Accessible tourism: The future of travel in the UK and Ireland

No longer a niche concept within the travel industry, accessibility is a fundamental component of a sustainable and profitable tourism sector. While social responsibility certainly plays a part in the embrace of accessible tourism, for destinations across the UK and Ireland, it is proving to be a strategic move, one that unlocks new economic potential and enhances brand reputation while uplifting the wider visitor experience.

As highlighted by the key findings and best practices discussed in our recent on-demand webinar, accessible tourism is shaping and guiding the future of travel across the region, empowering British and Irish destinations to meet travellers’ expectations while reaping the benefits associated with creating a welcoming space for all visitors.
 

A growing demand, a gap in the market

Demand for accessible travel is growing across Europe. Thanks to shifting demographics, there are an ever-increasing number of travellers exhibiting mobility and accessibility needs. While these individuals are eager to travel and have plenty of time and money to do so, they are frequently held back by a lack of accessible options.

Our webinar panel shared that younger generations of travellers are increasingly conscious of social issues and proactively support businesses and destinations that demonstrate an authentic commitment to inclusivity. A strong accessibility strategy can therefore enhance a destination's brand image, attracting a diverse and conscientious audience.

But despite this clear demand, there is a noticeable gap in the market. Indeed, many travellers with access needs — whether they are researching their destination or attempting to book suitable accommodation — report significant difficulties when planning trips. Destinations in the UK and Ireland that work to fill this gap will gain a powerful competitive advantage. They can become go-to locations for a large and underserved market by providing clear, detailed information and investing in accessible infrastructure.
 

Client examples: Destinations leading the way in accessible tourism

Forward-thinking clients of Simpleview, a Granicus company, are already reaping the benefits of investing in accessibility. Their success provides a clear blueprint for others to follow.

For instance, EMEA Summit 2025 Accessibility Award winners Cumbria Tourism is a leading example of how destinations can implement accessible measures across their visitor marketing. With its “Adventure for Everyone” campaign, Cumbria Tourism — the Local Visitor Economy Partnership (LVEP) responsible for promoting the Lake District — sought to highlight the needs of visitors who have health issues that impact their ability to undertake and enjoy day-to-day activities. The overall goal of the organisation’s marketing efforts was to encourage hospitality and tourism operators throughout the region to improve the visibility of their accessibility offering. Featuring a mix of marketing and support, this campaign was geared toward helping these businesses engage and align with the guidance set forth by VisitEngland and its accessibility partner, AccessAble.

In Ireland, Tourism Northern Ireland has invested in providing up-to-date accessibility information and resources for disabled travellers. Their efforts — highlighted in the webinar — include partnerships with local businesses to improve accessible facilities and a dedicated focus on promoting inclusive attractions throughout Northern Ireland.

Elsewhere across the UK, destinations such as Visit West and Marketing Manchester have made significant strides by embedding accessibility into their tourism offer. For example, Marketing Manchester’s accessible guides and event listings provide essential resources for visitors with varied needs, while Visit West prioritises inclusive transport and accommodation options. These destinations show how a commitment to accessibility can coexist with strong tourism brands and vibrant experiences for everyone.

The stories shared in our webinar confirm that investing in accessibility is a practical and scalable goal. In fact, it’s often in implementing the smallest improvements — like adding ramps, prioritising staff training, or publishing detailed access statements online — that destinations can make the biggest impact.
 

The social benefits of inclusive travel

Beyond the economic arguments, the social imperative for accessible tourism is undeniable. After all, travel is about more than just visiting a new place; it is about creating memories, connecting with different cultures, and experiencing personal growth. These opportunities should be available to everyone, regardless of their physical abilities.

When a destination commits to accessibility, it sends a powerful message of welcome and respect. It fosters a more inclusive society where everyone feels valued. This creates a positive ripple effect, improving the quality of life not only for tourists but also for local residents with disabilities. Accessible infrastructure — from level pavements to audio signals at road crossings — benefits the entire community.

For destination marketing organisations (DMOs) and tourism businesses, embracing accessibility is an opportunity to lead with purpose. It allows you to align your brand with positive values, build a more loyal customer base, and, ultimately, to contribute to a more equitable world.
 

Moving towards a more accessible future

he case for accessible tourism in the UK and Ireland is clear. It offers a path to economic growth, meets a rising market demand, and builds a more inclusive and welcoming society. The destinations that act now to improve their accessibility will be the ones that thrive in the years to come.