Tourism for people with disabilities: a niche market Tourism for All: a great opportunity for business Torino, 29 maggio 2008

TOURISM AND DEMOGRAPHIC CHANGE: Introduction  The increasing number of people over 60 years and people with disabilities will create new demands  Growing quality awareness and travel intensity  Tourism industry will find new markets and increase of turnover if they’ll cater for the new demands

Introduction Study commissioned by the German Federal Ministry of Economics: “Economic Impulses of Accessible Tourism for All“ (2003)

Travel-Behaviour (of German Disabled Tourists):  Lower travel intensity in comparison to overall population (54.3 %; all Germans: 75.3 %)  Large proportion of domestic travel (41 %; all Germans: 31 %)  2m journeys p.a. and 4m short and weekend trips p.a. in Germany

Travel-Behaviour (of German Disabled Tourists):  Travel is largely independent of the season  Loyalty to a certain destination  Relatively high travel spending  52% need a travel companion

The most important holiday destinations People with Activity Limitations All Germans People with Activity Limitations All Germans Nederland Germany Spain Austria Italy Turkey France Denmark Switzerland Hungary

Accessibility needs (of German Disabled Tourists):  37 % have previously decided not to travel due to the lack of accessible facilities.  17 % of the travellers who undertake their vacations outside of Germany decided to travel abroad specifically because of the accessible facilities and services there.

Analysis of supply and demand Accessibility needs (of German Disabled Tourists):  48 % would travel more frequently if more accessible services were available.  60 % of the surveyed persons would be willing to pay higher travel expenses in exchange for improved accessible facilities or services.

Importance ranking

Restriction ranking

Expectations versus Reality Particular discrepancy between importance/expectation and perceived reality emerges for:  Moving around at the touristic destination.  Excursions.  Arrival and departure.  Cultural activities.

Current net turnover generated by German disabled travellers Holidays: € 1,570 m Short breaks: € 930 m Total: € 2,500 m Full-time jobs:65,000 Economic significance of accessible tourism

ECONOMIC IMPULSES Demand impulse in tourism industry: up to € 2 bn Maximum additional economic impact: up to € 4.8 bn Additional full-time jobs in all areas of the economy: up to 90,000

 Specialized market  Tourism for All AFTER THAT WE CAN ENVISAGE

 For people with disability willing to be only with people with disability.  For people with severe disabilities, the family decides for them.  For people needing medical care 15% of people with disability? SPECIALIZED MARKET

Essential for the 10% of the population Comfortable for the 100% of the population Necessary for the 40% of the population TOURISM FOR ALL

85% of people with disability + family and friends?

 You can decide, as new entrepreneur, to create a business based in the first 15%?

 You can decide, as tourism manager to adapt your business to the need expressed by 85% of people with disability and their families and friends?.

 And make it compatible with your current business.

12 STEPS TO DEVELOP A HOLIDAY DESTINATION FOR ALL 1.Realisation and impartation that Tourism for All is an economic factor. 2.Main project management. (fixing responsibilities) 3.Close co-operation/networking within the destination. 4.Inclusion of travellers and people on location who are affected.

5.Master plan for an accessible destination. 6.Analysis regarding accessibility of a holiday destination. (accessibility map) 7.Mobilisation and qualification of tourism and service providers. 8.Development and project implementation / good practices. 12 STEPS TO DEVELOP A HOLIDAY DESTINATION FOR ALL

9. Product development and marketing. 10. Guarantee for Accessibility as selection criteria for public procurement and concessions. 11. Continuous public relations and Customer Relationship Management. 12. Continuous success review. 12 STEPS TO DEVELOP A HOLIDAY DESTINATION FOR ALL

TOOLS TO IMPROVE OPPORTUNITIES AAttentionDraw Attention IInterestAttract Interest D DesireGenerate Desire AActionEffect Reaction AIDA Model

“The Flag of Towns and Cities for All”  International award, delivered by the Design for All Foundation.  To show good practices regarding Accessibility and Design for All.  To show the continuous efforts regarding the quality improvement of the environments and services. TOOLS TO IMPROVE OPPORTUNITIES

 More accessibility creates sustainable turnover in tourism and improves service quality for all!  The commitment of all operators in a destination and the support of specialists in the field are a key tool to guarantee the success! CONCLUSIONS

 Investments in accessibility are worthwhile investments into sustainability of tourist destinations  These investments are not higher than other investments to increase destination’s quality, they can be minimized by combining it with other interventions CONCLUSIONS

Francesc Aragall THANK YOU VERY MUCH