Accessible Tourism in Europe Chris Veitch - European Network for Accessible Tourism Izmir, Turkey, 7 th December 2012
Why has the accessible tourism market been ignored for so long? Then … • Disabled and elderly people were marginalised in society. • Not seen as a desirable or valuable market by the tourism sector • Lack of knowledge about how to address their needs. Now … - Increasing numbers of older travellers: travel is part of senior lifestyle. - Older people inevitably acquire some disabilities or impairments. In fact most disabilities are acquired - These are not the "traditional" old people we knew 30 years ago. - They aspire to do more and go to new places in their retirement/old age...
The Demand - The active older “baby-boomer” generation is changing the perception of "customers with disabilities" in the minds of tourism business owners. - Businesses are gearing up to meet the requirements of seniors, disabled visitors, families and an increasingly diverse market. • 60 is the new 40! • Untapped potential for SMEs => 20% customer base lost • Loyal, frequent travellers , travelling off season and for longer periods • With ageing there is a correlation of increase in disability.
World Report on Disability, 2011 Disability
The Demand • Study by Surrey University (2003) • 80 ¡million ¡people ¡with ¡disabili2es ¡in ¡Europe ¡ ¡ = ¡133million ¡people ¡ (inc ¡travelling ¡ companions) ¡ • Poten3al ¡Revenue ¡– ¡based ¡on ¡average ¡spend ¡ of ¡620 ¡euro ¡per ¡arrival ¡= ¡ € 80billion ¡ • Likely ¡to ¡be ¡higher ¡as ¡figures ¡on ¡based ¡on ¡ disabled ¡people, ¡not ¡the ¡elderly, ¡friends ¡and ¡ family. ¡ • And ¡based ¡only ¡on ¡Europeans ¡not ¡other ¡ poten3al ¡visitors ¡globally. ¡
The Walk Away £ Survey • 83% of disabled people 'walked away’ unable/unwilling to make a purchase • The most important factor was inaccessible premises • Other important factors: lack of physical adjustments in store; that staff were rude or appeared prejudiced, staff weren't disability aware • inflexible service or unwillingness to make adjustments Employers Forum on Disability & Radar survey 2006:
After the London 2012 Paralympics: • Two thirds of viewers that watched Channel 4's coverage of the London 2012 Paralympics felt it has had a favourable impact on their perceptions towards people with disabilities. • 65 % now feel more positive towards disabled people, • 68 % felt the coverage of the Paralympics has had a positive impact on their perceptions of disabled sport hGp://www.insidethegames.biz/paralympics/summer-‑paralympics/ 2012/1010742-‑two-‑in-‑three-‑more-‑posi3ve-‑towards-‑disability-‑sport-‑aPer-‑ channel-‑4-‑paralympic-‑coverage ¡ ¡
London South Bank Tourism Legacy from 2012 Paralympics: ¡ • The Mayor, Southwark and Lambeth Councils completed a £4 million scheme to improve accessibility along the South Bank riverside walk in time for the London Games. Nearly 4km of historic, varied and attractive promenade. • The project has been designed to leave a lasting legacy of the 2012 Games for Londoners and visitors alike, enabling even more people to enjoy one of the capital’s most visited public spaces. • Successfully delivering accessibility improvements in an area of great historical importance makes the South Bank scheme a 'first' in public realm enhancement. • The improvements include new pavement layouts, better lighting and signage, more seating, more access ramps and handrails.
Not ¡all ¡disabili2es ¡are ¡visible ¡
Access ¡impera3ves ¡ Drivers for Accessible Tourism Business Moral Legal e.g. ¡UK ¡Disability ¡Discrimina2on ¡Act ¡1995 ¡/ ¡Equality ¡Act ¡2010 ¡
Accessibility development • Universal Design and Service offers exciting and untapped development opportunities for visitors, local businesses and destinations. • We should see improving accessibility in tourism as compelling , not jus t a means to an end in itself (an easily accessible tourist experience) but also as a ‘ tool ’ leveraging many other wider benefits.
