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A new national framework to help tourism businesses improve the accessibility of their products, services and experiences has been unveiled by Australia’s state and territory tourism ministers.

The WELCOME Framework, created and funded by the Australian Trade and Investment Commission (Austrade) and state and territory tourism organisations, was launched in Melbourne.

The Framework will help tourism operators attract new customers and better support existing ones by understanding the needs of people with disabilities and long-term health conditions.

Austrade’s Tourism Research Australia (TRA) estimates that 21% of total domestic tourism spend in the June 2023 quarter was by people with accessibility needs and people travelling with them. That was $6.8 billion in just three months.

Advising that welcoming these potential customers is both the right thing to do and a major opportunity for tourism businesses as well as being simple and easy,

Austrade’s Visitor Economy General Manager, Sam Palmer explained "the Framework provides clear, tested, practical advice to help tourism businesses capitalise on a growing trend, especially given our aging population worldwide.

“Tourism businesses large and small are already thinking about what steps they can take. For example, Darwin-based Walking tour company Walk Darwin has rewritten its guide instructions to enrich their offering for hearing-impaired customers.

“Indoor skydiving company iFLY has invested in flight suits with zippers suited to wheelchair users, and the company runs highly popular all-abilities events each month. The WELCOME Framework will help more businesses to get on board."

The WELCOME Framework is a straightforward, practical resource to help businesses start their accessible tourism journeys.

Click here to view the WELCOME Framework.

Click here to view Austrade's accessible tourism landing page.

Images: Wheelchair users at iFLY (top) and Sam Palmer (below). Credit: Austrade.

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