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

The European Commission (Directorate-General for Enterprise and Industry, Directorate F: Tourism, CSR, Consumer Goods and International Regulatory Agreements) is seeking tenders for a market research and public opinion poll on the economic impact and travel patterns of accessible tourism in Europe.

Travelling for pleasure (or for business) in Europe is equally relevant for persons with physical disabilities, but the barriers they have to face are far greater.  Tourism accessibility across Europe is still to some extent unchartered territory, with widespread misconceptions and lack of knowledge about the market of tourists with special access needs.  Visitors’ requirements are largely unknown, investment costs are often misunderstood or exaggerated and accessibility is generally perceived by business as a “burden”.  Travelling and having full access to tourist activities, services and facilities is a right enshrined in Article 9 of the UN Convention on the Rights of People with Disabilities, signed by the European Union and its 27 Member States.  Furthermore, making tourism facilities more accessible to people with disabilities, is also a golden opportunity for businesses.

Very few studies have been carried out on the economic impact or patterns of demand and travel of visitors with disabilities.  The most recent has been a research project that in 2011 looked at the tourism, travel, and hospitlaity patterns and needs of people with hearing loss conducted for the new Zealand National Foundation for the Deaf, by the NZ Tourism Research Institute at AUT University, and Access Toruism NZ.   The overall purpose of this EU contract is to collect comprehensive and EU-wide data on the economic impact — both actual and potential — of travellers with special access needs on the EU tourism sector, and to study the demand, travel behaviour, and patterns of travellers with special access needs in Europe.  The final date for tender submissions is 28/06/2012.

Madrid has been working hard to make itself more accessible to visitors with disabilities.  Jesus Hernandez Galen writes that the hotel sector has made huge efforts to make improvements to their facilities (Accessible Tourism in Spain: Arona and Madrid. Chapter 21 in Best Practices in Accessible Tourism, 2012).  In the mid-1990′s the city’s General Plan to refurbish historic buildings emphasized accessibility, and access was also a priority in transport. The city includes development of accessible tourism in its Four-Year plan and in annual action plans. In response to increasing demand for information on accessible tourism by visitors and travel agents (especially form abroad), Madrid’s Tourism Board set up Madrid Accessible.  The political commitment to accessibility is shared by all department heads at the organizational level and is thus high-level.  There has been steady funding for new accessible tourism projects.  the Madrid Accessible project provides accessible tourism information, ensures accessible tourism infrastructure, designs accessible products and services, trains staff, and raises awareness in the tourism sector.

Open Doors Org (ODO) in the USA is a non-profit organization founded in 2000 for the purpose of creating a society in which people with disabilities have the same consumer opportunities as everyone else.   ODO has trained Amtrak employees, carried out disabilities market research, and created Easy Access Guides and training videos.   It trains people in the hotel industry, and in the Motor coach Industry.  It is also a leader in airport employee training in the US.    Executive Director Eric Lipp has previously worked been with American, United, and US Air.   This May, several ODO employees and consultants will spend a week training Heathrow Airport employees on handling customers with disabilities and their mobility devices.   In October, it will hold the Fourth Universal Access in Airports Conference.   Twitter: @OpenDoorsOrg

The World Travel and Tourism Council (WTTC) reports that travel and tourism is one of the world’s largest industries, accounting for 9% of global GDP. This is more than the automotive industry which accounts for 8.5%, and only slightly less than the banking sector which accounts for 11%.  The findings have been released in a research report “Travel and Tourism 2011”. The research was sponsored by American Express and undertaken by Oxford Economics.  It shows that the sector’s direct contribution to world GDP of US$2 trillion (2.8 percent) is more than double the GDP of automotive manufacturing and one-third larger than the global chemicals industry. Travel and tourism generates roughly the same GDP as the global education and communications sectors, and about half that of the global banking and financial services industry.  The sector’s total contribution to world GDP (taking direct, indirect, and induced impacts into account) of US$6.3trillion (9.1 percent) in 2011, compares with 8 percent contribution of automotive manufacturing and mining.

