Accessible Tourism: Concepts and Strategies for Managing Tourism - - PDF document

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Accessible Tourism: Concepts and Strategies for Managing Tourism - - PDF document

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Ivor%Ambrose,%ENAT% 11/%11/%15% Accessible Tourism: Concepts and Strategies for Managing Tourism Destinations Ivor Ambrose, Managing Director, ENAT ! Accessible Tourism is: Tourism for All making environments, venues and

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Ivor Ambrose, Managing Director, ENAT

Accessible Tourism: Concepts and Strategies for Managing Tourism Destinations

!

Accessible Tourism is: “Tourism for All”

– making environments, venues and services suitable for the widest range of customers, including people with disabilities, seniors, families with small children… and many more.

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Why Accessible Tourism?

! Market: Demographic ageing is happening now! Increasing demand for access. ! Price & Quality: Increasing global competition in terms of price and quality of tourism and travel

  • ffers.

Accessible Tourism = Quality tourism business. ! Rights: The rights of persons with disabilities to equal participation in society must be respected by travel and tourism providers.

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Why is Tourism and Travel not accessible for everyone?

Lack of awareness %% Lack of knowledge and skills Failure to understand the market Lack of access to the right tools and methods%

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  • Travel offers
  • Information (www…)
  • Booking
  • Transport
  • Accommodation
  • Facilities
  • Diet meals
  • Attractions
  • Excursions, activities
  • Care Services

Demand…. Supply

Access requirements: Accessible provisions :

  • Hearing impairments
  • Visual impairments
  • Wheelchair users
  • Walking difficulties
  • Allergies / Diets
  • Small or large stature
  • Learning difficulties
  • Frail, elderly
  • Small children
  • Long-term illness
  • Service animal
  • Understanding the

language

The Problem:

For visitors

  • Travel for people with access

requirements is unpredictable, difficult or sometimes even impossible

  • Quality of infrastructure,

transport, services, and information varies widely from place to place as well as between EU Member States

  • Lack of access standards

increases uncertainty, reduces travel options and allows a lack

  • f accountability to prevail.

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The Problem:

For the tourism industry

  • The accessible tourism market is

relatively unknown and it seems difficult to attract with existing channels.

  • Visitors’ needs and requirements

are unknown or misunderstood. Therefore the market is avoided.

  • Investment costs are misunderstood

and often exaggerated

  • Access is seen mainly as a

”problem” rather than a ”golden

  • pportunity”.

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  • 1. Refusing to accept customers with

disabilities on the grounds of health and safety

  • 2. Inaccurate information regarding

accessibility before arrival

  • 3. Lack of choice when visiting tourist

destinations

  • 4. Need to keep asking assistance from staff

because of limited accessibility

  • 5. Patronizing attitudes from staff

>>>

Top 10 complaints of customers with disabilities !!

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  • 6. Staff talking to assistant or an accompanying

person rather than to disabled customers directly

  • 7. Lack of information about accessibility of venues
  • n promotional material or websites
  • 8. Lack of access to common facilities (e.g. pool or

restaurant of a hotel)

  • 9. Unwillingness of staff to offer extra assistance

with simple commonplace tasks

  • 10. Use of inappropriate language related to

disability

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7 out of 10 complaints are about

staff behaviour or attitudes

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“The most positive experiences were to be found at businesses where there was a high level of customer service and awareness from staff.”

Focus Group:

VisitBritain’s Access Consumer Research

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  • Private non-profit organisation, founded in Belgium,

2008

  • A multi-stakeholder network united in the purpose of

developing and promoting better accessibility in tourism for ALL visitors

  • Open to all organisations and persons who support its

Statutes

ENAT: In Europe & around the world

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The mission of the European Network for Accessible Tourism is:

  • to make European tourism

destinations, products and services accessible to all travellers and to promote accessible tourism around the world.

