Basque Country, Accessible Tourism Destination

Transcription

1 Basque Country, Accessible Tourism Destination Mr. Ivor Ambrose, Managing Director European Network for Accessible Tourism (ENAT) 10 /11/2011. Vitoria - Gasteiz Basquetour 1

2 Overview 1. Accessible Tourism Market Demand 2. Best or good practices in the field 3. Key factors for future development 4. Tourism for all in the Basque Country 5. Challenges for the future 2

3 Part 1. Market demand: Who needs accessible tourism? Toegankelijkheidsbureau vzw. Belgium 3

4 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 common access standards (or too many different standards!) increases uncertainty, reduces travel options and leads to a lack of accountability.

5 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 Return on Investment is unknown Access is seen mainly as a problem rather than a golden opportunity.

6 When do customers need accessible tourism? Throughout the visitor journey and the whole value chain! National Conference on The Right to Access for Persons With Disabilities To the Built Environment and

7 The four key issues Accessible throughout entire delivery chain Information - search, bookings, Websites, mobile Transport - vehicles, terminals, transfers, assistance Infrastructure - attractions, accommodation restaurants, streets, beaches Services - hospitality, packages, guiding, excursions, special menus, activities, tech-aids, assistance

8 Demand. Access requirements: Supply Accessible provisions in: Hearing impairments Visual impairments Wheelchair users Walking difficulties Allergies / Diets Small or large stature Learning difficulties Frail, elderly Small children Long-term illness Service animal Understanding the language National Conference on The Right to Access for Persons With Disabilities To the Built Environment and Travel offers Information (www ) Booking Transport Accommodation Facilities Diet meals Attractions Excursions, activities Care Services

9 Market Drivers Demographics Ageing populations increase in key global markets due to improved life expectancy and slowing birth rates. More than 80 million people with disabilities in Europe. People with disabilities or reduced mobility want to travel!

10 Demographics Demographic ageing in Europe Age pyramid? Link: Ageing and Disability

11 World Report on Disability, 2011 Disability

12 80 million people with disabilities in EU Total potential travel market in Europe: > 133 million tourists (OSSATE, University of Surrey, 2005) National Conference on The Right to Access for Persons With Disabilities To the Built Environment and

13 Total potential travel market in Europe: > 89 billion (OSSATE, University of Surrey, 2005) National Conference on The Right to Access for Persons With Disabilities To the Built Environment and

14 Real numbers count the visitors 2009 UK Visitor Survey asked: - Do you or does anyone travelling with you have a disability or a long-term health problem? 11% of all visitors answered yes. Disabled visitors contributed almost 2bn to the English domestic visitor economy in (11% of total spending) Disabled visitors stay longer and spend more per visit, on average. 14

15 Real numbers count the visitors Australia Around 11% of the total number of tourists (2003 study). Estimated that tourists with a disability: Spent between AUS $8 billion and AUS$11.9 billion Contributed between AUS$3 billion and AUS$4.5 billion to Tourism Gross Value Added (12.27% % of total tourism GVA) contributed between $ 3.8 billion and $5.7 billion to Tourism Gross Domestic Product (11.02% 16.41% of total) Sustained between and direct jobs in the tourism industry (11.6% 17.3% of direct tourism employment) Source: Dwyer & Darcy 2008 Economic Contribution of Accessible Tourism in Australia 15

16 Real numbers count the visitors USA American adults with disabilities or reduced mobility currently spend an average of 13.6 billion dollars a year on travel. Creating accessible cruise ships, accessible ship terminals, accessible ground transportation, and accessible tourist destinations is not charity it is just good business. Dr. Scott Rains, Disabled travel expert and educator,

17 Part 2. Best or good practices in accessible tourism Accessibility in the tourism recovery strategy Awareness-raising and stimulus mechanisms Successful Accessible Tourism Destinations 17

18 Actions on every level Enterprise - level Cities and Destinations Regions within countries Countries Global regions: Europe, Asia, North & South America, Australasia, Africa

