Ivor%Ambrose,%ENAT% 11/%11/%15% Accessible Tourism: Concepts and Strategies for Managing Tourism Destinations Ivor Ambrose, Managing Director, ENAT ! Accessible Tourism is: “Tourism for All” – making environments, venues and services suitable for the widest range of customers, including people with disabilities, seniors, families with small children … and many more. Tbilisi%2015% 1%
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Ivor%Ambrose,%ENAT% 11/%11/%15% Why Accessible Tourism? ! Market: Demographic ageing is happening now! Increasing demand for access. ! Price & Quality: Increasing global competition in terms of price and quality of tourism and travel offers. Accessible Tourism = Quality tourism business. ! Rights: The rights of persons with disabilities to equal participation in society must be respected by travel and tourism providers. 1161162015% ENAT%Tbilisi%November%2015% Why is Tourism and Travel not accessible for everyone? Lack of Lack of awareness %% knowledge and skills Failure to Lack of access understand to the right the market tools and methods % Tbilisi%2015% 3%
Ivor%Ambrose,%ENAT% 11/%11/%15% Demand…. Supply Access requirements: Accessible provisions : • Travel offers • Information (www…) • Booking • Transport • Accommodation • Hearing impairments • Frail, elderly • Facilities • Visual impairments • Small children • Diet meals • Wheelchair users • Long-term illness • Attractions • Walking difficulties • Service animal • Excursions, activities • Allergies / Diets • Understanding the language • Care Services • Small or large stature • Learning difficulties The Problem: For visitors • Travel for people with access requirements is unpredictable, difficult or sometimes even impossible • Quality of infrastructure, transport, services, and information varies widely from place to place as well as between EU Member States • Lack of access standards increases uncertainty, reduces travel options and allows a lack of accountability to prevail. 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 4%
Ivor%Ambrose,%ENAT% 11/%11/%15% The Problem: For the tourism industry • The accessible tourism market is relatively unknown and it seems difficult to attract with existing channels. • Visitors’ needs and requirements are unknown or misunderstood. Therefore the market is avoided. • Investment costs are misunderstood and often exaggerated • Access is seen mainly as a ”problem” rather than a ”golden opportunity”. 1161162015% ENAT%Tbilisi%November%2015% Top 10 complaints of customers with disabilities !! 1. Refusing to accept customers with disabilities on the grounds of health and safety 2. Inaccurate information regarding accessibility before arrival 3. Lack of choice when visiting tourist destinations 4. Need to keep asking assistance from staff because of limited accessibility 5. Patronizing attitudes from staff >>> Tbilisi%2015% 5%
Ivor%Ambrose,%ENAT% 11/%11/%15% 6. Staff talking to assistant or an accompanying person rather than to disabled customers directly 7. Lack of information about accessibility of venues on promotional material or websites 8. Lack of access to common facilities (e.g. pool or restaurant of a hotel) 9. Unwillingness of staff to offer extra assistance with simple commonplace tasks 10. Use of inappropriate language related to disability 1161162015% ENAT%Tbilisi%November%2015% 7 out of 10 complaints are about staff behaviour or attitudes 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 6%
Ivor%Ambrose,%ENAT% 11/%11/%15% “The most positive experiences were to be found at businesses where there was a high level of customer service and awareness from staff.” Focus Group: VisitBritain’s Access Consumer Research 1161162015% ENAT%Tbilisi%November%2015% ENAT: In Europe & around the world • Private non-profit organisation, founded in Belgium, 2008 • A multi-stakeholder network united in the purpose of developing and promoting better accessibility in tourism for ALL visitors • Open to all organisations and persons who support its Statutes 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 7%
