Destinations Without Barriers: The Transformative Power of Inclusive Tourism

A woman in a wheelchair being assisted by another woman in an airport terminal, with a man walking past carrying luggage.

October, 2025

An Expanding Market with Untapped Potential

Accessible tourism is not a niche industry; it is a rapidly growing economic sector with vast untapped potential.

Back in 2012, accessible tourism generated €352 billion in turnover across the European Union (EU). When multiplier effects are considered, this translated into €786 billion in total economic output. The sector also contributed €150 billion in added value and supported 4.2 million direct jobs, rising to 8.7 million total jobs when indirect effects are included (Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs, European Commission, 2015).

Bar chart showing accessible tourism market turnover in Europe: €352 billion turnover across the EU and €786 billion with multiplier effects considered (European Commission, 2015).

Figure 1. Growth of the accessible tourism market in Europe (€ billions). Source: European Commission, (2015).

Forecasts indicate that improving accessibility across the EU could deliver major economic gains. Depending on the scale of measures adopted, the sector could generate:

Over €1,073 billion in total output,
€537 billion in GDP,
And support more than 12 million jobs across the EU.

On top of this, international markets alone could add up to €60 billion in spending and almost one million extra jobs (Rebstock, 2017).

Beyond the economic figures, the scale of demand is impossible to ignore. More than 101 million Europeans have accessibility needs (Council of the European Union, 2023). Importantly, 70% of them have both the means and the motivation to travel, representing a potential market worth over €80 billion waiting to be tapped (Eichhorn).

Beyond Europe, demand is equally evident worldwide. An ENAT survey (2023) revealed that 1 in 5 tourists globally have specific access requirements, underlining the scale of opportunity for destinations that embrace accessibility.

Infographic showing accessibility demand: On the left, five human figures with one highlighted in orange, representing that 1 in 5 tourists worldwide have specific access requirements. Below is a grey world map. On the right, a circular orange and grey chart indicates that more than 101 million Europeans have accessibility needs, and 70% of them have both the means and the motivation to travel.

Figure 2. Demand for accessible tourism in Europe and worldwide. Sources: ENAT (2023) and Council of the EU (2023).

The potential only grows stronger. By 2035, the Travel & Tourism sector in the EU could:

Support an additional 4.5 million jobs,
Contribute €2.3 trillion to GDP,
And generate more than €900 billion in annual tax revenues (World Travel & Tourism Council (WTTC), 2025).

These figures illustrate that inclusive tourism is not just ethical, it is also an enormous economic opportunity.

Why Inclusive Tourism Matters Beyond Infrastructure

Accessibility is about more than just ramps and toilets. It supports independent travel, dignified experiences, and participation for all.

Figure 3. Key dimensions of inclusive tourism beyond infrastructure. Adapted from Fáilte Ireland (2023).

It benefits everyone

Accessibility is not only for people with disabilities or older adults. Families with young children, pregnant women, tourists with temporary injuries, and even those carrying heavy luggage all gain from inclusive design.

Digital access is essential

Functional accessibility also depends on digital systems. Research by Fáilte Ireland revealed that 87% of Irish visitor providers lack accessible online booking systems, which hinders access for many potential customers (Inclusion & Accessibility Labs, 2022).

Clear information matters

Communication and pre-travel guidance are crucial. Without pre-visit information available in advance and in accessible formats, people with accessibility needs may not even consider visiting these destinations (Fáilte Ireland, 2024).

Customer service makes the difference

Accessible customer services are equally essential. Customer service staff need training to understand diverse requirements, from neurodiversity and long-term health challenges. It is also important to recognise that 80% of disabilities are non-apparent, which means empathy, respect, and awareness are key for every visitor interaction (Fray, 2024).

Ireland’s Progress and Industry Attitudes

The Irish tourism industry is making steady progress toward inclusion. In fact, a 2024 survey by Fáilte Ireland revealed that 90% of businesses had noticed at least one benefit from providing accessible services. Almost three quarters (73%) reported higher customer satisfaction, and more than half pointed to better engagement, stronger reputations, and more repeat business (Fáilte Ireland, 2024).

At the same time, challenges remain. The same survey highlighted that cost (53%) and physical restrictions (52%) were the most significant barriers. Some businesses explained that even when they want to make adaptations, protected building status means that changes are not possible or require lengthy planning approval (Fáilte Ireland, 2024). *See OHAC’s CEO Heritage article to learn more about accessibility in heritage or protected buildings.

Even so, there are clear signs of improvement. Nearly 46% of respondents are now actively seeking to improve accessibility, demonstrating a genuine shift in industry commitment (McHugh, 2021).To support this progress, platforms such as Fáilte Ireland’s Accessible and Inclusive Tourism Sector Analysis and TFI Journey Planner App provide organisations with the data, resources, and guidance needed to plan and deliver better accessibility.

