Accessible tourism remains a major untapped market for South Africa’s tourism industry, according to experts urging businesses to improve accessibility and communication during a recent SATSA webinar on inclusive tourism in practice.
“Inclusion is often treated as a compliance issue or as catering to a niche market but, with 1.3 billion people in the world living with some form of disability, it must be seen as more,” said Marketing, Branding and Communications Strategist Sherise Dreyer.
South African tourism businesses are missing out on bookings, Dreyer pointed out.
“Disabled travellers often eliminate destinations long before they book an experience. This could be due to missing information on the website, assumptions made by staff or a flight of stairs.”
Communication is often more important than expensive infrastructure, Dreyer added.
“A lot of issues could be solved by stating something as simple as ‘Not wheelchair accessible but willing to engage and accommodate’ on your website.”
Peter Tait, Founder of Kifaru Africa, said: “Communication is vital. Engage with people with disabilities about their needs. Signage or a designated line for people with disabilities makes all the difference.”
Diedricht Brand, Founder of Neurodiverse Travel Co, noted that South Africa is not yet well-known for its inclusivity. “We do not have the trust of the inbound disabled and neurodiverse community in South Africa yet. But there is a big market out there.”
Barbara Murphy, Compliance and Sustainability Manager at the President Hotel in Cape Town, said the hotel, recognising it could improve services for neurodivergent guests, consulted Autism South Africa, trained staff and introduced pre-arrival questionnaires so guests could communicate their requirements before arrival.
“How we treat our guests shapes their experiences far more than room amenities. A lot of it comes down to empathy, communication and flexibility. We really want to make everybody feel welcome. And this is a huge marketing opportunity. The neurodivergent tourism market is worth billions of rands in South Africa.”
The President Hotel now offers a tailored experience for neurodivergent guests.”
