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

In the USA in the past decade, many grandparents have seen substantial and real increases in their household income while their offspring have fallen behind (Metlife).  The percentage of inflation-adjusted household income that accrued to households ages 55 or older has risen from 28% to 34%, which meant a real income increase for those households of $659 billion. During that same decade, the total real income of households ages 25 to 44 (most of whom were the adult children of those ages 55 or older) declined from 43% to 36%, which meant a real aggregate income loss of $312 billion.  Despite wide economic variation, the economic impact of a record number of relatively affluent grandparents is both substantial and growing rapidly. Consumer spending by households ages 55 or older, the vast majority of which are grandparents, has been rising at rates well above inflation and faster by far than any other age category.  Some results?   Older customers now dominate the Tablet and eReader market, so that 51% of owners are 45 years old or older (Neilsen), and grandparents are responsible for 25% of all toy sales in the USA.  What does this mean for marketers?  A Silver Group Asia reports on almost 15,000 responses to a poll on Asian Boomer consumer thoughts, feelings and actions. Highlights include that 59% say age-friendliness is critical to their choice of product or service (they are more likely to buy age-friendly brands), and that this is true across product types (sports gear, clothing, skin care, bank/insurance, or airlines).  More (82%) are very likely or likely to place importance on age-friendly advertising, social network reviews (72%), age-friendly retail environments (63% ) age-friendly websites (42%), and age-friendly product service and design.

A study by the University of Montana’s Institute for Tourism and Recreation Research estimated that one in 10 visitors to Montana arrived on a motorcycle. That’s about 1 million people (Billings Gazette).    And increasing numbers are older riders on big cruising or touring bikes. Survey data from the Motorcycle Industry Council, a private industry group, shows that the median age of bikers increased from 27.1 in 1985 to 41 in 2003. At the same time, the percentage of owners in the 40-to-49 age group increased from 13.2 to 27.9 percent, and the percentage of owners 50 or older went from 8.1 to 25.1.  That means more than half of owners are 40 or older, supplanting the once-dominant 15-to-29 age group. The transition to older motorcycle owners started to make its statistical presence known as early as 1990, and has been edging up since.

Meanwhile, the American Motorcyclist Association’s latest data shows the average age of motorcyclists is even older, at 48.

The European Network for Accessible Tourism (ENAT) will give a presentation at the 2011 World Travel Market Conference in London 7-10 November.  The presentation will include a round-up of the key issues in making tourism offers accessible and  inclusive for all visitors. Highlighting will be the latest market data and research findings which show how businesses and destinations are winning market share by offering accessible infrastructure and services.  Also discussed will be how England is making ready for all visitors to enjoy the London Olympic and paralympic Games 2012.  Tourist Boards, DMOs, attractions, hotels, airlines and booking agents can all play a part in catering for the growing market of seniors, families with young children and people with disabilities, and information will be provided on how it’s done and where to begin.   ENAT is a non-profit association of organisations and individuals from the private, public and NGO sectors. Their mission is to make European tourism destinations, products and services accessible to all visitors and to help promote Accessible Tourism around the world.

Tourism Victoria (Australia) now has a page on Accessible Tourism about developing tourism destinations, products, and services so that they are accessible to all people, regardless of their physical limitations, disability, or age.  This includes parents travelling with prams and large groups including people with disabilities.  The aim of the state government organization is to develop local and global market potential by working with the tourism industry to deliver growth.    The site presents the business case for making Victoria’s tourism industry more accessible, and points out that in Australia:

•  The population is ageing and there is a growing market for travellers with accessibility needs.
• Almost one in five people has a disability of which nearly 90% take a holiday each year.
• People with a disability account for some 8.2 million overnight trips and spend $8 billion or 11% of Australia’s overall tourism expenditure

Tourism Victoria’s Accessible Tourism Plan 2010-2013 aims to encourage the Victorian tourism industry to see the social and economic benefits of offering tourism products and services for people with access requirements and outlines strategies and actions to do this.  Many Victorian tourist attractions are now developing disability action plans.

