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A market for growth with huge potential, developing an accessible and inclusive approach to tourism can widen your audience, extend your season, and help you tap into a market estimated to be worth £14.6 billion.
16 million people in the UK have a disability - that's nearly one in four of us. Disabled travellers tend to be loyal, often returning to places that cater to requirements. Many of your existing customers are likely to have an impairment or be disabled, but these are not always visible or disclosed.
This section features a range of guidance and support for businesses working in the visitor economy.
Understanding the needs of your visitors
Accessible tourism is an essential consideration for businesses aiming to expand their customer base, enhance their reputation, and contribute to a more inclusive society.
In the UK, approximately 1 in 5 people have an impairment, and those with health conditions, along with their companions, spend an estimated £12 billion on trips to England each year.
By accommodating the needs of disabled travellers, businesses can tap into this significant market, boosting revenue and fostering customer loyalty.
Moreover, accessible tourism benefits a wide range of individuals, including parents with prams and older generations, thereby broadening a business's appeal.
As the UK strives to become the most accessible tourism destination in Europe by 2025, businesses that prioritise accessibility will be at the forefront of this movement, contributing to a more inclusive and prosperous tourism industry.
The Purple Pound
The term for the spending power of disabled people, the purple pound can have a huge impact on tourism businesses.
Recent research by Visit England suggested that:
Total expenditure on tourism trips in England by those with an impairment or those travelling within a group where a member has an impairment is estimated to be £14.6 billion annually.
Inbound visitor spending in England by this group was £0.5 billion in 2018.
Domestic overnight visitor spending in England by this group of Great Britain residents was £6.7 billion in 12 months to June 2023.
Tourism day visit spending in England by this group of Great Britain residents was £7.4 billion in 12 months to June 2023.
Trips taken by those with an impairment and their travelling companions account for:
2% of all inbound trips to England in 2018.
24% of domestic overnight trips in England in 12 months to June 2023.
20% of tourism day visits in England in 12 months to June 2023.
The research also highlighted that both inbound and domestic stays by those with an impairment and their travelling companions were longer. And while Britain is already considered to be one of the more inclusive and accessible countries, amongst travellers with accessibility requirements, at a regional level there is always more that can be done to welcome all visitors.
The data presented on this page is taken from the following three surveys: Great Britain Day Visitor Survey (July 2022 to June 2023), Great Britain Tourism Survey(July 2022 to June 2023) and International Passenger Survey (2018).
Accessibility features to boost your appeal
Accessible and inclusive tourism is high on the national agenda, with both VisitEngland and VisitBritain working to support LVEPs and their destination Partners via training and toolkits.
Of course, there are measures that, as a business, you can take the initiative to implement yourself. Research conducted last year (2024) by VisitEngland explored which accessibility features people with accessibility requirements most look for when researching which tourism venues to visit. The research - a survey was conducted among 800 people, recruited using population-representative access panels - focussed on features that would be most likely to increase bookings and visits, their importance and associated language/terminology.
What did the research tell us?
Step-free access: Critical for 72% of full-time wheelchair users; ensure ramps or lifts are available for entry and key areas.
Accessible toilets: A top priority across all sectors, this includes "Changing Places" toilets for enhanced inclusivity.
Accessible parking: Essential for 59% of respondents; provide Blue Badge spaces close to entrances with clear signage.
Seating at regular intervals: Identified as vital for attractions, events, and experiences by 24% of participants.
Staff training: Disability awareness and equality training are key to ensuring quality service and avoiding barriers.
Quiet spaces and times: Needed by individuals with autism, sensory sensitivities, or mental health conditions (cited as important in multiple sectors).
Dietary needs: 23% prioritised allergen-friendly options; clear labelling and diverse menu choices are essential.
Emergency planning: Important for 8-10% of respondents; provide clear information on evacuation routes and emergency systems.
Accessible information: Offer "easy-to-read" materials, floor plans, and visual aids; a lack of accessibility information prevents 22% of visitors from participating in activities.
Autism-friendly features: Accreditations and sensory accommodations (like dimmed lighting and quieter settings) are highly valued.
As a business, you may not be able to do all of these things, but what is important is being very clear about what visitors can, and can’t, expect.
