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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.
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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.
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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%
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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%
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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”.
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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 >>>
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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
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7 out of 10 complaints are about staff behaviour or attitudes
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“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
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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%
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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
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A few ENAT Members
& partners
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ENAT Products
" The ENAT “Code of Good Conduct”
" The European Accessible Tourism Directory – http://pantou.org
" Website and Social Media (News, Articles, Events, Press…)
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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
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ENAT Consulting and Projects
" Europe Without Barriers
" ETCAATS E-Learning Programme
" T- Guide
" Inclusion Through Accessibility
" eAccessplus
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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.&& catalogue;%curricula,%tools% Policy& acBons&to& Skills&needs& recommendaBons&& support&training& • Best%pracFce%case%studies%% in&AT&
STUDY&3.&& • Current%status%of%AT%supply% 3.&EU@wide& Supply&&& acBons&to& • Performance%indicators,%%% Policy& Performance& recommendaBons&& improve&AT& Check&& EU6wide%benchmarking% supply&&& 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
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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
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Accessible Tourism Services in 79 National and Regional Access Information Schemes (%).
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Frequencies of Types of Access Needs Covered by National and Regional AIS.
MobilityMobility
VisualVisual
HearingHearing
LearningLearning Difficulties difficulties
DifferentDifferent stature stature
ServiceService animal animal
Asthma-AllergyAsthma-allergy
Long-term illness Long-term illness e.g. Diabetes
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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%
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http://Pantou.org
The European Accessible Tourism Directory • Funded by European Commission • Supports Tourism SMEs • Includes over 70 types of services, e.g. cultural heritage, accommodation, equipment suppliers, tourist guides… • Covers ALL customer types and access needs
• Over 500 suppliers already registered • Free registration for suppliers • Free to use for visitors
• INFORMATION allowing people to choose according to their needs and the quality if the offer 1161162015% ENAT%Tbilisi%November%2015%
Pantou Supplier Profile (webpage) Supplier Name
Customer groups
Service information
Service description
Link to Accessibility information AIS “Tourisme et Handicap”
Website: http://maison-charolais.com Address: 43 route de Mâcon Postcode: 71120 Telephone: 0385880400 Email: [email protected]% ENAT%Tbilisi%November%2015%
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The Pantou Directory
• A standardised way to describe and list accessible tourism services
• Customers can find accessible tourism suppliers across the whole of Europe in one website.
• Connects visitors and suppliers, stimulating business growth and development
• Enables suppliers to create accessible supply chains and collaborate with tourist destinations. && 1161162015% ENAT%Tbilisi%November%2015%
Developing the Offer
“Mind the Accessibility Gap” Conference, Brussels, 2014
Watch the ENAT Video on YouTube: Best practices and the business case • https:// www.youtube.com/ watch?v=uNgEQvPj1N8
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Tourist Boards’ Initiatives
Two examples:
- VisitFlanders - German National Tourism Board
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Flanders:&Heading&for&an&accessible&& travel&desBnaBon& SINCE&2001&
Accessibility&acBon&plan&
• Awareness%raising%&%training%
• Infrastructure,%equipment%and%events%
• Reliable,%objecFve%informaFon% %
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Accessible&Tourism&@&Customers&
User@driven&policy&(surveys,%personal%feedback)%
! First%step:%accessible%accommodaFon%% % %%
&47 & & &224% % &% ! Following:% • Tourist%informaFon,%visitor%centres % % %% • Events% • Museums%&%a\racFons% • Restaurants,%pubs% • Nature%&%heritage % %%% • Public%life%(transport,%public%environment%&%services)%
Accessible&Tourism&@&Supply&
Accessible&tourism&is&tourism& Focus&on&mainstream§or&
• For%Visit%Flanders,&accessibility%is%% %%%part%of%all%projects%and%campaigns%
• InteracFve%training%sessions%
• Knowhow%&%technical%advice,%% %%%%financial%support%
• PromoFon%in%dedicated%and% %%%%mainstream%publicaFons%%
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Accessible&tourism&is…& • profitable% • sustainable% • important%for%the% reputaFon%of%a%desFnaFon% %
% Accessible&tourism&is&aOracBve&
VISITFLANDERS% Grasmarkt%61,%1000%Brussels% % % +32%2%504%03%40% [email protected]% www.accessibleflanders.be%
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The GNTB's statutory aim is to promote participation in tourism by everyone
GNTB is focusing its attention on target groups with different mobility impairments: # Older travellers # Families with children # Disabled travellers
# Health tourists % (wellness and prevention)
Basic themes for promoting the core brand Destination Germany
Towns, cities Nature/& & culture recreaBon& product line product&line& Events AcFve%holidays% Food & drink Walking/cycling% Museums Family%holidays% Palaces, parks & gardens • Health%travel% Shopping • Medical%tourism% Conferences & Wellness% conventions Accessibility Sustainability
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Accessibility in Germany Germany makes great efforts to provide disabled travellers and travellers with mobility impairments with high-quality tourist offerings all the way along the service chain.
