In Accessibility

When we talk about accessibility in tourism, sometimes the task ahead can feel overwhelming. In this blog we’ve tried to pull together some ‘quick wins’ to get you started.

Getting started with accessibility doesn’t have to be expensive or complicated. With just a few tweaks, you can begin making your business more welcoming to everyone. Not only is it the right thing to do, but it opens doors (literally and figuratively) to new customers, a better reputation, and a stronger regional visitor economy. 

If you’re a Visit West member and want help deciding which quick wins make sense for you, or want support implementing them, contact us and we’d be happy to help.

Why accessibility matters

💸 People with health conditions and impairments and their travelling companions spend over £14.6 billion on trips in England each year and research by VisitBritain shows that an extra £117 million could be generated from additional trips if accessibility was improved.

👨‍👩‍👧‍👧 One person with accessibility requirements in a group can influence the travel decisions of the whole group.

😊 Being more accessible can help you reach new customers, improve reputation, make return visits more likely, and contribute to inclusive, responsible tourism.

Boy with microphone

What you can do right now: Quick wins

Here are things that many businesses can start implementing immediately, or with minimal cost, that tend to deliver big improvements in accessibility.

Area

What you can do

Why it helps

Information & Communication

  • Clearly list your accessibility features on your website, listings (e.g. whether you have ramped access, toilets for people with disabilities, hearing loops, assistance dogs, etc.). If possible people should be able to find this information within one or two clicks from your homepage/menu. Take a look at the list below for some examples of good practice for this.

  • Use simple, inclusive language and avoid jargon.

  • Visitors with accessibility needs often make decisions based on information before booking. If they can’t find out what you can offer, they may choose elsewhere. Clear photos and descriptions reduce surprises and stress. These are low cost.

Welcome & Customer service

  • Train staff / volunteers in inclusive customer service: awareness of different impairments, how to assist, good communication.

  • Greet visitors proactively, ask if help is needed.

  • Offer flexibility: e.g. seating options, rest areas, quiet areas if someone is overwhelmed.

  • Use signage that is clear, with large fonts, good contrast.

Physical access (Low‑cost / small scale)

  • Keep entrances clear: remove obstacles, ensure ramps are kept free of clutter.

  • Ensure pathways are even, well‑lit, free of tripping hazards.

  • Provide handrails or grab‑rails where feasible.

  • Make sure doors are easy to open: lightweight doors, lever handles where possible.

  • Ensure accessible toilets or at least adapt existing toilets temporarily (e.g. signage, grab bars) if possible.

  • Some physical changes cost more, but many can be done with modest investment or organisation. Even small improvements are appreciated. The built environment section of the Visit England Toolkit offers guidance and aspirational standards for when you can do more.

Listing & Visibility

  • Update your business listing(s) on Visit Bristol/Visit Bath: fill in the accessibility questionnaire, so your site shows clearly what features you have. 

  • Ensure your Visit Bath/Visit Bristol description text includes accessibility information (not just the facilities drop down).

  • Use inclusive images in your marketing, show people with a variety of abilities. Please also send any you have to us to use in marketing.

  • If you don’t tell people what you do have, you’ll lose business. Visit West is asking members to update their listings so the listings reflect real features.

Digital accessibility

  • Make sure your website is usable on screen readers: alt text for images, headings structured properly.

  • Check contrast of text/background colors.

  • Ensure that online booking forms are easy to use (clear labels, straightforward).

  • Ensure your online content is mobile‑friendly.

  • More and more customers check online before booking, and digital barriers are as real as physical ones. VisitEngland’s toolkit has a section on digital features and inclusive marketing.

Internal culture & Staff

  • Designate an “Accessibility Champion” in your team, someone responsible for keeping improvements going.

  • Get staff involved: invite feedback from staff, especially those who might have accessibility needs themselves.

  • Include accessibility in staff induction / ongoing training.

  • Organisations that build inclusion into their culture tend to make more sustainable progress. The Visit England Toolkit emphasizes inclusive employment and internal culture.

Adaptive surfing at the wave

Where to next: Medium & longer‑term actions

As quick wins become embedded, you may want to plan for more substantial improvements. Some possibilities:

🏗️ Structural changes: building or upgrading ramps, accessible toilets, wider doorways, lifts etc.

🦽 Full accessibility audits by experts or people with lived experience. Take a look at our resources page for some businesses that can help with this.

💻 More advanced digital improvements (e.g. fully WCAG‑compliant site, video captions, etc.).

👔 Inclusive recruitment - making sure job adverts, policies, workplaces support employees with disabilities.

📈 Measurement - set goals, monitor feedback, track improvements so you can see what's working.

Practical checklist: First steps for Visit West members

Here’s a mini checklist you can run through to help:

1. Audit your own website: are your accessibility features clearly mentioned? Do you have a page that is easily found and signposted?

Some good examples can be found on We The Curious, Sparks Bristol, Roman Baths, Bristol Airport, No.1 Royal Crescent and WWT Slimbridge.

2. Are your staff aware of the importance of accessibility? You could run a short session or discussion about what accessibility means and how to welcome everyone. There are some free resources and guides available on our resources page. 

3. Move around your business from a visitor’s perspective: entrance, paths, restroom, signage. What obstacles would someone with reduced mobility / vision / hearing encounter? Is there any signage that could be updated? Check contrasts, clarity, height, wording.

4. Promote what you already do: any accessible feature, even simple, should be communicated. Take a look at our case studies to see what other Visit West businesses are doing.

5. Update your accessibility facilities on your Visit Bath or Visit Bristol listing. Find out more about this here, or speak to us at membership@visitwest.co.uk

Resources & tools to help

⚙️ VisitEngland’s Accessible & Inclusive Tourism Toolkit: full guidance, business‑type specific checklists, technical built environment advice. 

✔️ VisitWest’s questionnaire for member businesses to report their accessibility features so they can be shown in listings. 

💡 Case studies from Visit West member businesses in the region who have made changes. These often show practical examples relevant to similar premises. 

🖊️ Disability inclusion training programmes, local support bodies (e.g. WECIL / Disability Inc etc.). Find more information here.

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