Leading Australia’s Accessible Tourism future with ATDW
Australia’s digital tourism landscape stands at a critical junction—at the centre of a $29.2 billion accessible tourism opportunity. Recent research from Tourism Research Australia confirms that accessible tourism is no longer a niche market but a powerful force—fuelling 22% of all trips to Australia or 70.5 million trips each year.
For distribution platforms and digital channels, this is both a substantial market opportunity and a shared obligation to foster inclusive access right across the nation.
Growth driven by inclusion.
The numbers make a compelling business case: accessible travellers contribute 17% of Australia’s total tourism spend, with overnight travel alone accounting for $21.5 billion.
Your platform's regional content hold particular value for accessible travellers, who spend 58% of their nights and day trips outside capital cities—substantially higher than other travellers at 44%. This regional preference creates opportunities for distributors to showcase accessible experiences beyond major cities.
Beyond statistics, this market is expanding as Australia's population ages and accessibility expectations evolve across all traveller demographics.
Raising the bar.
Why display standards matter.
Australia’s reputation as an accessible destination is hard-won—81% of international visitors describe us as “accessible” or “extremely accessible.”
With this status comes rising expectations from travellers, who no longer settle for broad claims or vague promises. Today’s visitors demand clarity and specificity when it comes to accessibility, looking well beyond generic “accessible” tags before making their booking decisions.
Travellers want to know precisely what’s available: Are there step-free entrances and wide doorways? Is there accessible parking close by? Does the property offer features for guests with sensory needs, such as quiet spaces or visual aids? What about staff training and the availability of adaptive equipment or alternative communication methods?
Meeting these needs isn’t just about meeting compliance—it’s about removing uncertainty and building trust. Digital channels that provide detailed, easily searchable accessibility attributes empower travellers and boost clicks.
Generic "accessible" tags no longer suffice for this segment.
How to support Accessible tourism.
As a distributor, you help shape how accessible experiences are discovered, booked, and celebrated across Australia. By harnessing our accessible attributes , you can make it simple for travellers with access needs to confidently choose experiences—and for operators to showcase their commitment to inclusivity.
ATDW makes this easy: accessibility attributes are already captured in business and event profiles and are available for you to display on your website or platform.
These data fields are designed to cover a breadth of access types—mobility, hearing, vision, cognition, and more—ensuring you can surface rich, relevant detail for every traveller.
ATDW work with tourism businesses to list their accessibility attributes.
4 ways to use our Accessibility Attributes
1. Create a dedicated Accessible Travel page.
Gather all accessible profiles into a central hub on your site—making it easy for travellers to find options tailored to their needs.
2. Visibly mark accessibility features in profiles.
Use icons or descriptors to indicate which businesses or events welcome guests with access needs, building trust and instant recognition.
3. Add an accessibility section to each profile.
List every accessible facility and service offered, detailing support across mobility, hearing, vision, cognitive areas. Include a link to the operator’s Access and Inclusion Statement so users can delve further.
4. Enable Accessible search filters.
Enhance your general search pages by allowing users to filter for accessible product overall, or by specific access category (e.g., wheelchair access, sign language support).
Technical resources
Integrating these features is straightforward. For detailed technical instructions—including attribute mapping, API details, and sample code—refer to the ATDW Developer Documentation: Accessibility page.
Gain a competitive edge while advancing social inclusion with ATDW.
The business case is clear.
With accessible travellers representing nearly one-quarter of trips taken in Australia and contributing billions in annual spend, displaying comprehensive accessibility information on your digital channels isn't just about compliance—it's about competitive advantage.
By making accessibility tangible, transparent, and easy to navigate, your platform becomes the launchpad for inclusive travel across Australia. As a distributor, your commitment drives industry-wide progress—delivering better business outcomes, community value, and a tourism landscape where everyone belongs.
