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DESIGN, IMPLEMENTATION, PROMOTION AND MARKETING

FOR ACCESSIBLE TOURISM ITINERARIES IN EUROPE

best practices on accessible tourism destinations

HANDBOOK





HANDBOOK

102/G/ENT/PPA/13/511 – SI2.687448

Massimo Canalicchio – Louis Montagnoli

Mieke Broeders – Fenneken Spaan

Veroniek Maat

Margaret Tokarska

João Manhita Pereira

Luciano Carlicchi – Fausto Gonnellini

MARCH 2016


CONTENTS

Foreword i

Acknowledgements ii

Chapter I Accessible Tourism State-of-the-Art 1

Chapter II Accessible Tourism Survey 13

Chapter III Training for Tourism Offer Professionals 16

Chapter IV Accessible Tourism Marketing 20

Chapter V Good Practice Examples of Tourism Destinations 22

Conclusions and Lessons Learnt 31

Attachments 33

References 46

Photogallery 47


FOREWORD

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At the end of this 18 month lasting work on accessible tourism we have

collected a compendium of our experience on studies, surveys, training,

promotion and marketing in this manual.

We hope it can contribute to increase awareness, information and

competence and promote accessible tourism initiatives from professionals,

policy makers and public institutions.

Our efforts, as project promoters and coordinators have been addressedmostly to spread information and awareness on business opportunitiesexisting in this specific tourism sector.

The work of the project partners from Belgium, Poland, Portugal, theNetherlands, besides obviously Italy, has been focused on collecting andsharing knowledges and experiences to set and develop a common pathevolving towards improvements in terms of accessibility of tourismdestinations in Europe.

The participation with a stand and accessible tourism offers to the mostimportant general international tourism exhibitions in Europe, WTM London2015 and ITB Berlin 2016, as well as the organization of the 1st AmsterdamAccessible Tourism Exhibition and Conference, with participation of tourismexperts, journalists and tour operators, have represented important activities

aimed to test and study in depth how to match the high demand from

tourists with different kinds of disabilities.

A cultural approach enabling to understand the view that everybody is a

specific customer with special needs is the starting point to plan staff

training, design for all, proper adaptation of the existing buildings, roomsand common spaces.

A better customer satisfaction is possible just aiming at welcoming persons

by providing adapted accommodations, equipment and services to favourholiday full pleasure.

Massimo Canalicchio & Louis Montagnoli


ACKNOWLEDGEMENTS

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We wish to express our sincere thanks to:

the Italian Ministry of Cultural Goods and Activities and Tourism, General

Direction for Tourism Policies

and

the Region of Umbria, Council Department for Culture, Tourism andPromotion of Umbria

for their commitment and support to the project

ENAT, European Network for Accessible Tourism

for its support and advice

AISM, Multiple Sclerosis Italian Association

for hosting the ACCESSTOUR training day in Lucignano

The staff members of the European Commission DG GROWTH Tourism

for their tutoring and advice

The staff members of the ETIS Joint Conference 2016 in Brussels

for inviting us to present our project outputs

All tourism professionals and tourists involved in our survey

All persons helping us in the organization of the stands at the exhibitionsheld at WTM London 2015 and ITB Berlin 2016

All participants to the ACCESSTOUR Amsterdam Conference and Exhibition2016

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CHAPTER I – ACCESSIBLE TOURISM STATE-OF-THE-ART

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I.1 Accessible Tourism Definition and Needs

Tourism is an enormous and widespread industry. It is found all over the world, so its impacts, social, economic, and environmental, are also worldwide. Accessible tourism is the ongoing endeavour to ensure tourist destinations, enterprises, products and services are accessible to all people, regardless of their physical limitations, disabilities or age. It encompasses publicly and privately owned tourist locations.

Accessible tourism enables all people, also people with access requirements, including mobility, vision, hearing and cognitive dimensions of access, to function independently and with equity and dignity through the delivery of universally designed tourism products, services and environments. This definition is inclusive of all people including those travelling with children in prams, people with disabilities and seniors. You are limited when you are in an environment which does not allow you to function optimally1.

© vzw Grip

More than 20% of the population have a longstanding health problem or disability (18-85 years), severe disabilities increases with age and more than 25% of the total population is older than 60. With these facts it is reassuring that our modern society is increasingly aware of the concept of integration of people with disabilities.

Issues such as accessibility, design for all and universal design are featured in the international symposia of bodies. Steps have been taken to promote guidelines and best practices, and major resources are now dedicated to this field. A greater understanding of the needs for accessible tourism and the accessible tourism market have been promoted through research where a stakeholder analysis has provided an insight into the complexities of accessible tourism2.

For accessible tourism, literature on tourism marketing differentiates between a macro- and micro-level approach: at the micro-level the concrete services offered by a tourism enterprise can be seen as a tourism product, at the macro-level tourism product is actually a tourism destination itself and the thematic services offered to satisfy tourist needs3.

by Toegankelijkheidsbureau

1 Lousã, Accessible Tourism Destination, Portugal, Toegankelijkheidsbureau & Ivor Ambrose, 2011. 2 OSSATE 2005, op.cit. commissioned by the European Commission 3 Design and development of touristic products, Gábor Michalkó, Szilvia Boros, János Csapó, Éva Happ, Pál Horváth, Anikó Husz, Mónika Jónás-Beri, Katalin Lőrinc, Andrea Máté, Erzsébet Printz-Markó, Krisztina Priszinger, Tamara Rátz, Bulcsú Remenyik, Géza Szabó (2011) University of Pécs

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I.2 Accessible Tourism Success Factors

To speak of accessible tourism, some factors really should be achieved. A study of Ivor Ambrose (ENAT) highlights five success factors in the provision of accessible tourism product or destination for all namely: policies, strategies and evaluation (1), networks and partnerships (2), the accessible tourism value chain (3), destination and product development (4), and accessible tourism experiences (5).4 A successful accessible tourism business or destination is the product of not one but all of these actions.

Also various experiences across Europe have shown that in spite of different approaches, certain factors emerged which positively influence the development of a Tourism for All approach 5. These Success Factors have to be taken into account in order to ensure successful and satisfactory implementation.6 Case studies from all over Europe have shown that there is a strong link between the success of projects or initiatives and the simultaneous presence of all success factors. If one or more success factors is missing or disappears, there is a high risk of the project not reaching its expected goals or results.

An additional reason for using success factors is because our experience and experience of cases already collected from other sectors have demonstrated that to succeed in putting Design for All principles into practice none of the Success Factors should be neglected.

In the text below those five success factors will be explained more deeply.

I.2.1 Policies, strategies and evaluation

The very first step in creating an accessible tourism enterprise and/or destination is the decision–maker commitment. This decision to start and follow the process should be taken at the highest level. After that decision is made, a policy and implementation strategy will guide the long-term development of any project. Having a set of principles and a clear understanding of the targets and the reasons why things are done in a certain way will enable those who take the initiative to stay on track, focus their energies and lead others to a successful result. Policies work best when they are made explicit – allowing them to be used for evaluation and adjustment.

4 Ambrose, I. (forthcoming, 2011). Introduction. In: Buhalis D., Darcy, S. and Ambrose, I. (eds). Accessible Tourism: Best Practices. Channel View Publications, Bristol. 5 Economic impact and travel patterns of accessible tourism in Europe, case studies, Service contract SI2.ACPROCE052481700, European Commission, DG Enterprise and Industry 6 http://www.scandichotels.com/Always-at-Scandic/Special-needs/

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Develop an accessibility policy

Accessibility Policy of the entrepreneur secures of work about accessibility. First you have to form your own views on accessibility policy. This will happen in relation to inclusive policies. The following questions arise:

• Do you design a society for all customers and visitors?

• What specific actions are there for accessibility so that vulnerable people are also able to use it (infrastructure and service)? What do you want to achieve? How accessible do you want to be?

• Is accessibility a part of the policy (inclusive policy)?

To fill in the policy, it is good to look at the current situation and get answers to the following questions:

• Who is coordinating the issue of accessibility and who are involved (departments, employees, government, politics, external parties)?

• What are the main problems with accessibility?

• Which complaints do you receive about accessibility?

• What knowledge and expertise do you have or do you have to hire?

Strategic planning

There are several ways to shape the accessibility policy in the entrepreneur. For each product or destination, there is another ideal way to do that. Actions should be carefully planned in advance and all critical aspects should be defined. It is important to seek an appropriate form. Be inspired by the opportunities and resources you can use. Accessibility policy can be developed by establishing a policy and then work under that policy. Another option is to start with a concrete project and draw a general policy based on experiences.

Model and legislation (very important in the macro-level)

• UN Convention: As a framework for access policy sets the standard rules of the UN Convention to use and to accept Agenda 22 (Agenda 22, the Dutch development of the UN Standard Rule). The Agenda describes a method in the municipal policy making on an equal footing by working with organizations and using the knowledge and experience of experts.

• Legislation (federal, local,..)

• Anti-discrimination legislation

Approach

To achieve accessibility, adaptations are often necessary, for example on a macro scale by widening sidewalks, pruning shrubs and signage to adjust. You can adjust when you get a complaint, but you can also promote structural accessibility. For example if a road is repaved, take the sidewalks also into account and renew the signage. Think out of the box and keep in mind the total approach. You can also set up projects. For example, this year you change all signage.