Ivor%Ambrose,%ENAT% 11/%11/%15% 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. In Europe and around the world 100 members in more than 50 countries In Europe, Middle East, Africa, North and South America, Asia, Australasia – Pacific regions 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 8%
Ivor%Ambrose,%ENAT% 11/%11/%15% A few ENAT Members & partners 1161162015% ENAT%Tbilisi%November%2015% ENAT Products " The ENAT “Code of Good Conduct” " The European Accessible Tourism Directory – http://pantou.org " Website and Social Media (News, Articles, Events, Press … ) 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 9%
Ivor%Ambrose,%ENAT% 11/%11/%15% ENAT Consulting and Projects " ENAT Consulting: • Universal Design projects • Customer Care • Destination Management, • Smart Technologies & Apps • Web and Graphic design • Market Analysis, Research Studies • Accessibility Auditing " International Project Management " Training & e-Learning Programmes 1161162015% ENAT%Tbilisi%November%2015% ENAT Consulting and Projects " Europe Without Barriers " ETCAATS E-Learning Programme " T- Guide " Inclusion Through Accessibility " eAccessplus 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 10%
Ivor%Ambrose,%ENAT% 11/%11/%15% European Union Tourism 2020 Strategy EC Studies in Accessible Tourism Future (AT), 2012-2014 Actions • Current%market%needs,%size,% 1.&EU@wide& STUDY&1.&& distribuFon,%gaps,%trends% Policy& acBons&to& Demand& recommendaBons&& monitor&the& • Forecasts%of%demand%for%AT% demand&for&AT& • Job%requirements%&%skills% 2.&EU@wide& STUDY&2.&& Policy& catalogue;%curricula,%tools% acBons&to& Skills&needs& recommendaBons&& support&training& • Best%pracFce%case%studies%% in&AT& STUDY&3.&& 3.&EU@wide& • Current%status%of%AT%supply% Supply&&& acBons&to& Policy& • Performance%indicators,%%% improve&AT& Performance& recommendaBons&& EU6wide%benchmarking% supply&&& Check&& quality& > Evidence-based policies and practices 1161162015% ENAT%Tbilisi%November%2015% EU Study: Mapping and Performance Check of the Supply of Accessible Tourism Services in Europe The first major study of accessible tourism supply across all the EU 28 Member States 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 11%
Ivor%Ambrose,%ENAT% 11/%11/%15% How many accessible tourism suppliers? • We found 313,286 accessible tourism suppliers in EU Member States. ( Just 9% of all tourism suppliers) • 224,036 suppliers were found in the published data from 79 Accessibility Information Schemes in 24 EU Member States. • 4 EU Member States have no Accessibility Schemes • The Pantou data collection tool contributed 89,250 accessible tourism suppliers. ! Over 3 million tourism businesses in Europe are not prepared to cater adequately to the accessibility market. ! By 2020, an additional 1.2 million enterprises need to provide accessible services in order to meet forecasted demand. 1161162015% ENAT%Tbilisi%November%2015% Accessible Tourism Suppliers in Europe, based on AIS and Pantou Data Sources Key > 10,000 5,000 to 9,999 2,500 to 4,999 500 to 2,499 < 499 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 12%
Ivor%Ambrose,%ENAT% 11/%11/%15% Accessible Tourism Services in 79 National and Regional Access Information Schemes (%). 1161162015% ENAT%Tbilisi%November%2015% Frequencies of Types of Access Needs Covered by National and Regional AIS. Mobility Mobility Visual Visual Hearing Hearing Learning Difficulties Learning difficulties Different stature Different stature Service animal Service animal Asthma-Allergy Asthma-allergy Long-term illness Long-term illness e.g. Diabetes 0 10 20 30 40 50 60 70 80 90 % 1161162015% ENAT%Tbilisi%November%2015% 0 10 20 30 40 50 60 70 80 90 Tbilisi%2015% 13%
Ivor%Ambrose,%ENAT% 11/%11/%15% European Accessible Tourism Directory Directory www.pantou.org % • Pantou is the Greek word for "everywhere” • The directory identifies all kinds of suppliers who provide accessible tourism services • The accessibility of the supplier’s service(s) is audited either by: • An international / national / regional Accessibility Information Scheme (AIS), or by • A Pantou Access Statement , provided by the supplier (self- 1161162015% assessment) ENAT%Tbilisi%November%2015% 1161162015% ENAT%Tbilisi%November%2015% Tbilisi%2015% 14%
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