The National Geographic Travel Magazine next issue will feature an article on Access Travel.  The magazine interviewed American accessible tourism guru and author of the Rolling Rains Report Scott Rains for the piece. Rains has noticed something interesting lately. Other folks his age—the 76 million Americans born between 1946 and 1964 and referred to as the baby boom generation—have begun to understand the need for accessible tourism.  Boomers are joining forces with disability and senior groups to add muscle to the cause of increased accessibility in travel. “They don’t intend to let hip replacements and insulin shots stop them from traveling,” says Rains. “Nor will they be pandered to, stigmatized, or written off.”  Rains and his generation are part of a growing movement. Retiring 60-somethings have more time to travel, which has increased demand for accessible accommodations. The nonprofit Society for Accessible Travel and Hospitality (SATH), made up mostly of travel agencies catering to those with mobility issues, saw members’ hotel bookings more than double last year, a remarkable feat in a recession.

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The over fifties are more mobile and more active than ever before. Between 2005 and 2010 vacation travel by Europeans aged 55 and over expanded by 17 per cent. This age group as a whole accounted for 27% of all trips abroad, or 78 million holiday trips. As far as holiday preferences are concerned, the over fifties are increasingly distancing themselves from the clichés associated with traditional travel by senior citizens.  While beach holidays outstrip any other type of vacation in Europe, and are even gaining in popularity, individual countries have their own preferences. At the same time, city tours, cruises and excursions have experienced a significant boost among the over fifty-fives.

According to an analysis commissioned by Messe Berlin and carried out by the World Travel Monitor^®, the most important source markets for the over fifties are the United Kingdom with 16.1 million and Germany with 15.3 million vacation trips. While foreign travel by members of the so-called silver age group from Britain has risen by 28% since 2005, the German market has stagnated. In third and fourth place respectively are France with 7.2 million and the Netherlands with 6.9 million trips. These four countries alone account for almost 60% of all travellers in the over-55 age group.

Dr. Martin Buck, director of the Competence Centre Travel and Logistics at Messe Berlin: “Socio-demographic change in Europe presents a major challenge as well as offering enormous opportunities. As the number of older vacationers rises, so this target group acquires growing importance for the travel industry as a whole. That is why it is so important for the world’s travel industry to be informed about the requirements, demands and wishes of the over fifties with regard to their travel plans.”

With a 28% share of the market, holidays at beach resorts are by far the most popular choice among Europe’s over fifties, and are the most vigorously expanding sector too, the number of such trips having increased by four million since 2005 (a 22% rise). The city tour sector has also expanded significantly (a 16% share of the market). In this area the volume of over fifty-fives grew by 3 million (a 32% rise), followed by cruises, with an increase of 2.4 million trips by people in this age group, and excursions, with a rise of 2.1 million. There was also slight growth across Europe in sports and health-oriented holidays.

Other countries reveal different holiday preferences. According to the World Travel Monitor^® there has been a strong decline in the interest shown by Germany’s so-called silver age group in holidays on the beach (3.8 million trips less, minus 18%). All the same, they remain the most popular type of vacation. The winners are smaller market segments such as health-based vacations (0.7 million trips, plus 61%), cruises (0.9 million trips, plus 64%), sports holidays (1 million trips, plus 53%) and city tours (2 million trips, plus 30%).  In the United Kingdom the beach is still the most popular form of vacation, by a short head. Among the French, however, excursions are roughly of the same importance as vacations at beach resorts. Although in the Netherlands the over fifties who travel abroad still tend to prefer holidays in the countryside, the biggest expansion has been recorded in city tours and holidays on the beach.