Coordinating and continuity: employee charged with accessibility

Enforce accessibility policy and ensure that sufficient attention to accessibility takes attention, time and effort. If it is a logical part of the work, everyone will be careful. A responsible person should be in charge of the process and guarantee the continuity if key players change. An employee charged with accessibility helps to have attention to accessibility.

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This person may accompany a number of specific projects, but can also ensure that accessibility is increasingly being seen as a normal part of operations of the business or destination.

Appoint an employee who deals with accessibility in all ways (infrastructure and services). This person will take care of accessibility in all projects and during management. Therefore he/she has contacts with accessibility experts and with the various departments within and outside the business (planning, management, communication, etc.).

Hotline accessibility problems

To be aware of problems with accessibility quickly, you can set up a hotline. Examples of complaints received by such a hotline are: loose tiles, no ramp, brochures without accessibility information, etcetera. Complaints are quickly checked and then such a road worker or manager turned to the green problem.

The hotline does not have access to stand alone, it is perhaps even better when there is a direct access which is integrally included. Most importantly, the focus on accessibility is guaranteed.

Devoting appropriate human, technical and economic resources to the planned actions

Activities to maintain good accessibility, can cost additional money. Often the costs are part of the budget for management. That is the best way of thinking: accessibility as part of normal work that goes with it, the integrated approach. You can also set up specific projects designed to promote accessibility. For large projects, the bulk of the cost is in making the project (building,...). The costs are relatively low in the design phase. If you take right attention to accessibility in the beginning, the costs are also relatively low. These are working-hours of someone with expertise of accessibility. Also, the cost of accessibility modifications at the beginning of the project are very low. This way you prevent subsequent costs for necessary adaptations. As you know, retrofitting always costs extra money.

Encouraging accessibility

If you like a good community access policy, you are well on your way to an accessible society. But you are not responsible for all businesses, venues, activities, buildings and spaces and you can not force other businesses to make their property accessible. You can do this by encouraging dialogue with the other entrepreneurs to bring about awareness. On a macro scale, you can also go one step further and provide a subsidy. For example, a grant to a social function with buildings more accessible to people with disabilities.

Communication and marketing

Both in the sense of external communication in the usual dissemination tools but also acknowledge the contribution of all stakeholders.

Focus on accessibility in the whole community will create an accessibility awareness. Organize a day of accessibility. Invite people to go for a walk through the city and into a building with/in a wheelchair, a scooter or a walker. Let them experience what the obstacles on streets, sidewalks and buildings are.

Assurance: activities to ensure accessibility

To know how it is with accessibility in a business or in a destination, it is important to test regularly what is good and what isn’t. It is very valuable input from tourists, customers, citizens, .... They are confronted daily with the inconveniences that entails inaccessibility.

Evaluation

The analysis of complaints, as mentioned above, determine how the accessibility policy is doing. This allows you to evaluate the accessibility policy on a regular base. Are there less complaints? Are problems resolved so that the business or destination has become more accessible?

There are a number of activities which will remain on the list of actions because they are continuously or regularly. Think of the good pruning of green close to sidewalks. The accessibility

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problem will never completely disappear: it deserves constant attention. However, you can assess whether you are pro-actively, whether you already have rectified such a shortcoming before you receive complaints. Based on the complaints you receive and how fast a complaint is resolved you can evaluate the situation.

I.2.2 Network and partnerships

The internal and external stakeholders should be identified and should be involved in the process. Networks with multiple stakeholders (local, regional and national networks) are vital for developing the necessary know-how and building a deep understanding of customers’ needs and how to address these. Through online and face-to-face networking at events useful partnerships can develop. Businesses partners, NGOs, decision makers, public sector managers and researchers can mix across their usual sectoral boundaries and find each other. Networking also opens up opportunities for training, knowledge-sharing and innovation. Sometimes partnerships are difficult, especially on a macro level, because the members have different and sometimes conflicting interests. A good coordination and management will help you with that. Even if you cooperate with external parties, coordination and an integrated approach is important. Cooperation is important to achieve good results.

It is also important to involve other partners like stake holders, the community,... Besides the importance of informing customers, citizens and tourists (with and without an impairment), it is also important to involve the knowledge and experience of those people where possible. For accessibility the input of expertise is a great value for the quality of policies and actions. Experts can help you with specific accessibility issues.

I.2.3 Accessible Tourism Value Chain – visitors journey

Fundamental to delivering a satisfying tourism product or service is the need to consider the whole access chain (see figure). The customer’s needs are central to the design of any tourism operation so the connections between every place, every service and activity must be thoroughly worked out and tested in order to succeed.

Staff will also play an important role in bridging possible access gaps or smoothing out unforeseen difficulties. Their training in disability awareness and customer care should not be overlooked. Equipment hire companies and other specialists are also important for providing adequate services.

Access chain Visitor’s journey

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The access chain includes all items of a visitor’s journey. This is a simple tool that helps to take a visitors view of what visitors want at every stage of a holiday or a short break. The journey starts when a visitor first decides to take a trip and ends when they return home and reminisce about their visit. Keep in mind that all visitors feel different emotions at each stage of their journey. For visitors with special needs, emotions can be stronger. When they plan a trip, visitors are likely to feel frustrated with a lack of information. When they arrive they might feel anxious about what welcome they will receive and whether their needs will be met. It is important to know so the tourism industry can help the visitors to feel more relaxed at every stages.

Visitor’s journey

• stimulation, planning and anticipation

o Information: mouth to mouth advertising, marketing, booking systems, web sites & services: information accessible to all

• ease of booking

o Information: marketing, booking systems, web sites & services: information accessible to all

• travel to the destination

o Transport: by air, land and sea, suitable for all users

• the destination experience

o Barrier-free destinations: infrastructure and facilities

o High quality services: delivered by trained staff

o Activities, exhibits, attractions: allowing participation in tourism by everyone

o Travel at destination: transport: by air, land and sea, suitable for all users

• going home

o Transport: by air, land and sea, suitable for all users

• recollection of the experience: memories, pictures, etc.

For each segment in the journey there exists a plethora of public and private sector bodies whose products and services can make or break the visitor experience.

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I.2.4 Destination and Product Development

Accessible tourism requires the development of accessible enterprise and/or destinations with the necessary facilities, infrastructure and transport to make up a varied, stimulating and well-functioning environment. Isolation is the worst form of inaccessibility. However good the accessible accommodation, attraction or venue may be, it cannot deliver an optimal experience for the visitor if it is an “accessible oasis” within an inaccessible urban or rural landscape, served only by inaccessible transport. The public sector clearly has an important role in providing or encouraging local accessible services which, in turn, will support businesses in their efforts to attract customers who seek good access.

It is important to remember that destinations have greater capacity than individual businesses. They must lead the way by marketing themselves boldly and clearly as being accessible and friendly towards disabled visitors, seniors and families. Destinations may develop their own accessible destination brand labels to enhance their visibility, as well as using existing labels.

An important part of the product and destination development is the availability of accessible information. Visitors need good and reliable accessibility information about the venue and its surrounding (transport, other facilities, activities,…). Most of the time the information about that environment is not objective and not reliable. It is very important that these extra information is objectively checked so the visitor will get the reliable information he or she needs.

I.2.5 Accessible Tourism Experience

Delivering accessible tourism experiences must be at the heart of the business model for any enterprise or destination which aims to succeed in this market. This means ensuring that the activities, facilities and services are designed as close as possible to the visitors’ needs and expectations. Gathering feedback from visitors is also essential to understanding the outcomes of the visitor experience.

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I.3 Accessible Tourism Problems and Actions

In order to develop an accessible destination all success factors should be accomplished. On micro scale for an accessible enterprise and on macro scale for an accessible destination. If one or more success factors are failing, problems will be experienced by the customers. For example, when there is no or no reliable information, visitors will have problems with booking or they will not get the service they expect and need. To increase the accessibility of those success factors actions should be taken in all those success factors.

Examples of those activities can be found in the list below.

Policy, strategy, evaluation:

• Decision makers’ commitment at the highest level

• Strategy

• Raising awareness among stakeholders and economic operators in the tourism sector

• Maintain the involvement of the advisory board and users.

• Implement a visitor survey and repeat on a regular basis

• Ensure continued and increased incorporation of accessible tourism objectives in all policies

• Integrate accessible tourism in policies and actions by increasing awareness of all policy makers

• Policy is firmly adressed in the project period and should now be transfered to the standing policies of the enterprise en be integrated in the overall tourism policy of the destination

• Maintain the use of the budget for problem solving, checking and advice, audits, control, grants, promotion, marketing, etc.

• Appoint a responsible person (if needed with an accessibility team) to maintain responsibility for accessible tourism at the highest level and delegate to all sectors: coordinating, continuity, knowledge management, hotline for problems,…

• Evaluation + follow-up

o Continue using the system and gather the statistics in order to be able to monitor and evaluate. Develop and use visitor surveys as a routine part of evaluations.

o A good certification system should be based on continuous improvement of "weak" areas, allocation of resources and development of appropriate services to meet demand. The accreditation program requires re-assessment and certification at the end of a two-year period.

Networks and partnerships:

• The entrepreneur should take a leading role national developments and continue in participating in international networks.

• Maintain the high level of stakeholders, users, advisory board involvement in destination management and strategic planning.

Implementation (accessible tourism value chain)

• Incorporate accessibility in all steps of the access and visitors chain.

• A systematic approach to the assessment of all services should be implemented.

• Extend the assessment of services to all tourist enterprises.