19 EU Campaigns and Initiatives to combat access problems in tourism EU Passenger Rights European Disability Forum, 2011 Freedom of Movement Campaign EU Europa Nostra Awards EU Calypso Cross-border Social Tourism initiative 19

20 Business Incentives,..Marketing, Awards ENAT Code of Good Conduct Accessible Tourism Standards development TGB - ENAT Accessible Tourism Certification EU Access City Awards, Àvila, Spain 2010 UNWTO Ulysses Awards two accessible tourism NGOs in 2011 EU EDEN Destinations of Excellence Awards 2012 Theme Accessible Tourism Destinations 20

21 Good Practices Good Practices in accessible tourism are found in many EU member States. The important thing is to learn from them and to improve, by following the good examples. Projects and Good Practices on the ENAT website: 21

22 Good Practices national strategy VisitEngland is the national tourist board for England, responsible for marketing England to domestic and established overseas markets and for improving England s tourism product. It provides advice to tourism enterprises, publishes market data and promotes England as a destination. The 2012 Olympics and Paralympic Games in London are the focus of many initiatives to improve accessibility and not only in London. Compliance with the UK Disability Discrimination Act impacts the sector. 22

23 Good Practices national strategy In 2009 VisitEngland asked the UK Visitor Survey to include a question for guests staying in overnight accommodation: Do you or does anyone travelling with you have a disability or a longterm health problem? 11% of all visitors answered yes. Disabled visitors contributed almost 2bn to the English domestic visitor economy in (11% of total spending) Disabled visitors stay longer and spend more per visit, on average. 23

24 Good Practices national strategy James Berresford, Chief Executive: It is vital that our tourism industry is in a position to cater for specific needs of anyone travelling with a health condition or impairment. VisitEngland will be leading the industry to implement a programme to improve accessibility for disabled visitors. Access statements for tourism businesses downloadable templates Brochures Easy Does It, One Step Ahead and At Your Service 24

25 Good Practices national strategy 25

26 Good Practices small enterprise Portugal Accessible Portugal Travel Agency 1. SME small beginnings, fast growth 2. Inclusive holidays for people with disabilities, families and friends 3. Entrepreneur and Tourism Awards winner 4. Lousã - Accessible Destination development partner 26

27 Good Practices small enterprise Portugal 27

28 Good Practices small enterprise Portugal Accessible Portugal is contributing to: Infrastructure analysis & access upgrading, Information, Activities, Services, Events, Marketing, and Access Certification 28

29 Good Practices Destination Destination Quality Certificate 2011 Camara Municipal da Lousã applies an Accessible Tourism Destination Quality Management System with the following scope: Policy Networking between public and private enterprises and NGOs Accessibility audit Services Touristic chain Accessibility action plan With all the contributions of all partners, Lousã definitely can develop from a destination with accessible offers into an accessible tourism destination - José Ernesto Carvalhinho, (former) Disability Ombudsman, Lousã Accessible Tourism Destination Certification Programme by TGB, Belgium

30 Part 3. Key factors for future development Human Rights Legislation Tourism in the economic recovery strategies Leadership by National Tourist Organisations (NTOs) and destinations Business development

31 Human Rights The rights of persons with disabilities to equal participation in society must be respected by travel and tourism providers Overall strengthening of rights in EU states with legal powers Europe has signed the UN Convention on the Rights of Persons with Disabilities (UNCRPD) Implementation! The European Commission has proposed a Regulation on equal access to goods and services for disabled people. Tourism providers must be equipped with the confidence and ability to meet their legal responsibilities.

32 Accessible Tourism as part of the economic recovery strategy Tapping into the growing international market of the baby-boomer generation and seniors. Investment in improved accessibility of facilities and services as part of the design and development of high quality, customer centred tourism experiences Regional and local development plans for Accessible Destinations by working in partnership First mover advantage!

33 Tourism Development What does the European tourism sector need to do? Innovate, develop new offers and products: Find / develop new markets Diversify the customer base Serve customers better with new and attractive products Offer better value for money Develop accessible tourism offers for all

34 Actions throughout the visitor journey National Conference on The Right to Access for Persons With Disabilities To the Built Environment and

35 Leadership by National Tourist Organisations (NTOs) NTOs have a key role to play in supporting public and private tourism enterprises Policy formulation National marketing and information Business development Destination management Training Statistics etc.

