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Mapping of Skills and Training Needs to Improve Accessibility in Tourism Services in Europe

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Mapping of Skills and Training Needs to Improve Accessibility in Tourism Services in Europe Mapping of Skills and Training Needs to Improve Accessibility in Tourism Services in Europe Case Study 5. Kéroul Welcoming Ways, Canada “This document has been prepared for the European Commission; however it reflects the views only of its authors, and the European Commission cannot be held responsible for any use which may be made of the information contained therein.” March 2014 Kéroul Welcoming Ways, Canada European Commission Enterprise and Industry Directorate General (DG ENTR) “Mapping skills and training needs to accessibility in tourism services” (204/PP/ENT/PPA/12/6471) Case study The Welcoming Ways Training Programme March 2014 Page 2 of 23 Kéroul Welcoming Ways, Canada Contents EXECUTIVE SUMMARY ....................................................................................... 4 1.0 INTRODUCTION ............................................................................................ 5 2.0 OVERVIEW AND BACKGROUND INFORMATION ...................................... 7 3.0 CONTENT, TRAINING MATERIAL AND AVAILABILITY ............................ 13 4.0 TARGET AUDIENCE, COMMUNICATIONS AND BARRIERS ................... 14 5.0 EVIDENCE OF IMPACT .............................................................................. 16 6.0 CONCLUSIONS ........................................................................................... 20 7.0 RECOMMENDATIONS ................................................................................ 20 ANNEX I: CRITERIA AND JUSTIFICATION FOR BEST PRACTICE ................. 22 March 2014 Page 3 of 23 Kéroul Welcoming Ways, Canada Executive Summary Québec is Canada’s largest province by area and its second-largest administrative division and is located at the north-eastern tip of North America. Québec covers 1,667,926 km2 (643,819 sq. mi.). That is three times the size of France, 40 times the size of Switzerland and 50 times the size of Belgium. Its territory extends nearly 2,000 km (1,242 mi.) from the U.S. border to the Arctic Ocean, between Ontario to the west and New Brunswick and Newfoundland and Labrador to the East. Tourism plays an important role in the economy of Québec. Tourism represents 2.5% of Québec’s GDP and nearly 400,000 people are employed in the tourism sector. Nearly 30,000 businesses are related to this industry, of which 70% are located outside of Montreal and Québec City. In 2011, Québec welcomed 26 million foreign tourists, most of them from the United States, France, the United Kingdom, Germany, Mexico and Japan. According to the government “Québec is going to great lengths to ensure that its tourist sites are more accessible to people who have restricted physical abilities. Its territory may be big, but that’s no reason to place limits on where travellers with reduced mobility can go or to deprive them of the countless natural and cultural sites for which Québec’s tourist regions are known!” In 2011 it was estimated that over 800,000 people in Québec have a physical disability (i.e. mobility, hearing, chronic fatigue, arthritis, obesity, severe asthma and heart problems). It is important to note that 44% of these people are over 65 years of age. According to a survey carried out by Kéroul in 2011: • It is estimated in Québec that at least 87% of people with disabilities have attended a restaurant more than once in 2011 with 50% going to restaurants more than six times. • 46% of people with disabilities have attended the movies at least once during 2010, 37% of people with disabilities have attended a show at least once during 2010, 42% of people with disabilities have attended a celebration or festival at least once during 2010 with only 21% of people with disabilities have attended a museum at least once during 2010. • Overall, 40% of respondents indicated they had access to services adapted to their situation during their trip. Travellers outside Québec were more likely to indicate they had such access to adapted services (49%) than those who travelled in Québec (35%). Kéroul is a non-profit organization with over 30 years’ experience, promoting accessible tourism and culture for persons with limited physical abilities. Kéroul serves as a key consultant on accessibility matters to the Ministère du Tourisme’s in Canada March 2014 Page 4 of 23 Kéroul Welcoming Ways, Canada and receives financial support from the Ministère du Tourisme du Québec, the regional tourism associations and Canada Economic Development. Kéroul has been delivering a course entitled ‘Welcoming Ways’ since 1983 and have provided training to over 25,000 people to date. The course is unique in that there are several modules available which are customised to meet the needs of different sectors; all trainers are people with disabilities; there is a train the trainer programme available to allow the course be delivered throughout the world; the training is constantly updated and improved based on feedback from participants and the training is recognised and supported by the Québec government. In 2011 Kéroul were recognised for their work on the Accessible Road Project when the project earned Kéroul a United Nation’s World Tourism Organization’s Ulysses Award at a ceremony held this past June in Vilamoura, Portugal. The ‘Welcome Ways’ training programme is an integral part of the project. 