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

Accessible and inclusive tourism has been little researched or developed in New Zealand (NZ).  One study published in 2007  showed that tourism operators do not understand this market, think it insignificant, and think their businesses accessible when they are mostly not.  Erroneous access information is often given to potential visitors with disabilities, buildings housing tourism information sites are often inaccessible, and tourism websites – including a government-run website – are often difficult or impossible to access.  In addition accessible tourism is not part of NZ’s tourism strategy.  This is in spite of the fact that comparatively rich Baby Boomers and seniors were- recently recognized by the Ministry of Tourism (MoT – now part of the Ministry of Economic Development) as NZ’s largest domestic market, and recognized by them as a market with members who may not travel because of health and disability concerns (Segmentation Report).

On the local level, while two or three councils have begun to include considerations of access in tourism information (albeit mostly through business self-assessment of access), most councils have no plans to develop accessible tourism (council survey).  Only about half of Regional Tourism Organizations (RTOs) know of the few accessible tourism businesses in their area, and few promote these businesses as accessible.  Only two of the  approximately 30 RTOs (and one of the approximately 80 councils) sent a representative to the first NZ accessible tourism conference in October 2010, showing that there is still little interest in this sector.

While no-one from the MoT –  or from its promotional agency Tourism NZ – attended that inaugural  conference, the central government – spurred on by holding the Rugby World Cup in 2011 – funded an NGO called Be Accessible to (amongst other things) create and administer access assessments of businesses.  In a major step forward, about 20 accommodation businesses, 70 activities and attraction), and 50 eateries and retail outlets have been assessed and listed on their website.  These are predominantly Auckland businesses, but the Auckland council tourism website does not carry or link to this information.   Be.Accessible has also posted access tips, a toolkit, and checklists.

The most recent NZ research – funded by the NZ National Foundation for the Deaf (NFD) and undertaken by the NZ Tourism Research Institute (NZTRI) and by AccessTourismNZ – examined the tourism, travel, and hospitality experiences and needs of local and international people with hearing loss.  The research shows that they travel for the same reasons as others, mostly travel with others, and would like to travel more but are prevented from doing so by cost and concern that their hearing needs will not be met.  Their most important access travel needs are good customer service, staff who have a “can-do” attitude, and reliable information about access for people with hearing loss, which they often find wrong or misleading.  The majority (90%) of NZ respondents and over half (55%) of international respondents feel that the level of service in the NZ tourism industry for visitors with hearing loss needs to be improved.

Apart from the work mentioned above, no other research on accessible tourism in New Zealand has been carried out.  In fact, there is more interest overseas in what NZ accessible tourism is like than there is in this country.  For example, the United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP) sponsored AccessTourismNZ to talk about the NZ situation at an internationa conference in Japan in 2010, and ENAT and Fundacion ONCE did so for an international conference in Spain in 2011.  In NZ, there is little will to understand, discuss, attract, and accommodate this large and growing market.

An older, more extensive report on the state of accessible tourism in New Zealand is available here.

Kéroul Quebec, Canada, has conducted a Study on the behaviours and attitudes of people with a physical disability, with respect to tourism, culture and transportation in Québec. The study examined their habits with regard to patronizing cultural activities or sites such as restaurants, lodging (hotels, etc.), theatres, cinemas, concert halls, museums, historical sites, libraries, art galleries, book fairs, archive repositories, and bookstores. It also examined their participation in celebrations and festivals, and their assessment of the available types of paratransit services.  Findings include that:

• During their most recent trip within Quebec, respondents spent Cn$174.6 million
• Annually, this market is worth more than $1 billion to Quebec
• It is a growing market because of the ageing population
• 800,000 people in Quebec have a disability
• They travel for business, visit family and friends, and enjoy the tourist and cultural attractions Québec has to offer
• 64% were aged 55 and over
• 28% had family incomes of over $40,000
• In the 24 months prior to the survey, 59% took at least one trip, with the average being nearly six trips
• The average length of stay in Québec was four days, which is a longer stay than for the overall population
• Many people with disabilities travel with their families (64%) or with friends (12%)

This study, and a separate study conducted in 2010 for Kéroul of this tourism sector in neighbouring regions (i.e. Ontario, New Brunswick and New England), show that that people with disabilities represent a significant economic potential for Québec.

