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Accessible Print Version Creating real inclusion A call to arms to the tourism industry in support of people with disability Discussion Paper Prepared by: Authors: Giovanna Lever and Jacqueline Hicks of Sparrowly Group © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com TABLE OF CONTENTS Disclaimer 3 Acknowledgements 3 Methodology 4 Abstract 5 1.0 Defining the Sector 9 Disability 9 Accessible Tourism 10 2.0 The Current Landscape 11 How the NDIS is impacting accessible tourism opportunities 11 Value of accessible tourism to the Australian economy 12 Tourism is Everyone’s Business 13 The Path to Purchase 14 3.0 Initiating Change and Positive Experiences 17 Events 18 The Commonwealth Games 2018 (GC2018) 18 Invictus Games 2018 21 Vivid Sydney 23 Destinations, Experiences and Attractions 24 City of Sydney 24 City of Adelaide 25 Questacon, Canberra 26 Sydney Opera House 26 The Trailrider 26 Melbourne Cable Park 27 Airports 27 Global Ballooning Australia 28 Cocky Guides and Sensory Tourism Australia 28 Wheelie Campers 29 Rockingham Foreshore 29 Lake Macquarie 30 Accommodation 31 Organisations and Initiatives 34 Accessible Arts 34 Briometrix 34 Changing Places 35 Createability Internship Program 36 © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 1 Dylan Alcott Foundation 36 Get Skilled Access 37 Eastern Riverina Arts - PLATFORM 37 Funktion 38 Getaboutable 38 Have Wheelchair Will Travel and Travel Without Limits 39 Public Art 39 WheelEasy 40 4.0 Challenges identified 41 5.0 What can we do better as an industry? 45 Being a disability ally 50 6.0 A Call to Arms 52 7.0 Appendix 53 Recommended reading and resources 53 Making Your Business Accessible Checklist 55 References 56 © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 2 Disclaimer Sparrowly Group is a management consultancy which works within the tourism and hospitality and community development sectors. We do not claim to be experts in the accessibility field but hope that this discussion paper may help in raising awareness and the opportunities that accessible tourism can create. This document is to be used as a guide only, with recommendations and additional readings provided. As this is a discussion paper, the intent is to ensure it is kept dynamic and current. It is therefore formally updated annually with additional examples and research undertaken throughout the year. Acknowledgements Sparrowly Group wishes to thank all participants who helped in the development of this research paper. We especially wish to thank the insights of Melanie Heyworth of Reframing Autism, Lisa Cox, Athena Pavlis-Goard, Frances Travers, Janelle Ryan of Sydney Opera House, Carolyn Childs and Bronwyn White of My Travel Research, Kerry Comerford and Liz Martin of Accessible Arts, Julie Jones of Have Wheelchair Will Travel and Travel Without Limits, Judy Harwood of JC Harwood Consulting Pty Ltd, Eckhard Kemmerer of Briometrix, Mark Tomkins of Greater Shepparton City Council, along with many parents, carers and medical professionals from the Sydney Children’s Hospital. We would also like to thank the broader tourism industry for their support and advocacy, and to those who provided nominations of best practice accessible tourism products and experiences. © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 3 Methodology The purpose of this discussion paper was to understand the government and industry response to the accessible tourism sector within Australia only. The extensive desktop research did not review international strategies, plans and programs in place. Both primary and secondary research included ‘social listening’, industry interviews, attendance at conferences, and online learning (webinars and discussion forums). Sparrowly Group conducted interviews with people with disability, organisations supporting those with disabilities and those connected to people with disability. Additional interviews were conducted with people who own or are working within the accessible tourism sector, who provide a range of services, programs and initiatives for people with disability. © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 4 Abstract Inclusion for all - why accessible tourism matters After conducting a comprehensive research program into Accessible Tourism, both documented and anecdotal experience based, Sparrowly Group has identified that it is time for a change and that the Australian Tourism industry needs to act now. Creating Real Inclusion: A call to arms to the tourism industry in support of people with disability is a discussion paper that outlines not only the current situation with respect to accessible tourism but the opportunity that exists and requires immediate change to achieve. Change not just for the millions of those with disabilities requiring accessible options but for the industry itself. Accessible tourism in 2018 represented $10.8 billion tourism spend to the Australian economy surpassing that of the Chinese inbound market at $10.4 billion which is commonly seen as the ‘golden ticket’ in tourism (Travability 2018). Whilst the dollars and cents identify the extent of the opportunity, the program of research outlined that being truly accessible is not just about flicking a switch or ticking a box to be compliant and that the industry’s products, experiences and major events still have some way to go before they can be considered accessible in the true sense of the word. © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 5 Through sharing a variety of examples of success or where organisations; cities and major events have taken significant steps forward the research paper aims to motivate and educate the industry and at the same time drive the broad change that is required. With supporting evidence from individuals that have outlined their own experiences of the accessible tourism offering across Australia, the underlying theme was “could be better”. This related not just to the physical attributes of the product or experience but the team delivering it and their service attitudes, identifying that knowledge, awareness and empathy went a long way to ensuring the experience was complete. Now is the time for change - the industry already accounts for the dollar value of accessible tourism but to maximise the opportunity needs to overall its approach to product and experience and take a holistic view to achieve sustainable success. Giovanna Lever Managing Director - Sparrowly Group © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 6 Accessible tourism is tourism which services and accommodates the needs for all people, and for the purpose of this research piece, those with disability. In Australia, 1 in 5 people identify with having or living with disability or accessibility challenges. This doesn’t include those that don’t identify but do have a disability or accessibility challenge. Presented by Tourism Australia in 2018, according to Travability (2018), visitation by people with disability attributes to $10.8 billion to the Australian economy, more than the Chinese inbound market currently at $10.4 billion. This market is predicted to be approaching 25% of total tourism spend by 2020 (Travability 2011). So why then, is it a sector that is so grossly overlooked and underserved? The following discussion paper serves to build upon the disparate conservations that have commenced and act as a call to arms to the Australian tourism and hospitality industries to do more than just tick the compliance box, but apply true customer experience, customer service and above all universal design modelling to enable this wonderful sector to enjoy life to the fullest. The paper shares examples of successful products, experiences and initiatives that have been developed and deployed throughout Australia. These experiences are just the starting point of what is required and should serve as inspiration and motivation for operators; authorities and leaders about the need to act now. © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 7 This discussion paper was developed based on secondary and primary research including interviews with people with a range of disability types, impairments, diagnosis or medical conditions (including hidden), support workers and entities working on specific programs. © Sparrowly Group Pty. Ltd 2020 - www.sparrowly.com 8 1.0 Defining the Sector Disability Defining disability is difficult due to its broad nature and many factoring qualities. It is the only minority that anyone can join in an instant, regardless of their age, gender, and socio-economic means. The NSW Disability Inclusion Act 2014 defines it as a “long-term physical, psychiatric, intellectual or sensory impairment that, in interaction with various barriers, may hinder the person’s full and effective participation in the community on an equal basis with others”. The correct reference to a person is to be ‘ with disability’ . In Australia, the Disability Discrimination Act 1992 (DDA) makes it unlawful to discriminate against a person in many areas of public life including: employment, education, using services, and accessing public spaces because of their disability (Darcy 2010). Therefore, the requirements for the built environment must operate in parallel to the DDA, and today inclusion is at the forefront for many organisations. The social model for accessibility makes a distinction between impairments (the condition, illness or loss/lack of function) and the disability (barriers and discrimination). It contrasts the medical model of disability, which sees disability as a health condition dealt with by medical professionals.
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