Benefits of Accessible Tourism Valorisation of off-the- beaten-track Off-setting destinations seasonality Accessible Quality Tourism tourism offer Attracting Diversified more tourists tourism offer
Business & Destination Benefits Through Accessibility Accessibility Improve Quality Increase Market Civic Opportunities Pride Differentiate More Competitive Repeat Visits & A Better Welcome Recommendations Social Responsibility Respond to Changing Markets Create a Unique Selling Proposition Improved Financial Sustainability Seasonality Inward Investment
We ¡all ¡fit ¡into ¡this ¡box ¡ ¡we ¡call ¡accessibility! ¡ Design for all Foundation
See the customer not the disability
Impact of disability on holiday-taking Low High impact impact Adult learning Mobility Partially Mobility disability / mental Profoundly Wheelchair impaired - hearing or impaired - health problems, deaf or user no walking visually with walking with behavioural blind aids impaired aids problems Similar to non- Holiday-taking is a Holiday-taking can disabled possibility, depending be complicated, holiday on availability of involving potential experience disabled facilities / loss of dignity for services disabled person Source: VisitBritain
The Accessibility Market Specialist ¡ All ¡other ¡ Markets ¡
Key messages • Accessibility benefits a wider market e.g. families and older people. • A loyal market. • Building accessibility into new build / refurbishment can be low cost. • Attractions can be better for everyone if they are accessible • Access information is important. • Staff training is vital. • The more accessible the business the more attractive it is to a wider number of people – wider customer base. • If not accessible can stand to lose more than one customer. • See accessibility as the norm so that ‘everyone can have a good time together’.
European Commission Preparatory Action Tourism for ALL: 2012-2014 Budget from European Parliament in 2012: € 1 million Objectives: • - To raise awareness • - To disseminate and reward best practices • - To improve skills • - To foster innovative solutions • - To promote more accessible services and facilities • - To incentivise and reward accessibility efforts
EC Mapping the demand § 48% of disabled tourists in Germany would travel more often if services were more accessible § £2 billion is the contribution of disabled travellers to the domestic visitor economy in UK (2009) 1) Assess Economic impulse on tourism 2) Forecast the demand of accessible tourism Fragmented data services until 2020 for EU-27 3) Understanding the beneficiaries (travel propensity, patterns, disabilities)
EC Mapping supply § € 4 billion : the cost of "non-accessibility" of tourism § 60% would be willing to pay more for accessible tourism services § 17% holidays outside Europe because of more accessible services Lack of information 1) EU-wide quantitative assessment of the Inadequate services accessibility of the tourism supply chain "Broken" supply chain 2) Performance check ” (satisfaction, effectiveness, usability, customisation) = loss of potential 3) Finding the bottlenecks for travellers and for travellers businesses
EC Improving skills § Understanding people ’ s needs Impairments affect areas other than physical mobility € . § Safety is paramount 1) Need to identify gaps in the current level of Staff can make or skills and training to cater for people with spoil the holiday special access needs experience 2) Need to disseminate best practices in disability training in tourism.
EC Overview for 2013 • Data gathering, statistics – Socio-economic – Behavioural • Focussing on information and communication – Developing compelling messages – Finding effective multipliers – Communicating proactively – Closing the communication gap • Practical tools – Guidance, checklists – Practical tips
EC Accessible tourism: paving the way … EP Preparatory Action - More/better data - Better awareness - Tools, best practices - National authorities Dialogue - Stakeholders, industry Understand the market better and make proposals for future action
Adapted from Lane (2007)
Unlocking the potential: Key role for destinations ‘ Understanding this interconnectedness and interdependence of individual businesses in the experience of the visitor is essential in order for destinations to grow their market share. ’ ‘ To achieve this understanding may require the leadership of destination managers and marketers, such as regional tourism organisations, local chambers of commerce as well as local governments. ’ Dickson & Darcy (2012)
We ¡are ¡the ¡champions! ¡ Interna3onal ¡Des3na3on ¡ (Con3nent) ¡ Na3onal ¡Des3na3on ¡ Regional ¡ Des3na3on ¡ Local ¡ Des3na3on ¡ Tourism ¡ Businesses ¡
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