In News

Race Against Dementia Day, taking place on 21 January, shines a spotlight on one of the biggest health challenges facing our population. Dementia affects millions of people worldwide, as well as their families, friends and carers. This day is about accelerating research, increasing understanding and, crucially, improving quality of life for those living with the condition today.

Founded by Sir Jackie Stewart OBE following his wife’s diagnosis of dementia, Race Against Dementia brings together scientists, researchers and supporters with one clear goal: to fast-track progress towards prevention and a cure. While medical research is vital, awareness and everyday understanding are just as important. Dementia is not only a medical issue, it is a social one, shaping how people experience the world around them.

Dementia and the visitor experience

For people living with dementia, travel and leisure can remain positive, enriching experiences when the right support is in place. Familiar environments, clear signage, patient staff and thoughtful design can make a significant difference. However, without these considerations, even simple days out can become overwhelming or inaccessible.

At Tourism for All, we believe everyone should have the opportunity to enjoy time away, explore new places and create meaningful memories, regardless of age or ability. Dementia-friendly tourism is a key part of this mission. It is about understanding how cognitive impairments may affect confidence, communication and navigation, and responding with empathy rather than assumptions.

Creating dementia-friendly destinations

Many tourism businesses are already taking positive steps, from staff training and calm, welcoming environments to clearer information provided in advance of a visit. Small changes can have a big impact, helping visitors with dementia feel safer, more relaxed and more independent.

Dementia-friendly tourism also supports carers, who often carry significant emotional and physical responsibility. Accessible, well-communicated experiences allow carers to enjoy time away alongside their loved ones, rather than constantly managing barriers.

By embracing inclusive design and dementia awareness, destinations are not narrowing their audience, they are widening it. An ageing population means the demand for accessible, understanding experiences will only continue to grow.

Why awareness days matter

Race Against Dementia Day is a powerful reminder that progress happens when communities, businesses and individuals work together. While the focus may be on research and innovation, the message extends far beyond laboratories. Every interaction matters, from a warm welcome at a hotel reception to clear wayfinding in an attraction or transport hub.

By recognising days like this, the tourism sector can play an active role in building understanding and reducing stigma. Inclusive tourism is not just about physical access, it is about dignity, confidence and feeling genuinely welcome.

As we mark Race Against Dementia Day on 21 January, Tourism for All encourages tourism businesses and destinations to reflect on how dementia-friendly their offer really is, and what small, meaningful changes could make a big difference. Together, we can help ensure that travel remains a positive and accessible experience for everyone, at every stage of life.

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