Since June 28, 2022, new EU regulations on accessibility have come into effect, aiming to make travel experiences enjoyable and accessible for everyone, regardless of physical or cognitive abilities. While the three-year adaptation period is nearing its end, several challenges still hinder full implementation. This underscores the need for committed efforts and targeted actions, given that 16% of the global population lives with significant impairments (Source: WHO). Notably, people with disabilities, along with their friends and family, wield a global purchasing power of $13 trillion, according to Expedia.
How can this group be effectively reached?
It’s important to recognize that disability extends beyond physical limitations. Cognitive disabilities, as well as mental and emotional challenges impacting daily life, represent a larger segment of this population. Common obstacles include environmental barriers, such as physical impediments; attitudinal barriers, including prejudice and bias; and institutional barriers, which are based on policies that exclude individuals or groups.
As outlined in Section 4 of the German Disability Equality Act (BGG), “Facilities, objects, systems, information sources, and communication facilities are considered barrier-free if they are fundamentally findable, accessible, and usable by people with disabilities without external assistance” (see also: Inclusion and Tourism – Analysis and Application Approaches for Development Cooperation Projects, GIZ, 2021). Despite this, many areas in tourism still fall short. Below, we explore specific challenges and suggest potential solutions.
Challenge 1: Lack of Awareness and Understanding
Many tourism operators and stakeholders are not aware of the needs of various groups, including people with disabilities, older travelers, and individuals from different cultural backgrounds. If they haven’t encountered these issues themselves, they remain unfamiliar. Solutions include dedicated training and education on inclusion, disability awareness, and cultural sensitivity to close these knowledge gaps.
Challenge 2: Inadequate Infrastructure
Often, destinations, hotels, and attractions are not physically accessible to people with disabilities. There is a lack of ramps, elevators, accessible toilets, and accommodations tailored to diverse needs. Governments and businesses must prioritize the development and renovation of barrier-free facilities. Opening up to everyone also means reaching to date underserved target groups.
Challenge 3: Limited Availability of Information
Travelers with specific needs frequently struggle to find reliable and detailed information about the accessibility of destinations, transportation, and accommodations. Specialized and adapted platforms and websites are lacking. Improving information channels with comprehensive details on barrier-free tourism options can help travelers plan their trips more effectively.
Challenge 4: Digital Accessibility
Many online platforms, including booking websites and travel apps, are not designed with accessibility in mind. These resources can be made more inclusive by adhering to accessibility standards like the Web Content Accessibility Guidelines (WCAG). Additionally, involving people with disabilities in the design and testing of digital platforms can ensure their needs are adequately addressed.
Challenge 5: Lack of Visibility in Tourism Marketing
People with disabilities and diverse travelers are often underrepresented in tourism marketing, leading to a lack of visibility and inclusivity. Tourism marketing should better represent diverse groups and highlight the accessibility of destinations and services to appeal to a broader audience. Storytelling is crucial here, as sharing stories about inclusive travel experiences can inspire others and promote the possibilities of barrier-free tourism.
By addressing these challenges through a combination of policy changes, industry collaboration, and community involvement, the tourism sector can become more inclusive, benefiting both travelers and businesses. KLEBER GROUP, together with JOURNEYABLE, is committed to this goal. By creating a joint platform and global network, they aim to connect destinations and pioneers in the field of inclusive travel. This effort aligns with the UN’s 17 Sustainable Development Goals, especially Goal 10, to reduce inequalities and foster a more inclusive and diverse tourism community. A consistent, sustainable approach in small steps, coupled with courage and commitment, can ultimately lead to success for companies and an inclusive tourism industry.
Journeyable connects travel planners, itineraries, and stories in the barrier-free travel scene with a member-based community, facilitating direct contact between travelers and travel providers and creating a global social network to share and discover accessible travel experiences.
