Accessible tourism is one of the most underestimated and misunderstood sectors in global travel. Yet it is evolving fast — and it’s here to stay. Too often, the focus is narrowed to ramps and toilets, while the real foundations of accessibility are overlooked: comprehensive information, quality, and consistency.

It’s time for transformation. Accessibility is not about minimum compliance — it’s about creating authentic, informed, and inclusive experiences.

The accessible tourism market is a powerful and rapidly expanding sector, representing 25% of global tourism and growing three times faster than the broader industry. Valued at over €89 billion in the EU, US$58 billion in the US, and AUD$8 billion in Australia, it rivals and often surpasses major tourism segments. Driven by rising consumer expectations, accessibility has become a core driver of growth and competitiveness in global tourism.

Outdated practices are no longer enough — it’s time to recognise the value of research and invest in delivering genuine, high-quality inclusive experiences. Evidence consistently shows that clear, reliable access information is essential to attracting and retaining this market.

Refer to The Research as it plays a valuable role in Adapting Aotearoa

Adapting Aotearoa exists to bring structure and leadership to an outdated and broken system. We place acknowledgment and value on accessibility by building knowledge, awareness, and practical solutions for the tourism industry.

The key enabler isn’t just infrastructure — it’s attitudes and information. That’s why business Access Guides are at the heart of our movement.

Great access starts with good design, but the real game-changer is how you communicate that access. An Access Guide provides clear, detailed, and visual information that lets customers decide for themselves. This empowers choice, builds trust, and welcomes people through honesty and transparency.

Access Guides are not just a tool — they are a revolution in how visitors experience your business.

As part of the Adapting Aotearoa movement, our platform will:

Educate your team in all aspects of accessible and inclusive tourism.

Provide templates to create Access Guides — the true enabler of accessibility in travel.

Offer best-practice guidance to help you develop inclusive design and access strategies.

Create leadership and consistency across Aotearoa that the tourism industry can be proud of.

Form a framework where businesses Access Guides are an integral part of destination marketing, including partnered Regional Tourism and TourismNZ

Ensure authenticity by being guided by people with lived experience of disability — those who understand the value, potential, and importance of accessibility.

As we say: authenticity shines when a business owns and values their accessible and inclusive product.

Backed by TourismNZ and our Regional Tourism partners, Adapting Aotearoa is the initiative of Jezza Williams, New Zealand’s leading expert in Inclusive & Accessible Tourism. As CEO of the MakingTrax Foundation, Jezza brings over 30 years in the adventure and tourism industry — with 15+ years dedicated to accessible tourism. Living with a disability himself, Jezza has become the original consultant and trusted advisor to businesses across Aotearoa and beyond.

With his leadership and the guidance of a dedicated team, Adapting Aotearoa is here to lead the industry into a future where accessibility is no longer an afterthought — but a foundation for success.