Institutional Leadership & Best Practices in Europe

Across Europe, institutional leadership has played a decisive role in embedding accessibility within tourism, transport, and the built environment. AccessibleEU, established by the European Commission, serves as a central hub that provides training, resources, and networks to help member states implement inclusive practices across multiple sectors. Alongside this, the European Network for Accessible Tourism (ENAT) has been a leading non-profit since 2006, advancing good practice and promoting international collaboration on accessibility.

The EU Strategy for the Rights of Persons with Disabilities (2021–2030) further reinforces these efforts by embedding inclusion and Universal Design principles into tourism growth and infrastructure planning.

At city level, the Access City Award, an initiative of the European Commission, celebrates European cities that act as role models in accessibility. Vienna, the 2025 winner, was recognised for its accessible public transport and inclusive city design. Luxembourg City, which won in 2022, has been praised for its barrier-free infrastructure, while Breda in the Netherlands, winner in 2019, is known for transforming historic streets and transport systems.

Real-World Examples & Innovation

Seatrac in Greece has transformed more than 200 beaches into accessible leisure spaces. This solar-powered system allows people with mobility impairments to enter the sea independently and safely (Spitulski, 2023).

National Gallery of Ireland has developed an Accessibility Action Plan, covering accessible pre-visitor information and disability awareness training. OHAC worked directly with the Gallery; for more information visit the National Gallery of Ireland Case Study.

Morgan’s Wonderland in San Antonio, USA is “the world’s first Ultra-Accessible™, family fun park” designed so that everyone can enjoy rides, water parks and community events together (Morgan’s Wonderland, 2025).

Sydney Opera House in Australia, offers mobility access tours, access services, and facilities that are inclusive to visitors with reduced mobility or sensory needs (Sydney Opera House, 2025).

MNAV (Museo Nacional de Artes Visuales, Uruguay)developed an innovative system using Wi-Fi indoor positioning and an Android app to guide visually impaired visitors through exhibitions. The solution provides automatic audio descriptions and images based on location, promoting independence and accessibility. Beyond accessibility, the system was later adapted for all visitors, offering texts, audios, and images to enhance the cultural experience (Antonio Bracco, 2020).

A man using the Seatrac system at a beach in Greece, enabling wheelchair users to access the sea independently and a tactile display with raised artwork and audio description at the National Museum of Visual Arts in Uruguay, designed for visually impaired visitors.

Figure 4. Seatrac system in Greece and a tactil display at the National Museum of Visual Arts in Uruguay.

Strategic Steps Toward Inclusive Tourism

Below is a list that I have had the opportunity to compile, together with Eoin O’Herlihy (CEO of OHAC). This list outlines the most important steps to consider inclusive tourism:

Assess and plan for accessibility: Conduct inclusive access audits that span physical, digital, service, and information accessibility, and integrate findings into and accessibility/Universal Design organisational strategy.
Design for Universal Use: Ensure facilities are step-free, provide sensory‑friendly spaces, clear signage, accessible toilets, and multiple media formats. Engage with people with disabilities and find out what are the real accessibility barriers.
Training and staff assistance: Organise disability awareness and customer service training. Ensure reception and support personnel are easily identifiable and equipped to assist customers with disabilities upon request.
Enhance digital inclusion: Implement booking systems compatible with assistive technology, design accessible websites, and publish pre‑visit guides in alternative formats.
Measure impact: Use tools like those from AccessibleEU or ENAT to measure accessibility and demonstrate impact to funders, boards, or accreditation agencies. Report and monitor accessibility regularly.
Communicate values: Market inclusive credentials clearly, telling stories of accessible experiences and actively inviting diverse visitors.

The Power of Getting Accessibility Right Beyond Compliance

The message is clear:

Ethical imperative: inclusion aligns with human rights and dignity.
Commercial sense: by welcoming underserved tourists, destinations unlock a rapidly growing market segment that already represents billions in annual spend across Europe.
Economic benefit: accessible tourism currently contributes hundreds of billions to the EU economy, making accessibility an economic growth strategy.
Social benefit: inclusive tourism strengthens community cohesion and cultural exchange.
Future resilience: planning inclusively prepares your destination for evolving legal, demographic, and market trends.
Reputational advantage: as destinations and businesses that actively embrace inclusive tourism can be recognised as leaders, building trust, loyalty, and long-term competitive advantage.

How OHAC Can Help You Lead Inclusive Tourism

At OHAC, we believe tourism should be an industry that everyone experiences without barriers. Our work goes beyond audits and checklists: we partner with organisations to reimagine destinations, train staff, build accessible visitor journeys, and embed Universal Design into every stage of planning and delivery.

The evidence is clear, by opening your doors to all visitors, you unlock new markets, strengthen your reputation, and future-proof your business for years to come.

If you are ready to turn accessibility into an opportunity for growth and impact, let’s work together to make tourism an industry where every person belongs without barriers.

Get in contact with us to transform your destination into an inclusive, economic, and cultural leader or join OHAC mailing list if you want to be update in Accessibility and Universal Design.