The Research

The global accessible tourism market is significant — representing 25% of all tourism and growing three times faster than other sectors. It is also one of the most valuable, with estimated annual spending of €89 billion in the EU, $59 billion in the US, and AUD $8 billion in Australia — a market larger than Australia’s inbound Chinese tourism.

This market extends beyond travellers with disabilities to include seniors, people with temporary injuries, and families travelling with children. Its true value is often underestimated, as spending figures also include travel companions and support networks.

The accessible tourism market is both vast and regionally significant.

• Australia: 5.5 million people with disabilities (Australian Disability Network, 2024)

• United Kingdom: 16 million (Parliament UK, 2024)

• United States: 42.5 million (Pew Research Centre, 2023)

• China: 89.51 million (Zhang et al., 2023)

• India: 26.8 million (Government of India, 2018)

Together, these regions represent over 180 million people with disabilities, and more than 360 million individuals when including those indirectly affected by disability. This scale demonstrates both the global reach and local impact of accessibility needs.

Accessibility expectations are growing across generations.

• 53% of Gen Z now identify as neurodiverse, and this could rise to 70% among Gen Alpha (Emory University).

• Ageing populations are also transforming travel behaviour, especially across Aotearoa New Zealand’s key inbound markets (Gillovic & McIntosh).

These trends show that accessibility and inclusion are no longer optional — they are becoming a baseline standard in customer experience. Businesses that adapt early will be better positioned to attract and retain these growing audiences.

Australia

• 90% of people with disabilities (PwD) take a holiday each year.

• By 2055, those aged 65+ will make up 25% of the population.

• 40% retire with a disability, and people aged 45+ hold over 50% of national wealth.

China

• 40% of the population was aged 65+ by 2021, and this number continues to rise.

• 40% of travellers are 50+, and 4.3 million airline customers are 55+, a record high.

• Visitors over 40 account for 60% (875 million) of China’s total travel spend.

United States

• PwD travel spending increased from US$34.5b (2015) to US$58.7b (2018).

• Median travel spend per PwD is US$3,000.

• Seniors hold 50% of the nation’s wealth.

• PwD spend US$50b on travel, or US$100b including companions.

Europe

• Half of all travellers with access needs take at least one trip a year.

• Over 10 million Europeans have accessible travel needs.

• PwD travel with an average of 2.2 companions, while senior travellers bring 1.6.

Aotearoa New Zealand’s largest inbound tourism market is Australia.

Australian Government see the value and has significantly invested in Access tourism.

In Australia;

• In 2024, travellers with accessible needs took 70.5 million trips — representing 22% of all domestic and international travel in Australia.

• Their total trip spend reached $29.2 billion, accounting for 17% of all tourism expenditure that year.

This segment now represents a market larger than China and is projected to grow to 25% of Australia’s total tourism revenue in the coming years.

Research shows strong travel interest but ongoing accessibility challenges.

• 35% of people with disabilities in Europe travel with friends, and 15% travel alone.

• 50% say that clear, accessible information makes travel easier (Zaluka et al., 2022).

• 45% feel unable to travel spontaneously due to the planning required (Britainthinks, 2020).

People with disabilities consistently report that systemic barriers — not their impairments — limit their travel (Darcy). These include poor accessibility information, inadequate marketing, and inconsistent service design.

International research consistently shows that accurate, up-to-date accessibility information is essential for attracting the accessible tourism market.

• A UK study found that 70% of people with access requirements leave a website if it doesn’t provide accessible information..

• In Australia, 40% of domestic travellers with disabilities said that not knowing what to expect was their main barrier to travel — highlighting the need for clear, reliable information to plan their journeys.

Information portals at the destination level also play a key role in attracting this market. While friends, family, and past experiences remain the most trusted sources of accessibility information, research from the USA shows that 55% of travellers with access needs now use websites and apps to plan and book trips — a higher rate than the general population.

Accessible, transparent online information isn’t just helpful — it’s vital to the success of the accessible tourism market.

Younger generations are driving demand for visibility and authenticity.

• 32% of 18–25-year-olds consider inclusive marketing when choosing travel experiences, compared with 17% of those aged 46+ (Deloitte, 2021).

This shows that the future of tourism growth depends not only on accessible products and services, but also on how inclusivity is communicated and represented.

The accessible tourism market represents one of the fastest-growing and most valuable global sectors. With ageing populations, rising neurodiversity, and shifting consumer expectations, accessibility is not just good practice — it’s a core business strategy for future success.