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• Bring together all information about accessible tourism at the destination in one point. Develop information products in different media and targeted to different visitor segments.

• Develop information in greater detail and make it available through multiple channels and sites.

• Develop a visitors card with a range of offers.

• Develop training for all tourism enterprises throughout the destination.

• Develop an information database of all services in the area & around and look for service possibilities for tourists (demand oriented).

• Although some venues have been assessed by an auditor there has been no publication for the tourists of the results, nor feedback about the audit to the owner: it is important therefore i) make the accessibility information available and continuously audit the venues on a regular basis and update; ii) make on overview of the accessibility of the destination and develop an overall action plan.

• Register and monitor the number of the assessed venues

• Implement results of studies (accessible venues, mobility, activities, etc.).

• Register the offers and the proportion of the accessible undertake actions to increase the number of accessible activities and offers.

Destination product development

• Develop and implement a national and international marketing and promotion strategy.

• Accessible destination brand label to enhance the visibility.

Accessible Tourism Experience

• Deliver an accessible tourism experience.

• Development of trainings for the stakeholders, employees, etc.

• Gathering feedback from visitors for evaluation.

When all success factors are achieved the enterprise (micro scale) or destination (macro scale) is accessible. Unfortunately, lot of venues and/or destinations aren’t accessible at this moment. There is a severe lack of provision for the needs of tourists with disabilities. The market is not generally accessible. Some businesses are, others falsely claim to be, and some don’t care. Some would like to, but don’t know how. One way of rewarding the businesses that are truly complying with the accessibility goals is by giving them credible outside recognition and certification is a tool for doing so 7. The certification process can also teach businesses about better or exemplary practices, even if the business never gets certified. Of course it is not enough to certify individual venues and businesses. To get an accessible touristic area you have to investigate and certificate the whole region in all its different aspects.

Certification sets standards and helps distinguish genuine accessible tourism from others that make empty claims. In the approach taken for development of an Accessible Tourism Destination Certification Program, the goal should be to measure two things:

• excellence in accessibility infrastructure and service provisions, and

• quality of the accessibility policies, including management processes and procedures that aim to guarantee and improve the level of accessibility for all visitors.

7 Lousã, Accessible Tourism Destination, Portugal, Toegankelijkheidsbureau & Ivor Embrose, 2011.

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Certification is not an end in itself. It is one of a number of tools for motivating businesses and others to improve their environmental, social, and economic performance, while rewarding them for doing so. These rewards are sometimes tangible and sometimes not.

There are a number of other reasons why certification is important. In the study ‘A simple user’s guide to certification for sustainable Tourism and Ecotourism’ of CESD8 they have investigated these reasons. Applied to accessibility the benefits are:

Benefits for certified businesses

It (usually) refers to a detailed specification of requirements or standards which service providers must satisfy in order to receive the label (or other mark of approval). This gives providers a clear set of targets to aim for, when developing their accessible services

Certification helps businesses to improve themselves: going through a certification process is educational. Many certified businesses have stated that one of the greatest benefits of the certification process was to teach them the elements of accessibility in their operations and focus their attention on the changes they needed to make in their businesses. A better-operating business tends to be more efficient and to attract more clients.

The process of implementing certification of accessible tourism is often accompanied by easier access to technical assistance and financing for businesses to implement new technology – the business is educated about these technologies, while donors and financial institutions are more likely to offer low-cost financing.

It provides the destination and the individual venue with a marketing tool (- usually in the form of a label or pictogram) which can be used to catch the attention of potential visitors and inform them about access, when choosing a destination, for example when searching magazines or the Internet, before travelling;

Potentially, certification can provide a marketing advantage to certified businesses, as consumers learn to recognize credible certification brands. This has happened in other industries, such as organic foods, wood products, clothing, wine, etc.

Benefits for consumers

• Certification provides tourists with impairments choices – it helps consumers to know which businesses are truly accessible and to make choices on this basis. As certification programs become better known, this may produce tangible benefits in a business’s reputation and popularity. An access certification label can be used at the destination to indicate those venues which have been assessed and approved according to the scheme, thus making these places or services easier to find.

• When there are two of more providers with similar offers, the one which carries the access label will be a more obvious choice for the visitor who needs good access.

• When the whole access certification scheme is managed and regulated carefully, it provides visitors with disabilities with the overall reassurance that their access needs are being taken care of and that “…here we need not to worry about unpleasant surprises due to lack of access”.

• It provides functional assurance - that the place or services will actually meet the needs of one of more specified target groups of persons with disabilities (which may go beyond the legal requirements);

• Certification in general increases public awareness of responsible business practices.

• Certification can alert tourists to the accessible issues in an area, allowing them to act more respectfully.

8 Center on Ecotourism and Sustainable Development (CESD, undated) ‘A simple user’s guide to certification for

sustainable Tourism and Ecotourism’.

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• Certified businesses tend to offer better quality service.

Benefits for governments

• Certification helps governments protect their market niches as accessible tourism destinations.

• Certification raises industry standards in health, safety, environment, and social stability.

• It lowers the regulatory costs of environmental protection.

• It provides legal recognition that a place or service complies with the prevailing laws on accessibility (i.e. fulfils legal requirements);

• By requiring economic benefits to communities, certification can help reduce poverty, especially in rural areas.

Finally, certification of accessible tourism protects the social and economic structure of local communities near the certified businesses.

• It requires businesses to respect accessibility and provide real economic and social benefits for it.

• When the business is economically sustainable, and offers quality of service to ensure the accessibility, it is likely to continue offering benefits for the long term.

That way the process and evaluation of a system, also in the future, will be very important.

In the certification system, all success factors should be included, assessed and actions should be made for all items to increase the accessibility. The system includes not only an analysis of the current situation but the development of an action plan, based on that analysis, and a commitment by the decision maker to address identified weaknesses and gaps, within a given time-frame. The certification should also be considered as a label which shows an ongoing commitment to accessible tourism as part of a process of continual improvement by implementing the action plan, and not only a mark of recognition for the achieved results. It is important that the assessment and the set-up of an action plan should be repeated after a few years. A repetitive cycle of planning, implementation and evaluation is necessary to achieve the final accessible business or destination for all.

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CHAPTER II – ACCESSIBLE TOURISM SURVEY

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A survey was conducted in Italy and Poland, by using two distinguished questionnaires, available in English, Italian and Polish, one addressed to tourists with special needs and another to tourism professional operators providing accessible accommodations and services (see templates attached at the end of the publication). The scope of the survey was aimed to measure the satisfaction of visitors with disabilities and analyze their needs on one hand and to test the experience and engagement of tourism professionals facing a growing market for accessible tourism.

More than 100 tourists and 20 tourism professionals completed the questionnaires, some of them also providing comments on their experiences. Also Polish tourists with special needs, specifically with reduced mobility, participating in guided tours out of Poland, in Austria (Vienna), Spain (Barcelona), Russia (St. Petersburg) and Scotland, UK (Edimburgh) responded to the questions.

The survey highlighted, first of all, the importance for people with limited mobility or other physical or mental limitations to travel as a challenging adventure and satisfactory achievement of normal standards of life quality, such as for holidays, leisure or business.

Secondly the survey pointed out the difficulties for tourists with disabilities to find out information on accessible transports, destinations, accommodations and available services. Individuals and families with special needs can find many difficulties planning a travel by themselves, that is why they prefer often to go back to destinations where they found good satisfaction to their needs or rely on professional tour operators specialized in accessible tourism.

The satisfaction for services provided by accessible tourism professionals is mostly due to safe and well organized travel, accommodations and services they provide. This is a very sensitive point, since the personal experience of many travelers with special needs was often not like expected because of information on accessibility being not correctly given to internet users. There is a lack of information, mostly due to environmental conditions not well described, with specific reference to accessible transports, accommodations and services.

Photo by Accessibletourismresearch.blogspot Photo by ENAT

It is important therefore, according to the tourists interviewed, to give more importance to information available on internet, also including possible obstacles and difficulties to be faced and available accessible services.

The destinations had been mostly chosen because of information got from friends or relatives, as well as from internet and magazines.

Transports were commonly rated good, with some exceptions due to some limited accessibility.

The most requested activities were trips visiting cultural heritage sites, tasting regional meal at restaurant, attending festivals/cultural events and shopping. There are still limited opportunities to visit natural parks due to lack of specific offer for persons with special needs.

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The highest rates for the holiday experience were given to a general customer satisfaction, with specific reference to good maintenance of cultural sites, people hospitality and acceptance, quality of accessible services, with a lack, compared to expectations, about local food tasting at restaurant and accommodations.

The interviewees reccommend, for the majority, the chosen destination as accessible, with some difficulties to be overcome and accessibility to be improved, also with specific reference to information and offer of services for persons with disabilities. This is the reason why a guided tour with a specialization in accessible tourism packages it is considered the best way to have comfortable holidays and well organized travels.

The questionnaires for tourism professionals were mostly addressed to understand their evaluation about the opportunities offered to accessible tourism by their destinations, accommodations and services.

In Italy the survey was conducted in Umbria, in the area of Lake-Trasimeno.

The general perception of the tourism professionals was very good for cultural and natural sites as attractive local destinations, but with lack of information and care of tourists and visitors with disabilities.

The interest to provide accessible destinations, accommodations and services is high, but it is also estimated a scarce awareness of the policy makers and persons in charge of tourism policies about the importance to provide support to investments in this sector, with specific reference to information and communication, transports and technical assistance to the tourism professionals, in order to provide accessible itineraries and services.