100 members in more than 50 countries In Europe, Middle East, Africa, North and South America, Asia, Australasia – Pacific regions

In Europe and around the world

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A few ENAT Members & partners

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" The ENAT “Code of Good Conduct” " The European Accessible Tourism Directory – http://pantou.org " Website and Social Media (News, Articles, Events, Press…)

ENAT Products

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" ENAT Consulting:

  • Universal Design projects
  • Customer Care
  • Destination Management,
  • Smart Technologies & Apps
  • Web and Graphic design
  • Market Analysis, Research Studies
  • Accessibility Auditing

" International Project Management " Training & e-Learning Programmes

ENAT Consulting and Projects

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" Europe Without Barriers " ETCAATS E-Learning Programme " T- Guide " Inclusion Through Accessibility " eAccessplus ENAT Consulting and Projects

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  • Current%market%needs,%size,%

distribuFon,%gaps,%trends%

  • Forecasts%of%demand%for%AT%

STUDY&1.&& Demand&

  • Job%requirements%&%skills%

catalogue;%curricula,%tools%

  • Best%pracFce%case%studies%%

STUDY&2.&& Skills&needs&

  • Current%status%of%AT%supply%
  • Performance%indicators,%%%

EU6wide%benchmarking% STUDY&3.&& Supply&&& Performance& Check&&

EC Studies in Accessible Tourism (AT), 2012-2014

European Union Tourism 2020 Strategy > Evidence-based policies and practices Future Actions

1.&EU@wide& acBons&to& monitor&the& demand&for&AT& 2.&EU@wide& acBons&to& support&training& in&AT& 3.&EU@wide& acBons&to& improve&AT& supply&&& quality&

Policy& recommendaBons&& Policy& recommendaBons&& Policy& recommendaBons&&

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The first major study

  • f accessible

tourism supply across all the EU 28 Member States EU Study: Mapping and Performance Check of the Supply

  • f Accessible Tourism Services in

Europe

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How many accessible tourism suppliers?

  • We found 313,286 accessible tourism suppliers in EU

Member States. (Just 9% of all tourism suppliers)

  • 224,036 suppliers were found in the published data from

79 Accessibility Information Schemes in 24 EU Member States.

  • 4 EU Member States have no Accessibility Schemes
  • The Pantou data collection tool contributed 89,250

accessible tourism suppliers. ! Over 3 million tourism businesses in Europe are not prepared to cater adequately to the accessibility market. ! By 2020, an additional 1.2 million enterprises need to provide accessible services in order to meet forecasted demand.

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Accessible Tourism Suppliers in Europe, based on AIS and Pantou Data Sources

Key

> 10,000 5,000 to 9,999 2,500 to 4,999 500 to 2,499 < 499

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Accessible Tourism Services in 79 National and Regional Access Information Schemes (%).

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Frequencies of Types of Access Needs Covered by National and Regional AIS.

10 20 30 40 50 60 70 80 90 Long-term illness e.g. Diabetes Asthma-allergy Service animal Different stature Learning difficulties Hearing Visual Mobility

Mobility Visual Hearing Learning Difficulties
 Different stature
 Service animal Asthma-Allergy Long-term illness

0 10 20 30 40 50 60 70 80 90 %

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  • Pantou is the Greek word for "everywhere”
  • The directory identifies all kinds of suppliers who provide

accessible tourism services

  • The accessibility of the supplier’s service(s) is audited

either by:

  • An international / national / regional Accessibility Information

Scheme (AIS), or by

  • A Pantou Access Statement, provided by the supplier (self-

assessment)

European Accessible Tourism Directory

Directory

www.pantou.org%

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http://Pantou.org

The European Accessible Tourism Directory

  • Funded by European Commission
  • Supports Tourism SMEs
  • Includes over 70 types of

services, e.g. cultural heritage, accommodation, equipment suppliers, tourist guides…

  • Covers ALL customer types and

access needs

  • Over 500 suppliers already

registered

  • Free registration for suppliers
  • Free to use for visitors
  • INFORMATION allowing people

to choose according to their needs and the quality if the

  • ffer

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Pantou Supplier Profile (webpage)

Supplier Name Customer groups Service information Service description Link to Accessibility information AIS “Tourisme et Handicap”

Website: http://maison-charolais.com Address: 43 route de Mâcon Postcode: 71120 Telephone: 0385880400 Email: maisonducharolais@orange.fr

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The Pantou Directory

  • A standardised way to describe and list

accessible tourism services

  • Customers can find accessible tourism

suppliers across the whole of Europe in one website.