In terms of employment, the importance of the sector is even more pronounced. After education, travel and tourism is the top job creator with an average of 50 jobs generated by US$1 million in spend, this is twice as many jobs as created by financial services, communications, and auto manufacturing.  In 2011, 98 million people were directly employed by travel and tourism. Taking the indirect and induced employment into account, travel and tourism sustained 255 million jobs in 2011, 1 in 12 of all jobs in the world.

David Scowsill, President and CEO, WTTC said: “These figures prove beyond any doubt that it is time that the world’s governments really sit up and take notice of the travel and tourism industry. As a driver of economic recovery and growth in a very turbulent time, the industry stands apart for the sheer scale of its ability to create jobs and growth in every part of the globe.”

The Accessible Travel Info Point (Infopunt Toegankelijk Reizen) is a service of the Flemish Tourist Board Toerisme Vlaanderen.  It grew out of cooperation with various organisations and services by and for people with disabilities.  The mission of Info Point is to provide information about travelling for people withdisabilities.  To this end, The Tourism Board have just released their 2012 version of “All In: Accessible holiday accommodations in Flanders and Brussels” which covers all the holiday centres, hotels, youth accommodations and campgrounds that have received the accessibility label A (basic accessibility) or A+ (comfortable accessibility) following objective assessments.  Levels of access are described on a Label page.   Now 248 pages long, the brochure includes full page of descriptions of each accommodation about accessibility  in words and pictures.

The brochure is available in three forms: as a browsable document with zoom function, in PDF format (22 Mb), or as a paper version (request a free printed copy at  Accessible Travel Info Point).  Info Point aims to publish a new edition every year.

The tourism sector in Flanders can contact Info Point for background information about accessibility, subsidies available, and guidelines for alterations to improve accessibility. The Flemish Tourist Board’s accessibility policy is presented here.

VisitEngland, national tourist board has launched a new version of the Access Statement Online Tool, aimed at helping businesses cater for visitors with access needs. Access Statements allow for a written, descriptive approach to providing a wide range of information on accessibility. All areas of a business are described from car parking & arrival to toilets.   Visit England says that Access Statements are:

1. A minimum requirement for VisitEngland accommodation and visitor attraction quality scheme members
2. A way to meet obligations under the Equality Act 2010
3. A marketing opportunity which informs visitors in one concise document
4. Necessary as almost one in five of England’s population has a disability and this number will rise as England’s population ages

The new version is specifically tailored for restaurants and cafés, and has been created in partnership with the British Hospitality Association (BHA) and the Restaurant Association.  The online tool provides detailed guidance on the information that may be required by people with access needs when visiting a restaurant or cafe.   Businesses are encouraged to write a general introduction describing the location (city centre, countryside, coast), and to summarise any specific services and facilities suitable for people with access needs. In addition, information may also cover the following areas:

• Pre-Arrival – transport services, a description of the streets in the area surrounding the restaurant (e.g. paved/cobbled/level/uneven), information provided in alternative formats such as large print and audio.
• Car Parking and Arrival – car parking, drop off points, alternative entry points, number of steps, handrails and ramps.
• Restaurant & Bar Area – access to the area and layout, lighting, seating and tables, floor surfaces, alternative formats of menus available.
• Outdoor Areas – accessibility of outdoor furniture, service offered to customers in outdoor area, layout (e.g. pavement, terrace, play area).

Additional areas that are covered include: customer toilets, private dining/function space accommodation and future plans for improvement.  Ross Calladine, VisitEngland’s Skills, Welcome & Accessibility Manager said:  “People with access needs require specific information about a venue in advance in order to be able to make an informed decision about whether an establishment can cater sufficiently for their needs. Restaurants, like any other tourist venue, should provide as much information to visitors as possible – this will help to enhance the visitor experience and also highlight areas where the business could improve.”  Camilla Woods, Policy Director, BHA, said “Access Statements are a really effective way for businesses to ensure customers with any specific access needs have the information they need and we are pleased to be able to recommend this new online tool to our members.”

Once a business has created their Access Statement they can then make this information readily available to visitors. Restaurants can promote their statement on their website if they have one, or post it where they have a listing on a company site or a generic ‘restaurant finder’ site. It should also be kept on hand for staff to use when describing over the phone what facilities they have.

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.

