In the third of our series of reflections by members of our Board of Trustees, Robyn Griffith-Jones looks at how language around disability, and perceptions of disabled people, have developed over the last 45 years and why it matters.
The language of disability and why it matters
Language is powerful. The way we describe the world around us and hear it described has a profound influence on the way we behave and how attitudes shift.
Tourism for All has been around for 45 years and in that time the language around accessibility and disability has changed fundamentally, and with it attitudes and understanding.
Disability language was often shaped by medical professionals; it was descriptive, medical, or derogatory, reflecting limited understanding and social exclusion. Policy makers, journalists and even charities tended to reflect that language.
Some of the terms used 45 years ago, such as ‘handicapped’ or ‘invalid’, are, by today’s standards, eyebrow raising. Words once considered descriptively neutral have become insulting over time.
Much of the change in language has been driven by disabled people themselves, who challenged stigma, demanded rights, and helped reframe public understanding. Stories of disabled people’s lived experiences have been central to identifying harmful attitudes, stereotypes and assumptions, and to shaping strategies that promote inclusion.
From the 1970s onward, disabled activists reframed disability as a social construct, arguing that people are disabled not by their impairments but by societal barriers. This shift—now known as the Social Model of Disability—became a defining feature of UK disability rights movements and remains central to UK policy today.
The beginning of change
Cultural movements, protests in the 1980s and 1990s, themed weeks and the rise of disability studies in UK universities further accelerated change. There were pivotal moments in the public debate such as the classic BBC ‘Does he take Sugar?’ radio programme—which ran from 1977 to 1998—which highlighted the frustrating tendency of service staff to ignore a disabled person by asking a carer how that person took their tea or coffee.
Activists pushed back against negative labels, demanded better representation, and influenced charities, businesses, and government bodies to modernise their language and practices.
For example, Scope’s decision to drop the term Spastics Society in 1994 followed years of consultation with disabled people who rejected the outdated, medicalised name and its association with playground abuse.
The key legislation
Legislation has also helped codify and embed new language and associated rights for business, health and social services and society at large.
Key milestones include:
- Disability Discrimination Act (1995) – the first major civil rights law for disabled people.
- Equality Act (2010) – strengthened protections and introduced the ‘anticipatory duty’ (the need) to make reasonable adjustments in public and service environments.
Language and the ‘Social Model’
Today, the preferred UK term ‘disabled people/person’ reflects the Social Model: people are disabled by the physical environment around them, unable to live easily in a world full of barriers. Known as identity-first language, this embraces the identity as an integral part of the person. The UK’s choice is therefore ideological, signalling that disability is a social justice issue rather than an individual deficit.
In contrast, ‘people with disabilities’, more common internationally, aligns with the person‑first language rooted in the medical model, which emphasizes the individual.
Identity-first language doesn’t make it easier to navigate the language at an individual impairment or disability level though. For many this is a minefield, a careless use of the wrong terminology accidentally causing offense.
The language for non-visible disabilities is particularly challenging because of the tension between clinical definitions, personal identity, and the frequent societal demands for visible proof of a condition. Individuals often ‘pass’ as non-disabled which can lead to people having their needs invalidated or being accused of faking their condition. The successful wide adoption of the Hidden Disabilities Sunflower is largely because it provides a non-verbal cue, a way to communicate that a person has a non-visible condition without disclosing personal medical history.
And stigma in professional and social settings is still powerful. It makes many hesitant to label themselves as ‘disabled’. They may prefer to use vague, non-disability-specific language (such as ‘access needs’ or ‘workplace accommodations’) to avoid being treated differently.
TV and social media
Today, disabled creators and activists directly shape disability language through blogs and social media reaching new audiences, unfiltered.
TV shows like ‘The Last Leg’, starting during the 2012 Paralympics, hosted by Adam Hills, Alex Brooker, and Josh Widdicombe, has helped smash barriers through irreverent, sharp comedy, making disability a subject of mainstream conversation and, most importantly, the language less impenetrable and legal.
Taking hold of the narrative on these channels has accelerated changes in accepted terminology and challenged stereotypes much more quickly than before.
The impact of language on business
This shift in language and the adoption of the social model in policy and public services is slowly having an impact in the world of travel and tourism, as in every area of business.
This shift has influenced everything from workplace culture to customer expectations. Businesses today are expected not only to comply with the law but to recognise that the removal of barriers and the drive to accessibility is fundamental to good service, brand reputation and ultimately profitability.