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More and more people with disabilities or people who are seniors (Access Tourists)  are travelling in Japan.  There is plenty of information available for Japanese-speaking Access Tourists, but until recently, very little for speakers of other languages.  In January, a non-profit organization called the Japan Accessible Tourism Center  (JATC) set up a website which provides such information in several languages, including English to provide information about the many barrier-free tourism products available and about universal design tourism centers. The website provides information about transport, accommodation, shopping, eating, and attractions, amongst other things, and is constantly being added to.  JATC also assists with making arrangements for care attendants, booking accommodations, offering tips for travelling, providing assistance in case of emergency problems, and other services, which are all free of charge. They also can plan and coordinate group tours or study tours.

The European Network for Accessible Tourism (ENAT) reports that the European Union Access City Awards applications for 2011 are open.  The Access City Award sets out to showcase and reward cities with over 50,000 inhabitants which take exemplary initiatives to improve accessibility in the urban environment.  In the context of a steadily ageing population living in European cities and its correlation with disabilities, accessibility has important social and economic benefits.  Cities which are proactive supporters of accessibility for persons with disabilities should apply by 20 September 2011. The winner will be announced at the Award Ceremony in Brussels on 1-2 December 2011. The award is given to the city that has demonstrably improved accessibility

• in fundamental aspects of city  living
• the built environment and public  spaces
• transport and related infrastructure
• information and communication,  including Information and Communication Technologies (ICT)
• public facilities and services; and
• is committed to continued  improvements in accessibility in a sustainable way
• can act as a role model and encourage  the adoption of best practices in all other European cities.

Contact
European Secretariat of the Access City Award
Email: secretariat (at) accesscityaward.eu
Tel / fax +48 22 826 84 05

A report on Australian Baby Boomers in the May issue of the Australian Financial Review found that:

• 31% expect to retire in the next five years
• About the same percent will retire in the five years after that
• The average age on retirement will be 64
• The average Boomer will retire with A$100,000 today; $250,000 at the tail end of the Boomer generation
• 5.5 million Boomers will eventually control almost A$1 trillion plus
• Having weathered the recent recession, Boomers plan to spend their money and not leave it to their children – only 10% said they would bequeath as much as possible
• The number one thing they want to spend on is travel, followed by family, home improvement, then entertainment and restaurants

Australia is New Zealand’s most important tourism market, so it would behove us to take note of these findings.  The ageing of the population is not of course confined to Australia but is happening in other markets important to New Zealand tourism in both developed nations such as the United Kingdom and developing markets, such as China and countries of South America.   It is also happening here in New Zealand.  And population ageing is beginning to show up in tourism statistics.  Figures show that the percentage of international visitors to New Zealand who are 45 years old or older has been steadily rising in the last ten years from 40% in 2001 to 42% in 2010. Domestically,  the percentage of Kiwis who are 45 years of age or older visiting regions in New Zealand has increased over the last several years .  A 2010 survey by the New Zealand Tourism Research Institute of Auckland University of Technology of visitors to the Puhoi to Pakiri region north of
Auckland city shows that 52% are 45 or older.    New Zealand currently focuses on attracting younger visitors.  However, we need to focus more on attracting the older market sector if tourism is to be sustainable in future.

Thanks to funding provided by the federal government of Canada and the Prince Edward Island (PEI) provincial government, a program to promote, educate, and advance the tourism industry, business and communities on accessibility services and provisions has been set up. Quality Tourism Services Inc. (QTS) launched accessadvisor.ca recently after researching the strengths and weaknesses of the current level of accessibility on PEI and how this is marketed to the public.  It will now offer operators the resources to categorize and promote their business
or location using four accessibility designations – limited accessibility, fully mobile accessibility, sight accessibility and hearing accessibility. The program will help improve the quality of the consumer experience and better empower businesses to compete for this growing and maturing market. The program will also help inform operators on how to meet the needs of persons travelling with accessibility challenges. Prince Edward Island strives to be a welcoming destination to all visitors. The Government of Canada has invested $87,000 in the project and the Government of Prince Edward Island, through the Department of Tourism and Culture, $22,500. Quality Tourism Services Inc. has also invested more than $66,000. The Access market is a significant segment of the population said Murray MacPherson, Industry Chair of Quality Tourism Services. The first Baby Boomers turned 65 on January 1, 2011, and they are accustomed to travelling and when they retire they will continue to do so, as they have leisure time and disposable income.  As disability increases with age, it is imperative that the tourism industry adapt to this. Quality Tourism Services Inc. is the non-profit, professional quality assurance company that inspects and assesses all ccommodation and camping facilities across PEI. QTS delivers numerous quality assurance programs to tourism and related businesses, including Canada / Camping Select, PEIs Tourism Water Quality Program, Cyclist Welcome, as well as advice on Access Tourism and the new accessadvisor.ca. program.

