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.

How to support Accessible tourism.

As a distributor, you have a unique opportunity to drive Australia’s accessible tourism future by shaping how travellers discover and book inclusive experiences.

The first step is to ensure that accessibility features are highly visible and easy to understand across your digital channels. Instead of relying on generic labels, provide detailed and specific information about accessibility options, covering everything from mobility access and step-free entry to sensory supports and communication aids. This level of detail reassures travellers and supports confident booking decisions.

Prominently position accessibility filters in your search and booking interfaces so that users can easily tailor results to their requirements.

It's also important to take a proactive approach to marketing and visibility. Feature accessible experiences in promotional campaigns, highlight inclusive tourism options in search results, and share compelling stories or case studies that demonstrate the value of accessibility, both for travellers and destinations. By putting accessibility at the core of your content and user experience, your platform can attract a rapidly expanding market segment, gaining a competitive edge while advancing social inclusion.

Finally, by signing up as an ATDW distributor and aligning with national frameworks and accessibility standards, distributors help set the benchmark for the entire industry. This commitment not only unlocks new business growth but also ensures travel is genuinely open to all—supporting both commercial success and broader community goals

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.