36 ENAT Survey of 39 Websites of National Tourist Organisations in Europe (Summer 2011) Two simple questions 1. Are NTO websites accessible for people with disabilities? - Automated T.A.W. test (WAI-WCAG 1.0 Level A ) 36

37 ENAT Survey of 39 Websites of National Tourist Organisations in Europe (Summer 2011) Two simple questions 2. Is there access information on NTO websites for the customers who need it? (Disabled people, seniors and others?) - Review by market researchers 37

38 1. Are NTO websites accessible for people with disabilities? - Automated T.A.W. test (WAI-WCAG 1.0 Level A ) 38

39 ENAT Survey of 39 NTO websites: T.A.W Accessibility Test < 12 Pass. 27 Fail > Top line issues require human checking Bottom line fail points on machine-testing 39

40 ENAT Survey of 39 NTO websites: T.A.W Accessibility Test: Results in close up < Pass Fail > Top line issues require human checking Bottom line fail points on machine-testing 40

41 Why eaccessibility? The growing divide Hosts Accessibility

42 Web Accessibility Communicate with all your customers! Check the accessibility of your website Use accessibility guidelines: WAI / WCAG2.0 Include accessibility statement on web pages Use automatic evaluation tools Visit

43 2. Is there access information on NTO websites for the customers who need it? (Disabled people, seniors and others?) - Review by market researchers 43

44 19 out of 39 NTOs Websites have accessibility information (in blue) Information on accessibility Austria Belgium Cyprus Denmark Estonia Finland France Germany Ireland Italy Luxembourg Malta Portugal Romania Slovenia Sweden Switzerland Turkey U.K.

45 NTO websites in Europe - What Accessibility Information is there? YES NO Information on accessibility Resources for policymakers 8 31 Resources for businesses 5 34 Resources for visitors Booking for accessible accommodation 8 31 Booking for accessible events / attractions 3 36 Link(s) to dedicated accessible tourism websites contact for Accessible Tourism

46 Accessibility information on Websites Great Britain Accessibility information on tourist-travel booking websites (Results for 2010) Over 8000 hotels and Bed & Breakfast establishments publish accessibility information on their websites, using OSSATE criteria

47 Accessibility information on Websites

48 Accessibility information on Websites

49 Accessibility information on Websites

50 ccessibility information Tourism Information Centres nd Brochures

51 UK Tourism Websites Oct 2010 Oct 2011: 2m+ accessibility searches across our websites 26% (avg.) increase in bookings of accessible accommodation Increased number of awareness and consultation campaigns (both online and offline)

52 Part 4. Tourism for all in the Basque Country Best practice requirements and indicators Characteristics of accessible tourism destinations Tourism Board of the Basque Government Access label Business development Customer feedback

53 Tourism for all in the Basque Country Based on diverse user requirements and indicators Comprehensive, labelling system based on objective measurements Extensive data recorded for many types of establishments.

54 Tourism for all in the Basque Country Downloadable report for cities / towns / destinations A model of good practice Web-based service development?

55 Tourism for all in the Basque Country Basque Tourism Observatory Business development Visitor behaviour Statistics

56 Part 5. Challenges for the Future Stronger efforts by National Tourist Organisations (NTOs) and destinations Corporate Social Responsibility and business development Tourism Standards Tourism Statistics New European Awards for Accessible Tourism

57 Five Characteristics of Successful Accessible Tourism Enterprises, Cities and Destinations 4. Destination and Product Development 3. Accessible Tourism Value Chain 5. Accessible Tourism Experiences 2. Networks and Partnerships 1. Policies and Strategies

58 Five Characteristics of Successful Accessible Tourism Enterprises, Cities and Destinations 1. They have a policy and a strategy - Leadership comes from the top of the organisation 2. They use networks and form new partnerships - Discuss ideas, find partners, collaborate with NGOs and experts 3. They address the whole tourism value chain - Connect with other suppliers, develop new business - Aim to meet the needs of all customers 4. They develop and market the accessible destination - work from local to global level to improve facilities to high standards and reach their target markets 5. They deliver accessible tourism experiences for all - Aim to give every visitor a good, accessible experience!