A National Dialogue of key stakeholders in inclusive and accessible tourism was opened in Australia on Monday by Senator the Hon Jan McLucas, Parliamentary Secretary for Disabilities and Carers at Parliament House, Canberra. In her opening address, McLucas said that the Australian government wants to see improved access to airlines, resorts, hotels, tour operations, restaurants and cafes.  People with disability should be able to enjoy their holidays without barriers. The National Dialogue brings together peak providers of tourism focused information and referral services for people with disabilities to share evidence and research on tourism and disability and to identify ways to raise awareness of the value and need among the industry as well as government and the general community of improved accessibility for people with disability (McLucas).

The Dialogue, hosted by NICAN and chaired by Annette Ellis, National Patron and former Shadow Minister for Disability and Carers, has agreed on a call to action for the tourism industry, government and the Australian community.  A joint communiqué notes amongst other things that:

• Accessible tourism for people who have a disability or who are ageing is seen as an opportunity for Australian Tourism to seize the competitive advantage in a tight market.  The time is right for action as Australia’s baby boomers retire.
• Key stakeholders including researchers, tourism operators and referral providers have joined forces, with the support of the Australian Government, to build awareness about the opportunities and to address barriers to tourism by these groups.  
• There is growing understanding of the potential of accessible tourism to boost visitor numbers and strengthening Australia as a top draw international tourism destination
• Access to leisure and recreation, including holidaying, is an important part of living an ordinary life and helps realise the United Nations Convention on the Rights of People with a Disability and the Australian National Disability Strategy.
• Accessible tourism will help build a more welcoming and inclusive society, where individuals and families with a disability have choices and no longer feel shut out
• Accessible tourism makes good business sense and is also consistent with rights, access and corporate social responsibility.

The Dialogue welcomed the Government’s commitment in the area of travel and tourism through the National Disability Strategy as well as work on Access to Premises and Transport Standards, access to airlines and cinema access.   It pointed out that more could be done including an inclusive/accessible tourism category within a mainstream tourism award; a marketing strategy; a practical information guide; a national forum with tourism operators and further work to refresh and promote the business case for inclusive and accessible tourism, especially with industry.  The communiqué was issued by Australia For All Alliance Inc, Greatvenue,  Disabled Motorists Association, Disability Information and Resource Centre, NICAN, IDEAS, Travability, and Leadership Plus.

Darren McClelland of Enjoy Inspire, Victoria, recently attended a forum on Access Tourism put on by the Victoria Tourism and Industry Council (VTIC).  The VTIC is cognisant of the fact that the population is ageing, experiencing increased disability, retiring, and travelling more frequently. Darren reports about the forum that several speakers gave presentations, including one on the imminent retirement of the Australian Baby Boomer generation, whose number one priority is travel.  Their average age will be 64, and over half of Australians 60 or older have a physical disability.  Therefore, Access Tourism is not a niche market but a large and very important one.   Successful Access Tourism case studies were presented, and Bill Forrester (who spoke at the first Access Tourism New Zealand conference in 2010), suggested that there is an information problem for accessibility more than an infrastructure problem.   He said that often facilities are available but tourism operators do not clearly explain the facilities or the level of assistance available from staff to help provide access. Sometimes this information is available but tucked away on a website, as if to meet legal obligations rather than treating people with accessibility needs as a valued customer.  Bill (Twitter: @Travability) explained that tourism operators should readily make enough detailed information available to customers for them to make their own decision about whether it is safe and convenient to visit. He noted the sector is loyal and will bring friends if these customers feel safe and valued. Enjoy Inspire considers good information will enable visitors to make their own risk assessment and will provide less inconvenience to operators from unexpected surprises for guests with accessibility needs. For instance, an accommodation provider could explain clearly on its website where rails are situated in its guest rooms along with the height of the rails from the floor. An explanation of internet access and whether televisions have captions functionality will assist those with hearing difficulties.