Kéroul is a non-profit organization founded in 1979 and key consultant for Tourisme Québec regarding accessibility.  It works in partnership with the private and public sectors to increase the accessibility of tourism and cultural infrastructures for people with limited physical ability. The creator of The Accessible Road, Kéroul received the prestigious Ulysses Award in 2011 from the World Tourism Organization (UNWTO).

Source: Kéroul

The European Network for Accessible Tourism (ENAT) reports that the Polibienestar Research Institute at the University of Valencia has won a “Turismo Accesible’ (Accessible Tourism) prize.  The prize was awarded by the University of Antonio de Nebrija and Fundación ACS have awarded for research analyzing the impact of tourism on the functional health of seniors, and the potential use of social tourism as social policy for promoting active and healthy ageing. The research was carried out by Mireia Ferri, Stephanie Carretero and Jorge Garcés. The research supports the objectives the European Strategy 2020 which – through the “Innovation Partnership on Healthy and Active Ageing” and the “European Year of Active Ageing and Solidarity between Generations (2012)” –  aims to improve people’s life while ageing, as well as sustain healthcare and social systems. The objectives also intend to raise people’s awareness about the challenges of ageing and the best ways to tackle these challenges.

The study shows a significant relationship between tourism and a better self-perceived health, better physical and mental health, ability carry out the “Instrumental Activities of Daily Living (IADL)” independently,  and less use of social and health services. The implications of these positive connections could affect the social and health systems in the way that people who feel better would use both care services to a lesser extent. Consequently, governments could see reduced spending in these areas. Accessible Social Tourism could be used as social and health policy in order to provide a better quality of life for seniors and to reduce their associated costs for governments.

Tourism habits revealed during the study included: a preference for hotel accommodation, organizing through travel agents and leisure centres, high use of packaged tours, and high preference for travel in spring and autumn due to the weather.

The years of work by a number of bodies in improving access in London in the lead up to the London Olympics and Paralympics (27 July-9 September) is now very evident. The Olympics and Paralympics will bring an extra 11 million visitors to London. Here are just some of the developments.

Transport for All in the UK (TfA), an NGO that has been working for two decades to further the cause of accessible transport in London today launched its new accessible transport information pages.   The Getting to the Games page is aimed at people who want to know how to access each of London’s transport services during Games time, including accessible parking and travelling into London from other areas of the UK. The Avoiding the disruption page contains information for disabled and older Londoners who want to get around as usual during the Olympic and Paralympic Games.

Access and facilities at each train station can be found on the National Rail website (station tool), and the website also has an Accessible Rail Travel page.  There is a journey planner available on the London 2012 site, which includes estimated journey times, and a place to download a complete map of all London’s train and tube services, including accessible stations.

Inside all venues, there will be a Games Mobility Service. They will provide wheelchairs, powered wheelchairs and scooters. They can also assist visually impaired visitors to their seats.  Vehicles at all venues can be pre-booked until mid-April. After that, vehicles can be requested on arrival at a venue on the day, on a first come, first served basis.

Inclusive London  (The Greater London Authority and Direct Enquiries) also have produced and access guide to all of the Olympic venues with a key to the meaning of symbols used.  Direct Enquiries, The Nationwide Access Register, was developed in partnership with RADAR and the Employers’ Forum on Disability to provide people with information about disabled access in buildings and premises all across the UK. The register has expanded since its creation to include additional information for parents such as pushchair access.

Inclusive London also has on its website information about accessible hotels, restaurants, pubs, entertainment and attractions, healthcare, shopping, and public services. It also provides information about these facilities around Great Britain.  Another website with invaluable information about access in London and in the UK is Tourism For All.  Well worth a visit.

