Ivor Ambrose, Managing Director European Network for Accessible Tourism Turin, 14th June 2013

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1 Accessible Tourism Experiences in Europe Ivor Ambrose, Managing Director European Network for Accessible Tourism Turin, 14th June

2 In Europe and around the world Over 200 members in almost 30 countries - Tourism businesses (55%) - Public sector (12%) - NGOs (33%) In Europe, Africa, Middle East, North and South America, Asia, Australia 2

3 ENAT s Mission 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.

4

5 Everyone needs good access! 5

6 Everyone needs good access!

7 Everyone needs good access! Necessity is the mother of invention!

8 Megatrends Recent research from Accenture identifies four key trends: 1.an ageing population, 2.growing resource scarcity, 3.exploding technology advances and 4.emerging markets that have the ability to shape the global economy and drive growth in the coming decade, despite continued market uncertainty. Accenture. New Waves of Growth report 8

9 Disability Incidence of disability and long-term health conditions increases with age World Report on Disability, 2011

10 80 million people with disabilities in EU factoring in travel companions and people with long-term health conditions Total potential accessible travel market in Europe: > 133 million tourists (OSSATE, University of Surrey, 2005)

11 Real numbers count the visitors UK Visitor Survey asked: - Do you or does anyone travelling with you have a disability or a long-term health problem? - 11% of all visitors answered yes. Disabled visitors contributed almost 2bn to the English domestic visitor economy in (11% of total spending) - Disabled visitors stay longer and spend more per visit, on average. 11

12 Real numbers count the visitors Australia Around 11% of the total number of tourists have a disability or long-term health problem. (2003 study) Tourists with a disability: - Spent AUS $8 billion to 11.9 billion - Contributed AUS$3 billion to 4.5 billion to Tourism - 12% 15% of total tourism Gross Value Added - Contributed $ 3.8 billion to $5.7 billion to Tourism Gross Domestic Product (11% 16% of total) - Sustained between 51,820 and 77,495 direct jobs in the tourism industry (11.6% 17.3% of direct tourism employment) Source: Dwyer & Darcy 2008 Economic Contribution of Accessible Tourism in Australia (estimates). 12

13 Real numbers count the spend USA American adults with disabilities or reduced mobility currently spend an average of 13.6 billion dollars a year on travel. Creating accessible cruise ships, accessible ship terminals, accessible ground transportation, and accessible tourist destinations is not charity it is just good business. Dr. Scott Rains, Disabled travel expert and educator, 2011, referring to a survey by Open Doors Organzation/Harris Poll 13

14 Real numbers visitors, jobs Germany Net turnover generated by disabled travellers Holidays: 1,5 bn Euro Short breaks: 1 bn Euro Total: Max total: 2,5 bn Euro 4.8 bn Euro Economic significance of accessible tourism (NeumannConsult, 2009) Full-time jobs: 65,000 (incl. additional impact) Additional full-time jobs in all areas of the economy: up to 90,000

15 When do customers need accessible tourism?

16 The Chain of Accessibility From arrival to departure, the visitor must be guaranteed an unbroken «chain of accessibility» arrival local transport eat, sleep visit attractions shopping departure

17 The Chain of Accessibility If just one link in the chain is broken (inaccessible) the trip will be spoiled... arrival local transport eat, sleep visit attractions shopping departure

18 Actions needed on every level International Destination (Continent) National Destination Regional Destination Local Destination Tourism Businesses

19 Web accessibility & Information

20 Online information - Quality of access makes or breaks the trip. - Accessibility is the Key - Information in accessible media formats - Information about accessible travel, venues and offers - Information that is accurate, reliable and up-to-date

21 Marketing accessibility - Marketing needs to be accessible: - It needs to reach all people - If not, your accessible offer will reach less customers - When marketing your product using a website, consider: - Text size - Contrast - Voice function - Easy navigation

22 Web accessibility and tourism - Reasons for accessibility in the www - Most important source of information and communication - Bookings through the internet increases steadily

23 ENAT Web Accessibility Survey of NTOs in Europe (October 2012) Question 1 Are National Tourist Organisations websites accessible for people with disabilities? - Do they comply with the Web Content Accessibility Guidelines? Result: None out of 41 National Tourist Organisation websites comply with the access criteria of the Web Accessibility Initiative (WAI- level AA) Fail means failing to reach all their potential customers!

24 ENAT Web Accessibility Survey of NTOs in Europe (October 2012) Sum of the three failures with high severity (concerning navigation and content) Slovenia Monaco Hungary Franceguide.com Cyprus Switzerland Luxembourg Turkey Czech Republic Croatia Serbia Iceland Germany FYROM (Macedonia) Georgia Estonia Danmark Greece Belgium - Flanders Bulgaria Belgium - Brussels-Wallonia Montenegro Latvia Italy United Kingdom Slovakia Malta Finland Norway France- VisitEurope Ireland Sweden Netherlands San Marino Belgium on VisitEurope Austria Portugal Poland Spain Romania Lithuania

25 ENAT Web Accessibility Survey of 41 NTO s in Europe (Summer 2012) Question 2 Is there access information on NTO websites for the customers who need it e.g. people with disabilities, seniors and others? (Content analysis by market researchers) Result: Only 21 out of 41 NTO websites in Europe were found to provide some accessibility information for disabled visitors and other people with specific access requirements This information is essential to disabled and elderly people in order to make a decision whether to visit a country or not.

26 Accessibility information Information must be easy to find. - Not one of the NTO-sites studied has a special section, a symbol or a button on the main page. - There are just 2 websites with easy to understand buttons on the main page: Denmark and Germany - To reach the page with the access information in most of the cases two clicks are necessary. - Other (drop-down-) menus where accessible information is to be found are titled with phrases like - Practical info (Malta) or Practical information (Belgium- Flanders; France) and Useful info (Italy). That still could be difficult to understand for inexperienced users.

27 ENAT Web Accessibility Survey 2012 The study shows that among the NTO websites: 1. There is no conventional way to indicate that accessibility information is present. 2. There is no clear indication of how or where to find this information (if present). 3. There is no standard approach for the kind of accessibility information that is presented.

28 Conclusions from Web Study - The market for accessible tourism is not functioning equally well in all countries and regions of Europe - The lack of access to websites and the lack of accessibility information means - There is not a single market where customers can find sufficient and adequate information - The choice of destinations and products is severely limited for those people who need good access - Only destinations that communicate well can win the accessible tourism market!

29 To do list for tourist boards, destinations and businesses - Be prepared to welcome all visitors - Get access to resources and expertise - Provide information in accessible formats - Focus on accessibility in investments and staff training - And don t forget to tell what you have done gain reputational benefits and win more customers. 29

30 ENAT research, information, training and support 1. ENAT Code of Good Conduct 2. EU Preparatory Action on Accessible Tourism: studies Mapping Training and Skills Requirements mapping Supply of Accessible Tourism in EU Accreditation system for national and regional accessibility information schemes 4. Advice, training and policy development 5. Support for the Social Tourism B2B portal 6. European and global networking

31 Think globally

32 Actions needed on every level International Destination (Continent) National Destination Regional Destination Local Destination Tourism Businesses

33 Information on every level Accessibility improvements at the local level must be matched by promotion of the businesses and destinations through information, advice and marketing, using all available channels reaching out to domestic and international markets

34 Thankyou Web: Welcome to European Accessible Tourism for All!

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