The newly released New Zealand Regional Visitor Monitor (NZRVM) shows that the percentage of  domestic visitors who are 45 years of age or older visiting regions in New Zealand has increased over the last several years.  To the year ended March 2011, that percentage was 44%.  The percentage of international visitors 45 or older has remained fairly stable at around 29-32%.  But this percentage is bound to increase as Baby Boomers retire and begin to travel more.  The NZRVM also shows that for both domestic and international visitors, to “Challenge and Test Myself” is not a high motivator to visit, but New Zealand still promotes itself as an adrenalin destination.  Nothing wrong with that, but we should balance that out by looking at who our visitors  actually are and who they will be in the future.  There are very few grey hairs in New Zealand tourism advertising.   Hopefully the New Zealand tourism sector will take note of actual trends and begin to include older people in planning and advertising, as advocated by Access Tourism New Zealand many times before (most recently, here).

Meanwhile, in the USA, mainstream USA marketers are  working to target people over 45 – territory they previously left untended.  Why? There are more Americans aged 51 today than any other age, the average Baby Boomer is now 54, and the largest group of Boomers is aged 50-55.

The Silver Group recently polled 14,000 Americans aged over 50 to determine their attitudes to Age-Friendly brand experiences. Their research shows that  

• A brand’s ‘age-friendliness’ is critical in determining purchase decisions and choices for 6 out of 10 older consumers.
• All categories will be affected including travel/tourism (47%), sports gear (48%), apparel (53%), skin-care (46%), finance/insurance (54%)
• All customer touch-points need review including: product/service design (39%), retail environment (63%), website (45%), social network/reviews (72%), Advertising/PR (82%).

 Dispelling the myth that being ‘age-friendly’ means being ‘old’, the research showed that Apple is the most age-friendly brand among those surveyed so far. On the other hand, the process revealed flaws in major brands including Burger King, American Express, Singapore Tourism.  Creating an ‘age-friendly’ customer experience will be critical to retain loyalty and attract the business of the exploding older market.

Safe and reliable mobility is one of the primary challenges facing cities today. In industrialized countries, ageing societies mean that growing numbers of people are finding it more difficult to move around because of physical barriers, inadequate signposting and a general lack of attention to accessibility in planning and design. The obstacles once experienced by “disabled” people are now recognized as problems that will affect almost everyone at some point in their lifetime. So says the Schindler Group in announcing the fifth Schindler Award.  The Schindler Award is an architecture competition that challenges young architects to place “Access for All” at the centre of their design philosophy. Open to students and schools of architecture in Europe, the Award recognizes urban designs that are characterized by inclusiveness and barrier-free mobility for people of all ages and capabilities. The Award challenges young architects to think beyond form, light and materials and to focus on the needs of the people who will eventually inhabit the structures and spaces that they design.  “Access for All” is a design philosophy that envisions a built environment designed with the specific and changing needs of all its inhabitants in mind, irrespective of their age, status and physical capabilities. It goes far beyond “bolt-on” measures such improvised ramps and parking spaces reserved for disabled  drivers, and instead recognizes the urban landscape as a diverse environment where everyone – children, young people, parents, workers, the elderly and people with disabilities  – is able to move around freely and to share and enjoy public spaces. 