  • Connects visitors and suppliers, stimulating

business growth and development

  • Enables suppliers to create accessible supply

chains and collaborate with tourist destinations.

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Developing the Offer “Mind the Accessibility Gap” Conference, Brussels, 2014

Watch the ENAT Video

  • n YouTube:

Best practices and the business case

  • https://

www.youtube.com/ watch?v=uNgEQvPj1N8

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Tourist Boards’ Initiatives Two examples:

  • VisitFlanders
  • German National Tourism Board
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Flanders:&Heading&for&an&accessible&& travel&desBnaBon& SINCE&2001&

Accessibility&acBon&plan&

  • Awareness%raising%&%training%
  • Infrastructure,%equipment%and%events%
  • Reliable,%objecFve%informaFon%

%

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Accessible&Tourism&@&Customers&

User@driven&policy&(surveys,%personal%feedback)% ! First%step:%accessible%accommodaFon%% % %%

&47 &

& &224% %

&%

! Following:%

  • Tourist%informaFon,%visitor%centres %

% %%

  • Events%
  • Museums%&%a\racFons%
  • Restaurants,%pubs%
  • Nature%&%heritage

% % %%

  • Public%life%(transport,%public%environment%&%services)%

Accessible&Tourism&@&Supply&

Accessible&tourism&is&tourism&

Focus&on&mainstream&sector&

  • For%Visit%Flanders,&accessibility%is%%

%%%part%of%all%projects%and%campaigns%

  • InteracFve%training%sessions%
  • Knowhow%&%technical%advice,%%

%%%%financial%support%

  • PromoFon%in%dedicated%and%

%%%%mainstream%publicaFons%%

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Accessible&tourism&is…&

  • profitable%
  • sustainable%
  • important%for%the%

reputaFon%of%a%desFnaFon% %

%

Accessible&tourism&is&aOracBve&

VISITFLANDERS% Grasmarkt%61,%1000%Brussels% % % +32%2%504%03%40% post@accessinfo.be% www.accessibleflanders.be%

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Ivor%Ambrose,%ENAT% 11/%11/%15% Tbilisi%2015% 21% The GNTB's statutory aim is to promote participation in tourism by everyone

GNTB is focusing its attention on target groups with different mobility impairments: # Older travellers # Families with children # Disabled travellers # Health tourists % (wellness and prevention)

Basic themes for promoting the

core brand Destination Germany

Towns, cities & culture product line

Events Food & drink Museums Palaces, parks & gardens Shopping Conferences & conventions

Nature/& recreaBon& product&line&

AcFve%holidays% Walking/cycling% Family%holidays%

  • Health%travel%
  • Medical%tourism%

Wellness%

Accessibility Sustainability

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Accessibility in Germany

Germany makes great efforts to provide disabled travellers and travellers with mobility impairments with high-quality tourist offerings all the way along the service chain.

an increasingly accessible infrastructure in cities an increasingly accessible transport system that is fully interconnected a wide range of accessible accommodation options and restaurants attractive, accessible tourism offerings

2010 Route Rheinsberg – Potsdam - Berlin 2011 Route Dresden - Saxon Switzerland -Erfurt 2012 Route Mainz – Koblenz – Eifel 2013 Route Berlin – The Lusatian Lake District - Magdeburg 2014 Route Hannover – Munster – East Frisia 2015 Route Mecklenburg-Vorpommern - Erfurt

Germany Travel Mart (GTM)

Pre-exhibition tours on accessible tourism

  • fferings
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Multi-channel communication

Microsites, Facebook, newsletters, specialist magazines Challenges facing barrier-free tourism

  • Gaps in the tourism service chain which affect disabled

people and those with mobility impairments

  • Inconsistent criteria, terminology and labelling
  • The need to sensitise and train tourism experts and

service providers with regard to customer requirements

  • Inclusion as standard
  • A lack of platforms offering information and bookable

tourism offerings

  • Overseas visitors: Language as an additional barrier
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Ivor%Ambrose,%ENAT% 11/%11/%15% Tbilisi%2015% 24% Germany is on the road to becoming a model barrier-free destination

Point of departure:

  • Lack of training and sensitivity

to the issues facing the target group on a local level

  • Lack of transparency
  • Little regional

(and no nationwide) focus on promoting existing barrier-free tourism offerings.

