Understanding Ableism — 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 05 of 17
Stream one — Inclusive Tourism Training

Understanding Ableism

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To create truly inclusive tourism experiences, it's important to understand ableism — what it is, how it shows up, and why it matters.

So, What is Ableism?

Ableism is the discrimination of people with disabilities, often rooted in the belief that being non-disabled is "normal" or preferable. This can show up in many different ways — some obvious, some subtle.

It's not just about rude behaviour or exclusion. Ableism can be deeply embedded in everyday interactions, language, policies, and environments. It's often unintentional, but still harmful.

Two Faces of Ableism

Ableism comes in many forms, but there are two common types to be aware of:

Hostile Ableism

This is what most people recognise straight away. It might include mocking, excluding, or ignoring people with disabilities — or creating policies and environments that are clearly not inclusive.

Benevolent Ableism

This is more subtle. It happens when people assume those with disabilities are helpless, inspiring, or in need of saving. While it might seem kind on the surface, it actually reinforces stereotypes and takes away a person's independence and agency.

Important
Both types of ableism contribute to inequality — and both need to be challenged.

Why This Matters in Tourism

In the tourism industry, ableism can sneak into the way we talk to customers, the assumptions we make about what someone can or can't do, or how we design our spaces and experiences.

It might look like:

  • Offering help without asking first
  • Avoiding conversation with a customer who communicates differently
  • Speaking to a support person instead of directly to the customer
  • Assuming someone with a disability won't be interested in a particular experience
  • Designing spaces that only work for one type of body

Often, these behaviours aren't meant to be unkind — they're just habits picked up from a world that's mostly designed for non-disabled people. But even small things can create barriers.

What We Can Do

The first step is awareness. Once we understand what ableism looks like, we can start shifting our own behaviours, and gently challenge those around us too.

Here's how you can start:

  • See your customers as individuals — not as their diagnosis or condition
  • Always ask before helping
  • Avoid treating someone as "inspirational" just for living their life
  • Talk to the customer, not about them
  • Focus on access, not assumptions
  • Value different ways of communicating and experiencing the world

When we move past ableism, we make space for connection, dignity, and shared experience.

True inclusion isn't just about access — it's about respect.

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