Introduction

In its current form tour operating specifically for people with reduced mobility, is still in its infancy. There are at least 10m disabled people in the UK alone, with 2.5 million of them travelling regularly (Tourism for All, 2008). The remainder do not travel for a variety of reasons, not least of which is because facilities and services are quite limited. This is certainly the perception of many disabled people, who are just not prepared to 'risk it'. An ageing population will result in the number increasing significantly.

Recognising that mobility impaired people rarely travel alone, this really is a huge market to be tapped. There are many issues to be addressed however, before it can be successfully developed. Disabled holidaymakers often find themselves handing over control of their lives to people who are neither well informed nor knowledgeable about their disabilities. There is also an assumption that disabled people are a homogenous group rather than individuals. It is important to recognise that they are individuals and that to treat them fairly, they must be treated individually.

This chapter sets out to highlight the difficulties encountered by disabled people travelling overseas. It discusses the specific needs at each stage of the holiday journey, from the decision making process right through to after sales support. Less mobile travellers encompass anyone who has difficulty moving around, either because of their disability, age or temporary injury. It points the way forward for tour operating, based on the pioneering work undertaken by Accessible Travel and Leisure, in the field of 'barrier free tourism'. Case studies have been used to illustrate the rationale behind the conclusion.

The Tour Operation

Marketing and Promotion of the Holiday Product

Reaching prospective clients who are mobility impaired is a difficult task. Particularly as so many do not recognise themselves as being disabled. Unless they are obviously wheelchair users, this is a hard to reach sector.