  • Different certification standards

A Nationwide Quality Campaign

Project "Developing and Promoting Barrier-Free Tourism Offerings and Services in Germany"

Project funded by the Federal Ministry for Economic Affairs and Energy

The aim of this project:

  • Consistent quality
  • Consistent labelling
  • Comprehensive training for employees and management
  • An internet platform for bookable tourism offerings&
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More information on Destination Germany at

www.germany.travel

A Global Initiative for Accessible Tourism Promotion and Development

“Recommendations

  • n Accessible Tourism

“Adopted by UNWTO General Assembly Resolution A/RES/ 637(XX) of August 2013” Recommendations developed with the support of the ONCE Foundation for social and economic inclusion of people with disabilities and the European Network for Accessible Tourism (ENAT)&

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Montreal Declaration on Accessible Tourism for All

Content of the declaration: www.keroul.qc.ca/DATA/TEXTEDOC/ Declaration-Montreal-Eng.pdf To sign the declaration: www.destinationspourtous2014.com/ en/declaration Endorsed%by%conferences%in%San%Marino,%Kuala%Lumpur%and%Amman,%2014%6%2015.%%%

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Motivation

  • A private, independent non-profit association at the global level
  • UNCRPD: Enabling all people to enjoy tourism: “A World For

Everyone”

  • To overcome “market failure” in the tourism and travel sector
  • Promoting international and national policies on AT
  • Developing and promoting common standards
  • Showcasing good policies and practices
  • Promoting sustainable tourism in sustainable communities

Means

  • Increasing global networking possibilities among stakeholders
  • Creating a recognised global brand
  • Encouraging and enabling innovation in the tourism sector
  • Sharing knowledge, enhancing skills
  • Promoting ethical standards and developing shared values

World Network for Accessible Tourism

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Method

  • A “Virtual Network” – Online Social Innovation Community
  • A window on the market of accessible tourism for all
  • Self-initiated Working Groups, Sections, Regions

! Engaging with and supporting National Tourist Boards ! Engaging with businesses ! Engaging with tourists / travellers with access needs ! Stimulating and supporting Regional, National and Local Initiatives

  • Organised by existing networks (ENAT, SATH, KEROUL,

UNESCAP, etc.), with national and regional associations joining…

World Network for Accessible Tourism

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World Network for Accessible Tourism

Targeted products

  • WNAT Global News and Events service – E-Bulletin
  • WNAT – Global Accessible Tourism Directory
  • WNAT Observatory on Accessible Tourism
  • Partner search, project design and implementation
  • WNAT Guidelines and standards for AT
  • WNAT Code of Good Conduct (modelled on the ENAT Code)
  • WNAT Accredited Training Centres and Training Courses in AT
  • WNAT Accredited Accessible Tourism consultants (database)

Next steps

  • Form a “WNAT Leaders’ Group”
  • Sign-up organisations and people
  • Identify possible funding models and sources
  • Make the WNAT Roadmap: Mission, objectives, branding
  • Plan the online Community Website and Services

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ENAT on Social Media, Web and Contact Address

ENAT Facebook https://www.facebook.com/accessibletourism Twitter https://twitter.com/euaccesstourism ENAT LinkedIn Group https://www.linkedin.com/grp/home?gid=4003674 ENAT Facebook Group https://www.facebook.com/groups/accessibletourism/ Web: www.accessibletourism.org Email: enat@accessibletourism.org

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References

Watch the ENAT YouTube Video: “Mind the Accessibility Gap” https://www.youtube.com/watch?v=uNgEQvPj1N8 EU Study Report: Accessible Tourism Supply http://www.accessibletourism.org/?i=enat.en.reports.1740 15 Case Studies of European Accessible Tourism Destinations http://www.accessibletourism.org/?i=enat.en.reports.1739 UNWTO Recommendations and Accessible Tourism Manuals http://www.accessibletourism.org/?i=enat.en.news.1476 Montreal Declaration: A World for Everyone www.keroul.qc.ca/DATA/TEXTEDOC/Declaration-Montreal-Eng.pdf To sign the declaration: www.destinationspourtous2014.com/en/declaration

Thankyou

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