Europe’s leading Accessible Travel organisation, Tourism For all UK is teaming up with the global travel community on Tripbod.com.  The aim is to find as many local people as possible with a knowledge of accessibility in their area to become ‘Tripbods’ and offer their local knowledge to visitors.  Tourism For All’s Carrie-Ann Fleming, says “it’s all about empowering truly independent travel. Connecting with a like-minded local Tripbod before you arrive means you get straight to the knowledge source you need. Disabled people already have all the knowledge they need gained from experiences, good or bad, to offer others with similar concerns invaluable local travel advice and information.”  Tripbod’s founder Sally Broom points out that every product listed on Tripbod has an accessibility rating.

The announcement comes within days of Easyjet hitting the news for two cases of discrimination against disabled travellers and Broom acknowledges the timeliness of the partnership. “These cases reflect poorly on the travel industry and we want to show another side of the story. 2012 is a massive year for travel in the UK and it would be both a shame and a failure if visitors are unable to enjoy fully their visit due to poor information.

Fleming adds, “The initial focus of the partnership will be on recruiting Tripbods in the UK with a knowledge of local accessibility, but the existing Tripbod network is global and we are welcoming everyone everywhere with a passion for independent accessible travel to join us. What’s more, we will be offering simple and effective training for Tripbods who want to help disabled travellers but need a bit more advice and support.”

Anyone interested to learn more can visit www.tripbod.com/accessibletravel
or email hello@tripbod.com.

In 2011, the New Zealand National Foundation for the Deaf (NFD) commissioned the New Zealand Tourism Research Institute (NZTRI) to conduct research into the tourism, travel, and hospitality experiences and needs of people with hearing impairments.   Hearing impairment ranges from slight hearing loss to total loss. The research was led by Dr. Sandra Rhodda, Research Programme Leader in Access Tourism. The research included two surveys, one for residents of New Zealand (“NZ”) and one for residents of countries other than NZ (called Internationals, or “Int”) who are deaf or have hearing loss.   The aim of the research was to find out what it is like to travel with hearing loss, how the travel experiences of hearing impaired people can be improved, to establish what people with hearing loss want in terms of tourism products and services, and to offer a better understanding of Access Tourism as a legitimate tourism market.  It also evaluated the case for the development of a ‘Hearing Tick’ for tourism businesses that cater for people with hearing loss.

