Longleat Accessibility Case Study

Find out how Longleat are creating a more inclusive experience for all, through thoughtful sensory initiatives, accessible planning, a commitment to continuous improvement and their vision for the future.

1. How would you describe your business to visitors who may not be aware of you? / Tell us briefly about your business and the services you offer. 

Longleat is a multi-faceted attraction with lots to offer for all ages. We are most well known for being a Safari Park, namely the first to open outside of Africa, as well as home to Longleat House, an Elizabethan stately home.

With three types of safaris, over 120 species and plenty of areas to play for little ones, Longleat offers days out for everyone, as well as seasonal and flagship events, such as The Festival of Light and Icons of the Sky.

Longleat also offers VIP experiences with a variety of animals and stays in historic cottages across the estate.

2. What changes have you made at Longleat to make it more accessible and inclusive? 

We have introduced a number of initiatives to support guests with sensory needs over the last 18 months. These include sensory bags, an accessibility map and sensory signage plus our elves and Santa were trained in Makaton for our Christmas experience in 2025.

Our sensory bags can be borrowed from guest services for a refundable £10 deposit, and include ear defenders, emotions fan, fidget and squishy toys. We know families often have their own bag of essentials, but we also know sometimes these can forgotten, which is why we now offer our own for those exploring the park.

The introduction of our accessibility map and sensory signage came in tandem to complement each other. As part of our signage, we have a number of symbols which are displayed around the park, to prepare guests for what they may experience. These range from hot and cold temperatures, free flying birds to places that are likely to be noisy and crowded. These are then part of the accessibility map, showing all the symbols and areas in one place, as well as which areas are wheelchair accessible or may require a minimum of three steps to access.

For 2026, we are introducing our first sensory Day for The Festival of Light. This will be a dedicated day to better support visitors with accessible or neurodiverse needs. There will be a calmer environment with lights on during daylight hours, reduced visitor numbers, lower capacity, no music and an overall gentler sensory atmosphere.

We have also introduced quiet hours at our other events.

We have also partnered with Nimbus Disability to introduce the Access Card, which ends the need for guests to bring in documentation and personal information to prove an essential companion is needed. Nimbus Disability’s Access Card is recognised by venues across the UK. For visitors without an Access Card, the free Digital Access Pass is available. This partnership is a major step forward, reinforcing a validated and consistent standard for accessible ticketing across the UK and beyond.

These are all initiatives which have been introduced since Summer 2024, on top of our usual accessibility measures, such as hearing loops on our Safari Bus, accessible toilets with adjustable changing bench and hoist, queue assist scheme and wheelchairs and mobility scooters available for hire.

3. What motivated you to make these changes? 

We want all our guests to have the best possible experience and recognise that each visit is different just like our visitors.

We know from experiences that guests have shared with us that public spaces can be overwhelming for those with neurodiversity when trying to deal with too much information. It’s not always possible to change temperatures, particularly in animal areas, but with the new signage and sensory map we can inform guests of what they may encounter.   

Ultimately, we want to ensure our guests have the best experience possible and want to eliminate any barriers that may stop them from doing so.

4. Since you began improving accessibility, what benefits have you noticed (e.g. on customer satisfaction, bookings, staff morale)? 

We have seen increased customer satisfaction, especially since the introduction of our sensory signage and positive reviews. We have a number of testimonials such as:

“Our daughter is Autistic and it was so helpful to see signs about potential noise/heat/busyness! Great job on making an already awesome attraction even better for all!”

“I wish more places and more people though of everyone with all different needs!”

5. What were some challenges, if any, that you encountered when implementing accessibility measures? 

We are committed to being as inclusive as possible and we have tackled it by ensuring we do it in increments rather than trying to do everything at once. We have developed a strategy to phase our approach and we are constantly reviewing feedback to make improvements.

6. What advice would you give to other businesses thinking about making changes to their accessibility? 

Go for it! The joy on people’s faces when they discover the changes is worth everything. However, make sure it is planned and phased – we want to over deliver not over promise.

7. Did you use any particular resources, tools or partners (e.g. audit services, training providers)? Which would you recommend for a business just getting started? 

We partnered with Nimbus Disability to introduce the Access Card, as well being members with Tourism for All, who highlight a number of resources to help businesses improve their accessibility. We have also worked with SEN specialists to create social stories which are on our website so people can get a flavour of what to expect when they arrive and while they are with us and our Santa Train team were recently trained in Makaton by Better Communication Together CIC.

8. Are you planning any further changes to your accessibility? New products, expansion etc.  

We know there is more for us to do, and we have created a three year strategy to continually make improvements.

9. Can you share one example from a customer that demonstrated the measures you had implemented had made a difference? 

‘Our 12-year-old daughter is Autistic, and it was SO helpful to see signs about potential noise/heat/busy-ness! The small notification meant she was prepared and she really enjoyed her day - as did the rest of us! Great job on making an already awesome attraction even better for all!’ 

‘There were signs indicating where places could get crowded or noisy and I've never seen these before. It actually really moved me, because not many venues provided accessibility beyond (essential) ramps or lifts. We were able to find lots of quiet spaces particularly around the house to reduce the stress of sensory overload caused by busy places and noise. All staff we encountered were informative, professional and friendly. We were greeted warmly at the train and boat stations and were able to ask questions, sometimes lots of questions which is a bit of an autistic trait! I struggle with days out and don't go on many because of sensory issues with crowds and noise, so I don't get to visit many places. But we're now considering becoming members because it turns out Longleat is safe place for me.’ 

Find out more about Accessibility at Longleat and get in touch with them here.