Developing Accessible Tourism ‘Makes Business Sense’ – Key Insights from WTM London 2024 from Antonella Vecchio, a Trustee for Tourism for All.
The World Travel Market (WTM) London 2024 highlighted the immense potential in accessible tourism, showing how investment in accessibility can drive profitability, enrich travel experiences, and foster inclusivity in the industry. The Diversity, Equality, Accessibility, Inclusion, and Intersectionality (DEAI) Summit delved into the business case for accessible tourism, demonstrating why catering to the needs of travellers with disabilities is not only ethically sound but financially advantageous.
The Financial Impact of Accessible Tourism
Ryan Smith, founder of The Access Agency, presented compelling data showing that for every dollar invested in accessible tourism facilities, the return could be as high as $13. He explained that travellers with accessibility needs represent a “loyal cohort,” often staying longer, travelling during off-peak seasons, and spending more.
Smith's insights underscored that accessible tourism is about meeting an expanding market demand. This sentiment reflects the industry’s need to adapt quickly to accessibility needs, from ensuring physical access to providing support for varied sensory and cognitive requirements.
Examples of Accessible Tourism in Action
Smith shared inspiring examples of accessible tourism in action, particularly from his native Australia, where government and private sectors have made strides in creating inclusive experiences. For example:
- Accessible Beaches
- Inclusive Outdoor Adventures
- Innovative Private Sector Offerings
These initiatives provide a model for accessible tourism, demonstrating that with thoughtful investment and planning, destinations can significantly enhance the experience for all travellers.
The Broader Scope of Accessibility: Sustainability and Indigenous Experiences
Smith encouraged tourism operators and destinations to integrate sustainability and indigenous experiences into their accessibility offerings. By doing so, he noted, they could create richer, more authentic travel experiences while also supporting local communities and preserving cultural heritage. This approach represents the future of tourism products: holistic, inclusive, and sustainable offerings that cater to a diverse clientele.
Changing Attitudes and Increasing Representation
The DEAI Summit highlighted how attitudes toward accessibility are evolving, supported by improvements in government policy, corporate inclusivity, and media representation.This shift is pivotal for ensuring that accessible tourism goes mainstream, making it a priority across all sectors of the travel industry.
Accessibility is Going Mainstream
The growing inclusion of accessibility features on popular platforms like Airbnb and GetYourGuide marks a turning point for accessible travel. Aggregators like Wheel the World are expanding accessible travel options, allowing travellers with disabilities to find tailored experiences worldwide. Accessibility is no longer a niche concern; it is moving into the mainstream, presenting opportunities for brands and destinations to lead the charge in a rapidly growing sector.
Accessible Tourism as a Strategic Advantage
WTM London 2024 made it clear: accessible tourism isn’t just about compliance or social responsibility; it’s about smart business. As Smith noted, the industry is still catching up, but those who recognise the value of accessibility early on will be well-positioned to attract and retain a loyal, often overlooked customer base.
Embracing Diversity and Accessibility for a More Resilient Travel Industry
WTM London 2024 brought to light an important truth: the future of travel is not just about seeing new places but about creating meaningful, inclusive, and sustainable experiences. By focusing on regenerative tourism, accessible travel, and diverse, inclusive workspaces, the industry can build a foundation that serves everyone equitably. The path forward, as showcased by WTM’s events, is one where the value of inclusion is recognised not only as a social responsibility but as a strategic advantage for the travel industry.
Building Inclusive Work Environments: A Competitive Advantage
The summit also delved into how diversity and inclusion within travel organisations themselves foster more productive and resilient work cultures.
A Personal Takeaway on DEAI Session
I was particularly inspired by Jo Rzymowska’s work at Celebrity Cruises, where her efforts to authentically represent guests and increase female officer ratios were transformative. It’s a powerful example of how representation, when approached thoughtfully, can elevate both internal culture and external brand perception. The emphasis on building inclusive work environments resonated deeply with me. I’ve always believed that when employees feel valued and included, they contribute their best, creating a ripple effect that extends to customers and stakeholders. Mark Julian Edwards’ focus on leveraging unique employee strengths reinforced this belief.
What stood out most during the summit was the undeniable connection between accessibility and financial opportunity. The accessibility gap in the travel industry creates a corresponding financial gap—one that businesses can no longer afford to overlook. By not prioritising accessibility, the industry is leaving billions of dollars in potential revenue untapped. Ryan Smith’s data showing a $13 return for every $1 invested in accessibility underscores this point.
The reality is that travellers with accessibility needs, often high-spending and loyal, are seeking out destinations and services that cater to them. Businesses that fail to meet these needs risk alienating a growing market segment, one that is projected to expand significantly in the coming years. This isn’t just a loss of direct revenue but a missed opportunity to build long-term brand equity and customer loyalty.
The accessibility gap isn’t just a moral issue—it’s a business one, too. Bridging this gap is about more than compliance or social responsibility; it’s about closing the financial gap and ensuring the industry remains competitive, innovative, resilient and accessible to everyone.
The question we must ask ourselves is simple: Can we afford not to act?