The Award grew out of the Schindler Group’s involvement in the European year of Disabled People in 2003. When Schindler supported a project aimed at raising awareness of the obstacles faced by disabled people.  Registrations open in September, 2011.

Congratulations are due to Tauranga City Council for becoming probably the first Council in New Zealand to decide to adopt an Age-Friendly Vision and to integrate a strategy in the Council Long Term Plan 2012-2022.  For some years now various individuals and community agencies in Tauranga and the Western Bay of Plenty have promoted the relevance of the Age-Friendly Cities concepts for this high ageing region.  A Towards Tauranga Age-Friendly City Collaboration of 11 agencies submitted to the City Council Annual Plan seeking ‘A City For All Ages.’  Similar submissions were addressed to Western Bay of Plenty District Council and the Bay of Plenty Regional Council. It was proposed that each Council allocate staffing resource to develop a strategy this year for inclusion in Council Long Term Plans. Many people took part and attended in support of the submission hearings.  “It is very heartening that the community voice was respected by the City Council,” said Carole Gordon, Convener of the collaborative effort.

The Global Age-Friendly Cities framework is promoted by the World Health Organization as a guide for Local Governments to respond to planning for population ageing. It seeks to adapt systems and policies to meet the independence needs of increasing numbers of mature and older people as the baby-boomer generation ages. “What is really interesting is that when improvements are made to suit elders, the outcomes produce social and economic benefit for all generations,” says Carole.  “While this is often hard to understand, we have to look ahead with a generous and not limited perspective, after all, this group will be largest set of consumers the world has ever known! Here in Tauranga the number of people 65+ will increase by 50% within the next ten years and is projected to reach nearly 32,000 by 2026.”

As well as the WHO Global Age-Friendly Cities programme, there are a number of other international initiatives to improve access in cities.  Recently for example, Avila Spain won the first European Commission Access City Award, and Charlotte North Carolina and Brazos Valley Council of Governments Texas (U.S.A.) won the Environmental Protection Agency “Building healthy Communities for Active Ageing Award”.  Singapore has created a “City for All Ages Project Office”, London’s Mayor promises an access legacy from Olympics/Paralympics 2012 and access improvement has been part of the games planning since 2004, and many cities across both the developed and developing world have access guides for seniors, people who are not as agile as they once were, or people with disabilities.  The reason? Populations across the world are ageing and there is an economic benefit to becoming age-friendly and improving access.

American Baby boomers and seniors age 50+ are increasingly likely to have a cell phone, a laptop, or a game console, representing the fastest growing age segment to adopt social networking technology (Rhodda).   The American Association of Retired Persons (AARP) sees this as an opportunity to provide a connected lifestyle that blurs boundaries across home, work, leisure, and retirement, smoothly connecting online and offline lives.  Twitter use by 55-64 year old Americans doubled between November 2010 and May 2011, and also increased in 45-54 and those 65 or older (Pew International).  In Canada, those aged 55 or older are the largest drivers of social networking growth.  Canadians age 55 or older experienced 36% growth in unique social networking visitors and 48% growth in total social networking visits. Canadians 55 and up represent a combined 18% share of total social networkers. In contrast, social networking actually declined among Canada’s youngest consumers in the same time period. Canadians age 2-17 reported 9% fewer unique visitors and an 18% reduction in total visits (European Travel Commission).  Increasing tech use by older people will be important to tourism too.  A PhoCusWright report notes that by the end of next year, travellers will book one third of the world’s travel sales online.

In spite of these increases, the tech-enabled lifestyle is not yet widespread among older age ranges, and this is caused by  technology choices that are complex and devices and software that are difficult to use, even as their use becomes a necessity.  What is true for all technology is that there is good design, for example, new tablet computers, and there is bad design, for example TV remotes (AARP). Good design is intuitive and easy to use at any age.   To enable a connected living and social aging experience, vendors need to step up and begin to design for all, enabling user experiences that can appeal to all age groups (AARP).