We like to think that TFA has been an important part of this shift. It has campaigned over 45 years at a policy level, advising businesses, operating consumer booking platforms and running training courses, spearheading the use of language as a powerful tool in shaping perceptions and helping businesses change their operating practices.
TFA training courses
Our staff training course are fundamental to this. They help staff right across the business learn respectful terminology, how to ask about access needs, not to make assumptions, how to communicate clearly and directly with the disabled person, offering assistance without forcing it, and never over-worrying about terminology – the right questions and a broad smile is all any customer, disabled or otherwise, is looking for. It’s a genuine welcome that shapes the customer experience.
This understanding is then often a lightning rod in helping them think less about the medical and more about the potential barriers facing visitors. They start to think about everyday hindrances across the customer journey with the aim of implementing practical solutions. In short, they start to think about accessibility in its broadest sense.
From disability to accessibility and welcome for all
This shift from ‘disability’ to ‘accessibility’ has empowered companies and their staff to look at their businesses afresh through the eyes of other visitor segments too. Multi-generational groups, parents with prams or toddlers or older visitors with reduced sight and hearing are all disabled by their environments. Indeed, since most public spaces are designed by fitter younger professionals, being disabled by our environment tends to be the rule and not the exception! Accessibility and inclusive design benefits everybody.
Continuing linguistic cycle
Today, many disabled people in the UK identify as part of a political and cultural community, reflecting the success of rights‑based activism and the Social Model.
And the language we use is more likely to emphasise agency and identity, focus on accessibility and inclusion and follow the preferences of disabled communities themselves.
As Carrie-Ann Lightley, former TFA staffer and now independent writer and consultant in accessible travel, says: ‘This “new” language matters because it shapes expectations. In travel and tourism, the words we use can either reduce disabled people to a list of needs, or recognise us as customers, guests, travellers and decision-makers. The most important thing is to listen to disabled people, be specific about access, and create a welcome that does not depend on people having to fight to be included.’
Final thoughts
The overall trend in the language around disability has been toward respect, specificity, and self-definition. But the constant evolution of language can provide pitfalls for the unwary. Language that was considered acceptable over time becomes insulting or negative, especially if society’s attitudes stay negative.
This is sometimes called the “euphemism treadmill” (coined by cognitive scientist Steven Pinker in 1994), the continuous linguistic cycle where gentle, respectful words are introduced to replace an offensive term. Over time, through repeated use and association with the concept, the new word absorbs the stigma of the original and becomes taboo itself, requiring a fresh replacement.
Watching this cycle from the sidelines and knowing what current terminology to use poses challenges for all of us. But, as in all walks of life, treating people as individuals, listening to how they describe themselves, and focusing on welcome, dignity and practical access will always matter most.
The TFA45 Appeal
This is Tourism for All’s 45th anniversary year. We began life as a campaign, instigated back in 1981 by the Holiday Care Service. We were formally born when the Holiday Care Service later joined with sister charities to form a new organisation, called Tourism for All.
During the last 45 years there have been significant shifts in attitudes, legislation and product development, as well as in our understanding of the nature and prevalence of disability and impairment, which have impacted on the accessibility of tourism in the UK. Throughout this time Tourism for All has acted as a supporter and enabler in the development and delivery of these public policy initiatives. The original Tourism for All campaign’s call to action and aspiration, that disabled people should not be excluded from social activities like trips and holidays, is as relevant today as it was 45 years ago.
Over the next few months, members of our Board of Trustees will share their personal reflections on different aspects of our disability and accessibility journey, highlighting the progress that has been made – and what still remains to be achieved to remove the barriers which still prevent disabled people, and those they travel with, from enjoying tourism experiences.
We are highly dependent on technology to deliver our objectives. To ensure that we can continue to discharge our role as a supporter and enabler of accessible tourism in the UK most effectively, we are planning major upgrades to our IT systems, including our ‘Travel Planner’ website and our online TFA Training platform.
To help us to fund these upgrades, which are vital to our sustainable future, we have launched our TFA45 Appeal. During 2026, in recognition of the work the charity has delivered over the last 45 years, we hope to raise £45,000 in donations. If our agenda has resonance with you or your organisation your support would be greatly appreciated.
You can make a donation here. Thank you.
https://www.tourismforall.co.uk/charity/join-tfa/make-a-donation