In summary, the survey found that

• The top four reasons why NZ and Int respondents travel in general are: for enjoyment (84%/91%), to connect with friends, family or partner (84%/59%), to have new experiences (65%/72%), and for relaxation (53%/57%).  In other words, for the same reasons as people without hearing loss travel.
• NZ respondents on average took 7.18 overnight domestic trips during 2010; this is more than the number of domestic overnight trips (4.2) taken by NZers in general. NZ respondents took either one (30%), two (11%), or three or more (10%) international trips during 2010. Forty-nine percent did not travel internationally.
• The primary reasons NZ respondents took their most recent domestic trip were to be with friends and family (31%), to holiday (25%), for business (11%), or to attend conferences (10%).
• The majority (82%) of NZ respondents travelled with at least one other person on their most recent domestic trip – mainly a spouse or partner (73%). Eighteen percent travelled alone.
• On their most recent domestic trip, NZ respondents stayed an average of 4.6 nights away from home, and spent on average $107 per person per day on transport, accommodation, activities and attractions, and food and beverage.
• Thirty-three percent of Int respondents took between three and five domestic overnight trips in their own country. The mean number of domestic overnight trips taken by Int respondents was 6.8.
• Forty percent of Int respondents did not take any international trips during 2010. Of those who did travel internationally, the majority (83%) took between one and three trips.
• Forty-three percent of Int respondents have previously visited NZ, 47% have never visited NZ but plan to do so one day; 10% have never visited and have no plans to do so.
• For those Int respondents who have been to NZ, the main reasons for their last visit were ‘holiday’ (42%), to be with friends and/or family (15%), and to attend a conference or similar event (13%).   The majority (83%) of Int respondents who visited NZ travelled with at least one other person on their  last visit – mainly their spouse or partner. Seventeen percent of Int respondents travelled by themselves to NZ.  On their last visit to NZ, Int respondents stayed an average of 13.2 days.
• Just under half (46%) of NZ respondents are somewhat dissatisfied with the number of domestic overnight trips they currently take. Factors that prevent these respondents from travelling more domestically are cost (74%), a concern that their hearing needs will not be met (37%), and difficulty finding information about access for visitors with hearing loss (24%).  Fifty-nine percent of NZ respondents ‘agree’ or ‘somewhat agree’ that they would take more domestic overnight trips if the level of service for people with hearing loss across the tourism industry in NZ was improved.
• Just under half (43%) of Int respondents are somewhat dissatisfied with the number of international trips they currently take. Factors preventing Int visitors from taking more international trips are cost (73%), time constraints (54%), concerns that their hearing needs will not be met (33%), and difficulty finding information about access for visitors with hearing loss (25%).
• Both NZ and Int respondents agree (mean 4.4-4.6 out of 5) that the most important access needs when travelling away from home include customer service staff who have a ‘can-do’ attitude and the provision of reliable information. This includes information about safety in clear print, emergency alarms in public areas that are visual as well as audible, public audio announcements also provided in text on TV screens, and customer service staff who are knowledgeable about serving guests with hearing loss.
• When asked what other things would make their travel more enjoyable and accessible, both NZ and Int respondents highlighted the importance of understanding, patient staff trained to know how to accommodate people with hearing loss, how to meet their needs, and what to do in an emergency.
• Over two-thirds (70%) of NZ and half (52%) of Int respondents indicated that it is difficult to find information about NZ tourism products that are accessible to people with hearing loss.
• Forty-two percent of NZ and 29% of Int respondents agreed with the statement that ‘information about services for the hearing impaired is often wrong or misleading’.
• The reasons most often stated by both NZ and Int respondents for not seeking information about NZ tourism products were: a lack of knowledge on how to seek information and a perception that it is too hard to find. Some also think the information does not exist, and that businesses do not cater for people with hearing loss.
• The majority of NZ (90%) and over half (55%) of Int respondents feel that the level of service in the NZ tourism industry for people with hearing loss needs to be improved.
• Nearly two thirds (60%) of NZ and three quarters of Int respondents indicate they would ‘often’ return to a tourism business that has good services for people with hearing loss; 64% and 76% would tell friends and family about such a business.
• The majority of both NZ (88%) and Int (89%) respondents think it is a good idea to have a hearing-rating symbol that NZ businesses could use to show they are accessible to people with hearing loss.
• The main reasons given by both domestic and Int respondents for saying the use of a ‘hearing tick’ is a good idea are: to show that people with hearing loss are accepted and provided for, to reduce anxiety and frustration, to make the business easily recognisable, to promote awareness by businesses of people with hearing loss, and to improve first time and repeat patronage by people with hearing loss.
• The majority of NZ (83%) and Int (91%) respondents indicate that they would visit a website that had reliable information on tourism businesses in NZ that cater for people with hearing loss.

The full report can be found on the NZTRI site and on the NFD site.

Noosa, Queensland is well-known for its many spectacular beaches and sub-tropical climate.  The area is set to launch a tourism first, with the construction of camping grounds catering to people with disabilities and their families.  It is planned for completion in May, 2013.  Leading multi-state non-profit House With No Steps Queensland manager John Jensen said the organisation had been working on a $1.5million project at its 63 hectare Doonan property for about two years. Serengeti-type tents are planned to cater for 500 people in the first year, with an average stay of four to five days.  This is half the grounds’ potential capacity.  “They will be fully accessible,  permanent tents with a solid roof,” Mr Jensen said. “Each will have its own bathroom.”  It is hoped, the concept will give families the opportunity to holiday together, something that is very difficult without special facilities.

Barbados Minister of Tourism Richard Sealy told a recent Inclusive Tourism Symposium that the economic benefits of making Barbados fully accessible to all tourists should not be ignored. Noting that in Barbados’ fourth largest market , Canada, people with disabilities account for Can$25 billion in consumer spending, and noting that 2.7 million Britains with disabiites travel annually, Sealy pointed out that it was important to recognize the value of creating accessible spaces for all. He urged   that the efforts by the tourism industry in Barbados to improve accessibility continue and increase. The Ministry has fully supported the development of a Fully Accessible Barbados programme which has just launched a new website to highlight accessible areas on the island.