1.0 INTRODUCTION Québec has a population of approximately eight million people, the vast majority of whom live in the vicinity of the St. Lawrence River. Nearly 70,000 Amerindians, belonging to 10 different nations, along with 9,000 Inuit, live in approximately 50 villages spread throughout the territory of Québec. About one in eight Canadians, or 13% of the population, has a disability that affects their mobility, agility, hearing, vision or learning. When pain, psychological, memory, speech and developmental disabilities are added in, the estimates increase to 14.3% or 4.4 million Canadians. In 2008, it was reported by Statistics Canada that the disability rate in Québec was 10.4% of the population. In 2011, it was estimated that over 800,000 people in Québec had a physical disability. Tourism in Québec Québec is made up of 21 separate tourist regions and tourism plays an important role in the economy of Québec and is the fifth largest industry in the province. Tourism represents 2.5% of Québec’s GDP and nearly 400,000 people are employed in the tourism sector. Nearly 30,000 businesses are related to this industry, of which 70% are located outside of Montreal and Québec City. In 2011, Québec welcomed 26 million foreign tourists, most of them from the United States, France, the United Kingdom, Germany, Mexico and Japan1. 1 http://en.wikipedia.org/wiki/Québec#Tourism March 2014 Page 5 of 23 Kéroul Welcoming Ways, Canada Québec is unique among North American tourist destinations. Its French heritage sets the province apart from the most of Canada and the United States, as well as all of Mexico. The province is one of the only areas in North America to have preserved its Francophone culture. Its European feel and its history, culture and warmth have made Québec a favourite tourist destination both nationally and internationally. Responsibility for tourism in Québec Tourisme Québec2 promotes, in consultation and partnership with public and private stakeholders, the development of the tourism industry from the perspective of economic prosperity and sustainable development within Québec. Tourisme Québec is responsible for: § Guiding and coordinating the government and private organisations in the field of tourism. § Ensuring the tourist gets a good visitor experience in Québec. § The implementation and monitoring of sustainable tourism within Québec. § Encouraging and supporting the development of tourism products (i.e. the official tourism website of Québec3). § Providing and overseeing services to potential tourists relating to pre-visitor information and bookings. Following the formation of the new Council of Ministers on 19 September 2012, Tourisme Québec is now part of the Ministry of Finance and Economy within Québec. Using the Bonjour Québec4 search engine Kéroul publishes a tourism guide specially designed to promote accessible tourism in a dozen regions of Québec. The guide lists some 170 establishments (accommodations, tourist sites and information offices) accessible to people with restricted physical abilities. The idea is that potential visitors to Québec can quickly choose accessible accommodation as well as tourist sites and services whose accessibility has been evaluated by Kéroul, according to four criteria: 2 http://www.tourisme.gouv.qc.ca/index.php 3 http://www.bonjourQuébec.com/qc-en/accueil0.html 4 http://www.bonjourQuébec.com/qc-en/accueil0.htm March 2014 Page 6 of 23 Kéroul Welcoming Ways, Canada Figure 1: Four accessibility labels developed by Kéroul Symbol Denotes… Adapted to people with a physical impairment; Partial access to people with a physical impairment; Services to people with a visual impairment; Services to people with a hearing impairment. 2.0 OVERVIEW AND BACKGROUND INFORMATION This case study presents the training and skills development components of the ‘Welcoming Ways’ Training programme which forms part of the Accessible Road Project which is an essential planning tool for those wishing to find out about accessible tourism within Canada. The project was initiated by Kéroul. Kéroul Kéroul was established back in 1979 as a not for profit organization which, through information and lobbying, promotes and develops accessible tourism and culture. Kéroul’s mission is to
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