an increasingly accessible infrastructure in cities
an increasingly accessible transport system that is fully interconnected
a wide range of accessible accommodation options and restaurants
attractive, accessible tourism offerings
Germany Travel Mart (GTM) Pre-exhibition tours on accessible tourism offerings
2010 Route Rheinsberg – Potsdam - Berlin
2011 Route Dresden - Saxon Switzerland -Erfurt
2012 Route Mainz – Koblenz – Eifel
2013 Route Berlin – The Lusatian Lake District - Magdeburg
2014 Route Hannover – Munster – East Frisia
2015 Route Mecklenburg-Vorpommern - Erfurt
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Multi-channel communication
Microsites, Facebook, newsletters, specialist magazines
Challenges facing barrier-free tourism
• Gaps in the tourism service chain which affect disabled people and those with mobility impairments
• Inconsistent criteria, terminology and labelling
• The need to sensitise and train tourism experts and service providers with regard to customer requirements
• Inclusion as standard
• A lack of platforms offering information and bookable tourism offerings
• Overseas visitors: Language as an additional barrier
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Germany is on the road to becoming a model barrier-free destination
Point of departure:
• Lack of training and sensitivity to the issues facing the target group on a local level
• Lack of transparency
• Little regional (and no nationwide) focus on promoting existing barrier-free tourism offerings.
• Different certification standards
A Nationwide Quality Campaign
Project "Developing and Promoting Barrier-Free Tourism Offerings and Services in Germany"
The aim of this project: • Consistent quality
• Consistent labelling
• Comprehensive training for employees and management
• An internet platform for bookable tourism offerings&
Project funded by the Federal Ministry for Economic Affairs and Energy
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More information on Destination Germany at www.germany.travel
A Global Initiative for Accessible Tourism Promotion and Development
“Recommendations on Accessible Tourism “Adopted by UNWTO General Assembly Resolution A/RES/ 637(XX) of August 2013”
Recommendations developed with the support of the ONCE Foundation for social and economic inclusion of people with disabilities and the European Network for Accessible Tourism (ENAT)&
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Montreal Declaration on Accessible Tourism for All
Content of the declaration: www.keroul.qc.ca/DATA/TEXTEDOC/ Declaration-Montreal-Eng.pdf
To sign the declaration: www.destinationspourtous2014.com/ en/declaration
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World Network for Accessible Tourism
Motivation • A private, independent non-profit association at the global level • UNCRPD: Enabling all people to enjoy tourism: “A World For Everyone” • To overcome “market failure” in the tourism and travel sector • Promoting international and national policies on AT • Developing and promoting common standards • Showcasing good policies and practices • Promoting sustainable tourism in sustainable communities
Means • Increasing global networking possibilities among stakeholders • Creating a recognised global brand • Encouraging and enabling innovation in the tourism sector • Sharing knowledge, enhancing skills • Promoting ethical standards and developing shared values 1161162015% ENAT%Tbilisi%November%2015%
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World Network for Accessible Tourism
Method • A “Virtual Network” – Online Social Innovation Community • A window on the market of accessible tourism for all • Self-initiated Working Groups, Sections, Regions
! Engaging with and supporting National Tourist Boards ! Engaging with businesses ! Engaging with tourists / travellers with access needs ! Stimulating and supporting Regional, National and Local Initiatives
• Organised by existing networks (ENAT, SATH, KEROUL, UNESCAP, etc.), with national and regional associations joining…
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World Network for Accessible Tourism
Targeted products • WNAT Global News and Events service – E-Bulletin • WNAT – Global Accessible Tourism Directory • WNAT Observatory on Accessible Tourism • Partner search, project design and implementation • WNAT Guidelines and standards for AT • WNAT Code of Good Conduct (modelled on the ENAT Code) • WNAT Accredited Training Centres and Training Courses in AT • WNAT Accredited Accessible Tourism consultants (database)
Next steps • Form a “WNAT Leaders’ Group” • Sign-up organisations and people • Identify possible funding models and sources • Make the WNAT Roadmap: Mission, objectives, branding • Plan the online Community Website and Services
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ENAT on Social Media, Web and Contact Address
ENAT Facebook https://www.facebook.com/accessibletourism
Twitter https://twitter.com/euaccesstourism
ENAT LinkedIn Group https://www.linkedin.com/grp/home?gid=4003674
ENAT Facebook Group https://www.facebook.com/groups/accessibletourism/
Web: www.accessibletourism.org Email: [email protected]
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References
Watch the ENAT YouTube Video: “Mind the Accessibility Gap” https://www.youtube.com/watch?v=uNgEQvPj1N8
EU Study Report: Accessible Tourism Supply http://www.accessibletourism.org/?i=enat.en.reports.1740
15 Case Studies of European Accessible Tourism Destinations http://www.accessibletourism.org/?i=enat.en.reports.1739
UNWTO Recommendations and Accessible Tourism Manuals http://www.accessibletourism.org/?i=enat.en.news.1476
Montreal Declaration: A World for Everyone www.keroul.qc.ca/DATA/TEXTEDOC/Declaration-Montreal-Eng.pdf To sign the declaration: www.destinationspourtous2014.com/en/declaration
Thankyou
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