59 In practical terms, this means Be prepared to welcome all visitors Question and revise normal policies and practices Show leadership, find your allies Get access to resources and expertise Network with suppliers, stakeholders and supporters Encourage new businesses, focusing on access Invest in training and planning And don t forget to tell what you have done! 59

60 Challenges.for all actors Integrate accessibility and inclusive tourism in Corporate Social Responsibility strategies and business development Contribute to developing tourism standards Be active in gathering and using tourism statistics 60

61 Corporate Social Responsibility (CSR) Giving is good! Responsible, ethical purchasing is good! Being green is good! Accessibility is a CSR issue: social sustainability Serve the market of all customers, showing that social inclusion is part of your corporate ethic. Customers with access needs are part of our culture and we welcome them

62 Corporate Social Responsibility (CSR) CSR Reporting is part of modern tourism business Connects environmental, social and economic performance Provides policy base and a practical tools for management Makes performance measurable Increases reputation for responsibility Answers customers questions about the way you do your business Provides reassurance to the community Generates trust between provider and customer Enhances the image of the tourism provider and the destination

63 Corporate Social Responsibility (CSR) CSR Reporting is part of modern tourism business Hotel chains Airports Attractions Destinations Cities are reporting on their environmental and social sustainability Now add: accessibility and inclusion

64 Corporate Social Responsibility (CSR) CSR Reporting of social sustainability: Inclusion, Access Policy statement: Management-level responsibility & budget Access statement Accessibility Action Plans Membership of an access labelling scheme Published venue access audits Performance measures Visitor statistics, including people with access requirements Access improvements completed (according to Action Plan) Customer feedback social networking activities for destinations and enterprises

65 Scandic Hotels and CSR Sweden, Nordic and N. European countries In 2007, gained 15,000 extra overnights from accessible rooms Have expanded to over 100 hotels In 2010 built and opened Scandic Berlin with 100 accessible rooms Gain conference business thanks to access policies and practices Checklist of 110 Access requirements

66 At Scandic you are not disabled, at Scandic you are our guest We include guests - we do not exclude.

67 Scandic Accessibility Standards A list with 110 items, 90 of which are compulsory. How is our hotel doing?

68 Scandic Hotels and CSR First in the world Scandic is the first hotel chain in the world to offer detailed online information about the interior of individual hotels. 1. Go to the hotel's website. 2. Select Facilities 3. Select Special needs Make sure that the information about our hotel is correct and that nothing is missing, etc.

69 Scandic currently sponsors Badminton Finland Dansk Badminton Forbund Dansk Håndbold Forbund Equestrian Federation of Finland Finland-Swedish Sports Federation Finnish Figure Skating Association Finnish Gymnastics Federation Finnish Ice Hockey League Finnish Tennis Association Football Association of Finland Swedish Athletics Association Swedish Football Association Swedish Golf Federation Swedish Handball Federation Swedish Ice Hockey Association and Swedish Hockey League Swedish Ski Association Swedish Sports Confederation Swedish Sports Organisation for the Disabled and Team Paralympics Swedish Volleyball Association

70 Gym Kids Shop Breakfast Meetings Accessibi lity We believe in everyone' s right to be treated the same Ki d s Accessibility permeates all our concepts

71 UNWTO Code of Ethics in Tourism Signed by 14 Spanish Companies, Sept 2011

72 Challenges.for all actors Be ready for European Awards for Accessible Tourism in 2012 and beyond EU Destinations of Excellence Awards 2012 Possible new EU tourism awards for destinations, enterprises and providers in the accessible tourism field 72

73 Thankyou Web:

74 ENAT Website ENAT Code News Events Projects Good Practices Links Themes Library Forums Contacts Powered by Google Translate in 50+ languages