About

Summary 

 

The global accessible tourism market is substantial and growing.  There is an ageing demographic in much of Europe and demand for accessibility on the continent is estimated to reach 160 million people by 2025.  Research has shown that 70% of this market has both the financial means and physical capability to travel and has the potential of generating revenues of €88.6 billion.

 

This study was part of a series of business guides aimed at supporting SMEs around the world in developing destinations to sell their travel products to European markets, commissioned by the CBI, the Netherlands Enterprise Agency.

 

Our Approach

 

Using tried and tested research methods, Acorn Tourism conducted extensive research into the accessible market, identifying the potential that exists for providers to offer services to this substantial market.  People in wheelchairs make up a very small proportion of the accessible market which also includes people with a wide range of mobility limitation, other people with sensory or communication difficulties, and those with temporary disabilities like families with small children.  

 

By consulting extensively with people who have a range of disabilities and also have first-hand knowledge of travelling with a disability, and with tour operators working in the accessible market, Acorn Tourism’s report was able to provide extensive practical advice and suggest low-cost solutions that would help them provide suitable services for this market. 

 

Outcome 

 

The accessible market is a large market of discerning travellers who have the financial means and desire to travel. They often want to enjoy the same things as non-disabled travellers and therein lies considerable opportunities for SMEs to target their services to them.  With a range of practical tips and sensible advice, Acorn Tourism’s study confirmed there are many good opportunities for SMEs to adjust current travel products relatively easily, reasonably quickly and cost effectively to reach this substantial market of travellers.