3.0 Themes

The themes identified in this paper - place design, responsive experiences, policy and regulation, technology and digital accessibility, customer service excellence, awareness and marketing, and accessible accommodation are deeply interconnected. They are key elements that highlight the inclusion and accessibility features of a destination, the products and experiences on offer.

1. Place Design is foundational to accommodate people of all ages and abilities. It ensures visitors can navigate comfortably and engage fully with offerings.

2. Responsive Experiences enabled by inclusive design, offers seamless experiences for visitors with special needs. It focuses on creating worry-free environments.

3. Policy and Regulation establishes base expectations and standards for accessibility. It acts as a tool for education and advocacy.

4. Technology and Digital Accessibility drives innovation and enhances accessibility. It also provides accurate data for informed decision-making and improving visitor experiences.

5. Customer Service Excellence is central to creating a welcoming atmosphere. It is vital in educating and supporting staff to ensure inclusivity and warmth in interactions.

6. Awareness and Marketing is essential to communicate accessible offerings effectively. It supports in building awareness and increasing the appeal of accessible destinations.

7. Accessible Accommodation serves as a key part of the visitor journey, providing a comfortable "home away from home." Where accommodation can tend to be a function for visitors and not a major contributor to their decision making process, for visitors with disability this is a foundational part of the consideration stage of the visitor journey. Great accessible accommodation offerings encourages repeat visits, longer stays, and strengthens visitor attachment.

Each theme is explored further throughout the paper, with examples of destinations and businesses that meet or exceed accessibility standards.