Scott Rains, of the highly regarded Rolling Rains Report also spoke at the forum, where he pointed out that creating accessibleenvironments not only benefited people with disabilities, but retirees of the “silver tsunami”, who have the time, money, and desire to travel.

According to Enterprise and Industry of the European Commission, not only is making tourism more accessible a social responsibility, but there is also a compelling business case to boost the competitiveness of tourism in Europe.   Why? The population in Europe is aging: by 2050 the number of people aged over 65 will triple that of 2003 and the over-80 will be 5 times more numerous that they are at the moment.  This represents a huge market potential which today remains vastly under-served. Worldwide the number of people with impairments accounts for 600-900 million, representing a significant potential market for Europe.   Many examples show that by implementing basic adjustments to a facility, providing accurate information, and understanding the needs of disabled people, an increased number of visitors has resulted.  Also, improving the accessibility of tourism services increases the  quality and enjoyment for all tourists.  The European Commission is committed to mainstream accessibility in tourism by:

• raising awareness, sensitizing stakeholders and economic operators in the tourism sector
• gathering knowledge about demand from travellers with special access needs
• identifying options to improve the offer of accessible tourism services

The Commission has a publication on improving information on accessible tourism for people with disabilities.  It also has a programme called Calypso which aims to facilitate tourism access for groups for which going on holiday represents a difficult or even impossible undertaking.

Two new text books on accessible tourism are available through the European Network for Accessible Tourism (ENAT) from Channel View Publications. The first is “Concepts and Issues” (eds: Dimitrios Buhalis and Simon Darcy), which sets out to  explore and document the current theoretical approaches, foundations and issues  in the study of accessible tourism.  Professor Nigel Morgan, The Welsh Centre for Tourism Research states that this volume harnesses “the best conceptual  developments on the topic” and that it will “take accessible tourism and universal design debates into the mainstream of academic enquiryand industry practice“

The second volume is “Best Practice in Accessible Tourism” (eds: Buhalis, Darcy, and Ivor Ambrose).  It focuses on policy and best practice in accessible tourism, reflecting the ”state-of -the-art” as expressed in a selection of international chapters. It brings together global expertise in planning, design and management to inform and stimulate providers of travel, transport, accommodation, leisure and tourism services to serve guests with disabilities, seniors and the wider markets that require good accessibility. Chapter 8, written by Sandra Rhodda of Access Tourism New Zealand, describes the state of accessible tourism in this country.  Overall, the book gives ample evidence that accessible tourism organisations and destinations can expand their target markets as well as improve the quality of their service offering, leading to greater customer satisfaction, loyalty and expansion of business.  Accessible tourism is not only about providing access to people with disabilities but also it addresses the creation of universally designed environments that can support people that may have temporary disabilities, families with young children, the ever increasing ageing population as well as creating a safer environment for employees to work. Noel Scott, of the University of Queensland, Australia says that the volume “provides a ‘state-of-the-art” assessment of both theory and practice. This book establishes a new field of study and provides the benchmark against which other contributions will be judged. It integrates the work of all the key players and should be read by academics, managers and government policy makers.”

The seminar ‘Accessible Tourism’ at the World Travel Market 2011, organized by the European Network for Accessible Tourism (ENAT) and coordinated by Veroniek Maat (Accessible Travel Netherlands) attracted a good number of interested parties. Travel agents, students and consultants were among those who attended.   During the presentation the need for communication about accessibility was emphasized using recent numbers from consultants in the field. The eAccess+ project funded by the European Commission is a good example of improving awareness and improving e-accessibility.

Also, the need for better adapted interiors for accommodations was discussed. Magnus Berglund, accessibility ambassador at Scandic Hotels, explained how his hotel chain engages in accessibility. His presentation showed how other hotel chains can adopt an accessibility policy in order to meet the needs of all guests, including seniors and people with disabilities.  The many questions asked afterwards and the lack of time in which to answer them showed the increasing awareness of this issue among travel agencies.   Seminar slides will soon be available and published on the Accessible Travel Netherlands website.