The ageing market is a big market.  This year (2011), the leading edge of the nearly 80 million Baby Boomers in the United States will turn 65 and become “officially” senior citizens. But the Boomer generation isn’t just big — it’s made up of people who think and act differently than previous generations. As Boomers confront “old age,” they will certainly defy what we think it means to “get old.” It will “challenge us to rethink how we use the web and how we engage older people with newer technologies” (Jamie Carracher).  With the ageing of the population, “accessibility has to be built into the planning processes for new projects from the beginning, including consideration of design, text size and physical usability.”

NZ Senior Citizens Minister John Carter has recognized the growing importance of the older market to NZ tourism, but the message does not seem to have been heard by the NZ tourism industry.   Carter, in talking about a new SuperGold card reciprocal agreement with Australia, notes that the over 65s are a fast growing population who are travelling more, with over 100,000 Kiwi seniors heading to Australia each year. “70,000 Australian seniors head for our shores each year and spend over $131 million while they are here……With all the travel our citizens do between our two countries, I can see this as a great opportunity to grow seniors tourism and build on the ANZAC spirit.”

The seniors market seems to be largely neglected in New Zealand. Currently, Tourism New Zealand (TNZ), which is NZ’s official overseas marketer is running a global – including in Australia – youth campaign called There’s Too Much To Miss with the objective of driving as many 18-29 year olds to the TNZ site as possible (IT 827).  Another current marketing effort is the 100% PureYou campaign, which in the Australian market shows young women jetboating, a man of about 35 with his young children, and a young women horse riding.  Not a single grey hair in sight. The snapshot of this campaign in other markets also does not show anyone with grey hair – except for a guide.  In addition, there is only one older couple in the What do You Say UK campaign, the remaining dozens of interviewees/models all look younger than 45. 

According to Travel Today, TNZ has been forced recently to rethink its international marketing as the organisation had been “too carried away” with pushing an adrenalin theme.  Kevin Bowler told delegates at the Australian Tourism Exchange in early April that the organisation altered its marketing strategies midway through last year after research found interest in the destination was not converting as well as hoped.  “We probably got a little bit carried away with adrenalin and how exciting everything was.  As a result Tourism NZ has looked to promote more “relaxation and rejuvenation” product as it looks to secure more of what Bowler termed the “active considerers”.    This is a step in the right direction as a NZ Ministry of Tourism report released over a year ago finally recognized leading edge Baby Boomers as NZ’s largest domestic market segment.  The Domestic Market Segmentation report notes that this segment is asset rich, money is less of a barrier to travel than with other segments, and holidays are very important to them.   Also over a year ago – at the 2010 Australian Tourism Exchange – Michael Londregan, a California-based travel agent, who oversees Qantas’s holiday arm in the US and Canada, said at the Australian Tourism Exchange trade fair in Adelaide that Baby Boomers were the key market returning to international travel (ATNZ).  On top of that, NZ Ministry of Tourism data shows that the over 45s comprise around 45% of our international visitors.  There is nothing wrong with NZ appealing to a young market, but lets also go after those with grey hair and money.

Cruise ships and the companies that run them have become much more attuned to meeting the needs of their ageing and disabled passengers.  No longer is the stereotypical cruise passenger fit, healthy, and dancing – instead many are using walkers, canes, wheelchairs, and scooters  Some cruise passengers may have sight loss, be blind, have hearing loss or be deaf, and cruise lines are pursuing this market opportunity.  This has been prodded not only by considerations for the bottom line, but also by changes in laws. Under Maritime law, a ship’s flag determines what country has jurisdiction. Therefore, an American ship flying an American flag off the coast of Africa is still governed by American maritime law; similarly, Italian law would govern an Italian ship on the coast of California.  However, as of 2004, foreign cruise lines sailing in U.S. waters must comply with the Americans with Disabilities Act, which requires access to passengers in wheelchairs. And last year, a new USA Department of Transportation rule was announced which ensures vessel operators policies do not discriminate against passengers with disabilities.   In Europe, cruiselines, tour operators and travel agents will need to work more closely to ensure they do not breach new European Union regulations on selling cruise holidays to disabled clients.  The EU Regulation 1177/2010, which gives new rights to cruise and ferry passengers, becomes law on December 18, 2012. Breaching the new rules- which apply where embarkation is in the EU – will result in a penalty.

