Understanding the Accessible Tourism Opportunity

Accessible tourism is transforming Australia’s visitor economy—delivering real growth, and a stronger, more inclusive industry. Recent research from Tourism Research Australia is clear: travellers with accessibility requirements accounted for 70.5 million trips and $29.2 billion in visitor spend last year.

With accessible travellers accounting for nearly a quarter (22%) of all trips in Australia and contributing billions each year, prioritising accessibility at every stage of the guest journey isn’t just good practice—it’s a major business opportunity. Providing clear, detailed accessibility information gives your business an immediate edge, helping you stand out in a rapidly growing market. This goes beyond compliance; it’s about gaining a true competitive advantage while supporting a more inclusive society for everyone.

Why it matters for your business.

Australia leads the world on accessibility: 81% of international travellers rate us as accessible, well ahead of key competitors. But today’s accessible traveller is discerning—they seek out clear information, genuine inclusivity, and tailored experiences. If your offering is easy to find, easy to book, and clearly communicated, you’re already ahead.

• Regional boost: 58% of accessible travellers’ trips are in regional Australia (vs 44% for others).
• High value: Not only do they tend to travel in groups, they also spend an average of $917 per trip on accommodation, dining, and attractions.
• Growing need: With 5.5 million Australians living with disability and a rapidly ageing population, demand will only increase.

Today’s accessible traveller is discerning—they seek out clear information, genuine inclusivity, and tailored experiences.

5 things you can do now.

1. Learn more about Accessibility.

Lean in and build your expertise. The more you understand accessibility, the greater your confidence in welcoming every guest. Start with these trusted resources:

• Austrade Accessible Tourism Hub — Australia’s central portal for accessible tourism guidance.
• Austrade Welcome Framework — A blueprint for creating inclusive, world-class visitor experiences.
• Austrade Specialist Resources — Case studies, research, and best practice playbooks.

Curiosity is key—ask yourself, where does your business fit into this emerging landscape, and what could you do differently going forward.

2. Extend your capability

Build your Accessibility capability by combining both the assessment and training—laying the foundations for leadership in Australia’s accessible tourism market.

Take the Accessible Tourism program assessment.

Developed with TravAbility and the Australian Tourism Industry Council (ATIC), the Accessible Tourism program is an online self‑assessment that reviews your business across five key areas: cognitive/autism, limited mobility, low hearing, low vision, and wheelchairs/scooters. Completing it gives you:

• A tailored Accessibility Information guide and logo—ready to share across your website, booking channels, and guest materials.
• An internal report mapping strengths, gaps, and priorities for improvement.

Businesses meeting core criteria gain formal recognition—boosting visibility and credibility with a growing market. Learn more

Extend your skills with the ATEC Accessible & Inclusive Host program.

This three‑module online course builds confidence to welcome guests of all life stages, backgrounds, and abilities. Modules cover:

• Culture Ready—fostering an inclusive business culture.
• Product Ready—tailoring experiences for different needs.
• Service Ready — delivering outstanding service from booking to departure.

Created with Tourism Australia and accessibility expert Martin Heng, the training blends practical tips, case studies, and action steps. Complete it to earn a digital badge—showing your commitment to accessibility and giving you tools you can use immediately through your own channels. Learn more

3. Make your accessibility features visible.

Ensure you are promoting that you 'Actively Welcome people with Access needs' on your ATDW profile, and provide as much supporting information in the Accessibility Attributes as possible. See How to Add Accessibility Attributes to your profile for step-by-step guidance.

Adding this information to your profile opens your business up to more promotion opportunities in this sector such as the Spinal Life Accessible Australia App and the dedicated Accessibility pages your State Tourism Organisation websites.

Ensure accessibility features appear prominently on your website and booking platforms. Use clear, specific language rather than generic 'accessible' claims and ensure you've got photos available to share with guests. Remember to review and update this information regularly.

4. Create an Access and Inclusion statement for your website.

Creating a dedicated Access and Inclusion statement for your experience and having this readily available on your website clearly articulates to guests the facilities and features you have in place to support them. Complete with information and images, this Statement allows them to make informed decisions about the suitability of your experience for their unique needs, without having to phone or email and ask. Saving both you and your potential guests time in their travel planning process.

If you have an Access and Inclusion statement on your website, be sure to add this URL to your ATDW profile.

5. Connect with your local network.

Take this opportunity to elevate the visitor experience by connecting and partnering with accessible transport providers, local attractions, and dining venues.

Make detailed accessibility guides for your destination available to guests and remember that accessibility is as much about attitude as infrastructure—ensure your staff are trained in inclusive service delivery.