Accessible tourism isn’t a niche anymore. It’s a growing, global movement shaped by millions of travellers who want what everyone else wants: clear information, to be treated with dignity, and the confidence to explore without having to fight for it. And yet the travel industry is still struggling to keep up.
More disabled travellers, older travellers, and people with long-term health conditions are taking trips every year. In the UK alone, disabled people make more than 12 million trips annually. Globally, the combined spending power of disabled travellers and the people who travel with them reaches around £7 trillion. This is one of the most loyal and influential groups in travel — and accessible tourism is now one of the fastest growing segments in the industry as a result.
The experience on the ground, though, still doesn’t reflect that.
Recent insights from Euan’s Guide show a pattern most people in this space will recognise: the vast majority of disabled travellers check accessibility information before visiting somewhere, yet only 8% feel confident they’ll actually find what they need. Many avoid venues altogether because the information is unclear or simply absent. And perhaps the most telling finding — travellers are far more likely to return to a business that handles accessibility well, even when it isn’t perfect. Honesty and consistency matter more than polished promises.
That’s where the gap is. Travellers are ready. The industry isn’t.
Myths that hold businesses back
Real inclusion doesn’t happen by accident. It happens when the people with the power to shape experiences decide to take it seriously. Too many businesses still treat accessibility as an afterthought, or as something that only applies to wheelchair users — ignoring the significant number of people with sensory, cognitive, or non-visible access needs. Training is inconsistent. Renovations prioritise aesthetics. And accessibility information, when it exists at all, is often too vague to actually help someone plan a trip.
One of the most persistent misconceptions is that accessibility means major building works and significant budget. In practice, some of the most meaningful changes cost very little.
Clearer, more detailed information. Better communication before and during a visit. Small adjustments to layout or signage. A less complicated arrival process. Staff who understand how to support different needs. These are the things travellers consistently say make the biggest difference — and most of them require investment of effort rather than money. Ramps and lifts matter, but they’re only part of what makes a place genuinely welcoming.
The opportunity is real
Businesses that take this seriously now will be better placed than those that wait. The commercial case is straightforward: travellers who feel genuinely supported come back, they recommend you, and they spend more with businesses that make their experience easier. That loyalty is hard-earned in any market. In this one, it’s often the result of simply doing the basics well and being honest about what you offer.
For travellers, the message is this: your expectations are shaping the industry more than most businesses realise, and that influence is only growing.
For businesses, it comes down to a more practical question — are you giving people enough information and confidence to choose you? Because the ones who get that right are already seeing the difference.
Accessible tourism is where the industry is heading. The businesses that understand that now won’t need to scramble to catch up later.
If you want to discover how to make your short‑term rental or tourism business stand out in a crowded market while creating a more inclusive travel experience, we’ve developed a comprehensive online training programme designed to guide you every step of the way. Inside, you’ll learn how small, thoughtful changes can deliver big results — for your guests, your business, and the wider community.
By the end of the programme, you’ll have a practical toolkit of strategies, resources, and interpersonal skills that elevate guest experience, strengthen your reputation, and position you confidently within an inclusive host community committed to raising standards across the industry.”
You can find the programme via:
“Inclusion: It takes a majority caring about a minority.” (Porphura)
Visit the Porphura website to learn more about what their business does and how you can get involved.
