At Tourism North East, we aim to improve accessibility throughout Victoria’s High Country, working with our tourism business community.

As outlined in our Destination Management Plan 2023-2033, it is a foundational principle to deliver accessible products and experiences to all. Accessibility ensures that travel and tourism activities are accessible for people of all abilities and diverse access needs. It involves removing barriers and making adjustments to accommodation, transportation, attractions, and services to create an inclusive environment.

To do so, we support businesses to ensure that all people should have equal access to tourism services, products and experiences.


WHY BEING INCLUSIVE MATTERS


The accessible tourism market in Australia is a significant and growing sector. According to research by Tourism Research Australia (TRA) and other industry sources:

  • In Australia, one in 5 people live with a disability (20%), and when including older travellers and those with temporary mobility restrictions, the potential market expands even further
  • It can also be financially savvy - the economic value of the accessible tourism market in Australia is estimated to be around AUD 13.5 billion annually  (National Visitor Survey 2021)

It is therefore not only a social responsibility, but it makes great business sense.

By delivering world-class accessible experiences, High Country tourism operators can welcome more people - and demonstrate the region's leadership in inclusion and accessible tourism.

The good news for businesses wanting to target this market is that demand for accessible accommodation and activities outstrips the current supply. Disabled travellers tend to be loyal as - with fewer businesses providing accessible features and facilities - they often return to places that do. 

Read on to find out more about how you can encourage customers to choose you by valuing them and providing a confident, honest and inclusive welcome.


Top tips to make accessibility improvements 

As a business owner, you can take simple steps towards welcoming customers of all abilities.

  • The easiest change is to showcase a welcoming attitude towards people of all abilities.
  • Making your tourism business more accessible does not necessarily require expensive infrastructure upgrades.
  • Rather, show customers you are welcoming by making small changes that make your business more accessible:

1. Staff training

Provide training to staff on disability awareness and how to support travellers with disabilities. Offer general disability awareness training to all staff and more detailed accessibility training to customer-facing staff.

2. Clear communication

Use your website, advertising and promotional material to let people know how your business supports accessibility requirements, and be specific about what facilities you have. Providing more information such as videos and floor plans on your website, can be easy ways to start.

Have a phone number and email available for customers to contact you for more information. Where possible also provide options for braille or large print materials, audio descriptions, and closed captioning when showcasing video content.

3. Digital and social accessibility

Access and inclusion does not just refer to the built environment. As first impressions of businesses are increasingly made online, digital accessibility of websites and social media channels is just as valuable.

A helpful resource to give you all the information you need to make your website inclusive is WCAG - the Web Content Accessibility Guidelines.

  • Register with the Australian Tourism Database Warehouse (ATDW)

Listing your business with ATDW allows you to easily promote your business or event on numerous digital platforms that connect directly to consumers including www.victoriashighcountry.com.au

Be sure to complete or update the accessibility criteria on your ATDW product listing so that your business can be searched for access facilities through the ‘options’ filter

For more information and advice about how to register with ATDW, click here

4. Inclusive images

When promoting your business or visitor experience to the accessible travel market, use images that connect with the audience. Tourism North East's Visual Library includes a selection of inclusive/accessible images and is free for use by the tourism industry and travel trade partners.

5. Link to other inclusive experiences

When travelers with specific accessibility needs plan a trip, they assess the availability of inclusive options in the surrounding area before making a booking.

Make sure you provide relevant information and can refer visitors to other inclusive tourism experiences to position your destination as an accessible and welcoming choice.


Other resources

There are resources available to support the Victorian tourism industry to become more accessible and inclusive.

The WELCOME Framework

Produced by Austrade in collaboration with state and territory governments, the framework highlights easy ways to improve the customer experience for all travellers.

These include:

  • updating your website to include clear information on your business’s existing accessible features
  • empowering staff to offer a warm welcome to all visitors.

For more information and tips visit the Australian Government's 'WELCOME Framework'.

Victorian Tourism Industry Council 

If you are a member of the Victorian Tourism Industry Council (VTIC) there may be free access to their Accessible Tourism Program. The program provides businesses with a comprehensive online accessibility assessment.

Businesses that meet the essential criteria can get accredited for accessibility in areas of:

  • Cognitive/autism
  • Limited mobility
  • Low hearing
  • Low vision
  • Wheelchairs and scooters

Hidden Disabilities Sunflower

The Hidden Disabilities Sunflower Scheme enables people to voluntarily share that they have a non-visible impairment and therefore may need some extra help, understanding or just a little more time.  Customers may wear a sunflower lanyard, pin, wristband or present a card to staff to show that they may need support.

Self Assessment Checklists

Please see below further general resources about disability access and inclusion, that can assist your business: