In the Australian tourism landscape, a sector that has long been underestimated is now gaining recognition for its significant impact and potential: accessible tourism. This growing market segment, as highlighted by Kerry Williams, founder of The Accessible Group, is reshaping the industry’s approach to inclusivity and profitability.
Contrary to the common perception of accessible tourism as a niche market, it represents a substantial portion of the travel sector. According to Williams, 19% of Australian travelers live with a disability, and with the aging baby boomer population, the demand for accessible travel experiences is on the rise.
Williams, through his work with The Accessible Group, emphasizes the economic potential of this market. Travelers with disabilities, along with their carers, tend to have longer average stays of 4.3 nights, significantly higher than the industry average of 1.9 nights, as per a news release by the Caravan Industry Association of Australia.
Moreover, their average spending per booking stands at a remarkable $1700, showcasing the financial viability of catering to this segment.
One of the unique aspects of accessible tourism is its impact on off-season travel. This market segment often travels outside peak seasons, filling vacancies during quieter months and thus providing a steady flow of business year-round.
The rise of accessible tourism is redefining traditional travel patterns. With a preference for traveling during off-peak times, such as weekdays and non-holiday periods, this sector is turning the conventional tourism calendar on its head.
The business opportunities in accessible tourism are vast and largely untapped. By adapting services and facilities to meet the needs of travelers with disabilities, businesses can tap into this lucrative market. This adaptation goes beyond just economic gain; it reflects a commitment to social responsibility and inclusivity.
The tourism industry, especially Holiday Park operators, is being called to action to recognize and invest in accessible tourism. This sector not only offers a profitable business opportunity but also aligns with the broader social movement towards inclusivity and equal access for all travelers.
The growth of accessible tourism in Australia presents a dual benefit for the travel industry: a lucrative business opportunity and a chance to do good. As this sector continues to expand, it promises to play a pivotal role in reshaping the Australian tourism landscape, making it more inclusive, diverse, and profitable.
