Access for All to Cultural Tourism

Mieke Broeders Executive SecretaryEuropean Network for Accessible Tourism (ENAT)and Director, ENTER, Flemish Expertcenter on accessibility and Toegankelijkheidsbureau Hasselt, Belgium

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Overview

1. Accessible tourism :

• What ?

• Who ?

• Why ?

• How ?

2. European Network Accessible Tourism

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What is accessible tourism ?

to have access to the whole tourism chain like everyone in an independent and equal way

- > By Design for all in stead of specialised and segregating solutions

- > Design for all meets the needs of all customers in all diversity and all circumstances

Tourism Services

• Information - search, bookings, Websites,mobile information services…

• Transport - vehicles, terminals, transfers, assistance…

• Infrastructure - destinations with attractions, accommodation, restaurants, streets, museums, etc. …

• Services - hospitality, packages, guiding,excursions, special menus,activities, tech-aids, assistance…

Accessible… throughout entire delivery chain

who ?

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E v e r y o n e

Who ?

Tourists come in all shapes and sizes : • Visual or not visual limitations• Problems with hearing, seeing, walking, understanding,

strength, dimensions, allergies, • Situational : carrying luggage, trollies, not understanding

the language, cultural ...• Elderly, children • For tourists and staff !

The Problem:

For visitors• Travel for people with disabilities is unpredictable,

difficult or sometimes even impossible• Quality of infrastructure, transport, services, and

information varies widely from place to place as well as between EU Member States

• Lack of access standards increases uncertainty, reduces travel options and allows a lack of accountability to prevail.

The Problem:

For the tourism industry• The accessible tourism market is relatively unknown

and it seems difficult to attract with existing channels.

• Visitors’ needs and requirements are unknown or misunderstood. Therefore the market is avoided.

• Investment costs are misunderstood, exaggerated • Access is seen mainly as a ”problem” rather than a

”golden opportunity”.

Why ?

• It is easier, comfortable, more ergonomic for everyone -> benefit for all

• Accessibility has become a human right: everyone has the right to culture, to travel, ..

• There is not a specific type of disabled traveller: like other travellers the wishes and way they want to spent their holiday differs widely

• More strict European, national legislation and regulations (f.e. UN Declaration on the Rights of Persons with Disabilities,)

• Ageing of the population : people who depend on accessibility in order to participate at culture, tourism.. are increasing rapidely

• There is an unserved market and a businescase

Potential market for accessible tourism in Europe

• If: 70% of the population that requires accessible tourism

provisions has both the physical and the financial means to travel.

–The potential travel market is: > 89 million

• But: –people with accessibility needs seldom travel alone: –With a multiplier effect for friends and family members: x 1.5

• Then the general demand for accessible tourism is: 127.5 million persons

• Which is 27% of the European population

How ?

� A double approach is needed :

1. Inclusive : making all the tourism sector accessible and designed for all (mainstreaming)

2. Specific : certain groups need more special provisions and support (niche market)

How ?

� Reliable information & communication (website, brochure, signalisation, …)

� Service - > training � Infrastructure & transport � Management � Accessible destination � Professional support

In practical terms….

• Be prepared to welcome all visitors!

• Get “know-how” about access:

• Engage an accessibility consultancy or expert

• Talk with organisations of elderly and disabled

people

• Join ENAT and network with European partners

• Invest in accessibility training and planning

• Find local suppliers, stakeholders and supporters

• Encourage new businesses, focusing on access

• Don’t forget to tell everyone what you have done!13

ENAT: European Network Accessible Tourism

• a network of tourism sector and accessibility sector

• started as an European project in 2006-2007

• non profit organisation since 2008 by 11 international partners with expertise in disability issues, accessibility

and tourism

• Registered in Brussels, Belgium, (Head Office)

• Secretariat in Athens, Greece

ENAT Objectives…• Spread the word about Accessible Tourism!

• Improve marketing and customer information

• Develop and introduce Service Standards for accessibility in the travel and tourism industry

• Help create Accessible Destinations through improved public-private-NGO joint actions

• Stimulate new projects and networking opportunities with actors and stakeholders

• Publicise accessible travel and destinations!

ENAT in Europe and around the world

Over 250 members in more than 30 countries• Tourism businesses (55%)• Public sector (12%)• NGOs (33%)

• Europe • Africa, • Middle East, • North and South America• Asia • Australasia

ENAT Website www.accessibletourism.org

ENAT Code

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• A Europe-wide label showingcommitment to accessible tourism

• The Code: A set of 8 principlesguiding business practices andcustomer service

• Supervised by the ENAT Board

• Members are supported by ENAT’s resources and training programmes

• Exclusive to ENAT Members

The ENAT Code of Good Conduct

http://www.accessibletourism.org/?i=enat.en.enat-code-of-good-conduct

Accessible Destination Certification• Accessible Tourism Destination Certification Programme by

TGB• 1st certified accessible destination:

Municipality of Lousã, Portugal, 30 th June 2011o Assessment of policies o Benchmarking management performanceo Accessibility auditing systems for tourist enterprises (transport,

buildings, facilities, and services)o Marketing and access labellingo Report with Recommendations and Action Plano Follow-up and renewal of certification after 2 years

Thank youContact: Mieke Broeders

Email: mieke.broeders@entervzw.be

enat@accessibletourism.org