Leicester City Council has joined online access guide DisabledGo to provide a guide
to Leicester for anyone who wants to know more about disabled access in the area.  The guide covers more than  1,000 venues including cinemas, hotels, parks, leisure centres, council offices, high street stores, restaurants, and tourist attractions, amongst other things.  The guide will enable people to find out not only whether venues have accessible toilets or parking close by but also specific details such as whether there are tactile or Braille markings in lifts or on doors, the dimensions of toilets, the positioning of fixtures and fittings, and whether they can request information in large print or Braille.

Commenting on the launch of the guide, Dr Gregory Burke, Chief Executive of DisabledGo noted that it will make a real difference to both residents and visitors to the City who have access concerns, empowering them to find services and venues that suit their own specific requirements.  The online guide will provide benefits for business too, helping them reach more customers by publicising the access they offer.

Current figures estimate that there are 11 million disabled people in Britain who spend £80 billion each year, numbers that every business should take notice of. All businesses that take part also receive Disability Awareness Manuals, designed as a 20 minute introduction to disability and access.

All of the information provided in the online version of DisabledGo-Leicester will also be available on the ‘Looking Local’ service on the red button on local TV, so that if people don’t have access to a computer at home, they can still get the information they need.

The travel industry should be targeting the over-55 market because fewer students can afford to travel on gap years, says Post Office Travel Insurance, UK. The company says that UK students starting their degrees in 2012 are expected to face an average debt of 56,000 pounds on graduation, compared with around 27,000 pounds if they began their studies this September.  With increased university fees, only 19% of students are considering a gap year or extended break this year.

In contrast, 25% of over 55s Brits plan to take a break of three months or longer, spending more than £4,000 each.  And – importantly for New Zealand – the most popular destinations for “grey gappers” are Australia, New Zealand and the US.
Recent research has shown that people in their 50s who have always wanted to escape are saying: “Let’s just do it”. They are trekking in Borneo, going on a cruise around the world, climbing the Himalayas, or exploring Alaska. There is definitely a desire to do something exciting.  ‘It is often the first thing that a lot of people do when they have retired. They go on a very long holiday’  (Ros Altmann, Saga).

Scandic – which has 160 hotels in the Nordic region and Northern Europe - is intensifying its successful focus on improved accessibility for visitors with disabilities and others who want improved access. This year, over 100 new accessible rooms will be added to the portfolio and 2012 there will be even more to meet the large and growing demand. Scandic says that more and more companies and organisations seek rooms and conference facilities that are accessible to all.  At the same time the numbers of older, active private travellers who are  attracted by improved accessibility are increasing. Improving accessibility has proven to be a commercial success for Scandic.

Design for All is a key concept in Scandic’s accessibility work. The aim is for the accessible rooms to  be just as well designed as any other room, with practical solutions that go  almost unnoticed, except by those who really need them. Hooks, mirrors and keyholes at two heights are appreciated by children, short adults and those who use a wheelchair. Height-adjustable beds and extra spacious bathrooms are  popular with all guests. Scandic’s comprehensive 110-point accessibility  programme covers everything from team member training to adapted rooms and extensive, detailed accessibility information on every hotel’s website.

“When we take over a hotel, we implement our accessibility programme within three months and, after just one year, we tend to notice more bookings from private guests and from companies and organisations, thanks to our accessibility work. This gives us a clear competitive advantage and, as well as showing our commitment to social responsibility, we see major commercial benefits in being accessible to all,” says  Magnus Berglund, Disability Ambassador at Scandic.

New hotels require smart new solutions

A lowered reception desk for wheelchair users, a guest computer in the lobby at a comfortable height for a wheelchair and an ordinary chair, a hearing loop in conference facilities and reception, and vibrating alarm clocks that also hear the fire alarms are just some examples of smart solutions that ensure a high level of accessibility.   Scandic’s accessibility work remains a core focus in  its new and refurbished hotels, with numerous examples of best practice. To read about these, continue here:

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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.

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.

For more, continue reading…………………….

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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.

To find out more about the World Travel Monitor^® and the largest international travel industry event, continue reading……. Continue Reading

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.