Accessibility Champions Created to Improve Inclusive Tourism

Accessibility Champions have been created after the successful completion of a new business support programme delivered by Visit Worcestershire, Worcestershire County Council and Access & Inclusion UK.

20 businesses have been supported with fully funded training, which has included a review of their venue’s current accessibility, the creation of a prioritised improvement plan, access to 1:1 advice and a £1,000 grant to fund initial access improvements.

The support programme has also been aligned with VisitEngland’s brand-new Accessible and Inclusive Tourism Toolkit, designed to focus on the physical, digital and operational measures businesses can implement to ensure a warm welcome for all visitors.

Councillor Adam Kent, Cabinet Member with Responsibility for Economy and Skills at Worcestershire County Council said: "We are incredibly proud of the progress made through the Accessibility Champions initiative. This program has empowered local businesses to enhance their inclusivity, ensuring that all visitors, regardless of their needs, can enjoy the diverse attractions Worcestershire has to offer.

“By providing comprehensive training, expert advice, and financial support, we are not only improving visitor experiences but also strengthening our economy by making our county a more welcoming and accessible destination for everyone."

The businesses involved in the programme have benefited from industry expert advice from Access & Inclusion UK, who have upskilled the Accessibility Champions and delivered tailored improvement plans based on real shared and previous experience.

A varied and diverse number of initial improvements have been made, which include low-cost quick wins such as Makaton signage for interpretation, as well as larger infrastructure projects including the opening of new Changing Places facilities ensuring that Worcestershire remains a welcoming and inclusive place to visit.

Jane Cooper, Managing Director of Access and Inclusion UK said: "We have been absolutely delighted to work with Visit Worcestershire and the 20 businesses who have been part of the programme. We delivered bespoke Accessibility Champion training which has given the 32 delegates the skills to audit the accessibility of their own venue as well as deliver Everybody Welcome training for their front-line staff and volunteers, supporting them to provide a warm and inclusive welcome. 

“We also had the privilege of visiting each site to help the Champions identify key priorities and develop an access and inclusion improvement plan, and it has been fantastic to see how they have all have embraced their new knowledge and skill sets. 

“Each one has already started to make improvements which will not only benefit their visitors, but also their staff, business, destination and local communities.”

“The Tourist Sector Recovery Plan created in 2021 aims for the UK to be the most accessible tourism destination in Europe by 2025, and this programme will enable Worcestershire to play a significant part in making that vision a reality.”

The economic impact of providing inclusive tourism experiences in England alone is estimated to be worth £14.6 billion according to VisitEngland. However, there are many other added benefits that inclusion creates for the tourism sector, which includes increased customer satisfaction, improved visitor experience and brand loyalty.

The Worcestershire businesses which have benefited from the scheme include:

• All Things Wild
• Arley Arboretum & Gardens
• Attwell Farm Park
• Avoncroft Museum
• Churchfields Farm
• The Commandery (Worcestershire Museums)
• The Valley
• Eckington Manor
• Great Witley Church
• Hopleys Family Camping
• Little Owl Farm Park
• Malvern Theatres
• Morgan Motor Company
• Spetchley Park Estate
• Three Counties Showground
• Tudor House Museum
• West Midlands Safari Park
• Wittering SUP
• Worcester Theatres
• Worcestershire Wildlife Trust