Pieter Ghijsels of the Accessibility Policy Group at the Tourism Administration Flanders-Brussels writes that the accessibility of tourism services in Flanders is a key part of the Flemish policy on tourism.  In “Accessible tourism in Flanders: policy support and incentive” (Chapter 3, Best Practices in Accessible Tourism, 2012), he notes that people with disabilities are an important target group for the tourism industry in Flanders.  Tourism Flanders put in place a tourism accessibility action plan in 2001 to improve accessibility, offer training, and gather reliable information about access in Flanders tourism.  The Accessible Travel Action Plan developed a number of subsidies for renovation and new constructions in the Flanders tourism industry.  Subsidies include those to the private sector (e.g., to hotels, campsites, tourism information offices) and to local authorities (for example, to improve beach access, public toilets etc).   In this way, Tourism Flanders invests between 3-3.5 million Euros per year.  The Accessible Travel Info Point (Infopunt Toegankelijk Reizen) provides reliable access information in four languages  for travellers in or to Belgium.  This is backed up by an extensive print travel library in Brussels. The Info Point also offers tourism operators tips on how to make their businesses more accessible.

The Flemish Minister of Tourism annually gives the Gulliver Awards for innovative access initiatives in tourism.  Accessible Flanders (Toegankelijk Vlaanderen) is an accessibility databank listing local government offices, sports facilities, swimming pools, cultural centres and museums, hotels, campsites, hostels and so on that have been professionally assessed for all types of access needs.  Tourism operations can have the assessment done free of charge.  In 2008, recognizing that the indiscriminate use of the universal symbol of access (the white wheelchair on a blue background) by business owners meant that the symbol had little meaning, Tourism Flanders introduced a new, 3-level label for accessible tourism.

Karola Woods is the writer and co-creator of the iPhone App London Thru Cafes (see ATNZ guest post ), which covers 90 great cafes in the capital and hundreds of places to visit nearby with regular updates, access details, off-line maps, London travel information, photos, a feedback facility, an area write-up and a London  survival guide. Here’s her experience of taking her Mum, who is a wheelchair user, around the capital.

Karola's mum at The Ritz, London

I’m quite a strong, determined person, and just as well! My Mum and I have grappled with all kinds of kerbs and steps in her wheelchair and that’s in her home town. ‘How would we cope in London?’ I wondered, when she came to stay. Everyone’s dashing around like a mad March hare, parking spaces are like gold dust and it’s all just well – so big.  Thankfully, I’m a natural planner and I know London very well which helps – and these were the days before I wrote my App! We were staying in my flat near Hammersmith. It had a flight of stairs, which made things interesting. I’d clued up on disabled parking bays through the Blue Badge Scheme. The rules differ in London from the rest of the UK, but thankfully I was in a borough without too many restrictions – plus it was Christmas and London was quiet in many ways. I know that non UK and non EU visitors won’t have Blue Badges, but there are lots of meters and hidden-away car parks you can pre-book such as BCP Park, NCP and Q-Park

We visited a Middle Eastern cafe-restaurant called Delaziz which I knew was accessible from previous visits, although I did phone to check a detail about seating arrangements and that was fine. We also went to the Polish Social and Cultural Association (accessible) as my Mum is Polish and we also wanted to zip along the north side of the river near Hammersmith Bridge – in my Mum’s wheelchair that is, not the car! We stopped off at Riverside Studios on the way back for a drink. We didn’t pay congestion charge because it was a weekend and also, it was between
Christmas Day and New Year’s Day when there is no charge. The congestion charge is another thing to consider if you’re driving around. It’s also why London’s accessible buses and black cabs are particularly good alternatives. Some 62 tube stations are step-free now too.

Perhaps the highlight of the stay was a Boxing Day Champagne Lunch at the Ritz Hotel. My Mum loved every minute. Someone else in a wheelchair was going in before us and this greatly comforted her as she thought she might be ‘a problem’ for them. No such thing. The doorman was excellent and we didn’t even need to ask for help – he just wheeled my Mum up a little ramp and took care of everything.

You can hire adapted vehicles if you need a car using companies such as Allied Mobility. My golden rule is do your research before you travel, even if you simply make a call. Also, the London Transport site also lets you plan a tube or bus journey showing you the bus numbers and changes involved. My Mum still talks about her trip to London, for all the right reasons. To me, that hopefully says it all.