Cruise Lines International Association (CLIA) predicts that the 2011 cruise season will be better than ever before, with 16 million passengers (an increase of 6.6%).   Here in New Zealand, the number of Kiwis taking a cruise has reached a record high, increasing 62% over the last five years.  The important role played by older tourists in this growing sector was in February recognized by the NZ Tourism Industry Association when CEO Tim Cossar stated that “the cruise market is being driven by high spending Baby Boomers”.  In spite of that, our ports are ill prepared for an influx of older visitors.   Cruise passengers travelling to New Zealand tend to be in older age groups.  72% are aged between 55 – 74 years, while only 5% are under the age of 40 (2006/2007 Cruise Research, Tourism New Zealand).  Along with an increase in the age of our visitors will come an increase in visitors with disabilities because disability increases with age.  Given this, the rise in cruise numbers, and the increasing provision of access on ships resulting in more passengers that have disabilities using those ships, Access Tourism New Zealand will continue to advocate for an improvement in access at NZ ports. 

For information about cruise lines and access – including caveats against particular choices – and for cruise tips for people with disabilities, visit the Cruise Critic website.

In February, the USA  Environmental Protection Agency (EPA) announced the winners of the fourth annual “Building Healthy Communities for Active Ageing Award”.  The principal goal of the Award program is to raise awareness across the US about healthy synergies that can be achieved when communities combine and implement the principles of smart growth with the concepts of active aging.  

What began as an initiative by the World Health Organization in 2007 has now trickled down to cities across the US, Canada, Europe, Latin America, and beyond. In its push for the continued creation of environments that foster social inclusion and social participation, WHO stresses that “Active ageing is a lifelong process, …[therefore] an age-friendly city is not just ‘elderly friendly.’

Smart growth principles include  communities designing places that increase mobility and improve quality of life. Neighborhoods that integrate homes with shops, services, and parks and recreational facilities allow residents—especially older adults—to pursue an interesting and active life without depending on a car.  Active aging takes place when elders regularly participate in structured and unstructured physical activities.  By 2030, the 65 and older population in the United States is expected to reach nearly 20 percent, or more than 70 million.  Communities can promote Active aging by implementing a diverse array of accessible physical activity programs or self-directed activities such as walking and biking to local parks and greenways.

The EPA Achievement Award winners are public sector entities or neighborhood or non-government organizations that demonstrate excellence in building healthy communities for active aging.  One of the 201 winners was the City of Charlotte, North Carolina.  In the last five years, Charlotte has built sixteen miles of greenways, 88 miles of bike facilities and 106 miles of sidewalks have been completed. By retrofitting dozens of streets and adding ADA (Americans with Disabilities Act) ramps at intersections, the City has made improvements for pedestrians of all ages and abilities.  The other recipient was Brazos Valley Council of Governments, Texas. Brazos improved biking and walking facilities, developed a wheelchair accessible trail system at Wolf Penn Creek, and a LifeTrail™, a fitness circuit designed to meet the needs of persons of all abilities, amongst other things.

Meanwhile, Colin Milner, CEO of the International Council on Active Aging points out that those 50 and older represent a huge market.  ”While there’s bound to be some segmentation, certain values, principles, and social-economic forces are converging to the point where we can make some predictions for the market as a whole.”  These include growth of “green exercise” and green communities. “Hiking, trail walks, meditation gardens, labyrinths, cycling paths, gardening, and eco tourism will flourish going forward,” says Milner

 Sources: US Environmental Protection Agency (EPA)