inclusive tourism reflects a focus on progress over perfection. By regularly updating our paper and collaborating with stakeholders, we strive to provide practical guidance and resources for the visitor economy. Initiatives like our collaboration with Austrade and Push Adventures on the Pilot National Accessibility Mentoring Program demonstrate our dedication to enhancing visitor experiences for people with disability. We believe that, through shared efforts, Australia can become a leading destination for visitors with disability, ensuring that every experience is memorable and inclusive.
We welcome your feedback, questions and news of how your destination or business is working towards access and inclusion for all.
Giovanna Lever and Jackie Hicks
Co-authors, Sparrowly Group