Access Tourism NZ TOURISM FOR PEOPLE WITH DISABILITIES, SENIORS, AND AGEING BOOMERS IN NEW ZEALAND AND WORLDWIDE

Guest article by Dominika Bojová, Intern, NZ Tourism Research Institute, Auckland University of Technology, and PhD. Student, International Business Management, University of Economics in Bratislava, Faculty of Commerce, Department of Services and Tourism, Slovak Republic.

Since 2009 the Czech Republic has become a country that seriously understands the potential of tourism for certain groups of inhabitants. According to the European Union’s efforts in promoting and supporting tourism for less privileged European citizens, the Czech Republic recently started projects and grant schemes aimed at social tourism.  The aim of these projects is to improve the life of underprivileged citizens while at the same time helping local economies to smooth seasonal disparities, promote regional development, and create new year-round tourism jobs. European developments in  social tourism are guided by  strategies such as the  Lisbon Strategy, Agenda for a Sustainable and Competitive European Tourism  and Corporate Social Responsibility: A Business Contribution to Sustainable Development. The Calypso study conference of June 2010 reviewed the current situation of social tourism in Europe and set three main tasks for action: experience and knowledge exchange between member countries, further development of health tourism, and a pan-European voucher system. 

Less privileged citizens are divided into 4 groups: 1. Children, youth, and underprivileged young adults under 30 years of age, 2. Low income families, 3. People with disabilities and others needing better access, e.g. parents with buggies and 4. The over-65s and pensioners. Projects started include the European Calypso and the Czech program Tourism for All (a subprogram of the National Program of Promoting Tourism 2010-2013). One of the two good practice projects towards accessible tourism that are presented as a part of Calypso is the Czech project entitled Beskidy for All that was implemented in 2005 by Regional Counselling and Information Centres in the Moravia-Salesia region (Kazuist). It was co-financed by the European social fund and Czech government. Beskidy for All expanded to become the Moravia-Salesia Region for All project and this has become incorporated into the Athena project which covers the whole country. Methodologies for evaluating the accessibility of tourism facilities and certification/labelling called Barrier Free have been created. Today, 71 accommodation facilities, 93 catering providers (including some of the accommodation providers), and 76 attractions and sites across the Czech Republic have been assessed and given a Barrier Free rating. Three Travel Manuals have been produced that provide access information about facilities and attractions. The project included the creation of a website gathering all the information in Czech (jedemetaky.cz) and English. Project activities include training programs for staff and management for better understanding the needs of disabled people. Currently, they are cooperating with the European Network for Accessible Tourism and creating methodologies, guidelines, and information sources for travelling in Europe without barriers.

 There are a few new multilateral programs in Europe that support social tourism. In 2009, the Middle European group for integration of handicapped people was developed by the Czech Republic, Slovak Republic and Poland. Sweden and Turkey became new members a few months later. One of the seven project plans is social tourism for disabled people. A pilot project called Elements of Social Tourism in the Czech and Bavarian Parts of the Bohemian Forest is currently running. There are also several Czech websites which provide information about facilities without barriers like Helpnet.cz or Prague City Line. Recently, the Czech program Tourism for All has aimed to co-fund various projects for the targeted segments of less privileged inhabitants. In the first submission round (April 2010) there were 31 projects approved and further applicants are ready to apply for the upcoming year. This is a good sign that social tourism has attracted the private tourism sector with the support of government.

In my opinion there is still much work to be done before the Czech Republic and other European countries become barrier free and accessible tourism destinations. But it is good that they understand the potential of these segments and have started making bigger efforts to overcome the barriers and promote social tourism. The Czech Republic is well on the way to breaking down physical barriers for disabled people, but still there are many social barriers that must be overcome. Integration of disabled people in society is still low. Almost 10% of the population in the Czech Republic has some disability, and those with a disability usually have a very low income due to social circumstances (see this report). Moreover, they have additional costs because of their disability. That means the potential of tourism growth in this segment – especially if we talk about domestic tourism – is quite low without some government aid and support. On the other hand if the Czech Republic is promoted in Western Europe or the USA as a barrier-free country, it will have a good chance to succeed in attracting this segment because of the lower prices compared to Western Europe and because of the quality of barrier free services.