A similar approach can be also found in the responses from the tourism professionals collected by Accessible Poland Tours, with focus on importance of information, communication, guidance and training of all human resources in the tourism supply chain.

The conclusions of the survey confirm the suggestions derived from the State-of-the-Art report, also with reference to importance of continuous implementation, updating and auditing with reference to accessible destinations, accommodations and services. Certification can provide a good approach to a feasible rating with a view to accessible tourism, starting from case studies offering good reference models with respect to design for all, accessible tourism providers,development of good quality tourism offer, local and regional tourism planning with care on accessibility solutions and customer satisfaction related to expectations of persons with special needs.

A strong point will be however based on a better matching between growing and different needs for leisure time from persons with disabilities and tailored offer from tourism professionals. New tourism movements with high potential, such as eco-tourism, can be adapted to the demand from persons with different kinds of disabilities, also with reference to animal assisted therapies fitting particularly the demand from families of persons with mental disorders.

The awareness of this potential is growing among the new generations of farmers, where the movement of care or social farms is evolving towards new competencies and collaborations with local health services.

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CHAPTER III – TRAINING FOR TOURISM OFFER PROFESSIONALS

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Accessible tourism can be defined as the ongoing process to ensure tourist destinations, offers, facilities, environments and services can be accessible to all people, regardless of their physical or mental limitations, disabilities or age.

The ACCESSTOUR Project had identified, also through a survey involving both customers and tourism experts, training as one of the most important objectives to enlarge awareness, knowledge and know-how of stakeholders, policy makers and professionals towards tourism for all marketing and design approach.

It was very useful, in this framework, the collaboration with another granted project, “Europe without barriers”, coordinated by AISM, the Multiple Sclerosis Italian Association, with a short training course for tourism professionals organized at “Residenza i Girasoli” in Lucignano, very closed to the West-Northern border between Umbria and Tuscany.

Photo by Europe Without Barriers

The main issues of the one-day training were:

1. The legal framework;

2. The design for all environment;

3. The tourism market customer approach;

4. The customized service quality;

5. The tourism tailored offer.

The legal framework was mostly perceived by hotels and other kinds of professional operators in the tourism industry just as the mandatory supply of rooms for persons with limited mobility. In the very last years a better understanding of accessible tourism figures and potential customers have contributed to increase interest and investments, also favoured by national funds and feasible architectural solutions based on design for all.

Advanced concepts, such as design for all, have allowed a wider perspective. If it is true that can be easyer to plan new locations based on universal design, also to make changes in existing buildings or open spaces is possible and successful, if thought in a rational way. The “Residenza i Girasoli” in Lucignano is an example of ongoing imrovement, starting from the needs of persons with multiple sclerosis and evolving towards all kinds of other special needs. The location, with all accessible rooms and empowered with fitness and swimming pool equipments and services, is conceived as a place where to get a comfortable stay, as well as a departure for surrounding destinations, such as Siena, Florence, Tyrrhenian Sea, Lake Trasimeno, Perugia, Assisi or Rome, all suitable for one day trips. Different programs, depending of personal interests, are proposed to the participants, also by providing buses equipped for persons with wheel chairs and guides for deafs or other kinds of impairment.

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The customer approach is essential to know what all customers need to enjoy a safe, attractive and comfortable experience, whether in case of developing a business plan, planning to host individual and groups or organizing visits and satisfying special needs. The staff has to be continuously trained to welcome and inform customers in a clear, friendly and correct way. Work shadowing has to be considered as a normal way to train at work new employees, coupling a skilled worker, called mentor, to a trainee.

The service quality has to be customized, getting a better customer understanding as key to success. A deeper understanding of customers' needs will enable the person offering accommodation and services to attract customers and give them the services they are looking for, making his/her business accessible, inclusive and welcoming to all customers. This position can be a reference point for the market since venues, facilities and services are in short supply in all European countries. Customers with specific access requirements are often forced to accept solutions not fully fulfilling their needs, due to a lack of quality in some of the offers which are accessible to them. They may even sometimes have to change their choice of destination simply because information about accessible facilities is unavailable. This means that a well thought and managed offer for different kinds of special needs, offering customized high quality services, could be very successful in the market.

Following the previous issues, tailored tourism offers, based on design for all and customized service quality, can be promoted by collecting accessible destinations, accommodations and services.

This approach aims at identifying the large population, 1 of five Europeans with disabilities, estimated therefore about 80 millions.

European ageing population tends to increase more and more the number of persons with physical limitations or mental disorders, with their relevant special needs. It is therfore very important to take in mind this wide and diversified reality, and relevant different impacts, as represented in the figure here below, when designing a training course for the staff involved.

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The scheme of a well designed e-learning course for tourism operators can be based on general or basic modules, for providing an overview of a training approach to accessible tourism, and detailed or specialist modules, more focused on specific issues linked to kinds of tourism offers, destinations, special needs requirements, etc.

The Basic Modules are:

• Module 1: Introduction to accessible tourism • Module 2: Business information and communication • Module 3: Special needs customer satisfaction • Module 4: Improving facilities for persons with different special needs

The e.learning Modules 1 to 4 are focused on the main issues of accessible tourism, with specific reference to kinds of disabilities and special needs to be faced and accommodation and open space design suitable for all of them. The modules have at the end multiple open-ended questions to pass the test and receive the Basic Accessible Tourism Training Certificate.

After passing the basic course, the trainee can select one or more Specialist Modules to complete the training course.

The Specialist Modules are:

• Module 5 Accommodation and facilities for accessible tourism • Module 6 Catering services for persons with special needs • Module 7 Mobility and transport for customers with disabilities • Module 8 Accessible rooms and open spaces for onferences and meetings organization • Module 9 Marketing and sales offer of accessible tourism packages • Module 10 Management of customized services for persons with special needs • Module 11 Organization of sports and events involving persons with disabilities • Module 12 Heritage and culture visits for persons with special needs

This scheme of a complete training course can be found online in the ENAT (European Network for Accessible Tourism) website www.accessibletourism.org .

A course, ETCAATS, Introduction Accessible Tourism, is dedicated to all the tourism operators and is made, as previously explained, of a general part introducing to the concept and approach of accessible tourism and a detailed part made of all specific issues.

Another course, also available in the ENAT website, is a LLP Leonardo da Vinci project addressed to tourist guides for people with intellectual and learning difficulties in Europe (T-Guide) and has been released on in collaboration with the European Federation of Tourist Guide Associations (FEAG) and other partners (www.t-guide.eu).

The ENAT e-learning courses are available online, free of charge, after login and are therefore useful for self-learning individuals, but also for groups, assisted by a tutor, for online or offline training.

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CHAPTER IV – ACCESSIBLE TOURISM MARKETING

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The experience of the ACCESSTOUR Project had the ambition to propose accessible tourism offer in the framework of the general tourism marketing. The participation with a stand to the two largest tourism exhibitions in Europe, WTM 2015 in London and ITB 2016 in Germany, had the objective to involve local tourism professionals to promote their destinations, accommodations and services addressed to persons with special needs.

A brochure entitled “Accessible tourism offer in Umbria and surroundings 2016” was presented and distributed in London, at the ACCESSTOUR stand, and in the framework of a workshop on tourism for all, also with participation of the partner Accessible Travel Netherlands, promoting an accessible tourism offer based on destinations in Holland and Belgium, and at ITB 2016 in Berlin, with participation at the stand of the partner Accessible Poland Tours, promoting accessible tourism destinations in Poland and other destinations in European countries, and in collaboration with the Europe Without Barriers Project, coordinated by the Italian Multiple Sclerosis Association.

The numerous relations made during the exhibitions were reported in a contact list available for all tourism professionals interested to be included in the list of accessible tourism accommodation and service providers.

Also very ambitious was the organization of the Accessible Tourism Conference and Exhibition in Amsterdam, managed by Accessible Travel Netherlands and with participation of all the project partners from Belgium, Italy, Poland and Portugal. The workshop session was based, after the presentation of the ACCESSTOUR Project, on thematic seminars leaded by experts in accessible tourism and with participation of about 60 tourism professionals and journalists. After the discussion on key themes of the accessible tourism in Europe, there was the exhibiton of the tourism offer with 10 exhibitors and participation of professional and individual for information and business promotion.

The experience of the ACCESSTOUR tourism offer at WTM London, ITB Berlin and Amsterdam was very useful to test a model of promotion and business marketing for further awareness, development, networking and planning of initiatives favouring tourism for all.

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CHAPTER V – GOOD PRACTICE EXAMPLES OF TOURISM DESTINATIONS

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Name De Dielis, holiday center for people with special needs Location Hamont-Achel, Belgium General information: The Dielis is an accomodation that has all the necessary infrastructure to

accommodate people with special needs (groups from institutions but also families). The Dielis offers children and adults with severe mental or multiple disabilities the opportunity to enjoy a relaxing holiday. Capacity: 24 people

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Success factor 1 Policy, strategy and evaluation:

Commitment of decision-makers, Coordination and continuity, Strategic planning, Qualification and knowledge transfer, Communication and distribution.

Initiative of two individuals, who departed from their personal commitment and their work experience in care facilities. Advise of an accessibility office during the design and the building activities Subsidy of Tourism Flanders

2 Network and partnerships Personal contacts derived from their work in care sector Designers, contractors,… Tourism Flanders Accessibility office Services: nursing (wit-gele kruis, red cross), minders/sitters (Lidoa and volunteers), mobility (accessible transport service, taxi Hendriks,...)

