The Power of Accessibility in Tourism
Travel is a transformative experience that everyone should have the opportunity to enjoy. However, for people with disabilities (PWD), planning a trip can be overwhelming due to the lack of accessible information. The tourism industry has a unique opportunity to remove these barriers by prioritising accessibility in online content, making travel more inclusive for all.
Accessible tourism is a rapidly growing market, contributing $6.8 billion to the Australian economy in just the June 2023 quarter—and this figure continues to rise. Businesses that embrace accessibility are not only fostering inclusivity but also making a strategic investment. For every dollar spent on accessible tourism, the return can be as high as $13, highlighting the economic potential of inclusive travel.
“Accessible tourism added $6.8 billion to the Australian economy in just the June 2023 quarter.” -Tourism Australia
How to Make Your Online Content More Accessible
1. Provide Clear Transport and Location Information
Transportation can be a significant challenge for travellers with disabilities—1 in 6 people aged 15 and over with a disability report difficulty using public transport. Offering comprehensive guidance on how to reach your venue makes trip planning much easier.
Best Practices:
- Provide step-by-step instructions for reaching your location via public transport, including nearby bus stops, train stations, and accessible routes.
- Include maps and written directions that clearly outline accessible pathways.
- Offer alternative transport options, such as accessible taxis or ride-sharing services.
2. Showcase Your Venue with High-Quality Images
Visual representation is crucial for travellers with disabilities to understand what to expect upon arrival. Including detailed images of your venue, entrances, pathways, and surrounding areas helps visitors plan their visit confidently.
Best Practices:
- Upload clear photos of accessible features, such as ramps, elevators, and seating arrangements.
- Ensure every image has descriptive alt text so that screen reader users can access the information.
- Provide virtual tours or video walkthroughs with captions and audio descriptions for a more immersive preview.
3. Clearly Outline Accessibility Features
Having a dedicated accessibility section on your website ensures that visitors with disabilities can quickly find the information they need to make informed decisions.
Best Practices:
- Specify details such as wheelchair accessibility, step-free entrances, accessible restrooms, hearing loops, and sensory-friendly environments.
- Use bullet points and concise language to make accessibility details easy to scan.
- Regularly update your accessibility information to reflect any new modifications or improvements.
4. Ensure Your Website is User-Friendly
An accessible website benefits all users and expands your audience reach. Implementing inclusive design principles ensures that people with disabilities can navigate your site effortlessly.
Best Practices:
- Use clear fonts and ensure sufficient text contrast for readability.
- Include alt text for all images and use descriptive link text (e.g., “Learn more about our accessibility features” instead of “Click here”).
- Ensure compatibility with screen readers and assistive technologies by following Web Content Accessibility Guidelines (WCAG).
How Empowering Experiences Can Support You
Empowering Experiences can guide your organisation at any stage of the accessibility journey. Our team specialises in helping businesses identify and document accessibility features they may already have, develop Disability Access and Inclusion Plans, and build capacity through tailored programs.
By making your online content more accessible, you not only enhance the travel experience for people with disabilities but also position your business as a leader in inclusive tourism.
Ready to take the next step in accessibility? Contact Empowering Experiences today to learn how we can help you create an inclusive and welcoming environment for all travellers.
