Most organisations responsible for attracting visitors - from destination marketing organisations to convention bureaux - are doing very little to make life easier for those with disabilities, according to a new report.
While awareness of accessible tourism is on the rise, only 33 per cent of destinations have implemented an accessibility strategy, according to findings from City Destinations Alliance (CityDNA) and Destinations International (DI).
The Global Accessibility Report surveyed 92 destinations and found that although 59 per cent of respondents have defined accessibility, only a third have moved from vision to actionable strategy, suggesting there's still a lot of work to be done.
According to the report, budgets play a crucial role in moving from vision to actionable strategy, with destinations that have access to a designated accessibility budgets being twice as likely to have active or in-progress strategies than those without.
However, destinations without designated accessibility budgets are also taking steps to improve the visitor experience by placing a focus on marketing and communication strategies which include accessibility-positive messages. Strategies including collaborating with influencers, creating resources for accessibility-friendly tour routes, offering communication in adaptive formats and creating sensory and
disability-friendly visitor experiences were all cited in the research.
“Accessibility matters not only to visitors but also to local communities, and destination organisations are starting to recognise the significance of providing inclusive facilities, products, and services for everyone,” said Sophia Hyder Hock, DI chief inclusion officer. “It’s not just a key factor for a thriving destination – it’s the ethical choice. We hope this report will help the tourism industry advance this critical effort.”
The report also found that while 82 per cent of destinations with strategies offer staff training on disability awareness, fewer prioritise the development of accessibility certifications or assessments for tourism members, with only 25 per cent securing an accessibility accreditation.
“Ensuring accessibility is more than just meeting regulations – it’s about creating meaningful, inclusive experiences for all visitors. City Destinations Alliance is proud to collaborate on this important research, providing our members with insights and tools to lead the way in building destinations where everyone feels welcome and empowered to explore,” said Barbara Jamison-Woods, president of City Destinations Alliance.
The report urges business event professionals to actively consider accessibility needs when working with destinations. Allegra Roccato, head of events at World Physiotherapy, commented in the report that planners need to consider factors beyond architectural barriers in order to create truly accessible events for delegates.
"Consider the delegate experience and accessibility of the venue by public transport, budget accommodation and food outlets within walking distance," she advised. "At World Physitheorapy, we research, respect and adapt to the local habits and culture. We provide open access sessions streamed live, and make congress information accessible digitally through captions and AI translation of all sessions and first timers meet-ups."
Download your copy of the Global Accessibility Report here.
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