3 Accessible Tourism Value Chain and visitors journey

Outdoor:Accessible routes (walkways and cycling routes),adapted play area Buildings: adapted lavatory, exhibition, Food & Beverages,… Aids: adapted bicycles for rent , Daisy-player Adapted wayfinding

4 Destination and product development - Information

Accessibility certification (A+ label Tourism Flanders) Website (www.dedielis.be) with a good overview of all facilities and of all accessible activities in the environment Documentary (Vlaanderen Vakantieland) Promotions Accessibility information of the internal accessible services:

Accessible kitchen, bathrooms and rooms Elevator Mobile hoist Beds and bath: adjustable height Heating lamps, colorful led lamps Wheelchairs, shower wheelchair, shower stretcher, shower seat Alarm in all rooms, bathrooms and toilets Storage with sockets for electrical wheelchairs Co-operation with Red Cross, nursing (wit-gele kruis, red cross),

minders/sitters (Lidoa and volunteers), mobility (accessible transport service, taxi Hendriks,...)

Accessible garden: animals, accessible playground,… Accessibility information offered by the territory all around:

Accessible walking routes ( municipality Hamont-Achel) Accessible swimming (Dommelslag Overpelt) Cuddle room Sence City ( Sint-Oda, Overpelt) Accessible wellness Accessible tilt car Accessible skiing Rent of accessible bikes (municipality Hamont-Achel) Accessible playgrounds

5 Accessible Tourism Experience Because of all facilities, all extra services and the commitment of the owners, the visitors will experience a great holiday. Feedback is gathered (evaluation form, personal contacts of owners with visitors)

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Name: Het Vinne, public provincial domain Contacts: Zoutleeuw, Belgium General information: This recreation area is the green visit card of the province Vlaams-Brabant

and it is unique in Europe. During a relaxing walk around the largest inland sea of Flanders . In the visitors center visitors will get a lot of information about the huge diversity of the waterfront fauna and flora. Most facilities are accessible.

Pictures:



Commitment of the province The province has one person who is responsible for accessibility in all levels of the provincial policy. He also is responsible for the budget and coordination Collaboration with an accessibility office from the first design until the implementation

2 Network and partnerships Accessibility office Designers, contractors All employees of the public domain ( hosts, green service,…) Tourist office Municipality Interreg Project


The whole venue (entrance, doors, kitchen, all rooms and bathrooms) and the garden are accessible Availability of a lot of aids: wheelchairs, lifter, heating lamp in bathrooms,… Great service and special adapted offers for nursing, sitting, mobility,… Easy booking (website, phone,…)

4 Destination and product development - Information

Promoting in brochures, website (vlaamsbrabant.be/vrije-tijd-cultuur/provinciedomeinen/het-vinne-zoutleeuw), … Arrangements of accessible activities Documentary ( Vlaanderen Vakantieland) Accessibility information of the internal accessible services:

Accessible playground Accessible wayfinding Accessible walking and cycling routes for all Accessible toilet, exhibition, restaurant Rent of accessible bikes Daisy player

Accessibility information offered by the territory all around: Accessible walking and cycling routes Accessible venues in the surrounding

5 Accessible Tourism Experience Training for employees (i.e. green service, guides,…) Accessible offer includes all items of the visitor’s value chain which makes this destination an accessible one.

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Name: I Girasoli, holiday home Location: Lucignano, Italy General information: In the heart of the Tuscan countryside, Lucignano is the location of the “Casa

Vacanze I Girasoli”, an inviting hotel with universal design rooms, bungalows, restaurant and accessible pools, nestled in a magnificent maritime pine park on the border between Arezzo and Siena. The Casa Vacanze I Girasoli is a quiet oasis for nature vacation, near the main Tuscan – Umbrian cities and an excellent starting point for enchanting trips and excursions. Full of ample outdoor spaces, ideal for a vacation with children, the hotel has a restaurant, two pools (one heated), bar, gym, tennis court, free parking and three meeting rooms for business and training meetings.

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Success factor Even if owned and managed by AISM (Italian Association for Multiple Sclerosis), the

hotel, including rooms and bungalows, is open to all guests, not only to persons with disabilities. The rooms, all with private bathrooms, are inspired and equipped in respect of the universal design concept and allow enter and move by wheel chair. The wooded park of the hotel is wide and flat. The swimming pool and gym are full equipped for people with disabilities and provided with specialized staff. The restaurant provide meals inspired to traditional recipes and using mostly organic products. The prices are very reasonable and the offer is therefore very appreciated by groups.

1 Policy, strategy and evaluation: Commitment of decision-makers, Coordination and continuity, Strategic planning, Qualification and knowledge transfer, Communication and distribution.

The accommodation policy is inspired to give offer targeted to all kind of guests, with specific attention to satisfaction of needs from persons with disabilities and their families. The staff is continuously trained to support this kind of public and qualified according to high quality standards. The communication to the public is very effective both at level of the hotel offer, as well as for the general contents provided by AISM.

2 Network and partnerships AISM ONLUS is a non-profit organization based in Rome and in Genova, with premises for accommodation in various regions. “I Girasoli” is the most important of them. AISM has national and international partnerships and contacts with social and tourism operators and associations such as ENAT.


AISM is the leader of an ongoing project on improvement of accessible tourism facilities and design with a specific focus on accommodation, staff training and services for guided visits. For the purpose of guided visits a bus is available equipped for persons with limited movements.

4 Destination and product development + Information

Promotion on the website www.igirasoli.ar.it of the hotel in Italian and English and on the AISM official website www.aism.it . Assistance and services are provided at high level for any needs of the guests, also due to continuous staff training and initiatives to favour entertainment and wellbeing.

5 Accessible Tourism Experience From tourism location for multiple sclerosis patients to hotel open to all guests including persons with different disabilities. The weak and threat points due to a target of persons with multiple sclerosis were turned into strong and opportunity points by opening the hotel to all. As a consequence staff training and universal design became the most important trends for “I Girasoli”. Also the communication was addressed to a wide range of potential guests, with focus on assistance and services for persons with different disabilities.

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Name: Therapeutic parks, social agriculture Location: Mount Subasio Natural Park, Italy General information: The Region Umbria has been developing since 2012 a project based on accessible

tourism and social tourism in the natural parks. The first step of the project consists of rural farms in the Subasio Natural Park, near Assisi, adapted to accommodation and laboratories for persons with mental disabilities. One of the farms, called “La semente”, has been restored, equipped and managed by ANGSA (Parents’ National Association of Autistic Persons). This experience has been shared also with a the Italian farmers’ confederation of Umbria and the University of Perugia, Department of Agriculture, Food and Environment Sciences

Pictures:

Succes factor The study on the way to adapt at the best old rural houses in order to put up persons with mental disabilities has been carefully analyzed by a team constituted by architects, agronomists, social and health operators and parents of persons with mental disorders. This multidisciplinary approach has contributed to design rooms and open spaces oriented to wellbeing of persons with various mental disabilities.


The involvement of technical staff members and parents since the beginning of the project has allowed start within 2 years with the basic services to the guests. The group of old farms in the middle of a natural park, with agricultural fixtures, is the centre of the activities consisting of rooms and common spaces inside and horticultural cultivations, greenhouses, stables outside planned to be safely attended by persons with mental disabilities. Also part of the therapeutic park bike and trekking paths and sport plants for leisure time.

2 Network and partnerships The partnership is constituted of the Region of Umbria, municipalities, parents’ associations, social and health units, University of Perugia and other stakeholders and supporters.


The tourism approach as communication aiming at attracting tourists is still not a focus of the activities, but it will be more developed when the centre and services will be sufficiently experimented.


The current use of the centre is addressed to persons with autistic disorders, basically hosted at “La semente”. The feasibility of tourism activities more generally addressed to persons with mental disabilities has been studied and tested within a 2-year research in the framework of the Rural Development Plan 2007-2013 measure 124 (innovation). The results are going to be published under coordination of the University of Perugia.

5 Accessible Tourism Experience This first step can provide a starting point for a more general accessible tourism experience oriented to persons with mental disabilities. The integration of health services with the rural space and agricultural activities can be considered a new frontier of assisted therapies and activities addressed to persons with mental disorders.

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Name: Rond Marken Location: Marken, the Netherlands General information: Rond Marken organises guided tours on the former island Marken. The skilled and

enthusiastic guides dressed in traditional costume, tell stories that comes alive in the authentic decor of the historical centre. A guided walking tour takes about an hour and can be booked on request.

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Marken offers unforgettable tours between water and land, historical sites and traditional recipes and handicrafts, natural landscapes and comfortable accommodations. Several places with provisions for disabled are listed clearly for the customers. The Tourism Board of Waterland, in charge for this area, is committed to facilitate guided tours for persons with reduced mobility and other kinds of disabilities.

2 Network and partnerships The Marken Company is linked to the tourist activities managed by the Tourism Board of Waterland, a municipality including 9 historical villages in a rural landscape just few minutes by train from the Amsterdam central railway station.


The tours are customized so also guided tours for people with limited mobility are provided. That means the route is adjusted with keeping in mind that the spots were the guides tell the stories gives the same beautiful view as seen during regular tours when everybody is in upright position.


