The research.
The reality of the access market makes it clear — we can no longer rely on outdated practices. It's time to recognise the true value of research and invest in delivering genuinely inclusive, high-quality experiences.
The access tourism market represents 25% of global tourism — larger than China and Europe combined — and is growing three times faster than any other tourism segment.
50% of people with access needs would travel more if destinations clearly communicated and delivered accessible experiences.
Research shows that New Zealand has already fallen behind its competitors, in particular Australia — even though New Zealand is more reliant on tourism as a major invisible export.
The global accessible tourism market represents 25% of all tourism and is growing three times faster than other sectors. Estimated annual spending: €89 billion in the EU, US$58 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 with children. Its true value is often underestimated, as spending figures also include travel companions and support networks.
People living with a disability globally include:
- Australia: 5.5 million (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, over 180 million people with disabilities — more than 360 million when including those indirectly affected.
- 53% of Gen Z now identify as neurodiverse, potentially rising to 70% among Gen Alpha (Emory University)
- Ageing populations are transforming travel behaviour across NZ's key inbound markets (Gillovic & McIntosh)
Accessibility and inclusion are becoming a baseline standard in customer experience. Businesses that adapt early will be better positioned to attract and retain these growing audiences.
- In 2024, travellers with accessible needs took 70.5 million trips — 22% of all travel in Australia
- Total trip spend: $29.2 billion — 17% of all tourism expenditure
- By 2055, those aged 65+ will make up 25% of Australia's population
- 40% retire with a disability; people aged 45+ hold over 50% of national wealth
This segment is projected to grow to 25% of Australia's total tourism revenue in coming years.
China
- 40% of travellers are 50+; 4.3 million airline customers are 55+
- Visitors over 40 account for 60% of China's total travel spend
United States
- Spending increased from US$34.5B (2015) to US$58.7B (2018)
- Median travel spend per person with a disability: US$3,000
- US$100B including travel companions
Europe
- Half of all travellers with access needs take at least one trip a year
- Travellers with disabilities travel with an average of 2.2 companions
- 50% say clear, accessible information makes travel easier (Zaluka et al., 2022)
- 45% feel unable to travel spontaneously due to planning required (Britainthinks, 2020)
People with disabilities consistently report that systemic barriers — not their impairments — limit their travel (Darcy). Poor accessibility information, inadequate marketing, and inconsistent service design are the key issues.
- 70% of people with access requirements leave a website if it doesn't provide accessible information (UK study)
- In Australia, 40% said not knowing what to expect was their main barrier to travel
- 55% of travellers with access needs use websites and apps to plan trips — higher than the general population (USA)
Accessible, transparent online information is vital to the success of the accessible tourism market.
- 32% of 18–25-year-olds consider inclusive marketing when choosing travel experiences, vs 17% of those aged 46+ (Deloitte, 2021)
The future of tourism growth depends not only on accessible products, but also on how inclusivity is communicated and represented.