The European Network for Accessible Tourism (ENAT) has welcomed the initiative of the European Commission for choosing “Accessible Tourism Destinations” as this year’s theme for the European Destinations of Excellence Awards. A Call for Proposals invites National Tourism Authorities in EU Member States and associated countries to organise competitions to select the best small, “non traditional” destinations that provide an outstanding offer for tourists regardless of their physical limitations, disabilities or age. “Non traditional” is defined as a destination where the visitor density rating is from “low” to “very low” in comparison with the national average.

The Commission proposes to reward those destinations which have developed a tourism offer based on an overall approach to accessibility for tourists regardless of their physical limitations, disabilities or age. The following aspects of accessibility could be considered (a non-exhaustive list):

• barrier-free destinations (infrastructure and facilities);
• transport (by air, land and sea, suitable for all users);
• high quality services (delivered by trained staff);
• activities, exhibits, attractions (allowing participation in tourism by everyone);
• marketing, booking systems, web sites & services (information accessible to all).

National tourism authorities can receive up to 75% co-funding to support their national competitions, to be held during 2012-13.  Winning destinations and 4 runners-up per country will be invited to join the EDEN Network Association which is made up of the winners and runners up from the 5 previous years’ contests. They can then be promoted through the EDEN Network’s Website.  The EDEN Network “brings together winning EDEN destinations to harness their combined energy and passion for sustainable tourism and promote the rich variety of Europe’s lesser-known holiday destinations. The network facilitates networking between winning
destinations and provides an open platform for discussion and the sharing of best practice and information around tourism and sustainability”.

Main source: ENAT

The New Zealand National Foundation for the Deaf (NFD) is an NGO which promotes the interests of nearly half a million deaf and hearing-impaired New Zealanders. It has seven member groups.  Recently, it supported research into the tourism experiences, wants and needs of people with hearing loss.  It has now produced “Yellow Cards”, which provide clear, concise information to businesses on how to communicate with people with hearing loss.  The cards – in their plastic holder –  can be displayed  on public reception counters.   Currently, with funding from the ASB Community Trust, they are being distributed free in the Northland/Auckland region.  The cards help both the person on reception and the hearing impaired person to communicate effectively.  For the hearing impaired person, they are a reminder to tell reception that they have trouble hearing.  They remind the person on reception to:

• Face the person who has a hearing loss
• Speak slowly
• Not shout
• If necessary, write down the points they are trying to make.

Enquiries about the cards can be made on the NFD website.

Former Savoy and Churchill hotels chef David Croft has written Food for Thought – part autobiography, part cookbook – to educate the hospitality industry on the best ways to accommodate for disabled customers in the build-up to the 2012 Olympics and beyond. David was paralysed by an accident, and the book documents the highs and lows of his life.  A number of well-known British chefs – including Gordon Ramsay, Gary Rhodes, Marco Pierre White, and Gino D’Acampo – have contributed recipes to the book.

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.

The Paz y Bien Association has recently been set up in Andalusia and Portugal to support the development of accessible tourism in Andalusia through the creation of an Iberian Network for Accessible Tourism. Among the members in Andalusia and Portugal that have already confirmed their commitment to the Network are travel agencies, groups of people with disabilities, municipal and provincial government institutions, consulting firms, university research groups and others showing a strong track record for promoting tourism for all people. This is the first platform of its kind to be launched in Spain and one of only a few that exist at an international level. Others include the European Network of Accessible Tourism (ENAT) and the International Organization of Social Tourism (IOST). The new Network will work with these and others to learn about experiences in this field and enhance their contributions to the Andalusian and Portuguese companies and entities.

The initiative is part of the project Euroempleo in Paz y Bien that is developed through the co-financing of the Andalusian Employment Service and the European Social Fund. It is called ‘Accessible Tourism: a new source of employment’. A network had been created that will act as a transnational working group to analyze and propose accessible tourism projects to be implemented within the member territories. The founding partners are: the City Council of Lousã, Accessible Portugal, Elo Social Association, Salvador, Cercibeja, Ancora and Essentia Association; the Provincial Tourism Office of Huelva, La Gaviota Association of Puerto Santa Maria (Cadiz), the Accessible Rural Hotel Sierra Luz, the Provincial Federation of Associations of People with Disability of Jaen, Huelva Employers Federation, Semer Tourism Company, GECA, the Local Development Institute at the University of Huelva and the Paz y Bien Association on the part of Andalusia, as well as the Iberian Association of Cultural Managers and ProAsolutions entity.