Apart from the guided tours offered for the regular market, guided tours have also been developed for people with limited mobility like: walking frames, wheelchairs or mobility scooters. The guided tours in the old village have been made accessible by using routes avoiding obstacles like stairs or very unequal surface and using ramps. We haven also adjusted the route so the guides and guests have a safe place were the stories are told. www.rondmarken.nl ; www.facebook.com/rondleidingenmarken.

. 5 Accessible Tourism Experience The guides have no extra training to manage tours for persons with disabilities, but a

number of routes and access to public places with someone in a wheelchair are available. The best route and stops of the guided tour have been already tested with participation of persons with limited mobility. The feedback of the route but also the way the guide performance was used to fine tune the tone of voice and adjust the route. So this can be considered a real experience for all, including persons with limited mobility or other kinds of disability.

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Name: Starbikes Rental Location: Amsterdam, the Netherlands General information: Bike rental, coffee and homemade food. Star bikes rental is a company, since 2005,

specialized in bikes for persons with special needs. It is very well located, closed to the Amsterdam Central Railway Station, to practice the bikes and a great view on the IJ, Amsterdam waterfront. Parking is available.

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Amsterdam has a unique cycling culture, also sensitive towards all bike lovers with disabilities making challenging to ride a bicycle. Starbikes Rentals makes possible comfortable bike trips to persons traveling with partner or friends, or who might be less able or handicapped to cycle by themselves.

2 Network and partnerships The Starbikes company is linked to the tourist activities managed by the Tourism Board of Amsterdam and recommended in various city magazines and free press.


To ride a bike or been carried on bike is an exciting adventure for persons with limited mobility or other kinds of disabilities. Starbikes provides customized solutions to do it to individuals, families and groups. All information on available city tours are also provided to customers.


Main features for persons with disabilities are: shop easy accessible, 2 Veloplus bikes (bikes with a platform to carry a wheelchair), Opair bike (bike with a detachable wheelchair in front), Firefly to attach to a wheelchair electric supported, handbikes to attach to wheelchairs or whole frame low riders, wheelchairs for rent, walking bikes to support long walks. Links to Website and Youtube www.starbikesrental.com .

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5 Accessible Tourism Experience The staff member are trained to obtain as much information about the needs and measurements of a customer to provide the best solution.

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Name: Bristol ART & Medical SPA Location: Busko Zdrój, Poland General information: Bristol ART & Medical SPA, hotel in Busko-Zdrój is a 4**** which offers a wide range

of medical services. Various medical conditions are treated: orthopedic, neurological,

rheumatologic and others. It has 71 comfortable single/ twin rooms, swimming pool,

café, Boutique Café, restaurant, garden of sculptures. A well-equipped treatment

base, as well as highly qualified medical staff permits to provide a comprehensive

treatment based on natura sulphide water.

Pictures:

Succes factor


Disabled and elderly people who seek rehabilitation treatment with special personal care.

2 Network and partnerships The hotel is well included in the tour for disabled organized by national and international tour operators


The hotel is fully accessible for disabled people; It provides 5 large rooms with roll in showers. The hoist is available to hire free; the swimming pool is fitted with the hoist. The environment and infrastructure that surrounds the hotel is friendly for the target group. The special care service who can assist during the treatment and personal daily needs is also available on request. The assistance at the restaurant is at hand. The manual wheelchair can be hire to support long walks. The staff is ultra-sensitive to the specific needs of individuals; for example, a higher-than-normal bed requirement, the need for a special diet, a task-need for a certain item of equipment.


Brochures, website, http://bristolbusko.pl/en/home youtube https://www.youtube.com/watch?v=GWMyhKJuJzA

5 Accessible Tourism Experience The hotel staff is trained to raise awareness of the needs in respect to health and

personal care of disabled clients. The best practice of the hotel is to collect guest feedback (evaluation form templates) after their stay to respond to improve the service.

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Name: Lousã , Accessible Tourism Destination Contacts: Lousã, Portugal General information: Located in the central region of Portugal, Lousã is an area which epitomises

the unspoilt beauty of the Serra da Lousã mountain landscape. Following an initiative to host the first National Accessible Tourism Conference in April 2007, Lousã civil society organised a Task Force to plan for the development of Lousã as the first Accessible Tourism Destination in Portugal. The project, which is supported by national and EU funding, aims to serve as an example both nationally and internationally.One of the first actions of the Task Force has been the launch of an "Accessible Lousã" label for public and private enterprises. Over 100 members of the scheme have received the label, advertising their commitment to the objective of accessibility for disabled people, and their willingness to take concrete measures to improve access, so as to make Lousã a destination suitable for all visitors.

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Municipality with ombudsman Coordination by technical team Structure committee: local agents with responsibilities of promotion and execution of action plans Monitory committee to report Advisory committee: national and international

2 Network and partnerships Municipality with ombudsman and committees Local partners: venue owners, rehabilitation center Arcil, tourist agents, medical services, technical staff, … Tourist office Tour operators ( Accessible Portugal) Accessibility office Belgium ENAT


All parts of the tourism value chain were investigated, problems were indicated and action plans were made for all those parts Development of an accessible destination certification program + label which includes infrastructures and services. Implementation of the action plan: improve pavements, provide ramps, accessible activities (descida da Serra,….),provide extra services,…


Seminars ,… Lot of promotion on different levels: website (www.cm-lousa.pt/turismo_acessivel), television, congress, brochures,… Accessibility information offered by the territory all around:

Accessibility information about all investigated parts of the tourism value chain presented at different seminars.

5 Accessible Tourism Experience Trainings for stakeholders, venue owners, staff,…

There are over 120 enterprises participating in the Lousã Accessible Tourism Destination labelling scheme. Members of the scheme are committed to make access improvements in their facilities and services, while training courses in disability awareness and “welcoming all” have been conducted for different groups of businesses. Because of this visitors with special needs feel welcomed and at home in Lousã.

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CONCLUSIONS AND LESSONS LEARNT

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The multiple approach based on State-of-the-Art and Training Needs Analysis, as a starting point, implemented with training and marketing activities, examples of good practices, participation with a stand to WTM London, on 7-9 November 2015 and ITB Berlin, on 8-12 March 2016, and organization of the special event ACCESSTOUR Amsterdam Conference and Exhibition, on 19 March 2016, has provided useful suggestions and keynotes on feasible and viable ways to increase the accessible tourism sector and contacts for networking with tourism professionals, specialized journalists, architectural design experts and individuals with special needs.

Veroniek Maat, by organizing, on behalf of Accessible Travel Netherlands, the accessible tourism event in Amsterdam and bringing together many people from different sectors in the tourism industry to teach them about accessible tourism opportunities, policies and best practices, has found and given participants inspiration to continue to work on accessible tourism in Europe, with specific reference to the variety of suppliers in the tourism chain and adopting ‘best practices’ in Europe to create awareness in the tourism industry.The workshops inspired all participants to start or continue working on accessible tourism. A direct result from the ACCESSTOUR Exhibition and Conference was a follow up expert workshop on the 29th of April 2016, initiated with the member of the Tweede Kamer and Dutch Parliament Otwin van Dijk and with the director of the tourism academy of NHTV University for Applied Sciences.

The differences emerged from the survey about the perception of accessible destinations, accommodations and services between persons with special needs and tourism professionals not specialized in accessible tourism, have hilighted the importance of user friendly and continuous training for the staff involved in the sector of tourism accommodations and services as well as for professionals providing tourism services.

The online availability of ENAT training products gives the opportunity to have e-learning tools that can be combined and implemented with class or brief residential courses and internships.

The accessible tourism certification is to be considered a tool to improve customer satisfaction standards needed by persons with special needs and it is more developed in some European Northern countries, i.e. in Belgium, where tests are conducted on existing accommodations and services, based on voluntary assessment and certification.

From performed experiences and contacts during the ACCESSTOUR project is to be recommended to go on with a rationale of background and pilot experiences that could be used as a reference for implementing the ISO/TC 228 protocol standards by matching needs of customers with different kinds of disabilities and possible solutions provided by experts and specialists, in terms of information, facilities, equipment and services.

A larger communication on the last technical progress and news is very important to give more information and opportunities to all stakeholders and final users. Bloggers, free press and web journalists, also influencing newspapers and magazines, are providing every day information on accessible destinations and services with focus at local, national and world level. Their contribution is highly important for spreading social awareness and knowledge and stimulating further developments, inventions and investments (public, private or crowd funding).

At WTM it was possible to have exchange of views with Brian Seaman (@BrianMSeaman) and Martyn Sibley (@martinsibley), the last one also co-founder of Disability HORIZONS (@DHorizons), who gave us the perception of a very active movement from the rights for equal opportunities in daily life, such as for accessibility of transports, roads and public buildings, as well as leisure enjoiment, up to extreme sport experiences all over the world. This common and no-limit approaches can improve our understanding of special tourism needs not limited to accessible accommodations with boring stays, but can open our minds towards a better world for all.

The participation of the ACCESSTOUR Project manager as a speaker to the ETIS Joint Conference entitled “Managing and Promoting Sustainable and Accessible Tourism Destinations” organized by the DG GROW in Brussels on 28 January 2016 has also contributed to increase knowledge resources in favour of the project as well as to share experiences at international level.

