Ivor Ambrose, ENAT 26/4/2018 Accessible Tourism is… “Universally Designed Tourism for All” It’s about making environments, venues and Accessible Tourism in Europe: services suitable for the widest range of Setting the Scene customers , including: Ostrava, Monday 18 June 2018 • Seniors, Ivor Ambrose • Families with small children, Managing Director • People with disabilities, ENAT - European Network for Accessible Tourism NGO • People with long-term health conditions • … and many more. Ensuring equal opportunities for everyone to enjoy This project is co-funded by the Erasmus+ Programme of the European Union. This publication communication reflects the views only of the author, and the European Commission cannot be held responsible for any use which may be made of the information contained therein. tourism experiences Project website: http://www.accessibletourism.org/elevator 1 What is Accessible Tourism Accessible Tourism is… Providing Great Experiences for Everyone ? Barcelonaturisme.com Accessible Tourism is…. What people do… . Being part of the scene… “Tourism for All” 3 6 ELEVATOR Project, OSTRAVA, June 2018 1
Ivor Ambrose, ENAT 26/4/2018 Accessible Tourism is… NOT a niche The Problem... for Visitors …Part of every kind of tourism offer • Travel for people with access • • Accommodation Education requirements is unpredictable, difficult or sometimes even impossible • • Adventure Nature in the city • • • Lack of choice and information about Culture City Break accessibility • • Gastronomy Religion • Quality of infrastructure, transport, • • Conferences & Fairs Sports & Events services, and information varies widely from place to place • • With kids Festivals • Lack of access standards increases uncertainty, reduces travel options and allows a lack of accountability to prevail. 10 The Problem... For Industry - Tourism Businesses Tourism – open to everyone 8 • 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”. 11 In fact... The Problem... for Tourism Authorities and Public Sector Agencies (“The Destination”) • Lack of political leadership on • 70% of disabilities Accessibility as a quality factor in are invisible! tourism development • Lack of awareness of international • Guests with a commitments and Standards temporary disability • Visitors’ needs and requirements are framed in terms of disability legislatation • Guests with a long- alone – not the wider market term health condition • Investment costs are misunderstood and often exaggerated • Access is seen in terms of ”compliance” • Guests who are frail, where businesses resist… rather than a with age-related ”golden opportunity”. health problems 9 12 ELEVATOR Project, OSTRAVA, June 2018 2
Ivor Ambrose, ENAT 26/4/2018 The Problem... The Problem... And … So… • Is it about Human Rights? Yes, it is about Business • Is it about Ethics? It is about great business opportunities • Is it about Business? Because demand is outstripping demand by far… Tourism for All is about all of these: 13 16 A matter of Rights: Developing the tourism supply chain: UN Convention on the Rights …the 4 essentials of People with Disabilities (2006) Accessible… • Aims to “promote, protect and ensure the full and equal • Information - search, bookings, Websites, enjoyment of all human rights and fundamental freedoms mobile applications… by all persons with disabilities, and to promote respect for their inherent dignity”. • 1 billion people have a disability (World Bank, 2011) 1 000 000 000 One in seven people, worldwide • Article 30 requires : “Equal access to participation in cultural life, including leisure, tourism and sport” • Convention signed by 177 States parties (July 2016). • Optional Protocol Ratifications/Accessions by 92 States parties …throughout the entire delivery chain 14 17 Developing the tourism supply chain: Tourism for All: A matter of Ethics …the 4 essentials (UNWTO 1999) Accessible… • A comprehensive set of principles designed to • Transport guide key-players in tourism development. - vehicles, terminals, transfers, assistance… • Addressed to governments, the travel industry, communities and tourists • Aims to help maximise the sector’s benefits while minimising its potentially negative impact on the environment, cultural heritage and societies across the globe. …throughout the entire delivery chain 15 18 ELEVATOR Project, OSTRAVA, June 2018 3
Ivor Ambrose, ENAT 26/4/2018 Developing the tourism supply chain: The Accessible Tourism …the 4 essentials Supply Chain Accessible… • Infrastructure - attractions, accommodation restaurants, streets, beaches… Information eat, sleep arrival shopping local transport visit attractions departure If just one link in the chain is broken …throughout the entire delivery chain (inaccessible) the trip will be spoiled... 19 22 Developing the tourism supply chain: Background figures & trends …the 4 essentials Accessible… • Tourism numbers rising • Services - hospitality, packages, • Tourism receipts growing tourist guiding, excursions, special menus, activities, • Global population ageing technical aids, personal assistance… • Increasing demand for inclusive experiences …throughout the entire delivery chain 20 The Accessible Tourism An ever-rising number of tourists Supply Chain “A chain is only as strong as the weakest link...” Information eat, sleep arrival shopping local transport visit attractions departure Source: World Tourism Organisation (UNWTO) . 21 ELEVATOR Project, OSTRAVA, June 2018 4
Ivor Ambrose, ENAT 26/4/2018 Accessible Tourism Market - Europe Tourism receipts growing • 138.6 million people with access needs in the EU (2011) • 35% people with disabilities aged 15-64, and • 65% older people, aged 65 and above UK, France, • UK, France, Germany, Italy and Spain have largest populations of people with access needs, all above 10 million . • People with access needs took 783 million trips within the EU (2012) • Demand is expected to grow to 862 million trips per year by 2020, (+ 1.2% per year). Source: EU Study, 2015, GFK Travel Companions Global population is getting older People with access needs travel with 1.9 companions (on average) On average: • People with disabilities + 2.2 companions • Older people + 1.6 companions 26 Seniors are 65% of the Accessible Tourism Supports Accessible Tourism Market Jobs and Growth ENAT Study of Tourism Demand for EU Commission (2014 ) • 1 in 5 persons in Europe • "Accessible tourism" generated €786 billion are over 60 gross turnover in 2012 • They want to travel and • Supports 9 million jobs in Europe enjoy life • Seniors from Europe take 6 to 7 trips a year • Most discretionary income • More active, “youthful” • Most overseas trips 27 30 ELEVATOR Project, OSTRAVA, June 2018 5
Ivor Ambrose, ENAT 26/4/2018 Demand for Accessible Tourism in Europe Accessible Tourism Market - England • Accessible 17.6 million trips to Europe in 2012 by people with Tourism specific access requirements from outside Europe spend: £12.4 BN US, Switzerland and Russia as top generating markets Source: VisitEngland 34 31 Forecasted Demand for Accessible Tourism Market - England Accessible Tourism in Europe 1. Baseline forecasts show by 2020 demand for accessible • Which disabilities? tourism from within Europe will be 862 million trips per year • Visitor Survey Adding 21 million inbound trip per year (2013) - groups where one A FULLY ACCESSIBLE TOURISM SECTOR WOULD of the members has a RESULT IN AN ADDITIONAL disability or long-term €142 BILLION CONTRIBUTION TO GDP health condition 3.4 MILLION JOBS FOR EUROPEAN ECONOMY Source: VisitEngland 35 32 Accessible Tourism Market - England • Stay longer Actual Market Figures for • Spend more Accessible Tourism Demand … are still hard to come by… Source: VisitEngland 36 33 ELEVATOR Project, OSTRAVA, June 2018 6
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