From Bill Forrester's article "Inclusive Tourism Ignored Once Again":
A beautiful new Ad from Tourism Australia but once again it ignores the current 11% of the tourism market made up by travellers with a disability.
It is becoming very apparent that inroads will only be made in Inclusive Tourism when we change the focus away from just ramps and bathrooms and concentrate on destinations and people with a disability as a customer group. 25% of the market by 2020 and it is still not on the radar.
The ad covered age ranges and cultural diversity but not disability. Even the press have only picked up that wine isn't allowed on that beach. Unfortunately nobody will notice the absence of a person with a disability but such a powerful message of inclusiveness would have been sent had there been one.Until such time as destination marketers regard Inclusive Tourism as a viable market it will not be adopted into the mainstream tourism culture...