After its first meeting, members decided to work on the development of statutes, the creating of an identity that represents the network concept, work on projects about accessible tourism, and the profit of this net to each of its components and the tourism industry in general. Other ideas put forward were the possibility of joint projects, the opportunity of accessible tourism to overcome the current economic crisis facing traditional tourism models, the creation of quality jobs, and enlarging the network.

The Iberian Network for Accessible Tourism has already had an impact, and new entities in Spain and Portugal have shown an interest in participating.

DisabledGo will sponsor the Access for All category at this year’s VisitEngland wards for Excellence.  DisabledGo is an award-winning disability organisation that has been in operation since 2000. They  produce detailed online access guides to a huge range of venues.  There have been nineteen quality applications for the Access for All category.  Welcoming DisabledGo’s sponsorship VisitEngland’s Chief Executive James Berresford said “We are delighted that DisabledGo with its outstanding reputation in providing up to date information on access to all types of facilities including tourism businesses have agreed to sponsor the Access for All Award. It is an honour to have them on board”.

In a video message from the industry Minister for Tourism and Heritage Jon Penrose MP underlined the importance of the Awards to tourism in general and tourism businesses in particular. “You, in the industry, are already well aware of the high contribution tourism makes to the economy as a wealth and job creator. I want, therefore, to concentrate on why participation in this awards scheme is important for your business in particular, and the industry in general.”

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.

M Shed – which is part of Bristol Museums, Galleries & Archives’ – has recently received a Jodi Mattes Trust Award for Digital Access onsite. Their PenFriend Audio Access project was announced as the winner at a recent presentation held at Swansea’s National Waterfront Museum.   The awards relate to the use of existing technology to widen access to information and collections for disabled people more effectively and creatively. They were first given in the UK in 2003, European Year of Disabled People, and celebrate practice that inspires locally, nationally or  internationally.  The  PenFriends are audio devices that allow visitors to M Shed to listen to stories in the galleries. This is a free service provided to visually impaired visitors and to those who have difficulty reading print.

The M Shed also has induction loops, many of the films and video clips have subtitles, and transcripts of oral histories are available.  There are tactile maps of Bristol and other exhibits that can be handled in many of the galleries.

M Shed, as part of Bristol City Council, is committed to providing a website that’s accessible to the widest possible audience, regardless of technology or ability.  They endeavour to conform to level Double-A of the World Wide Web Consortium (W3C) Web Content Accessibility Guidelines 2.0 by building their site using code compliant with the W3C standard. The technical wording for this is “valid HTML 4.01 Strict for structure and CSS for presentation”.  The site displays correctly in current browsers – though there may be visual differences. Using HTML/CSS standards means any future browsers will also display content correctly.   Whenever possible, links are written to make sense out of context.   The text size on the site is specified in a way that makes it resizable in any browser, should it be too small to read comfortably.  M Shed is keen to hear from people if anything needs changing to make their site more  accessible.

M Shed is fully accessible to wheelchair users, and wheelchairs can be borrowed. There is level access throughout and lifts to all floors. These lifts are designated fire evacuation lifts and have tactile buttons and spoken floor announcements.   There are accessible parking spaces and a drop-off/ pick up point for taxis, accessible toilets, changing facilities, and café.  Visitor Services staff have been trained to meet the needs of all visitors. For further information about accessible facilities contact the museum on 0117 35 26600 or emailinformation@mshed.org

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.”

WorldHost is a customer service training programme that has already been used to train nearly one million people worldwide. It was developed by British Columbia tourism authoritiesfor the Vancouver Winter Olympics 2010.  People 1st, a UK disabilities NGO, with the support of VisitEngland (English Tourism Board), has developed the programme for the UK market, including additional learning modules on serving customers with disabilities, service across cultures and welcoming tourists to the country.  The 785-bedroom Strand Palace hotel in London has become the first organisation in the UK to be awarded WorldHost Recognised Business status, with over 80% of its front-line staff having been trained to WorldHost customer service standards.