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ATTACHMENTS

1 - Accessible Tourism Requirements for Good Practices

Good Practice Requirements

ACCESSTOUR TEMPLATE FOR GOOD PRACTICES

Name:

Contacts:

General information:

Pictures:

Success factor

1 Policy, strategy and evaluation:


2 Network and partnerships

3 Accessible Tourism Value Chain

and visitors journey

4 Destination and product

development +

Information

5 Accessible Tourism Experience

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2 - Survey questionnaires

Questionnaire for Accessible Tourism Offer

QUESTIONNAIRE FOR ACCESSIBLE TOURISM OFFER ASSESSMENT

Comunità Montana – Associazione dei Comuni Trasimeno – Medio Tevere, Toegankelijkheidsbureau, Accessible Travel Netherlands, Accessible Poland Tours, Accessible Portugal and GrifoViaggi are running an EU-funded project entitled ACCESSTOUR – ACCESSible Tourism for Rural and Urban Routes, on tourism accessibility in the European Union. The questionnaire you are invited to answer aims at analysing some key issues of tourism offer specifically addressed to persons with special needs and based on tourism for all design. The questionnaire is fully anonymous. The survey is split into four parts:

• In Part I you are asked to give an evaluation of the tourism brand at national, regional and local level;

• In Part II you are asked to estimate the qualitative level of services offered to the visitor by the tourism system, at regional and local level, also with respect to the accessible tourism facilities;

• In Part III you are asked to evaluate the accessibility level of the provided services and indicate which of them you would prioritise for improvement;

• in Part IV you are asked to give recommendations on how to improve the accessibility of tourism services.

The rating to be assigned for each question goes from 0 up to 4, where 0 means “very poor” and 4 “excellent”. Thank you very much for your kind collaboration!

The project staff

What is the name of the place where your tourist facility is located?

What is the name of the village/city where your tourist facility is located?

(3) Please fill in today’s date.

Day: _____ Month: ____________________ Year: 2015

General personal data:

Gender M Age 18-25 26-30 31-40 40-50 51-60 > 60

F

Data on your tourism facility:

Typology

Hotel / motel /

guesthouse

Farmstead / Agro-tourism

Holiday home / apartment /

Country House

Pension / Bed & Breakfast

Camping Others

(specify)*

Stars (N°) Ecolabel* ISO 14000 Emas ISO 9000 * including local, regional and national certification

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• How many employees do you have (excluding yourself)? _____________

PART I

Please give a rating of the current condition of the tourism offer at national/regional/local level.

EVALUATION OF TOURISM OFFER - + 0 1 2 3 N/A9

01 How do you rate the international tourism image of your country in foreign countries?

02 How do you rate the national tourism image of your country?

03 How do you rate the tourism brand of your region?

04 How do you rate the quality of tourism services of your region?

05 How do you rate the landscape value of your region?

06 How do you rate the cultural heritage value of your region?

07 How do you rate the brand value of events in your region?

08 How do you rate the quality of the gastronomy value in your region?

09 How do you rate the tourism offer in your region?

10 How do you rate the capacity of the tourism facilities in your region (are tourism facilities often overcrowded or empty)?

PART II

Please rate the current condition of services offered to tourists, from their entrance into the country and territory until the satisfaction of expectations about the chosen tourist destination.

QUALITY LEVEL OF TOURISM TRANSPORT SERVICES - + 0 1 2 3 N/A10

01 How do you rate the quality of access to your region by:

A Airplane

B Train / public transport

C Touring bus

D Car

E Bicycle

F Other

02 To what extend do the following statements apply to the access situation to your region:

A Insufficient transport modes on offer

B Insufficient/bad connections

C Too busy/dangerous traffic

D Too many delays/too unreliable

E Too expensive

F Unfriendly staff in transport companies

G Uncomfortable

H Difficult to find own way (signposting, etc.)

03 How do you rate the quality of transport in your area?

A Train / public transport

B Touring bus

C Car

D Bicycle

E Other

04 To what extent do the following statements apply to the access situation to your region:

9 N/A means ‘not applicable’ or ‘not available’ or ‘unknown’ 10 N/A means ‘not applicable’, ‘not available’ or ‘unknown’

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A Insufficient public transport

B Poor information on public transport

C Insufficient/bad connections

D Poor road conditions

E Bad signposting

F Unfriendly transport staff

G Transport not good value for money

H Insufficient access for the disabled

I Insufficient or uncomfortable parking

05 How do you rate the local information service for tourists regarding the following:

A Events B Activities to do

C Public transport

D Signposting for road traffic

E Signposting of accommodations

F Signposting of attractions

06 How do you rate the local accommodation regarding:

A Price

B Quality

C Suitability for the main target groups

07 How do you rate tourist guide services in your region?

08 How do you rate the quality of local events?

09 How do you rate local leisure activities for tourists in your region:

A Walking/biking/horse riding facilities/routes

B Water sport/leisure

C Cultural heritage sites

D Natural heritage sites

E Festivals and events

F Museums/theme parks

G Shopping

H Wellness facilities

I MICE (Meetings, Incentives, Conferences and Exhibitions) facilities

10 How do you rate the local restaurant offer?

11 How do you rate the mix of local tourism opportunities?

12 How do you rate the access/availability of offered services for disabled?

13 How do you rate the overall level of tourism services in your region?

PART III

Part III covers the accessibility level of the tourism services and measures currently taken and the priority for improvement.

SUSTAINABILITY OF PROVIDED SERVICES - +

0 1 2 3 N/A

11 01 How do you rate the offer of accessible transport services?

02 How do you rate the offer of accessible accommodations?

11 N/A means ‘not applicable’, ‘not available’ or ‘unknown’

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03 How do you rate the offer of accessible tourism facilities?

04 How do you rate the offer of accessible restaurants?

05 How do you rate the offer of outdoor accessible trips?

06 How do you rate the offer of accessible cultural events?

07 How do you rate the accessibility of cultural sites?

08 How do you rate the accessibility of natural sites?

09 How do you rate the offer of shopping for disabled?

10 How do you rate the total offer of accessible services for disabled?

11 To what extend do you believe tourists with disabilities are satisfied for:

A Local mobility

B Accommodations

C Food

D Nature/ecosystems/landscapes

E Recreational facilities

F Overall

PART IV

IMPORTANCE OF OPTIONS TO IMPROVE ACCESSIBLE TOURISM - + 0 1 2 3 N/A12

01 More investment in a national accessible tourism brand

02 More investment in a regional accessible tourism brand

03 More investment in a local accessible tourism brand

04 More investment in accessible accommodation facilities

05 More investment in accessible restaurant facilities

06 More investment in accessible information services

07 More investment in leisure/sport/culture accessible facilities

08 More investments in transport infrastructure and services oriented to accessibility:

A Accessible local roads

B Accessible local rail

C Accessible local airport

D More parking places for disabled

E Cycle routes and lanes more suitable for disabled

G Leisure and sport facilities and services for disabled

H More bus services with facilities and seats for disabled

I More train services with facilities and seats for disabled

09 More investment in organization of events

10 More investments for capacity building of accessible tourism regarding:

A Branding and communication for disabled

B Customer satisfaction for disabled (comfort, services, etc.)

C Leisure opportunities for disabled

D Design for all facilities

E Training for staff supporting people with disabilities

F Accessible transport services and solutions Please use this space to specify suggestions or issues we should take into account to improve the questionnaire

12 N/A means ‘not applicable’, ‘not available’ or ‘unknown’

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Questionnaire for Accessible Tourism Customer Satisfaction

QUESTIONNAIRE FOR ACCESSIBLE TOURISM SATISFACTION

Comunità Montana – Associazione dei Comuni Trasimeno – Medio Tevere, Toegankelijkheidsbureau, Accessible Travel Netherlands, Accessible Poland Tours, Accessible Portugal and GrifoViaggi are running an EU-funded project entitled ACCESSTOUR – ACCESSible Tourism for Rural and Urban Routes, on tourism accessibility in the European Union. This survey is an important part of the project, aimed at measuring the satisfaction of visitors with special needs of the tourism offer. We therefore ask you to take a few minutes to fill in this survey, as the results will benefit your future holidays. Your answers are treated anonymously.

Many thanks for your support!

(1) What is the name of the tourism destination where you are now?

__________________________________________

(3) Please fill in today’s date.

Day: _____ Month: ____________________ Year: 2015

(3) What best describes your trip? (Please choose ONE answer)

Holiday Visiting friends or relatives

Day excursion Business

Sport Other:____________________

(4) In which country do you live?

_________________________________________

(5) What is the main destination on your current holiday/trip? (Please choose ONE answer)

This place Other:___________________

(6) How many days will you be spending in this holidays/visit?

________ days

(7) Are you travelling within an organised group?

Yes No

(8) Who are you travelling with? (Please choose ONE answer)

Alone With friends

Just with my partner With family and friends

With my family Otherwise:_________________

(9) Are you here with children?

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No Yes � Number:_______

(10) How did you become aware of this destination? (ONE or MORE answers possible)

Recommendation by friends or relatives Internet

Article(s) in newspapers, magazines etc Travel/tourism fair

Travel book/guide TV/Radio documentary

Travel brochure/advertisement I have visited this area before

Local tourist information Other:___________________

(11) Did you organise this holiday yourself, or did you book it, and how? (Please choose ONE answer)

I have booked nothing in advance, neither transport nor accommodation

I have booked my transport and/or accommodation DIRECTLY with the transportation company and/or the accommodation facility (by phone or online)

I have booked my transport and/or accommodation through a travel agency (this includes online booking via sites like expedia.com, booking.com, hrs.com, etc.)

