The Access Card, which has been developed and is operated by Derby-based social enterprise, Nimbus Disability, has been heralded as good practice by VisitEngland in the organisation’s new accessibility toolkit for tourism businesses.
VisitEngland accessibility toolkit
The accessibility toolkit includes practical guidance on providing an inclusive welcome, designing accessible buildings, employing disabled people and creating quality accessibility information.
About 30 organisations, including some of the leading disability charities and tourism and hospitality trade associations, have had input into the development of the toolkit.
The free toolkit includes case studies, top 20 tips and downloadable business-specific actionable checklists to plan and prioritise improvements, as well as more aspirational technical design guidance.
In addition to highlighting the benefits of the Access Card, a case study of one of the hundreds of venues that have adopted it – Paulton’s Park – is included as a case study.
Disabled people accessing tourism
Several surveys conducted over the past five years have found tourism is one of England’s largest and most valuable industries, supporting hundreds of thousands of businesses, employing about 2.6 million people and, in 2022, generating £66.3 billion in domestic visitor spending.
Total expenditure generated in England by those with an impairment or those travelling within a group where a member has an impairment is now estimated to be £14.6 billion annually.
VisitBritain is leading the industry towards achieving the Government’s ambition for the UK to be the most accessible tourism destination in Europe by 2025.
Despite these improvements, the 2023 Participation Survey found that 45% of people who identify as disabled did not take a holiday in England in the last 12 months that involved staying away from home for one night or more compared to 35% of non-disabled people.
The recognition of the Access Card
The Access Card has been recognised with The Queen’s Award for Innovation and is now held by more than 350,000 people across the UK.
It is the first accessibility scheme of its type in the world – offering a universal and consistent way for disabled people to evidence and communicate their access requirements to providers quickly and discreetly.
Nimbus’ specialist team handles all applications for the Access Card so that disabled people only have to provide evidence and paperwork once.
The cardholders’ disability/impairment is then translated into symbols which are included on the physical card and registered on the Access Card bespoke software, which works alongside a venue’s online booking system.
This means that, when disabled people book tickets online, the venue is informed quickly and discreetly about the access requirements that individuals need from eligibility to essential companion tickets to the necessity for wheelchair-accessible facilities and much more.
This removes the need for disabled people to continually call ‘special’ booking lines’ and fill in ‘special’ booking forms or answer personal and invasive questions over the phone.
It is already widely recognised at the majority of the UK’s leisure and tourism venues with a large number allowing online integration and booking for disabled customers including Buckingham Palace, The NEC Resorts World Arena and Alton Towers as well as at venues in the USA, Europe and New Zealand.
Reactions to the launch of the national tourism accessibility toolkit
Nimbus Disability managing director Martin Austin MBE said of the launch: “This comprehensive toolkit looks set to be a game changer for improving access for disabled people to tourism venues and facilities.
“We are particularly delighted that the Access Card is showcased as good practice in this toolkit and that one of our lead partners Paulton’s Park is also included as a case study.
“We hope that it encourages even more venues and tourism providers across England to incorporate it into their online booking systems to further break down the barriers facing disabled people who want to enjoy the same experiences as everyone else.”
His words were echoed by the former Minister for Disabled People Tom Pursglove MP who said: “The Government is committed to making disabled people’s lives easier, including through our Disability Action Plan, and this toolkit is another step towards building a more inclusive society where every disabled person can reach their fullest potential.”
VisitEngland Director Andrew Stokes continued: “Our research shows that visitors in this important market value clear, concise, accessible information and tourism businesses want to provide it. We want to support businesses to remove barriers so that visitors with accessibility requirements have the opportunity to enjoy our tourism offer like everyone else.
“This best-in-class toolkit supports businesses to place accessibility at the centre of their operations, driving improved customer service and their welcome for visitors.”
Mark Briggs PLY, director of partnerships at Nimbus Disability attended the launch. He said: “It was a fantastic opportunity to network with so many organisations with the same goal of providing disabled guests with a great visitor experience and the work we do to play our part in this was so well received by everyone we spoke to.
“Additionally, it was fabulous to see so many of our current partners, who we integrate the scheme with already, highlighting we are intrinsic in the accessible visitors’ future.”
Go to the VisitEngland website to view the accessibility toolkit. The reference to the Access Card with a case study about Paulton’s Park is in section 7: Marketing and Accessibility.
For more information and to apply for your own Access Card, visit the Nimbus Disability website.
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