Learning Unit 16

The goal of this learning unit is to show how the tourism industry can promote accessibility and attract the inclusive tourism market. It provides insights into how marketing can influence the consumer relationship at every stage of the tourism value chain and features tools and techniques to establish better connections with customers with specific access requirements. It explains how prospective customers search for accessibility information, what types of communication channels they value and what prompts them to book. In today’s digital world, maximising the opportunities of digital channels and social media is the key to engaging with customers, therefore this learning unit analyses how tourism operators can make good use of web and social media tools when addressing customers with specific access requirements. Finally, it presents some good communication strategies and practices by tourism destinations and businesses around Europe.