Tour Agencies & Destination Management — Adapting Aotearoa
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Introduction Attitudes & Assumptions Welcoming Guests Customer Experience Understanding Ableism Travelling Solo or Accompanied Inclusion vs. Accessibility Developing Accessibility The Inclusive Formula Adaptive Adventure Tourism Assisting Customers Adaptive Advisory Adaptive Equipment Steps to Best Practice Inclusive Marketing Tour Agencies & Destination Management The Philosophy
Module 16 of 17
Stream one — Inclusive Tourism Training

Tour Agencies & Destination Management

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In this module, we're providing an insight into how you can ensure a quality experience for customers when building and marketing authentic, inclusive, and accessible tourism experiences.

Before getting started, it's important that you understand the whole inclusive tourism approach. Take the time to absorb the entire training module. Knowledge is key when it comes to delivering meaningful inclusive experiences — and when it comes to this work, you can never have too much knowledge.

Before creating inclusive itineraries, it's important to understand what you're aiming to achieve and how you're structuring the experience.

Where to Start?

When it comes to creating inclusive itineraries, it's about looking closely at:

  • The businesses you are engaging with to provide the experience
  • The transportation options
  • The accommodation on offer
  • The food and entertainment
  • The activities and experiences included
  • The region's points of interest and recreational aspects

It's also about the knowledge your team has when it comes to your customers' requirements — and their ability to adapt where needed.

It's about the knowledge your customer has ahead of time. They need to feel confident, informed, and supported well before they arrive. They need to know what to expect and how their needs will be met.

Most travellers requiring inclusive options will have done a lot of research before connecting with your service. Accessibility information at the destination level is essential — this market needs more details in order to plan and book with confidence, and they tend to rely more heavily on websites.

Because of that, it's in your best interest to provide a web page specifically for customers with access requirements. Think of it like an access guide — but one that outlines the tours and experiences available within your destination.

For Regional Tourism Organisations
Being a member of Adapting Aotearoa enables a partnership where we work alongside your organisation. Once your regional tourism businesses develop Access Guides, they can be highlighted through your destination website.

If you currently feature "Accessible" filters, it is in your best interest to ensure those businesses are Adapting Aotearoa members and have a completed Access Guide. Best practice is to filter and identify Adapting Aotearoa endorsed members, as their Access Guides provide clear, reliable information visitors can trust when planning their experience.

Be a Catalyst for Change

Be the connector within your network — the one who brings together tourism businesses and experiences. Among the wider group of operators, there will always be a few who stand out and go the extra mile. These are the ones to focus on.

Support your associated businesses to develop access guides, adapt what they offer, and create practical solutions to help optimise the customer experience.

Make sure the businesses you align with are the standout operators — especially when it comes to adventure-based experiences. These carry more risk and responsibility, so you want to work only with those who are committed to doing things properly.

Promote the Best

Highlight and promote the businesses that are doing it well. Once they are seen as the chosen few, others will be encouraged to follow their lead and develop similar approaches.

Only feature and work with businesses that are authentic and willing to provide safe, meaningful, and well-considered experiences.

Know Your Locations

For each destination, activity, and location — know where the most appropriate facilities are and make that information available. This includes things like public toilets that might not be connected to the business or activity you're featuring but still play a role in the wider visitor experience — especially for things like road trips or stops at sites of significance.

Value the Environment and Culture

Invest in research around the natural and cultural environments in your region. These don't always require an entry fee or paid ticket. The focus should be on experiences that honour culture, respect the land, and inspire visitors.

Share Your Region's Story

If your region has local transport options, cultural differences, or unique services that might offer a new perspective for inclusive travellers, make sure to highlight these as part of your inclusive product offering.

Be aware of local medical facilities, health services, and any regional emergency response systems. If a customer needs support or specialist equipment, you need to be ready.

Invest in Your Destination

Continue to invest in your destination by seeking adaptive advisory, offering training to associated businesses, and working together to make sure that everyone involved in the visitor journey is moving forward with the same shared philosophy.

If adaptive equipment is needed to support access, work together to purchase and share resources that can create more opportunities for more people.

Creating inclusive tourism experiences isn't just good practice — it's smart business, and it makes a real difference even within your local community. With the right approach, the right partners, and the right information, you'll be offering something truly meaningful that stands out on the world stage.

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