I have booked an all-inclusive package

(12) What is the MAIN mode of transport for the trip between your home and destination? (Please choose ONE answer)

Airplane Rental car

Train / Public transport Car with caravan / Campervan

Tour bus Bicycle

Own car Other:___________________

(13) How do you rate the quality of your trip from your home town to your destination, in regards to the transport accessibility you used? (Please choose ONE answer)

Good Fair Poor No opinion

(14) If you rated the transport from your home town to your destination area as poor or fair, please mark which of the following comments apply to your low rating. (ONE or MORE answers possible)

Difficulty on accessibility Too many delays/too unreliable

Seats for disabled not available Too expensive

Insufficient/bad transport connections Difficult to find my way (bad signposting, complicated timetables, etcetera)

Staff not available for persons with special access needs

Too busy/dangerous traffic Other:___________________

(15) What are the modes of transport you use for travelling in your tourism destination ? (ONE or MORE answers possible)

Train / Public transport Car with caravan / Campervan

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Tour bus Bicycle

Car Other:___________________

(16) How do you rate the transport you have used in the area of your holidays? (Please choose ONE answer)

Good Fair Poor No opinion

(17) If you rated the transport in the area of your holidays as poor or fair, please mark which of the following comments apply to your low rating. (ONE or MORE answers possible)

Public transport with insufficient access for disabled

Staff not available for persons with special access needs

Public transport insufficient information Transport low value for money

Insufficient/bad connections Seats for disabled not available

Bad road conditions Insufficient parking for disabled

Bad signposting Other:___________________

(18) What type of accommodation are you staying in during your holiday? (Please choose ONE type; if more apply, choose the ONE type you stay in longest)

Hotel / motel / guesthouse Apartment / holiday home / country house

Pension / Bed & Breakfast Rural tourism / Agrotourism

Tent Private home / friends / relatives

Caravan / campervan Other:___________________

Bungalow at camping

(19) Does your accommodation have a special recommendation for accessibility (i.e. from ENAT) ?

No Yes I don’t know

(20) If yes, was that recommendation the reason for you to book the accommodation you are staying at?

No Yes

(21) Have you noticed any specific information for persons with special access needs at the accommodation you are staying at? (If YES, please tick the measures you have seen)

No, I did not

No, because I did not look for them

Yes, namely: �� Information on friendly use of common services

Information in braille for blind persons

Information on social activities for disabled

Information on leisure/sport activities for disabled

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Information on pick-up services for disabled

Other:___________________

(22) While in holidays were you able to make any of the following activities thanks to accessible facilities and equipments? See also next page. (ONE or MORE answers possible)

Trip in the countryside/nature Attended a conference

Cycle tour by adapted bikes for disabled Visited cultural heritage sites (e.g. castle)

Water sports Enjoyed a regional meal at a restaurant

Birdwatching (accessible for disabled) Attended a festival

Lake cruise (accessible for disabled) Visited natural reserves / natural heritage

Fishing Visited theme parks

Swimming Visited museums

Sailing tour (accessible for disabled) Shopping

Canoe / rowing boat trip Wellness

Horse riding Other:___________________

(23) If you have made outdoor activities, how do you rate the following items?

Accessibility Good Fair Poor No opinion

Quality of services Good Fair Poor No opinion

Quality of facilities Good Fair Poor No opinion

(24) Please fill in how much you personally spent in each of the categories ON AVERAGE PER DAY during your holiday. Include any spending on other members of your party for whom you have paid.

(24a) Please first indicate which currency you are using for your estimate.

Euro (€) Other: ____________________________

(24b) Please now indicate your daily spending. If you spent nothing in a category please write “0”. If you don’t know how much you spent in a category please write “Don’t know” or “D/K”.

Category: Estimated spending per day:

Accommodation ___________

Food and beverages ___________

Shopping (including souvenirs) ___________

Transport ___________

Activities and admission fees ___________

Other ___________

TOTAL SPENT PER DAY ___________

Please respond to the following statements and questions with the appropriate answer.

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(46) What could be done to improve your next stay in the area of your holidays? Please provide us with personal comments on positive or negative experiences you have had with the accommodation facility you stayed in, the food you enjoyed in the region, the transport you took, or other experiences.

______________________________________________________________________________________

______________________________________________________________________________________

______________________________________________________________________________________

You are not obliged to answer these last questions. However, please note that all your information will be treated confidentially and we would highly appreciate you providing us with this information.

(47) What is your nationality?

__________________________________________________

(48) What is your gender?

Female Male

Statement Disagree Neither disagree nor agree

Agree Not applicable

25 I enjoyed my experience at this tourism destination

26 I found the quality of accessible services good

27 I had a good feeling to be accepted by local people

28 Cultural sites were well maintained

29 Cultural sites were accessible

30 Parks were accessible

31 Natural sites were accessible

32 Information about natural areas, local culture, and cultural heritage provided to visitors is sufficient

33 I had good opportunities to enjoy local cuisine

34 The quality of the food was good

35 The accommodation accessibility was good

36 The accessibility of services provided was good

37 The natural environment was in good state and accessible

38 The landscape was amazing

39 I felt safe and secure during my stay

40 I feel I received good value for money

41 I felt welcome at the place of my holidays

42 I would recommend this destination to my friends

43 I would visit this place again

44 I enjoyed of all accessible services and facilities

45 Other comments:____________________

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(49) In what year were you born?

__________________________________________________

(50) If you would add everything together: what is your total NET household income? Please indicate the currency you are using, and whether you express your income per month or per year.

Thank you very much for participating in this survey!

Indicate here the currency for your estimate: Euro (€) Other: ____________

Indicate here whether your income is expressed per month or per year:

Per month Per year

My net household income is (round off) _____________

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San Marino Declaration on Accessible Tourism

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REFERENCES

• Buhalis, D. (2000), Marketing the Competitive Destination of the Future. Tourism

Management, Vol. 21 (1), pp. 97-116

• Buhalis, D. (2003), eTourism: Information technology for Strategic Tourism Management,

Harlow, Prentice Hall

• Buhalis D., Eichhorn V., Michopoulou E. & Miller G. (2006), Accessibility Market and

Stakeholders Analysis, OSSATE Project, www.ossate.org University of Surrey.

• Buhalis, D. and Darcy, S. (Editors), (2010).Accessible Tourism: Concepts and Issues

Channel View Publications.

• Buhalis, D., Darcy, S. and Ambrose, I. (Editors), (2012). Best Practice in Accessible

Tourism. Inclusion, Disability, Ageing Population and Tourism. Channel View Publications.

• Cogno E., Dall’Ara G., Comunicazione e tecnica pubblicitaria nel turismo, Franco Angel

Milan, 2002

• Colombo B., Un sogno all inclusive, Hoepli, Milan, 2003

• Kotler P. et al., Principi di Marketing, Isedi, Turin, 2001

• Laura A., Petrangeli A., Viaggiare si può. Turismo e persone disabili, De Agostini, Novara,

2003

• Li Li, David E. Gray, Andrew John Lockwood, Dimitrios Buhalis, 2013, Learning About

Managing the Business in the Hospitality Industry, Human Resource Development

Quarterly, Vol. 24(4), Pages 525-559

• OECD – Organisation for Economic Cooperation and Development (2005), Impact of

Population Ageing on Health and Long-Term Care Expenditure: Assessing the Effect of

Morbidity, Disability and other Cost Drivers. Health Division, OECD, Workshop organised

by the European Commission (Working Group on Ageing) 21-22 February 2005, Brussels

• Peroni G., Marketing Turistico, Franco Angeli, Milan, 2002

• Vertullo F., Marketing del turismo, volume one, Viganò&Viganò, 2002

• Various authors, Le agenzie di viaggio: modelli di aggregazione,Franco Angeli, Milan, 2000

• World Tourism Organization and Fundación ACS (2015) , Manual on Accessible Tourism

for All – Public-Private Partnerships and Good Practices, UNWTO, Madrid.

• http://www.accessibletourism.org/

• http://www2.unwto.org/en

• http://accesstour.eu/

• http://ideal-tour.eu/

• http://www.europewithoutbarriers.eu/en/

• http://www.wheelchairtraveling.com/


PHOTOGALLERY

47

BRUSSELS KICK-OFF-MEETING

48

PERUGIA PUBLIC PRESENTATION

49

LONDON WTM 2015

50

TRAINING OF PROFESSIONALS

51

ETIS CONFERENCE BRUSSELS 2016

52

ITB BERLIN 2016

53

AMSTERDAM ACCESSTOUR EXHIBITION & CONFERENCE

54





HANDBOOK

102/G/ENT/PPA/13/511 – SI2.687448

The ACCESSTOUR PartnershipThe ACCESSTOUR PartnershipThe ACCESSTOUR PartnershipThe ACCESSTOUR Partnership

www.accesstour.eu www.accesstour.eu www.accesstour.eu www.accesstour.eu

The ACCESSTOUR PartnershipThe ACCESSTOUR PartnershipThe ACCESSTOUR PartnershipThe ACCESSTOUR Partnership

www.accesstour.eu www.accesstour.eu www.accesstour.eu www.accesstour.eu

This project has been partly funded by the European Commission. This publication reflects the view of the authors and the Commission

can not be held responsible for its content

+39 075 [email protected]

+32 (0)11 [email protected]






Presentations & Public Speaking

Manuale Accesstour completo